The purpose of this study is to seek out the structural relationship on the effect of Online Sports Goods Customers’ social presence, website reputation, and interaction on the customer trust, relationship commitment, and customer royalty. To obtain t ...
The purpose of this study is to seek out the structural relationship on the effect of Online Sports Goods Customers’ social presence, website reputation, and interaction on the customer trust, relationship commitment, and customer royalty. To obtain the purpose of this study, as the subject for the final analysis of this study, 458 persons are selected, by the convenient sampling method, at 5 universities that are located in P Metropolitan city, U Metropolitan city or K Province. In this study, frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis are carried out by using the statistic package of SPSS WIN 14.0 and AMOS 7.0 program.
The results of these analyses are as follows:
First, the Online Sports Goods Customers’ Social Presence, Website Reputation, and Interaction have a positive effect on the Customer Trust.Second, the Online Sports Goods Customers’ Social Presence, Website Reputation, and Interaction have a positive effect on the Relationship Commitment. Third, the Customer Trust has a positive effect on the Customer Royalty (Repurchase Tendency, Purchase Recommendation by Word of Mouth). Fourth, the Relationship Commitment has a positive effect on the Customer Royalty (Repurchase Tendency, Purchase Recommendation by Word of Mouth).