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Online trust is one of the key obstacles to vendors succeeding on the Internet medium; a lack of trust is likely to discourage online consumers from participating in e-commerce. Previous study most have investigated only a component of e-commerce (e.g., initial adoption or continuance), but neglected the role of good relations with the consumer in ensuring a successful sustained relationship. Therefore,...
The increasing popularity in the new digital economy, and the Internet is considered a technology asset because its efficiency to quickly break geographical barriers. The purpose of this study is to explore from customerspsila perspective what attracts them to online auction sites and keeps them coming back. This article provides an understanding on online auction customer with loyalty of online customer...
This study propounds a theoretical model of relationship marketing in virtual community in China and the authors testify the model through structural equation modeling. The authors find that the sponsor's effort to foster member embeddedness has a significantly positive effect on community members' trust in the sponsor and loyalty to the sponsor. Meanwhile, the sponsor's efforts to provide quality...
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