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What is Buyer Satisfaction in Online Auctions about?

This document summarizes a research paper that examines factors influencing buyer satisfaction and loyalty toward online auction websites and sellers. It studies how loyalty to a website affects loyalty to a seller, and vice versa. An online survey of 221 buyers found that loyalty to a seller positively impacts loyalty to the website, while loyalty to the website negatively impacts loyalty to the seller. The results suggest sellers should be cautious about decisions that could reduce buyer loyalty to the we

Author

Wilmar Danielss

Language

EN