| Summary: | 碩士 === 元智大學 === 資訊傳播學系 === 91 === The research is investigating the relationship between involvement of and loyalty of bidder on the Internet.The core question is to confer the behavior of bidders on the Internet that thay have different level of involvement about online auction. The study based on the Personal involvement inventory, produced by Zaichkowsky in Simon Fraser University British Columbia.
The research discovers bidder on the Internet who have high personal enduring involvement, they probably have the loyalty of the online auction site. And while bidder had high situational involvement, they are not sure to have loyalty.Because there are three main factors in the situational involvement, including of content of auction site, function of auction site, information of auction site.And the function of auction site is only one factor to effect the bidder who have loyalty of online auction site.
The result of the research is also to find that personal enduring involvement and situational involvement together effect bidders who have loyalty of the online auction site.Finally, the result exhibits bidders who have different level of personal enduring involvement and situational involvement, they have different level of loalty of online auction site.For these reasons, research find that personal enduring involvement is the most important index to explain consumer have loyalty to online auction.And the manager of online auction site can drive different marketing program in accordance with different level of involvement to increase loaylty of bidders on the Internet.
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