| Summary: | 碩士 === 中國文化大學 === 資訊傳播研究所 === 94 === The main purpose of this study is to investigate the relationships between service quality, customer satisfaction and e-loyalty for the consumers of on-line auction in Taiwan. This study includes the difference between users’ characteristics, customer satisfaction and e-loyalty. The relationship betweens service quality and customer satisfaction. The relationship betweens customer satisfaction and e-loyalty. The relationship betweens service quality and e-loyalty. The relationship betweens switching barriers and e-loyalty. According to the findings of this study and proposing the suggestions of service quality, customer satisfaction and e-loyalty for on-line auction.
The consumers of on-line auction are selected as the subjects in this study. This study employs the questionnaire as the investigation method and receives the total 603 effective samples. The data process tool was SPSS 13.0 for Windows, and frequencies analysis, reliability analysis, content validity analysis, factor analysis, t-test, one-way ANOVA, canonical correlation analysis and regression analysis, were used for data analysis.
The major findings of this study are as follows:
1.The difference between users’ characteristic, customer satisfaction and service quality is not significant.
2.The service quality of on-line auction has significantly positive effects on customer satisfaction.
3.The customer satisfaction has significantly positive effects on e-loyalty.
4.The service quality of on-line auction has significantly partial positive effects on e-loyalty, especially the security factor of service quality of on-line auction is not significant to e-loyalty.
5.The switching barriers has significantly positive effects on e-loyalty.
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