The purpose of this study was to investigate the influence processes that shape buyers' repurchase loyalty in the e-marketplace. Based on a review of the literature addressing sales behavior, trust, satisfaction, and price fairness, and the elaboration likelihood model (ELM), seven hypotheses were developed and then tested by means of a field survey among buyers who had completed transactions at the largest and most famous e-marketplace in Taiwan. Findings indicated that trust and satisfaction were the main factors influencing consumers' repurchasing loyalty in the marketplace. Practically, this research can help sellers identify and benchmark influence strategies to motivate buyers' repurchase intention and customize such strategies to best fit different situations.
['Hui-Chih Wang', 'Her-Sen Doong', 'Hui-Chin Shih', 'John Pallister', 'Gordon R. Foxall']
An Investigation into the Determinants of Repurchase Loyalty in the E-Marketplace