The Relationship between Brand Knowledge,Network Literacy, Perceived Value ,and e-loyalty.

• Main Authors: Ou, Ya-Ting, 歐亞婷
• Other Authors: Chen, Yie -Sheng
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/99513654980545646829

碩士 === 中國文化大學 === 國際企業管理研究所 === 92 === Users have a new way to get information on the Internet. The managers of web sites create many kinds of services to attract users. A primary characteristic of the Internet is that users can decide to access any web sites they wish, and switch from one website to another. This will increase the attractiveness of those web brands that have a good interactive relationship with their users. However, what kinds of values are important for users? Do the conditions of customers influence on the values? What factors influence user’s intention to stay with the web sites? This research takes the Yahoo! web site as a target, and asks users to fill out ques-tionnaires and to discuss how brand knowledge and network literacy influence per-ceived value and e-loyalty. The results of this study support the assumptions that brand knowledge has a sig-nificant positive effect on e-loyalty and perceived value. The effect of brand knowledge would be mediated by perceived value as well as the direct benefit affected by e-loyalty. On the other hand, network literacy has a positive effect on e-loyalty and perceived value. The effect of network literacy would be mediated by perceived value larger than the direct benefit affected by e-loyalty. Finally, perceived value has a significant, posi-tive effect on e-loyalty.