The survey of relationship between the information flow in online auction and customers’loyalty － Based on the college students in the south Taiwan

• Main Authors: Cheng Shao-Hung, 鄭紹宏
• Other Authors: Kung Chien-Fen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/25977821355686930723

碩士 === 國立高雄應用科技大學 === 人力資源發展系 === 97 === Abstract The development of internet provides opportunity for E-commerce to grow up; moreover,on-line auction has being grown up fast and implied huge potential in E-commerce model.It means that on-line auction still has huge space to grow up,for the scruple of customers when shopping on-line and the absence of trust in on-line auction websites.Therefore,the research discusses which information flow that on-line auction websites provide would influence customers to establish trust and later the process of customers building loyalty to on-line auction. The research reveals that discussion forum,seller reputation and information search mechanism those on-line auction provides have remarkable positive influence on customers establishing trust; moreover,after customers establishing trust, they also have remarkable positive influence on customers’satisfaction and loyalty. In the aspect of customers’satisfaction, there is close relationship between recommending to others and the will of cross-buying, but the relationship is negative influence.The research provides the information flow for on-line auction managers to make customers establish trust to buy products on-line and develop nice relationship further with customers.