The virtual money has spread over the young netizens in recent years, especially in China. The new phenomenon related to the virtual money has been paid more attention in literature, from e-service provider and even government. This study applies the modified technology acceptance model (TAM) in order to propose the research model and the paper stands on the point of the impact of the virtual money to e-customer loyalty to reveal the reasons why it is popular. An empirical study involved testing the proposed model, and 151 questionnaires were collected. The findings suggest that e-customer loyalty is highly affected by the virtual money, mainly through effecting on the perceived usefulness and perceived ease of use.

No abstract

No abstract

No abstract

Since infonnation products have unique cost structure and characteristics, namely, high fixed cost and low variable cost, the traditional pricing strategy based on marginal cost theory can not be applied by the producers. This paper indicates a new principle of pricing-customer value (CV) principle. Based on the principle, the producers can execute a number of different pricing strategies to maximize the CV in order to gain business profit. In this article, we focus on the capability of CRM (Customer Relationship Management) in this domain. CRM can help evaluate buyers, customize products and manage lock-in effects to implement CV. We first present an economic approach to analyze the market structure and pricing strategies, and then illustrate the CRM application models in the two pricing strategies which are based on Pigou's price discrimination framework. Finally, the conclusion indicates that CRM application in the information products pricing can benefit both customers and producers.