影響電子商務顧客意向忠誠度因素之研究

A Study on the Factors Impacting e-Commerce Customers' Conative Loyalty

莊嘉滿(Chiaman-Man Chuang)

指導教授 ： 周登陽

國立中正大學/管理學院/經濟系國際經濟研究所/碩士(2012年)

摘要

隨著網際網路的興盛，促成電子商務的快速成長。由於線上購物已成為重要的行銷通路之一，線上顧客滿意度與忠誠度的影響因素，便成為企業創造持續性競爭優勢的關鍵，與值得研究的重要議題。
本研究針對線上購物環境，探索顧客意向忠誠度的重要影響因素，及網站服務品質對顧客滿意度與行為意圖之衝擊。本研究以最近有線上購物經驗的顧客為樣本，進行網路問卷調查，共回收366 份有效問卷，
而以SmartPLS 進行測量模型與結構模型檢定
主要研究結論可說明如下：(1) 知覺淨效益顯著正向影響顧客意向忠誠度，(2) 滿意度與網站個性顯著正向影響知覺淨效益，(3) 網站服務品質與網站內容顯著正向影響滿意度與網站個性，及(4) 網站內容顯著正向影響網站服務品質。研究結論有助於更深入瞭解有效善網站服務品質與顧客忠誠度之道，促成顧客願意持續消費，企業改善獲利的雙贏局面。

關鍵字

網站服務品質 ； 網站內容 ； 滿意度 ； 行為意圖 ； 網站個性

並列摘要

Due to the rapid development of internet, the electronic commerce is fast growing. Online shopping has been one of the most importantmarketing channels. Consequently, critical factors affecting customer satisfaction and loyalty have been essential for businesses to create sustainable competitive advantages, and important research issue.
This study investigates critical factors affecting online customer conative loaylty, and the impact of web site quality on customers’ buying intentions. An internet survey was conducted with 366 valid samples. Smart PLS was used to valid the proposed measurement and structure models.
Major research findings can be listed as: (1) perceived net benefits
significant positively affect customer conative loyalty, (2) satisfaction and
web site personality significant positively affect customer conative loyalty,
and (3) web site service quality and web site content show significant
relationship with satisfaction and web site personality, and (4) web site
content significant positive affect web site service quality. These findings
contribute to a better understanding of how to improve the website service
quality and customer loyalty related variables, so that customers are willing
to continue spending and businesses improving profitability at the same
time, a win-win situation can be created.

並列關鍵字

website service quality ； website content ； satisfaction ； behavioral intention ； website personality

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