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This study investigated the influence of technology acceptance factors and e-service quality towards customer satisfaction and loyalty in online shopping context. An on-line causal survey was conducted in Yogyakarta, Indonesia. Sample was selected by purposive sampling criteria involving 150 users of a certain marketplace. Data were analyzed using Structural Equation Modeling (SEM). Results showed that (1) technology acceptance significantly affects customer loyalty, (2) technology acceptance also significantly affects customer satisfaction, (3) eservice quality has a significant impact on consumer satisfaction, while (4) e-service quality does not have a significant impact on customer loyalty, and (5) customer satisfaction has a significant impact on consumer loyalty. Keywords—technology acceptance factors; e-service quality; customer satisfaction customer loyalty; online shopping

The Role of Technological Acceptance and E-Service Quality in Predicting Customer Satisfaction and Loyalty