NORTH ATLANTIC UNIVERSITY UNION
Online marketplace brings wide opportunities to those companies that accepted electronic way of business as being powerful instrument in customer satisfaction. However, any e-commerce website on this market is just one of millions lost in a sea of online stores demanding an attention. Expectation disconfirmation theory compares pre-purchase expectation with post-purchase perceived performance based on the subject of purchase. In this paper, the authors will expand this model to include other parameters that influence visitor willingness to buy. Causal loop diagram is used to find hidden links and feedbacks. Service performance, which emerged in model, is significantly associated with findability, usability and design of electronic commerce sites.