This paper is aimed to further the understanding of
e-Loyalty within an e-Services context, with emphasis on
two under-explored elements: (1) social presence, and (2)
gender. Some researchers have explored the impact of
social presence on the antecedents to attitude (Hassanein
and Head, 2006) and behavioral intention (Gefen and
Straub, 2003). However, social presence has not been
examined within the context of e-Loyalty. Similarly, the
impact of gender on e-Loyalty antecedents is not fully
understood. Hence, in this paper we seek to answer the fol-
lowing research questions: