E-Loyalty to Online Auction Websites: A Stimulus- Organism-Response Model
作者： Vincent S. Lai , Xiling Cui
DOI:
关键词: Advertising 、 Marketing 、 Response model 、 E loyalty 、 Perception 、 Organism 、 Common value auction 、 Online auction 、 Business 、 Stimulus (physiology) 、 Network effect
摘要: Research on online auctions has attracted much attention from both practitioners and academicians. This paper aims to apply stimulus-organism-response (S-O-R) paradigm construct the model of eloyalty auction websites. Technology effectiveness, network effect, product diversity are determinants proposed influence customers’ brand perceptions, which in turn, affect e-loyalty. Empirical analysis shows that e-loyalty an website is significantly influenced by factors proposed.
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