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This research has recommended a conceptual framework for considering the online buying behavior factors which they are namely privacy, trust, perceived value and the firm reputation that they have an impact on the electronic satisfaction of customers. To test the conceptual framework, SPSS has been used to analyze the data collected from 146 online buyer customers in Malaysia. The results of the study indicate online buying behavior factors which they are namely privacy, trust, perceived valuedoi:10.11113/jt.v64.2257 fatcat:6oxely7l2fhabh2azbyzd7n74q