關係連結對網路顧客忠誠度影響之研究

A Study on the Effects of Relational Bonds on Online Customer Loyalty

蔣念容(Nien-jung Chiang)

指導教授 ： 宋鎧

國立中央大學/管理學院/資訊管理學系/碩士(2007年)

摘要

隨著網際網路蓬勃發展，台灣B2C網路購物市場顯現無限商機，但網路上近乎完全競爭的市場，加上眾多設計品質無異的同類型購物網站紛紛出現，以致於顧客對特定網路商店的忠誠度越行降低，因此，對網路商店而言，藉由建立長期的顧客關係以獲取競爭優勢已是刻不容緩的課題。
有鑑於關係行銷在網路環境的應用日漸重要，但相關實徵研究卻仍然缺乏，本研究之研究目的係試圖探討網路商店是否能藉由與顧客建立關係連結，以提升顧客對該網路商店的忠誠度，同時本研究亦希望針對搜尋性及經驗性兩種商品類型進行分析與比較，以確認在不同商品類型的購買情境下，各類關係連結是否帶來不同的效果。
本研究選用書籍及套裝旅遊分別代表搜尋性及經驗性商品進行研究，以網路問卷的方式分別針對兩種商品購買情境收集資料，並將收集而來兩組的樣本皆進行結構方程模型檢定，再對結果進行比較討論而提出本研究結論如下：
1.對搜尋性或經驗性兩種商品類型而言，財務、社會、結構三種關係連結對網路顧客忠誠度提升的重要性各不相同，隨著商品資訊不對稱程度提高，更高層級的關係連結更為重要。
2.不論對搜尋性或經驗性商品而言，財務連結對網路顧客忠誠度的提升沒有明顯的效果。
3.對搜尋性商品而言，社會連結及結構連結對網路顧客忠誠度的提升皆很重要。
4.對經驗性商品而言，結構連結對網路顧客忠誠度的提升更重要。

關鍵字

顧客忠誠度 ； 關係行銷 ； 關係連結 ； 經驗性商品 ； 搜尋性商品

並列摘要

As the acceptance of Internet grows, the online B2C electronic commerce market in Taiwan shows great business opportunities. The online market can be considered as a near perfect market due to its visibility and low transaction costs. In addition, many websites of online stores nowadays have design quality of the same caliber. As a result, customer loyalty to a specific online store diminishes. As a result, developing a long-term relationship with their customers becomes an ever important issue for online retailers to obtain competitive advantage.
The application of the concept of relationship marketing on the Internet has been getting more and more attention in practice, but related empirical research is relatively scarce. In response, the study attempts to investigate the effects of various aspects of relational bonds on customer loyalty across search- and experience-goods on the Internet.
Based on previous research, books and travel packages were chosen to represent search goods and experience goods respectively in this study. Online questionnaire was employed to collect data, and structured equation model was used to analyze the collected data.
Results suggest that the higher information asymmetry the goods is, the higher level of relational bonds the online retailer needs to maintain with their customers. Furthermore, financial bonds have no positive impact on customer loyalty for both search and experience goods. For search goods, social and structural bonds are both important. However, for experience goods, structural bonds are more important.

並列關鍵字

relationship marketing ； relational bonds ； experience goods ； search goods ； customer loyalty

參考文獻

2. Ajzen, I. (1985), “From Intentions to Actions: A Theory of Planned Behavior,” Action-Control: From Cognition to Behavior, pp. 11-39.

3. Allen, N.J. & Meyer, J.P. (1990), “The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization,” Journal of Occupational Psychology, 63(1), pp. 1-18.

4. Anderson, E.W., Fornel, C. & Lehmann, D.R. (1994), “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden,” Journal of Marketing, 58 (July), pp. 53-66.

5. Anderson, E. & Weitz, B. (1992), “The Use of Pledges to Build and Sustain Commitment in Distribution Channel,” Journal of Marketing Research, 29(1), pp. 18-34.

6. Bauer, H.H., Grether, M. & Leach, M. (2002), “Building Customer Relations over the Internet,” Industrial Marketing Management, 31(2), pp. 155-163.