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The impact of online customer satisfaction on the yahoo auction in Taiwan

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Abstract

In this article, the authors develop a conceptual model that links website quality, trust, merchandising, customer service, and online satisfaction for yahoo auction in Taiwan. The research objective is to provide initial evidence for the determinants of e-satisfaction (online satisfaction). We examine the role of web quality, trust, merchandising, and customer service in consumer online satisfaction assessments. This conceptual model is empirically tested from 350 consumers across a broader group of online shoppers on yahoo auction by means of internet surveys and structural equation analysis. The results show that the determinants of online trust are website quality, merchandising, and customer service. Website quality, trust, merchandising, and customer service have positive effects on online satisfaction for auction sites. The research findings were reported by discussing the implications of the findings and directions for future research.

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Acknowledgments

The authors gratefully acknowledge the financial support from the National Science Council, Taiwan, ROC, under the Grant #NSC 99-2410-H-035-033-MY2. Comments by anonymous reviewers to an earlier draft were helpful in revising this article.

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Authors and Affiliations

  1. Department of Marketing, National Chung Hsing University, Taichung, Taiwan

    Chih-Wen Wu & Pai-Chi Wu

  2. Department of International Trade, Feng Chia University, Taichung, Taiwan

    Kun-Huang Huarng & Surya Fiegantara

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  1. Chih-Wen Wu
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  2. Kun-Huang Huarng
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  3. Surya Fiegantara
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  4. Pai-Chi Wu
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Correspondence to Chih-Wen Wu.

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Wu, CW., Huarng, KH., Fiegantara, S. et al. The impact of online customer satisfaction on the yahoo auction in Taiwan. Serv Bus 6, 473–487 (2012). https://doi.org/10.1007/s11628-012-0155-9

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