Abstract
Abstract This study analyzed the influence of online consumers' shopping values on customer satisfaction and loyalty. The shopping values in this paper include the utilitarian-, hedonic-, and social engagement-shopping values.The hypothesized research model was proposed based on five main constructs: three shopping values, customer satisfaction, and customer loyalty. This study tested the hypothesized model using the data from 182 consumers whopurchased accommodation products over the last six months. The findings showed that consumers' shopping valueshave a significant impact on customer satisfaction. In addition, the customer satisfaction has a significant influence on customer loyalty. Online accommodation booking sites need to make efforts to recognize the consumers' different shopping values and social influences to use a website as a tool for managing customer relationships. Keywords : utilitarian shopping values, hedonic shopping values, social engagement shopping values, customer satisfaction, customer loyalty
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