Understanding the Effects of Technology Readiness, Satisfaction and Electronic Word-of-mouth on Loyalty in 3c Products
نویسنده
چکیده
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 3C internet 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.
منابع مشابه
A Model of E-Loyalty and Word-Of-Mouth based on e-trust in E-banking services (Case Study: Mellat Bank)
Customers extend robust trust to a business when they believe the business puts their interests first. Good experience of banking services and recommendations of other customers can increase trust. Loyalty and Word of mouth (WOM) is accepted as key factors successes of marketing. This paper seeks to discover the affecting factors on positive word of mouth and loyalty based on trust enhancement ...
متن کاملThe effect of systems interaction possibility of electronic word of mouth advertising and E_ quality on E_ loyalty with the moderating role of decision support satisfaction
Internet revolution and ICT have changed the world and access to information and communication of the people with each other is possible more than past. In this new environment, relying on E-word of mouth communication could be a way to achieve a competitive advantage. Given the pervasive role of new technologies in Service industry as well as importance of customer loyalty in the insurance ind...
متن کاملThe Effect of Word-Of-Mouth Advertisements on the Responses of Clients (Case Study: Mobile Operators)
Customer reviews in social media contain valuable electronic word-of-mouth (eWOM) information of products, which facilitates firms’ business strategy and individual consumers’ comparison shopping. This study examined the effects of eWOM motivations on customers’ behavioral intentions in the Mobile operators setting. eWOM advertising is very important because nowadays many customer buying decisi...
متن کاملبررسی تأثیر عوامل پذیرش بانکداری الکترونیکی بر تبلیغات دهانبهدهان با تأکید بر نقش واسطهگری رضایت و وفاداری مشتریان (موردمطالعه: شعب بانک اقتصاد نوین شهرستان شیراز)
Banking has always been known as a specific informational activity, especially in recent decades that information technology has strongly influenced the electronic banking (e-banking) industry. The appearance of e-banking services extendedly changes the base of financial services offered to customers. By providing this service, banks can significantly save costs, and reduce the number of branch...
متن کاملThe Effect of Electronic Word of Mouth (e-WOM) Advertising on the Sports Customers' Purchase Intention with Emphasis on the Mediator Role of Consumer’s Involvement
The present study aimed to investigate the effects of electronic word of mouth (e-WOM) advertising on the sports customers' purchase intention with emphasis on the mediator role of consumer’s involvement. 270 sport customers voluntarily filled out the Bambauer-Sachse and Mangold electronic word of mouth advertising (2011), McQuarrie's consumer involvement (1992) and the Diallo (2012) and Park e...
متن کامل