Constructing the Reserach Model of Determinants of Customer Satisfaction in Online Shopping: from the Perspectives of Justice Theory and Value Theory


  • Szu-Yuan Sun National Kaohsiung First University of Science & Technology


Justice theory, Value theory, Customer Satisfaction, Trust, online shopping


Under the circumstance of fierce competition in B2C market, how to increase customer’s satisfaction is crucial for sellers’ success and survival. Numerous studies have already affirmed that customer satisfaction should be taken as a main goal for running business. However, there is still a strong need for seeking a more comprehensive model to explain how customer satisfaction is actually provoked. The aim of this article attempts to explore the antecedents of customer satisfaction and how they related. In the research model, justice theory, perceived value, trust, and convenience are hypothesized to positively affect customer satisfaction in online shopping settings. This study concludes with theoretical and managerial implications, as well as in providing
directions for future research.

Author Biography

Szu-Yuan Sun, National Kaohsiung First University of Science & Technology

Department of Information management
National Kaohsiung First University of Science & Technology
Kaohsiung, Taiwan


Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: findings from Sweden, Journal of Marketing, 58, 53-66.

Anderson, J.C. & Gerbing, D.W. (1988), “Structural equation modeling in practice: a review and recommended two step approach”, Psychological Bulletin, 103, 411-423.

Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework, Psychology and Marketing, 20, 123-138.

Austin, W. G. (1979). Justice Freedom and Self-Interest in Intergroup Relations. In Austin, W.G. and Worchel, S. (Eds.), The Social Psychology of Intergroup Relations. Brooks/Cole, Belmont, CA.

Barry, J., & Johnson, W. (2004). Value and trust determinants in industrial after-sales: the mediating role of goal congruence. AMA Winter Educator Conference Proceedings, American Marketing Association, Chicago, IL.

Cameron, M. (1999). Content that works on the web, Target Marketing, 1, 22–58.

Celuch, K., Goodwin, S., & Taylor, S. (2007), Understanding small scale industrial user internet purchase and information management intentions: a test of two attitude models. Industrial Marketing Management, 36(1), 109-20.

Chiu, C. M., Huang, H. Y., & Yen, C. H. (2010). Antecedents of trust in online auctions. Electronic Commerce Research and Applications, 9, 148-159.

Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218.

Cropanzano, R., Rupp, D. E., Mohler, C. J., & Schminke, M. (2001). Three roads to organizational justice. In G. R. Ferris (Ed.), Research in personnel and human resources management, (pp. 1-133). New York: JAI Press.

DeLone, W. H., & McLean, E. R. (2004). Measuring e-commerce success: applying DeLone & Mclean information systems success model. International Journal of Electronic Commerce, 9, 31-48.

Ding, L., Velicer W., & Harlow, L, “Effect of estimation methods, number of indicators per factor and improper solutions on structural equation modeling fit indices”, Structural Equation Modeling, 2, 1995, pp.119-143.

Doney, P. M., & Cannon, J. P. (1997) An examination of the nature of trust in buyer–sellerrelationships. Journal of Marketing, 61 (2), 35–51.

Folger, R., & Greenberg, J. (1985). Procedural justice: an interpretative analysis of personnel systems. In: K. Rowland, G. Ferris (Eds.), Research in Personnel and Human Resources Management. Greenwich, CT: JAI Press.

Fornell, C., & Larcker, D.F., (1981), “Evaluating structural equation models with unobservable and measurement error”, Journal of Marketing Research 18, 1981, pp.39-50.

Greenberg, J. & Wiethoff, C. (2001). Organizational justice as proaction and reaction: Implications for research and application. In R. Cropanzano (Ed.), Justice in the workplace (Volume II): From theory to practice (pp. 271-301). Mahwah, NJ: Lawrence Erlbaum & Associates.

Harris, L. C., & Goode, M. M. H. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics, Journal of Retailing, 80 (2), 139.

Heo, J., & Han, I. (2003). Performance measure of information systems (IS) in evolving computing environments: an empirical investigation, Information & Management, 40 (4), 243–256.

Humphrey, S. E., Ellis, A. P. J., Colon, D. E., & Tinsley, C. H. (2004). Understanding customer reactions to brokered ultimatums: Applying negotiation and justice theory. Journal of Applied Psychology, 89 (3), 466-482.

Kassim, N. M., & Abdullah, N. A. (2008). Customer loyalty in e-commerce settings: An empirical study. Electronic Markets, 18 (3), 275–290.

Kim, J., Jin, B., & Swinney, J. L. (2009). The role of retail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16 (4), 239-247.

Lee, H. Y., Ahn, H., & Han, I. (2006). Analysis of trust in the e-commerce adoption. In Proceedings of the 39th Hawaii international conference on system sciences, Hawaii.

Oliver, R. (1997). Satisfaction: A behavior Perspective on the Consumer. New York : McGraw-Hill.

Oliver, R. L. & Swan, J. E. (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. Journal of Marketing, 53, 21-25

Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution based trust. Information Systems Research, 15 (1), 37–59.

Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78 (4), 105–113.

Rousseau, D.M., & Tijoriwala, S. A. (1998). Assessing psychological contracts: Issues, alternatives and measures. Journal of Organizational Behavior, 19, 679-695.

Schaffer, E. (2000). A better way for web design, InformationWeek, 784 (1), 194-194.

Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36 (3), 356–372.

Tax, S. S., & Brown S. W. (1998). Recovering and learning from service failure. Journal of Services Marketing, 9, 15-23.

Tyler, T. R., & Blader, S. L. (2003). The group engagement model: Procedural justice. Social identity and cooperative behavior. Personality and Social Psychology Review, 7, 349-361.

Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25 (2), 139-53.

Zeithaml, V. A., Berry, L.L., & Parasuraman, A. (1996). The behavioural consequences of service quality. Journal of Marketing, 60 (2), 31–46.



How to Cite

Sun, S.-Y. (2012). Constructing the Reserach Model of Determinants of Customer Satisfaction in Online Shopping: from the Perspectives of Justice Theory and Value Theory. International Journal on Information Technology and Computer Science, 5(2), 1-7. Retrieved from



Research Articles