Dr. CUI Xiling, CelineCelineDr. CUI XilingLai, Vincent S.Vincent S.Lai2023-11-292023-11-292013Cui, Xiling & Lai, Vincent S. (2013). E-loyalty to online auction websites: A stimulus-organism-response model. In Lee, Jae-Nam, Mao, Ji-Ye & Thong, James (Eds.). Proceedings - Pacific Asia conference on information systems, PACIS 2013. 17th Pacific Asia Conference on Information Systems, PACIS 2013, Jeju Island. Pacific Asia Conference on Information Systems.https://aisel.aisnet.org/pacis2013/126/http://hdl.handle.net/20.500.11861/8741Research 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.enConference Paper