網路拍賣零售個體戶經營長期關係對再購意願之影響研究

THE IMPACT OF MAINTAINING LONG-TERM RELATIONSHIP ON REPURCHASE INTENTIONFOR ONLINE AUCTION ENTERPRISE

許淑梅(Shu-mei Hsu)

指導教授 ： 林淑瓊

大同大學/經營設計學院/資訊經營學系所/碩士(2008年)

摘要

綜觀國內外相關文獻，現今以網拍賣場經營觀點進行討論的研究較少，因此本研究即以網
拍賣場得以長久經營之關鍵因素進行探究。研究中先以理論文獻為基礎建立研究架構，再以個案研究法進行探討，並以Yahoo!奇摩拍賣之七家高評價且長久經營之資深賣家為研究對象，進行深入訪談。研究結果說明顧客接觸與感受到的賣場特質及資訊內容與服務品質是影響賣場經營之源頭，亦是維繫與顧客間長期關係與滿意度的重要元素，其中尤以賣場經營之服務實務最為影響顧客整體滿意度，使顧客具有滿意的交易經驗更是維繫長期關係及再購意願的不二法門，並且賣場與顧客間維繫的長期關係是增加顧客黏著力的重要因素。可知，在競爭激烈的環境中，賣家為提升經營績效，用心經營賣場不可少，並且與買家維持長期關係是促使買家對賣家展現支持的動能，也是持續與買家互動的重要緣由。

關鍵字

長期關係，滿意度，服務實務，黏著力，網路拍賣

並列摘要

The more the online auction sellers are, the less the attention to each individual store is paid, which makes it more difficult to achieve the goal of long-term business management. In view of both domestic and international related bibliography, there is relatively less research on the online auction from the management perspectives, thus this research focus on the key factors contributing to online auction’s long-term business management. The research
first establish a framework based on theory and bibliography, and engaged in discussion by case study methodology, and set the 7 Yahoo auction sellers that full of experienced with high reputation as this research subjects for insight interviews. The results of the research concludes that the origins that influence online business management are mainly the store characteristics, information context, and service quality provided to and actually felt by the customers, which are also the important elements that connect with customer’s
Long-Term relationship and satisfaction. Among all, service practices hava the significant experiences is the only way to maintain Long-Term relationship and lead to their willingness to repurchase, and the Long-Term relationship maintained between the store and customers is the important factor that increases customer attachment to the store.
Thus, amid the competitive environment, sellers have to devote great efforts to managing the stores to promote business performance, moreover, maintain Long-Term relationship with the buyers contributes to the motivation for the buyers that demonstrates seller's support, and also the important reason for the buyers to continue interaction with sellers.

並列關鍵字

Long-Term Relationship，Satisfaction，Service Pr

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