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UNDERSTANDING THE EFFECTS OF TECHNOLOGY READINESS, SATISFACTION AND ELECTRONIC WORD-OF-MOUTH ON LOYALTY IN 3C PRODUCTS

This research examines the exogenous antecedents of loyalty in the purchase of 3C products. In the proposed model, we assess how the direct effects of technology readiness, satisfaction, and electronic word-of-mouth on consumers’ loyalty and the indirect effects of technology readiness on loyalty via satisfaction and electronic word-of-mouth. Data was collected via online survey from experienced buyers and users of the leading 3C internet forums in Taiwan. Structural Equation modeling was applied to examine the proposed model. According to the analysis results, loyalty is influenced significantly by technology readiness, satisfaction and electronic word-of-mouth. And, technology readiness has the mediation effects on loyalty via satisfaction and electronic word-of-mouth. Finally, detailed research findings and managerial implications are discussed.