Research on online auctions has attracted much attention from both practitioners and academicians. This paper aims to apply stimulus-organism-response (S-O-R) paradigm to construct the model of eloyalty of online auction websites. Technology effectiveness, network effect, and product diversity are determinants proposed to influence customers’ brand perceptions, which in turn, affect e-loyalty. Empirical analysis shows that e-loyalty to an online auction website is significantly influenced by the factors proposed.
Cui, Xiling and Lai, Vincent S., "E-Loyalty to Online Auction Websites: A Stimulus-Organism-Response Model" (2013). PACIS 2013 Proceedings. 126.