The Internet as a new media has two distinct and powerful advantages: interactivity and data collection. The emergence of Web2.0 has taken advantage of these characteristics to provide a powerful platform for sharing opinions and communication in virtual communities. However, successfully managing a virtual community is the same as managing a company. The most important thing is to maintain a good relationship with its customers and retain loyal customers. Much previous research has reported that maintaining a good relationship with customers can produce long-term benefits to the organization.
The purpose of this research was to investigate whether customer relationship and loyalty can be affected by the perceived interactivity of a website. We developed a research model and conducted an online survey on eight representative websites to collect data. The results show that there is no direct positive influence between the interactivity of a website and customer loyalty. However, significant indirect relationships exist. That is, the perceived interactivity of a website can affect the relationship quality, which will in turn affects customer loyalty. Relationship quality has a mediating effect between website interactivity and customer loyalty.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0826110-131242 |
| Date | 26 August 2010 |
| Creators | Liu, Yueh-chuan |
| Contributors | Yen-Ching OuYang, Ting-Peng Liang, Kuang-Wu Koai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0826110-131242 |
| Rights | withheld, Copyright information available at source archive |
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