A Study on the Relationship between Online Auction Fairness and Consumer Loyalty

• Main Author: 王姿云
• Other Authors: 陳月香
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/14786148177777967692

碩士 === 高苑科技大學 === 資訊科技應用研究所 === 105 === The important issue of fairness is a positive significant relationship of fairness perceived and customer loyalty in the physical marketing. Most of network marketing studies of perceived fairness have happened in the Internet shopping service recovery, and little internet marketing papers explore the relationships of fairness perceived and customer loyalty. In this study, the motivations in the explore network store offers services for the customer perception of fairness is affected? in fairness perceptions impact on customer loyalty in Internet marketing and how? The psychological perception of the customer as a standpoint, to validate the effectiveness of customers in preventing fraud program of Online Auction, and describe which preventing defraud measures can be established more loyalty. In this study, a SEM is applied to find more recoverable customer loyalty. The results confirm that scenario-B of the preventing fraud has more customer loyal paths are established, namely paypal protection program can help to recover more customer loyalty of network. Also, it has a positive significant relationship of payment fairness and loyalty. In addition, any scenario wants to achieve customer loyalty must be intervening variables, customer satisfaction, and customer trust, namely the auction site and online store must pay attention to the affective loyalty phase (customer satisfaction and customer trust). The results of this study will provide a Web store reference in relationship marketing strategies, to the online shop operator achieve online store growth and sustainable development will be helpful.