¹Transworld University/Information Management, Douliou City, Taiwan
²National Yunlin University of Science and Technology/Information Management, Douliou City, Taiwan
³Tatung Institute of Commerce and Technology/Digit Content, Chiayi City, Taiwan

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Abstract—Commercial online services have increased dramatically over the last decade, especially in the field of electronic commerce (EC). The rapid development of electronic commerce has allowed people to access information and interact with global businesses. This, in combination with the advent of economical and efficient electronic capabilities, has led to the rising popularity of online auctioning. The purpose of this study is to explore from customers’ perspectives what attracts them to online auction sites, and keeps them coming back. Through the use of structural equation modeling (SEM), this article provides insight into online auction customer loyalty and online customer behavior. The ways in which consumer satisfaction interacts with auction website loyalty (the essence of the business-consumer relationship) are discussed. Furthermore, suggestions are made as to how online auction website managers can use these findings to implement and improve upon marketing strategies.

Index Terms—Online auction, Electronic commerce, Satisfaction, Loyalty

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Cite: Chien-Chung Tu, Kwoting Fang, Chwen-Yea Lin, "Perceived Ease of Use, Trust, and Satisfaction as Determinants of Loyalty in e-Auction Marketplace," Journal of Computers vol. 7, no. 3, pp. 645-652, 2012.