人們對網路的黏著度高,生活習慣改變,消費方式也改變,喜歡方便快捷,電商平台的網購通路成為人們消費購物的重要途徑之一。在新零售的影響下,實體通路跟電商平台相互結合,且在跨境電商跟台灣本地的電商競爭日趨白熱化的情況下,消費者在台灣電商平台有關的消費行為是值得探討的議題,因此本研究將針對台灣B2C的電商平台有關之消費者行為進行探討。 本研究採用修改後的PZB模型作為本研究架構的基礎,探討在台灣B2C電商平台市場中,消費者對於電商平台服務品質中的「回應性」、「保障性」、「有形性」的顧客滿意及顧客忠誠之影響,此外,加入「平台形象」,探討消費者對於電商平台的「平台形象」是否影響顧客滿意及顧客忠誠。 本研究使用SPSS22.0版與LISREL8.71版作為資料分析之工具,透過結構方程模式分析驗證研究假說,得出以下三點結論: 一、在台灣電商平台市場中,顧客滿意是顧客忠誠的關鍵前因 二、在台灣電商平台市場,服務品質中的有形性最為重要,其次為保障性,而回應性並不具顯著的影響力,是所有台灣電商業者的經營基本要件 三、平台的公益形象並不是關鍵前因,已是經營的必須要件
People’s life style and consumption patterns are changing due to their high reliance on the internet. E-commerce platform has become one of the important ways for people to shop as it is quick and convenient. With the influence of new retail, combination of physical store and e-commerce, and the increasing competition between the cross-border e-commerce and the Taiwan’s e-commerce, the consumer behavior in Taiwan’s B2C e-commerce platform. By adapting the revised PZB model as the framework, this study explores service quality factor “Responsiveness”, “Assurance”, “Tangibles” affect customer satisfaction and loyalty to the Taiwan’s B2C e-commerce market. Furthermore, this research will also include the factor “Platform image” and will explore if it affects customer satisfaction and loyalty to the Taiwan’s B2C e-commerce market or not. SPSS22.0 and LISREL8.71 were used for data analysis. The study hypothesis is validated through the structural equation model analysis and the following three conclusion are obtained: 1. In Taiwan's B2C e-commerce platform market, customer satisfaction is the main factor to impact customer loyalty. 2. In Taiwan's B2C e-commerce platform market, “Tangibles” is the most important factor and “Assurance” is the second. “Responsiveness” does not play a significant role as it is has been the basic business requirement for all the Taiwan’s e-commerce. 3. Platform's charity image is not the key factor leading to customer satisfaction and customer loyalty, it should have been the basic business requirement.