摘要：The study aims to examine the relationship between buying environment characteristics,e- satisfaction and e-loyalty referring to the research model from Kim et al. (2009) that is applied to apparel product category in the US as a developed country. The study offers a new empirical perspective by investigating electronic product category in Indonesia as a developing country. The study conduct a survey method to reach a purposive sample of 200 consumers from 4 big cities in Indonesia that are Jakar ta,Bandung,Yogyakarta and Surabaya. The findings prove that among six online service attributes,only convenience and information can inflluence e-satisfaction significantly. Web appearance,entertainment value,communication and customization are failed to be a significant predictors of e-satisfaction. In the next step,e-satisfaction influences e-loyalty significantly. Generalization of the study finding still can be critized due to limitation of the study area and single case.
