Abstract:
This research report leads to the effect of antecedents of e-loyalty on it. Current literature emphasizes work on only considering one dimension of e-loyalty i-e behavioral e-loyalty whereas in this research paper both dimensions of e-loyalty i-e attitudinal and behavioral are taken under consideration. Explicitly this study examines the role of customer satisfaction as mediator between antecedents of e-loyalty i-e E-e-security and eservice quality and e-loyalty (attitudinal and behavioral) among the university students. The results of study show significant meditating role of customer satisfaction and significant direct effect of e-e-security on e-loyalty (attitudinal and behavioral), where as insignificant direct effect of e-service quality on e-loyalty (attitudinal and behavioral). In particular, it can be seen that effect of e-e-security and e-service quality on e-loyalty (attitudinal and behavioral) of an online shopper is positively strengthened by satisfaction of online customers. Keywords
