網路購物之信任模式與顧客忠誠度

Customer''s Trust Model and Customer Loyalty in Web Shopping

杜炳麟(Ping-Ling Duh)

指導教授 ： 鄭雅穗

元智大學/管理學院/管理研究所/碩士(2002年)

摘要

網路進展一日千里，網路使用人口也日漸普及，網路商店營運所需之環境也日漸成熟。但是，網路商店面對一般傳統通路的擠壓，同時必須與其他網路商店競爭所剩不多的顧客，如何能夠成功的保留現有客戶進而擴大客源，顧客關係的維持是一個關鍵因素。因此，有必要對於網路購物消費者之忠誠度加以探討，找出影響顧客忠誠度的相關因素，進而建立一個能夠提高顧客忠誠度的模型。
本研究利用問卷調查法，針對有網路購物使用經驗之消費者進行抽樣，將問卷結果進行相關與回歸分析，進而建建構消費者信任網路商店及建立顧客忠誠度之模型。研究結果顯示：
(1)顧客本身因素、網路商店能力呈現、雙方互動關係皆會影響消費者是否信任網路商店。
(2)影響消費者是否信任網路商店的因素依序為網路商店技術能力、隱私權重視、個人信任傾向、雙方之互動滿意度、資料安全性。
(3)信任網路商店會顯著影響顧客忠誠度的建立。

關鍵字

網路購物 ； 信任 ； 顧客忠誠度

並列摘要

Although technology of network makes more and more progress, population of users become more general and environments of network stores are more mature. Network stores still face pressure from traditional stores and competition from other network competitors. How to keep original customers and attract more customers is very important, we believe that maintain customer relationship is a key factor. This thesis we discuss about loyalty of consumer in network shopping and find what impact customer loyalty. Finally we construct a model to enhance customer loyalty.
We use questionnaires to gather data. Our samples are consumers who have experiences on network shopping. Then we make relative analysis and regression analysis to construct a model. Our study result shows:
(1)Customer, Capacity of Network Store and their interactions will impact whether consumers believe network stores or not.
(2)Orders of factors which impact consumer’s belief in network stores are technology of network store, individual privacy, trend of individual trust, satisfaction of interaction and safety of data.
(3)Trust of network store significantly impact customer loyalty.

並列關鍵字

Web Shopping ； Trust ； Customer Loyalty

參考文獻

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