- 學位論文
網絡購物消費者體驗標準與復購意願的關聯：消費者滿意度的中介作用
The Association Between Consumer Experience Factors and Repurchase Intention in Online Shopping: The Mediating Role of Consumer Satisfaction
摘要
本定量研究調查了在線購物背景下消費者體驗標準(如便利體驗、感知價值、交付體驗、退貨體驗)與消費者滿意度和再購買意願之間的關係。 進行了在線調查，以收集來自具有在線購物經驗的不同消費者群體的數據。 使用基於因素的結構方程模型進行的數據分析透露了幾個重要發現。 便利體驗、感知價值和退貨體驗對消費者滿意度和復購意願均有正向影響。 送貨體驗顯著影響消費者滿意度，但不能直接預測回購意願。消費者滿意度在消費者體驗標準和再購買意願之間的關係中起中介作⽤，部分地調節了這些關係。 調查結果強調了客戶滿意度在推動回購意願方面的關鍵作用，並強調企業需要專注於創造積極的體驗，以提高客戶滿意度並促進重複購買。
並列摘要
This quantitative study investigates the relationships between Consumer Experience Factors (such as convenience experience, perceived value, delivery experience, returns experience) consumer satisfaction, and repurchase intention in the context of online shopping. Online surveys were conducted to collect data from a diverse population of consumers with prior online shopping experience. The data analysis, performed using factor-based structural equation modeling, reveals several important findings. Convenience experience, perceived value, and return experience positively influence both consumer satisfaction and repurchase intention. Delivery experience significantly impacts consumer satisfaction but does not directly predict repurchase intention. Consumer satisfaction plays a mediating role in the relationships between Consumer Experience Factors and repurchase intention, partially mediating these relationships. The findings highlight the critical role of customer satisfaction in driving repurchase intention and emphasize the need for businesses to focus on creating positive experiences to enhance customer satisfaction and foster repeat purchases.