The Relationship between Site Characteristics, Relationship Quality, and Word of Mouth

The purpose of this study is to identify the relationship between site characteristics, relationship quality, and word of mouth in online retailing. Based on the analysis of 279 questionnaires, the following research findings were obtained. First, all characteristics of online retailing positively affect customer satisfaction, and security has more of a positive effect on satisfaction than the other characteristics do. Second, customer satisfaction positively affects e-trust, e-commitment, and word of mouth. Third, e-trust positively affects e-commitment, and e-commitment has a positive effect on word of mouth. It was found, however, that e-trust does not positively affect word of mouth. Fourth, all characteristics of online retailing indirectly affect e-trust, e-commitment, and word of mouth, and it does this by moderating customer satisfaction. Fifth, customer satisfaction indirectly affects e-commitment and word of mouth by moderating e-trust. Sixth, e-trust indirectly affects word of mouth by moderating e-commitment.

並列關鍵字

Site characteristics ； relationship quality ； word of mouth ； online retailing

被引用紀錄

Hsuan, Y. (2010). 企管碩士畢業生有自信成為全球經理人嗎：比較台灣的全球化企管碩士班、企管碩士班與其他商業研究所碩士班學生之差異 [master's thesis, National Chiao Tung University]. Airiti Library. https://doi.org/10.6842/NCTU.2010.01035

彭曉君（2011）。以關係行銷觀點探討社群商務影響顧客行為之研究〔碩士論文，中原大學〕。華藝線上圖書館。https://doi.org/10.6840/cycu201100340

Wu, Y. C. (2015). 消費者在虛擬品牌社群參與與再購意願和網路口碑關係之研究 [master's thesis, Feng Chia University]. Airiti Library. https://doi.org/10.6341/fcu.M0215214

戴惠晶（2001）。十字花科蔬菜衍生物對Lipopolysaccharide與Interferon-γ所誘導之一氧化氮的影響〔碩士論文，臺北醫學大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0007-1704200714481908

蔡明真（2009）。關係行銷對消費者態度與行為意向的影響 ─網路產品類型的干擾效果〔碩士論文，大同大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0081-3001201315103641

國際替代計量

The Relationship between Site Characteristics, Relationship Quality, and Word of Mouth

全文下載

主題瀏覽