Abstract
The purpose of this empirical study is to investigate the effects of relational bonds on online customer satisfaction using gender and time horizon as moderators. The findings are three-fold. First, the financial and structural bonds have positive impacts on online shoppers' satisfaction; however, the social bond does not. Second, the financial, social, and structural bonds have more positive impacts on female, than male, customer satisfaction. Third, the financial bond is more successful in strengthening customer satisfaction for short-term than for long-term customers; however, the structural bond is more important for long-term than for short-term customers. © 2009 Taylor & Francis.