英文摘要 |
This study suggests the way to build long-term relationships with customers in a virtual environment, including providing the relationship among relational bonds, relationship quality, and e-loyalty, while determining which bonding strategies lead to higher relationship quality in different products. The results suggest that all three relational bonds have positive impacts on relationship quality across three categories while relationship quality has a positive impact on e-loyalty. Besides, financial bonds are more powerful in affecting relationship quality and e-loyalty for search goods/services than for experience and credence goods/services. Social bonds are more important for experience and credence goods/services than for search goods/services in the impact on relationship quality while structural bonds influence relationship quality more greatly for credence goods/services than for search and experience goods/services. |