網路零售業顧客忠誠度之研究

A Research of Customer Loyalty in e-Retailing

林孟璋(Meng-Jang Lin) ； 莊世杰(Shin-Chieh Chung) ； 陳貴英(Kuei-Ying Chen)

《行銷評論》 1卷2期 (2004/12) Pp. 111-133

https://doi.org/10.29931/MR.200412.0005

摘要

消費者經由網際網路蒐集和比較產品或價格的資訊，購買決策因而愈來愈敏銳。網路零售業面對如此精明的顧客，如何掌握其忠誠度，已成為研究和實務上的重要課題。本研究以台灣的網路零售業為對象，目的在探究網路零售業認知顧客忠誠行為與顧客認知忠誠行為前置因素之間的關係。文獻探討可能影響顧客忠誠度的顧客價值、關係品質、知覺風險等構面，利用電子問卷調查抽樣網路商店和顧客，進行下列研究目標：一、確認網路零售業認知的顧客忠誠度之衡量因素；二、檢定影響網路零售業顧客認知忠誠度的相關因素，包括顧客價值、關係品質及知覺風險等變數。研究結果顯示。顧客的認知及期望價值、關係品質及風險認知與網路零售業顧客認知忠誠度呈現正向關係。顯示在提升網路顧客對網路商店的顧客忠誠度可從這三方面著手。並且文中將提供相關的管理意涵。

關鍵字

顧客忠誠度 ； 顧客價值 ； 關係品質 ； 風險認知

並列摘要

Increasingly, consumers search and compare information of products or prices via Internet, their purchasing decisions have become more sensitive. How e-retailers master their customers' loyalty? This study aims to investigate the relationship between e-stores perceived customers' loyal behaviors and customers perceived causes of such loyal behaviors in Taiwan's e-retailing. Starting from literature review that include customer value, relationship quality and perceived risk, this study proceed the following research objectives: Identifying e-stores perceived measurements of customer loyalty, and Examining the customers perceived antecedent factors of e-stores perceived customer loyalty measurements. The results reveal that increased customer loyalty approaching can include customer value, relationship quality and perceived risk. This result will provide some suggesting about customers' loyal management in e-retailing.

並列關鍵字

customers' loyalty ； customer value ； relationship quality and perceived risk

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