Research Question 1: What determines loyalty within a
B2C e-Services website?
Research Question 2:What role does social presence play
in influencing loyalty and its antecedents within a B2C
e-Services website?
Research Question 3: How does gender influence the
impact of hedonic elements on loyalty within a B2C
e-Services website?
In the following sections we present a brief overview of
traditional and online shopping, our research model and
hypotheses; discuss the research methodology employed
in this study; and present the results of an empirical analy-
sis used to validate the proposed model. The paper ends
with a discussion, conclusions and some directions for
future research.