A field research that was conducted on consumer residents in Athens,Greece,revealed that three e-quality dimensions, namely, ease of use, customization and assurance, e-scape and responsiveness, have significant positive effects on e-loyalty and e-satisfaction. However, regarding e-trust, only customization and assurance exerts a significant positive effect. Therefore, security measures are essential for the development of a secure environment in which online transactions will be conducted, and in parallel they can help in the adoption of online shopping.