Advertising Effect, Service Quality and CO-Relationship Affect Customer Loyalty－A Instance of Auction Website

• Main Authors: Hsiang-Chu Wang, 王祥竹
• Other Authors: Der-Jang Chi
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/47415731426134595022

碩士 === 國立宜蘭大學 === 經營管理研究所碩士班 === 95 === Since its first application for civil use in 1995, internet has consistently brought benefit and convenience to people’s life. It also created various business opportunities along its maturity. Internet auction is one of those opportunities that experienced fastest growing. Auctions in Yahoo.com have increased from two thousand in first month to more than three million today. On the other hand, internet auction used to be tax free business activities. But nowadays the Regulations Governing the Recognition of an Impartial Third Party and Its Public Auction Procedure was carried out. From the changes, we can tell the Internet auction has great potential to grow. The study focuses on four aspects that influenced internet auction business model, advertising effect, service quality, co-relationship and customer loyalty. It also consolidated characteristics of internet usage, such as convenience, low entry barrier and concepts of products differentiation and customer feedbacks. The study shows that the advertising would have positive influence to service quality and customer loyalty; Service quality has positive influence to co-relationship and customer loyalty; co-relationship has positive influence to customer loyalty. The study only focuses on the general users of internet auction and does not separate users as professionals or non-professionals. Moreover, due to existing controversy to the tax act, influence created on internet auction is not a factor in the study though it has been executed since May 5, 2006.