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Avatar-equipped e-commerce is an information technology-driven business model in cyberspace. It is one of the most successful online venues developed in Korea. This research explores the process of developing customer loyalty regarding the use of Avatar in online communities and the possibility of the effective use of Avatar in electronic business development. In particular, five different social factors that affect individual users' satisfaction and loyalty are identified. Thisdblp:conf/icis/KimS04 fatcat:gpkt53ch2vfwhl6pybbhtc55ha