電子商店的信任與交易成本對顧客忠誠度的影響

The Effect of Trust and Transaction Cost to Customer's Loyalty in Electronic Store

賴明政(Ming-Cheng Lai) ； 陳秋美(Chiu-Mei Chen)

《行銷評論》 5卷3期 (2008/09) Pp. 283-303

https://doi.org/10.29931/MR.200809.0002

摘要

本研究以交易成本理論觀點來探討消費者信任、交易成本與消費者線上顧客忠誠間的影響關係。研究範圍係針對有網路消費經驗的消費者爲研究對象；共發出200份問卷，有效問卷161份，有效回收率爲81%，並分別以簡單迴歸及多元迴歸分析來進行假說驗證。研究發現：消費者「信任」對「交易成本」具負向影響作用；「交易成本」對「顧客忠誠」不具負向影響作用；而「信任」則對「顧客忠誠」具正向影響作用。

關鍵字

電子商店 ； 交易成本 ； 信任 ； 忠誠

並列摘要

In this study, we try to apply the transaction cost theory to explore the relationship among the trust, transaction cost and loyalty of online consumers. In order to find these correlation above, we collected online and common questionnaires from experienced online consumers and processed the data using regression analysis. There are total 161 valid questionnaires.
It shows: (1) the trust of consumer has negative influence on transaction cost (2) transaction cost doesn't has negative influence on loyalty, (3) A test of an alternative moderating perspective shows that the effects of online consumers on loyalty is positive moderated by transaction cost. Loyalty is positive influence indirectly by increased trust.

並列關鍵字

Electronic Store ； Transaction Cost ； Trust ； Loyalty

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