Abstract
The development of B2C e-commerce success depends on establishing trust and satisfaction of e-services which contributes to the long-term B2C e-commerce customer loyalty. Prior research has examined the key attributes hampering the e-commerce success and making it difficult to maintain customer loyalty. The new types of technology devices introduced are not only vulnerable to internet risks but also slower the growth of B2C e-commerce. Prior studies have proposed and empirically tested B2C e-commerce frameworks guided by the objectives of establishing trusting, satisfied, and loyal customers in many countries. The empirical data presenting these key success factors of B2C e-commerce in an emerging African countries is mainly limited. The purpose here originates on documenting the effects of information security and privacy concerns on customer trust as a moderator of the effect of satisfaction on B2C e-commerce customer loyalty. The study sinks to the depth of prior studies to construct a conceptual research model which hypothesises the relationships between the B2C e-commerce factors and their antecedents. A survey collected primary data using a self-administered structured questionnaire targeting B2C e-commerce customers in Gauteng province of South Africa. Results show that information security is a strong predictor of customer trust and a weak predictor of their satisfaction. It was found that B2C e-commerce customer loyalty is strongly determined by satisfaction and weakly determined by trust in South Africa. Trust significantly moderates the effect of satisfaction on B2C e-commerce customer loyalty. The limitations of the study, implications, and the proposed future research directions are discussed.