The Effects of Media Richness on Communication Satisfaction and Continuance Intention in Internet Auction

• Main Authors: Ting-Yi Lin, 林定逸
• Other Authors: Ming-Hsien Yang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/50663053166267297229

碩士 === 輔仁大學 === 資訊管理學系 === 96 === This study is focus on the internet auction customer. The purpose of the study is to know how Communication Satisfaction between seller and buyer will effect the Continuance Intention on the internet Auction. Due to Internet Auction is an Information system communicating information with sellers and buyers. Lots of past studies have proved satisfaction influenced by media richness. Hence, this study uses items of media richness to research, control, and observe variables between Communication Satisfaction and Continuance Intention. This study has built a theory prototype. The results and findings are indicator that media richness has significant positive influence on Communication Satisfaction, and the influence with Continuance Intention. As a result, it will effect to raise Communication Satisfaction between sellers and buyers by using more plentiful Media richness.