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Do the Key Mediating Variables of Overall Satisfaction, Trust and Commitment Affect Low and High Relational Customers’ Future Intentions in Virtual Auctions?

Do the Key Mediating Variables of Overall Satisfaction, Trust and Commitment Affect Low and High Relational Customers’ Future Intentions in Virtual Auctions?
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Author(s): Thomas J. Decker (Nova Southeastern University, USA) and Andrew Borchers (Kettering University, USA)
Copyright: 2005
Pages: 4
Source title: Managing Modern Organizations Through Information Technology
Source Editor(s): Mehdi Khosrow-Pour (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59140-822-2.ch116

Abstract

This paper develops a pair of research models and related hypotheses to address the question “Do the key mediating variables of overall satisfaction, trust and commitment affect low and high relational customers’ buying behaviors in virtual auctions?” The paper also includes a research method to test these models and hypotheses. The research springboards off Garbarino and Johnson’s (1999) work on the roles of satisfaction, trust and commitment; and Morgan and Hunt’s (1994) commitment-trust research on relationship marketing.

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