| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 96 === This study empirically examines the effect between sharing of internet knowledge and customer loyalty. It was to investigate the effects by randomized polling and sampling is focused on the user who can access internet. This study use internet questionnaire and paper questionnaire, it tested in 350 people, and 317 effective samples were received.
The followings are the conclusions. Word-of-mouth, browse frequency and content richness of Sharing of internet knowledge have the most influence to the customer loyalty. Through add internet involvement to be a moderator, sharing of internet knowledge will affect customer loyalty. Word-of-mouth of sharing of internet knowledge is better, the customer loyalty will be higher, browse frequency of sharing of internet knowledge is higher, the customer loyalty will be higher, and content of internet knowledge is richer, the customer loyalty will be higher, too. That can know, internet involvement has moderated to sharing of internet and customer loyalty.
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