網購品質、促銷手法對顧客忠誠之影響

The Impact of Website Quality, Promotion Skills on Consumer Loyalty for Using Online Shopping Platform

張同廟(Tung-Miao Chang) ； 詹尚運(Shang-Yun Chan)

《休閒運動保健學報》 21期 (2022/06) Pp. 15-36

https://doi.org/10.6204/JRSHP.202206_(21).0002

摘要

本研究主要目的在於探究網購品質、促銷手法對顧客忠誠之效果考驗，並分析促銷手法的中介作用。本研究採問卷調查法，研究對象為具有線上購物經驗的消費者，問卷調查採網路問卷進行，問卷有效樣本為348分。研究結果發現：1.網購品質並無直接影響顧客忠誠度；2.網購品質會直接影響促銷手法；3.促銷手法會直接影響顧客忠誠度；4.網購品質會透過促銷手法進一步影響顧客忠誠度，且為完全中介。最後，根據研究結果提供實務界參考，並對未來研究者提供建議。

關鍵字

促銷手法 ； 網購品質 ； 顧客忠誠

並列摘要

The purpose of this study was to explore the relationship about website quality, promotion skills on consumer loyalty using online shopping platform, also to understand mediating effect of promotion skills. We used the network and paper to conduct 582 questionnaires survey from the different shopping site people for the object. The results revealed that there was not a significant direct effect of website quality on consumer loyalty; there was a significant direct effect of website quality on promotion skills; there was a significant direct effect of promotion skills on consumer loyalty, also there was a significant mediating effect of promotion skills on website quality and consumer loyalty. Based on the findings, this study provided several recommendations for website business and future research as a reference.

並列關鍵字

promotion skills ； website quality ； consumer loyalty

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