Hedonic Motivation Factors, E-satisfaction and E-loyalty Interaction in Internet Banking: the case of Nev？ehir

The aim of this research is to determine the effect of hedonic motivational factors on internet banking on e-satisfaction and e-loyalty. It is also aimed to determine the effect of e-satisfaction on e-loyalty in the study. The questionnaires developed for these purposes were applied to 324 people in Nev？ehir using internet banking. Data were analyzed using factor analysis and regression analysis. The main findings are: Hedonic motivation factors; adventure, material value, help for others, innovation and socialization. Hedonic motivation factors have an influence on e-satisfaction and e-loyalty. In particular, there is a significant impact of researching material value and socialization. E-satisfaction affects e-loyalty