電子商務交易中顧客價值、顧客滿意度以及顧客忠誠度之關係研究

Customer Value, Customer Satisfaction, and Customer Loyalty in Electronic Commerce Transactions

皮世明(Shih-Ming Pi) ； 陳進成(Cheng-Chen Chen)

《東海管理評論》 7卷1期 (2005/07) Pp. 69-85

https://doi.org/10.29724/TMR.200507.0003

摘要

對於許多在網際網路上進行電子商務交易的企業而言，往往將其經營重心放在吸引新的顧客，強調顧客的成長率，並提供各種利益吸引顧客上網消費，而忽略了顧客所考量其他有形與無形價值，更不用說如何去維繫顧客的忠誠度。因此，建立線上顧客之顧客忠誠度，留住現有顧客，對於線上企業而言實有其必要性。本研究試圖從電子商務交易中的顧客價值的觀點出發，進一步探討其與顧客滿意度及顧客忠誠度的關係，希望藉此提供線上企業更多管理上的意涵及參考方向。研究結果顯示消費者認知網站的「品質價值」、「成本價值」、「感受績效」對於「滿意度」皆有正面的影響。從影響效果來看，消費者認知網站的「感受績效」對於「滿意度」有最高的影響力，遠高於「品質價值」、「成本價值」。針對消費者的忠誠度進行分析，其結果顯示消費者認知網站的「滿意度」、「成本價值」對於「忠誠度」皆有正面的影響，然而「品質價值」對於忠誠度的影響卻沒有實證資料的支持。

關鍵字

電子商務 ； 顧客價值 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The high cost of attracting new customers on the Internet and the relative difficulty in retaining them make customer loyalty an essential asset for many online vendors. Therefore, creating online customer loyalty-retaining existing customers-is a necessity for online vendors. This study tries to make use of the viewpoint of customer value, and examines the relationship among customer value, customer satisfaction, and customer loyalty in electronic commerce transactions. We hope the study will afford more managerial implication and referential direction for online vendors. The research result shows that consumer's satisfaction is positively affected by customer perceive web's ”quality value”, ”cost value”, and ”performance outcomes”. In terms of impact effect, customer perceived ”performance outcomes” is higher than ”quality value” and ”cost value”. The research result also depicts that consumer's loyalty is positively affected by customer perceive web's ”satisfaction” and ”cost value”, but there is no evidence to support ”quality value” has affect ”consumer's loyalty”.

並列關鍵字

electronic commerce ； customer value ； customer satisfaction ； customer loyalty