Author(s): Shih-Chih Chen
Journal: Australian Journal of Business and Management Research
ISSN 1839-0846
Volume: 1;
Issue: 3;
Start page: 01;
Date: 2011;
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Keywords: Technology Readiness | Satisfaction | Electronic Word-of-mouth | Loyalty
ABSTRACT
This research examines the exogenous antecedents of loyalty in the purchase of 3C products. In the proposed model, we assess how the direct effects of technology readiness, satisfaction, and electronic word-of-mouth on consumers’ loyalty and the indirect effects of technology readiness on loyalty via satisfaction and electronic word-of-mouth. Data was collected via online survey from experienced buyers and users of the leading 3Cinternet forums in Taiwan. Structural Equation modeling was applied to examine the proposed model. According to the analysis results, loyalty is influenced significantly by technology readiness, satisfaction and electronic word-of-mouth. And, technology readiness has the mediation effects on loyalty via satisfaction and electronic word-of-mouth. Finally, detailed research findings and managerial implications are discussed.
Journal: Australian Journal of Business and Management Research
ISSN 1839-0846
Volume: 1;
Issue: 3;
Start page: 01;
Date: 2011;
VIEW PDF
DOWNLOAD PDF Original pageKeywords: Technology Readiness | Satisfaction | Electronic Word-of-mouth | Loyalty
ABSTRACT
This research examines the exogenous antecedents of loyalty in the purchase of 3C products. In the proposed model, we assess how the direct effects of technology readiness, satisfaction, and electronic word-of-mouth on consumers’ loyalty and the indirect effects of technology readiness on loyalty via satisfaction and electronic word-of-mouth. Data was collected via online survey from experienced buyers and users of the leading 3Cinternet forums in Taiwan. Structural Equation modeling was applied to examine the proposed model. According to the analysis results, loyalty is influenced significantly by technology readiness, satisfaction and electronic word-of-mouth. And, technology readiness has the mediation effects on loyalty via satisfaction and electronic word-of-mouth. Finally, detailed research findings and managerial implications are discussed.
