Since the online market has been growing rapidly over the past several years, electronic marketing activities have drawn a lot of attention. Many companies generated customer loyalty by improving electronic service quality (e-service quality) but the effects needed to be further examined. The first purpose of the study is to integrate relevant literature and develop a comprehensive research model of electronic commerce to identify its antecedent and consequential research variables. This study tests the interrelationships among the perception of e-service quality, customer satisfaction and customer loyalty. The second purpose of this study is to examine the moderating effect of customer perceived value on the relationship between customer satisfaction and loyalty. Through a questionnaire survey, the results of this study indicated that e-service quality has influence on customer satisfaction and then generates customer loyalty, which is consistent with Bagozzi's appraisaemotional responsbehaviour framework. Another key finding is the relationship between customer satisfaction and loyalty, which is stronger for customers with high perceived value than low perceived value. Conclusions indicate that website owners should not only improve e-service quality, but also emphasise customer perceived value.

e-service quality; perceived value; customer satisfaction; customer loyalty