THE IMPACT OF MAINTAINING LONG-TERM RELATIONSHIP ON REPURCHASE INTENTIONFOR ONLINE AUCTION ENTERPRISE

• Main Authors: Shu-mei Hsu, 許淑梅
• Other Authors: Shu-Chiung Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/44057768528945760924

碩士 === 大同大學 === 資訊經營學系(所) === 96 === The more the online auction sellers are, the less the attention to each individual store is paid, which makes it more difficult to achieve the goal of long-term business management. In view of both domestic and international related bibliography, there is relatively less research on the online auction from the management perspectives, thus this research focus on the key factors contributing to online auction’s long-term business management. The research first establish a framework based on theory and bibliography, and engaged in discussion by case study methodology, and set the 7 Yahoo auction sellers that full of experienced with high reputation as this research subjects for insight interviews. The results of the research concludes that the origins that influence online business management are mainly the store characteristics, information context, and service quality provided to and actually felt by the customers, which are also the important elements that connect with customer’s Long-Term relationship and satisfaction. Among all, service practices hava the significant experiences is the only way to maintain Long-Term relationship and lead to their willingness to repurchase, and the Long-Term relationship maintained between the store and customers is the important factor that increases customer attachment to the store. Thus, amid the competitive environment, sellers have to devote great efforts to managing the stores to promote business performance, moreover, maintain Long-Term relationship with the buyers contributes to the motivation for the buyers that demonstrates seller's support, and also the important reason for the buyers to continue interaction with sellers.