瞭解電子商務線上關係品質及顧客忠誠度之影響：交易機制、個人與信任觀點

Understanding Online Relationship Quality and its Impact on Customer Loyalty : A View of Transaction Mechanism, Individual and Trust in E-Commerce

黃嘉慶(Jia-Qing Huang)

指導教授 ： 吳英隆

國立中正大學/管理學院/資訊管理學系/碩士(2015年)

摘要

近年來隨著載具的增加，包括iPad、智慧型手機等，電子商務呈現爆炸性的成長，人們能用來從事電子商務的管道越來越多元，再加上電子商務的便利性，越來越多的人寧願選擇在網路上購買商品，而本研究目的主要探討消費者對網路關係品質及顧客忠誠度之影響；除此之外，根據研究結果給予有意發展電子商務網站之相關業者建議。
本研究以關係品質為基礎架構，並將交易機制視為個人特性觀點，再加入感知購物樂趣作為個人觀點以及信任為信任觀點，來探討消費者對網路關係品質及顧客忠誠度之影響。
本研究採用網路問卷調查方式，共308 份樣本資料，主要以結構方程模式來驗證研究模式內之因果關係。研究結果顯示：(1)交易機制對關係品質有顯著影響；(2)感知購物樂趣對關係品質有顯著影響；(3)信任對關係品質有顯著影響；(4) 關係品質對顧客忠誠度有顯著影響。

關鍵字

感知購物樂趣 ； 關係品質 ； 電子商務 ； 信任 ； 顧客忠誠度

並列摘要

With the increase of devices like iPad and smart phones in recent years, e-commerce have explosive growth. People can shopping online with more ways. With the convenience of e-commerce, more and more people prefer shopping online rather than physical stores. The purpose of this research focuses on the factors which affect online relationship quality and customer loyalty. Additionally, according to the results, it can provides advice to the industries who have interest in e-commerce.
This research is based on online relationship quality, regarding transaction mechanism as transaction mechanism perspective, shopping enjoyment as personality perspective, trust as trust perspective to investigate key factors that affecting customer loyalty.
The data was collected via internet survey and total 308 available samples had been received. This research was analyzed by Partial Least Squares (PLS) to validate the hypotheses. Statistics analysis result showed that: (1)Transaction mechanism have significant effect on online relationship quality；(2)Shopping enjoyment have significant effect on online relationship quality；(3)Trust have significant effect on online relationship quality；(4)Online relationship quality have significant effect on customer loyalty.

並列關鍵字

trust ； shopping enjoyment ； online relationship quality ； e-commerce ； customer loyalty

參考文獻

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