Title :
The Empirical Study on Buyer Loyalty Formation Mechanism for B2B E-Marketplace
Author :
Li, Li ; Xie, Zhaoxia
Author_Institution :
Sch. of Econ. & Manage., Nanjing Univ. of Sci. & Technol., Nanjing, China
Abstract :
This study explored buyer loyalty formation mechanism and proposed a buyer loyalty conceptual model in the setting of B2B e-marketplaces. Then a questionnaire was constructed and data was collected from 649 buyers of a Chinese B2B e-marketplace in 114 countries all over the world. Structural equation modeling technique was applied to validate hypothetical model. Finally, the results indicated that user loyalty was positively affected by brand image, perceived quality, perceived value, and user satisfaction. In light of the major findings, the study provided managerial implications of buyer loyalty for B2B e-marketplace.
Keywords :
electronic commerce; marketing data processing; Chinese B2B e-marketplace; buyer loyalty conceptual model; structural equation modeling; Biological system modeling; Business; Economics; Electronic mail; Mathematical model; Reliability; Standards; B2B e-marketplace; buyer loyalty; structural equation modeling;
Conference_Titel :
Management of e-Commerce and e-Government (ICMeCG), 2010 Fourth International Conference on
Conference_Location :
Chengdu
Print_ISBN :
978-1-4244-8507-9
DOI :
10.1109/ICMeCG.2010.28