EFFECT OF COMMITMENT AND TRUST TOWARDS MICRO-BLOGS ON CONSUMER BEHAVIORAL INTENTIONA RELATIONSHIP MARKETING PERSPECTIVE 承诺与信托微博客对消费者行为意图的影响：关系营销视角.pdf

292 International Journal of Electronic Business Management, Vol. 8, No. 4, pp.292-303 (2010) EFFECT OF COMMITMENT AND TRUST TOWARDS MICRO-BLOGS ON CONSUMER BEHAVIORAL INTENTION: A RELATIONSHIP MARKETING PERSPECTIVE 1* 2 3 Chien-Lung Hsu , Chia-Chang Liu and Yuan-Duen Lee 1 Perfect Elite Co., LTD. Port Louis (00230), Mauritius 2 Golden Asset Management Consultant LTD. Taipei (104), Taiwan 3Graduate School of Business and Operations Management Chang Jung Christian University Tainan (711), Taiwan ABSTRACT The purpose of this study is to explore consumers’ views on enterprises conducting relationship marketing through micro-blogging. The basis of this study is the base on commitment-trust theory with the influences of consumers’ satisfaction with the micro-blog page of enterprises, corporate images, commitment, trust, and sense of community on consumers’ behavioral intention. The result of this study can be used as principles for enterprises to manage their relationship marketing through micro-blogging and construct their micro-blog page. The result of this study shows that consumers’ satisfaction has positive influences on commitment, trust, sense of community,