Effect of the Position of Important Product Information Presentation on E-loyalty

• Main Authors: Yu-Lien, Tang, 唐玉蓮
• Other Authors: 林煜超
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/10752919888644039685

碩士 === 國立聯合大學 === 管理碩士學位學程 === 102 === In online shopping, consumers are lacking for loyalty, as they shift one to another with low switching cost. Effective information presentation on e-commerce website may help consumers build e-loyalty and make suitable decisions quickly. This paper proposed a model on a basis of Technology Acceptance Model; moreover, model was focused on the relationship between the position of important product information presentation and e-loyalty. 108 participants were invited to attend experiment for verifying the research model. Subjects needed to surf websites which had been designed with three different information orders. (top, middle, and bottom) The further analysis was using SmartPLS, and results showed that the position of important product information presentation influenced e-loyalty most through the effect of intervening e-satisfaction.