A CUSP CATASTROPHE MODEL FOR DEVELOPING MARKETING STRATEGIES FOR ONLINE ART AUCTION

Online auction is one of the successful business models in electronic commerce. In recent years, online auction has once again become an important part in many people’s lives, setting new records in transaction amounts and bringing huge profits to the owners of auction websites. Customer satisfaction has become an important issue for online auction. The main purpose of this study is to explore the relationship between e-service quality and satisfaction by using a catastrophe model. The latent variables and manifest variables are defined in the Structural Equation Model (SEM). The catastrophe model was used to developing marketing. The empirical results demonstrated that design is the key factors to impact on consumers to choose the online art auction web site.