... (n = 294) to test the proposed extended means-end chain theory (MEC) model. Findings The authors found that the role of trust toward the platform provider and the third-party seller differs based on the perceived value (functional and emotional) and impact of trust on satisfaction. This study...

... quality in turn also impacts customer loyalty attributes, including satisfaction, value, trust and commitment. Satisfaction is a determinant of customer trust, whereas the direct relationship between value and customer commitment is not supported. Research limitations/implications – The model...