探討不同人格特質之網路購物消費者在信任、滿意度及忠誠度間之關聯性研究

A Study on the Relationship among Trust, Satisfaction and Loyalty in Different Personality Traits of Internet Consumers

陳細鈿(Hsi-Tien Chen) ； 邱鈺娟(Yu-Juan Chiu)

《國立虎尾科技大學學報》 27卷3期 (2008/09) Pp. 107-124

https://doi.org/10.6425/JNHUST.200809.0107

摘要

近年來隨著購物網站的興起與快速發展，如何吸引顧客上網消費，成爲購物網站的重要課題。本研究回顧國內外有關網路購物的文獻發現，多在探討消費者網購行爲--信任、滿意度及忠誠度等三個因素兩兩之間的關係，而有關此三個因素相互影響的整體結構模式及不同人格特質的消費者對此三個因素的影響之研究很少見。故本研究欲探討不同人格特質的消費者在網購行爲因素之差異性，並建立「網路購物消費者在信任、滿意度及忠誠度間之關聯性」的研究模型，透過結構方程模式加以驗證。結果顯示，某些人格特質會影響消費者之網購行爲三因素，其中「高外向性」消費者之「信任」、「滿意度」及「忠誠度」皆顯著高於「低外向性」者；「高開放性」消費者之「信任」、「滿意度」及「忠誠度」皆顯著高於「低開放性」者；「高友善性」消費者之「信任」、「滿意度」及「忠誠度」皆顯著高於「低友善性」者，且三個因素相互影響的結構模式之配適度良好。本研究可作爲網購業者及後續研究者參考的依據。

關鍵字

網路購物 ； 信任 ； 滿意度 ； 忠誠度 ； 人格特質

並列摘要

With the rise and rapid development of shopping websites in recent years, how to attract customers to surf the network and consume becomes an important topic for shopping websites. We reveal most of them researched customers' shopping behaviors on the relationship between trust and satisfaction, or trust and loyalty, or satisfaction and loyalty by reviewing many literatures about internet shopping. The structure equation model with three shopping factors in different personality traits is rarely discussed. Thus, this study wants to verify the difference of shopping factors in different personality traits of internet consumers, meanwhile, establishes a research model ”the relationship among trust, satisfaction and loyalty” and tests it. The results reveal that there are different shopping behaviors in some personality traits. The trust, satisfaction and loyalty of customers of high extraversion are significantly higher than ones of low extraversion. The trust, satisfaction and loyalty of customers of high openness are significantly higher than ones of low openness. The trust, satisfaction and loyalty of customers of high agreeableness are significantly higher than ones of low agreeableness. Meanwhile, the structure equation model with three shopping factors is fitted well. It will deeply understand customers' behavior and provide comments for internet shopping proprietors or researches in future.

並列關鍵字

Internet shopping ； Trust ； Satisfaction ； Loyalty ； Personality traits

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