B2C網路黏著度之探討-以博客來為例

A study on stickiness of B2C website- an empirical study of “books.com.tw”

呂世賢(Shih-Hsien Lu)

指導教授 ： 陳炫碩

國立中央大學/管理學院/企業管理學系/碩士(2011年)

摘要

現今電子商務蓬勃發展，網路上商家林立，競爭激烈，消費者的選擇可以更多，造成使用者易從這網站轉換到其他網站上，因此網站有能力來留住使用者，讓使用者長期關注與重複拜訪這個網站，而達到長期黏著在這個網站上是非常重要的，因此網站黏著度已被電子商務視為成功的的一個重要因素。

本研究是探討網路使用者透過投入程度、滿意度、網站投機行為、信任、承諾對博客來網路書店產生黏著度的意圖，以中央大學在校學生為研究對象，採用便利抽樣的方式進行，總計回收243份有效
問卷，在統計方法上則採用結構方程模式進行檢定與分析。

經由實證分析後，得出主要的研究成果為：（1）網路使用者「投入程度」會正向影響其對網站的「承諾」（2）網路使用者的「滿意度」會正向影響其對網站的「承諾」（3）網路使用者的「滿意度」會正向影響其對網站的「信任」（4）網站「投機行為」會負向影響其對網路使用者的「信任」（5）網路使用者的「承諾」會正向影響其對網站「黏著度意圖」（6）網路使用者的「信任」會正向影響其對網站「黏著度意圖」。

關鍵字

投入程度 ； 滿意度 ； 投機行為 ； 承諾 ； 信任 ； 黏著度意圖

並列摘要

Nowadays e-Commerce is exuberant and becoming mature than ever. The competition of supplying goods and service becomes more and more fierce. Consumers have a variety of choices, and Internet makes user relatively easy to switch from one Website to another website. A website’s ability retained a customer. The longer a website can hold a customer''s attention, and the more repeat hits the website receives from that customer, the stickier the website is. Therefore, the website stickiness becomes an important factor of successful e-commerce.

The main purpose of this study is to examine factors of investment size, satisfaction, opportunistic behavior, and commitment-trust influence the stickiness intention in on-line “books.com.tw”. Samples were selected from the students of National Central University. With convenient sampling method, 243 effective questionnaires were collected, consisting 97.2% effective returning rate. Structural Equation Model''s technique is used to test the research hypotheses.

According to the results of statistic analyze, the conclusion are listed briefly as follows：(1) Investment size is positively associated with commitment; (2) Satisfaction is positively associated with commitment; (3) Satisfaction is positively associated with trust; (4) Opportunistic behavior is negatively associated with trust; (5) Commitment with a Web site is positively associated with stickiness intention; (6) Trust in a Web site is positively associated with stickiness intention.

並列關鍵字

Trust ； Commitment ； Opportunistic Behavior ； Satisfaction ； Investment Size

參考文獻

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[2] Andaleeb, S. S., “An Experimental Investigation of Satisfaction and Commitment in Marketing Channels: The Role of Trust and Dependence”, Journal of Retailing, Vol. 72 no. 1, pp. 77-93, March 1996.

[3] Anderson, J. C., Narus, J. A., “A model of distributor firm and manufacturer firm working partnerships”, Journal of Marketing, Vol. 54, pp. 42-58, January 1990.

[4] Batt, P. J., “Building Trust between Growers and Market Agents”, Supply Chain Management: An International Journal, Vol. 8, no1, pp. 65-78, 2003.

[5] Bauer, H. H., Mark G. and Mark L., “Building Customer Relations Over the Internet”, Industrial Marketing Management, Vol.31, pp.155-163, 2002.