購物網站並沒有服務人員可以隨時替消費者解答購物網站所販售商品的功能與使用方式,因此企業也無法有效掌握顧客對於其販售商品與服務是否滿意,更難以推測未來的購買行為。 本研究之目的在探討專業購物網站的顧客滿意度與忠誠度之間的關係,並以轉換成本與品牌知名度為干擾變數,採用問卷調查法,並以東海、逢甲、靜宜、亞洲大學等台中地區的大專院校曾經使用過網路購物的學生,共發放270份問卷,扣除無效問卷71份,有效問卷為199份,而有效回收率為73.7%。 本研究是採取SPSS 19版的套裝軟體為資料分析工具,針對樣本資料進行以下分析方法:敘述性統計分析、信度分析、因素分析變異數分析。 本研究主要發現如下:(一)顧客滿意度對顧客忠誠度具顯著的正向相關。(二)轉換成本對顧客滿意度與顧客忠誠度關係之影響有顯著的干擾效果。(三)品牌知名度對顧客滿意度與顧客忠誠度關係之影響有顯著的干擾效果。 針對以上發現,本研究將其彙整為研究結論,並提出建議,以提供購物網站業者制定往後改進行銷策略時的參考。
According to MIC data, in 2009 Taiwan's online shopping market size of about NT$ 311.6 billion, representing a growth of 30.4% in 2008, is a fast growing market. Shopping website and service staff can’t answer for the consumer shopping website selling goods function and use, companies can’t keep track of customers to sell goods and services for its satisfaction. That is difficult to speculate about the future purchasing behavior. This study aims to investigate the professional shopping website between customer satisfaction and loyalty, and switching costs and brand awareness for the interference variables. The major findings of this study are as follows: A.Customer loyalty is significantly affected by customer satisfaction. B.The switching costs has moderating effect on customer satisfaction and customer loyalty. C.The brand awareness has moderating effect on the relationship between customer satisfaction and customer loyalty.