無店鋪通路消費者購買行為對顧客滿意度與顧客忠誠度之相關研究-以網路購物為例

The Purchasing Effects of Non-shop Customer Behavior On Satisfaction and Loyalty-An Example In Online Shopping

陳正泰(Zheng-Tai Chen)

指導教授 ： 蔡享翰

崑山科技大學/商業管理學院/企業管理研究所/碩士(2008年)

摘要

無店鋪販售在我們日常生活中非常常見，根據調查顯示超過四成的民眾有過電視購物或網購經驗，這顯示了我國消費者對於無店鋪購物此一新興通路的高度肯定。雖然網路的普及率及使用率逐年成長且應用層面愈來愈多元，但是顧客購後是否滿意才是現代企業經營的關鍵。以往研究對於消費者滿意度與忠誠度行為等相關之研究眾多，但是卻鮮少有將消費者購買行為一起併入探討的。消費者購買行為與顧客滿意度及顧客忠誠度三者之間的關係，對於企業制定經營策略有所影響。
本研究依文獻回顧與相關研究變數之關聯性建立架構，並以網路購物消費者為對象進行問卷調查分析，經回收有效樣本數為210份。研究結果顯示人口統計變數之中只有年齡對顧客滿意度有顯著影響。人口統計變項對顧客忠誠度則有性別、職業及教育程度有其影響。購買行為的不同對滿意度而言則有顯著影響差異。而購買行為中只有平均每次消費金額對增加購買次數、如果需要再購仍是最佳購買商店及未來幾年內我仍選擇到此購買有顯著影響。最後在顧客滿意度對顧客忠誠度方面，研究發現二者之間有正向相關。

關鍵字

顧客滿意度 ； 顧客忠誠度 ； 消費者購買行為 ； 網路購物

並列摘要

Nowadays it is very popular to go shopping on the website or television channels. According to some recent investigations, there are over 40% of nationals have experience of TV shopping or internet. We can see it definitely indicates that Taiwan consumers think highly of non-shop era. Though the popularity and diversification of the network utilization are raised year by year, the satisfaction of meta-purchasing is the key point that modern enterpreneurs need to manage. There are numerous researches past are related to loyalty behavior, and customer satisfaction, but seldom researches have studied about purchasing effects. The relationship among consumer purchases, customer satisfaction and customer loyalty affect business strategy development a lot.
A research framework is conducted with literature review and relevance variables, and a survey is given to on-line shoppers who include 210 effective samples. The result of study shows only the age has a significantly difference in customer satisfaction. The gender, occupation and education have influence on customer loyalty. The purchases behaviors show a significantly influences on customer satisfaction. It also shows that an average buying rate has a significantly differnce in increasing buying rate, re-buying rate and going shopping the same shop in the future. Finally, there is a positive relation between the customer satisfaction and the customer loyalty.

並列關鍵字

Satisfaction ； Loyalty ； Customer behavior ； On line shopping

參考文獻

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