A Study of Internet Auction Customer Loyalty

• Main Authors: Chi-chao Huang, 黃智照
• Other Authors: Song-Wen You
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/36510563543810679846

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 98 === According to the "2009 Taiwan Internet Shopping Market Overview" conducted by the Institute for Information Industry's Market Intelligence Center (MIC), Taiwan internet shopping market has grown by 30.4% in comparison with last year, coming to total of NT$311.6 billion. The scale of the C2C market has experienced the largest growth of business potential for the Taiwanese Internet shopping market this year. The purposes of this study are to build consumer behaviors model of Internet Auction Customer and to investigate the relationships among customer value, customer loyalty, customer satisfaction, trust and commitment. This study builds model and hypothesis according to literatures, and also collects 441 valid questionnaires from Internet Auction Customer, Structural Equation Models (SEM) is applied to test research hypothesis and model fit. The results are as follow： 1. The model fit in this study is good. 2. customer value has significant positive influence to customer loyalty. 3. customer value has significant positive influence to customer satisfaction. 4. Trust has significant positive influence to customer satisfaction. 5. customer satisfaction has significant positive influence to commitment. 6. commitment has significant positive influence to customer loyalty. Managerial implications and additional researchers are presented in final session.