網路市場導向對網路顧客忠誠度之影響以關係品質為中介

The Affections of IMO on Internet Loyalty-With the Mediation of Relationship Quality

李淑芳(Su-Fang Lee) ； 王鐵人(Tiee-Ren Wang) ； 蔡源成(Yuan-Cheng Tsai)

《中華管理學報》 7卷1期 (2006/03) Pp. 1-15

https://doi.org/10.30053/CHJM.200603.0001

摘要

資訊技術的進步以及網際網路的發達與應用，挑戰傳統企業的行銷方式，企業在網路上建置購物網站已成為普遍的行銷實務。透過網路可傳遞即時且豐富的資訊給消費者，同時讓顧客將自己的意見即時表達給廠商，進而拉近企業與消費者的距離。電子企業透過網路市場導向的執行能夠有效率地產生、擴散與反應市場資訊，更能發揮網路關係行銷的多元功能，以突顯關係行銷在網路情境的重要性，尤其電子企業與顧客之關係品質乃是決定顧客忠誠度的重要因素。本研究以文獻推導理論模型，由滿意度、信任與承諾的關係品質為中介，探討網路市場導向對網路顧客忠誠度之影響，並以消費者觀點便利抽樣取得有效樣本839份，以AMOS軟體來驗證理論模式，結果顯示在考量關係品質的情境時，網路顧客導向若不透過關係品質，則無法對網路顧客忠誠度產生正向的影響，網路顧客導向直接對網路顧客忠誠度會產生負向的影響。因此關係品質為網路顧客導向對網路顧客忠誠度影響的重要中介變數。

關鍵字

網路市場導向 ； 網路關係品質 ； 網路顧客忠誠度

並列摘要

The progress of information technology and the development and application of Internet have challenged the traditional enterprises' marketing ways. It has become a popular marketing practice to build shopping web sites for enterprises. Instant and abundant information can be transferred to customers through Internet, and customers can respond their own opinions back to manufacturers immediately. This reduces the distances between customers and manufactures. Electronic enterprises can generate, disseminate, and respond the market information efficiently through the execution of Internet-mediated Market Orientation (IMO), which can develop the diversified functions of Internet relationship marketing, the conspicuous importance of relationship marketing in the situation of the Internet. Especially, the relationship quality between electronic enterprises and customers is an important factor to decide customers' loyalties. Therefore, this study derived the theory model through literature review and discovered how IMO affects Internet customers' loyalties through the mediations of the relationships of satisfaction, trust and commitment. The data were collected from 839 returned valid questionnaires from customers' perspectives and were analyzed on AMOS version 3.61. The findings show that IMO can not have positive effects on Internet customers' loyalties without the connection with relationship quality under the consideration of quality situation. The IMO has negative effects on Internet customers' loyalties with direct connection. Consequently, relationship quality is an important mediation factor for IMO to affect directly on Internet customers' loyalties.

並列關鍵字

Internet-mediated Market Orientation IMO ； Internet Relationship Quality ； Internet Customer Loyalty