The Relationships Among E-Service Quality, Value, Satisfaction and Loyalty in Online Shopping

Since the online market has been growing rapidly over the past several years, e-commerce marketing activities have drawn a lot of attention. The main purpose of the study is to develop a comprehensive research model of explaining the user’s online shopping behavior. Empirical analyses are performed using structural equations modeling analysis and results indicated that e-service quality would not affect the on-line shopping customer loyalty directly but indirectly through the mediation of perceived value and customer satisfaction. And perceived value would not only affect the customer loyalty directly but also indirectly through the mediation of customer satisfaction.

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