“…These two motivational factors also affect consumers' intention to spread positive word-of-mouth information on the web about online retailers [8]. Several studies assessed the influence of emotional factors such as satisfaction [9,15,16,17,18,19,20,21,22,23,24,25,26,27], enjoyment [9,28,29,12] and loyalty [25,26,30,31] on consumers' online shopping behavior. Results of the studies showed that consumer satisfaction with the online retailer's website is positively related to consumer's loyalty to it [9,16,17,19] and loyalty has been found to increase the actual website buying frequency [30].…”