Critical review of the e-loyalty literature: a purchase-centred framework
Electronic Commerce Research
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The increasing popularity in the new digital economy, and the Internet is considered a technology asset because its efficiency to quickly break geographical barriers. The purpose of this study is to explore from customers’ perspective what attracts them to online auction sites and keeps them coming back. This article provides an understanding on online auction customer with loyalty of online customer behaviors. The structural equation modeling (SEM) was used. Discussions of how consumers’ satisfaction interacts with auction Website loyalty which is an essence of the business and consumer relationship. Proposals are made of how online auction website managers can use these findings to make marketing strategies.