Consumer Satisfaction, Trust and Seller Loyalty in C2C Marketplace: The Moderator of Involvement

Customer satisfaction, trust, loyalty and their relationship have been considered extensively. However, Consumers´ loyalty to market seller has not well understood in consumer to consumer electronic marketplace. This paper focuses on purchase involvement, consumers´ transaction satisfaction, trust and loyalty to seller in marketplace. It was found that customers transaction satisfaction influence trust, trust influence loyalty, Trust is the mediate of satisfaction and loyalty, while purchase involvement moderate the relationship of transaction satisfaction and seller´s trust.