Shopping Motivations on the Internet: An Emprical Study of Trust, Satisfaction and Loyalty.

Online shopping has become one of the most popular shopping styles currently because it leads to competitive advantages on cost saving and profit increasing. The purpose of this study is to investigate the causal relationship among trust, satisfaction and loyalty on Yahoo auction website of Taiwan. The proposed model was constructed through structure equation modeling (SEM). For trust, three variables including online customer review, type of payment, and secure certificate were involved. Four variables including product quality, price, the consistency of products and photos, and delivery speed were consisted in satisfaction. With regard to loyalty, three variables including recommendation to others, repurchase intention, and membership system were comprised. Finally, the results indicated that the significant and positive relationships were found between trust and satisfaction, and between satisfaction and loyalty.