To facilitate an investigation of how to better under-
stand the online shopping experience in a service con-
text, and to address the research questions previously
outlined, a model for e-Loyalty is presented in
Fig. 1. This model employs the technology acceptance
model (TAM), enjoyment, and perceived social presence
as antecedents to e-Loyalty. Elements of the model and
support for hypothesized causal links are elaborated
below.