- 學位論文
影響網路書店再購意願之因素探討－以台灣網路書店為例
A Repurchase Intention Model Based on an Empirical Study of Online Bookstores in Taiwan
摘要
隨著網路書店的增加，除了對實體書店造成的影響之外，彼此的競爭也是相當激烈，因此要如何才能讓企業具有競爭力、讓網路書店與競爭者書店不同、如何才能使顧客回流，是網路書店管理者必須探討的課題。根據以往文獻得知，吸引新顧客的成本約為保留現有顧客的五倍，因此若要以較低成本增加獲益，就必須將焦點著重在現有顧客上。本研究將提出假設，探討網路書店此產業的競爭者吸引力、客製化、轉換障礙、總體滿意度、品質、口碑、人氣是否能顯著影響顧客之再購意願。 本研究對263份有效問卷以LISREL進行結構方程模式分析。主要研究結果為，競爭者吸引力可分為兩個因素構面，產品及服務吸引力、金錢促銷吸引力，其中金錢促銷吸引力對於再購意願及轉換障礙有顯著影響；而總體滿意度對口碑有顯著影響，且口碑對再購意願有顯著影響。本研究建議未來廠商可對因素構面進行策略性調整，以強化顧客對於網路書店之再購意願。
並列摘要
Recently, the online bookstore is steadily growing, it not only seal the fate of brick-and-mortar bookselling, but also compete with each other fiercely. So how to make enterprise more competitive, to make different than competitors, to make customer return, are the issue that managers in online bookstores must to explore. Based on literature review, we know that it may be five times as costly to attract a new customer as to keep an old one, therefore, if enterprise wants to use lower cost to make more benefit, then they have to focus on existing customers. This study uses LISREL to analyze 263 valid questionnaires. The major results of this study showed that alternative attractiveness can be divided into two factor dimensions, Among these two factors, promotion attractive can significant effect repurchase intention and switching barrier; Overall satisfaction significant effect word of mouth and the word of mouth will significant effect repurchase intention.