虛實整合科技接受模式、關係品質對顧客忠誠度之影響-以美髮沙龍產品為例

A Study of the Effects of TAM and Relationship Quality on Customer Loyalty from the Integration of Online and Offline Perspective-Hair Salon Products for example

鄭見璋(Chien-Chang Cheng)

指導教授 ： 陳世穎

共同指導教授 ： 黃健哲(Chien-Che Huang)

國立臺中科技大學/資訊與流通學院/資訊工程系碩士班/碩士(2017年)

摘要

隨著網際網路的蓬勃發展，電子商務已成為現今不可或缺的商業模式。因為網路的盛行，現今人們可以經由網路交易完成購買動作，美髮業者可以提供更快速且便利的服務。本研究之採用科技接受模式的認知易用性、認知有用性做為本研究消費者接受新科技資訊的影響因子，進而瞭解企業透過不同虛實整合的媒體與消費者接觸時，消費者的認知易用性、有用性對關係品質的效果，研究科技接受模式對顧客忠誠度之影響關係。主要架構是以科技接受模式為自變項，關係品質為中介變數，顧客忠誠度為依變數，進而探討其關聯性。

關鍵字

美髮業 ； 關係品質 ； 顧客忠誠度 ； 科技接受模式

並列摘要

This study aims to investigate the relationship among TAM, relationship quality, customer loyalty and customer’ characteristics from the integration of online and offline perspective in Taichung City. TAM was the independent variables, and customer loyalty was dependent variables, and relationship quality as mediator for this study. The research results shows as follows:
(1) There are some customer’ characteristics was significant found within TAM, relationship quality, and customer loyalty.
(2) There would be a positive influence of TAM on relationship quality and customer loyalty.
(3) There would be a positive influence of relationship quality on customer loyalty.
(4) Relationship quality as mediator between TAM and customer loyalty.

並列關鍵字

hair products ； TAM ； relationship quality ； customer loyalty

參考文獻

林美孜，2012，科技接受模式、關係品質與持續使用意圖間之關係研究- 以醫院網路掛號系統為例，大同大學資訊經營研究所碩士論文

蔡靜怡，2015，在交易成本下探討虛實整合和顧客價值的關係-以統一超商、掏寶為例。逢甲大學合作經濟學系碩士論文。

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