In the past decade the Internet has spread throughout Malaysia and the revenue generated by online commerce activities increases at a constant pace. However, it appears difficult for e-vendors to establish profitable long-term relationships with their customers because the online setting presents numerous and different risks. Gen Yers were born in the technology boom era and their use of online means to conduct purchasing transaction is frequent. Although it is of primary importance for

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... to know more on satisfaction factors able to trigger Gen Y e-loyalty, research on this field is still very limited. This conceptual paper will contribute to the academic body of knowledge on the subject while providing practical guidelines for a customer oriented managerial decision-making.