資訊科技進步,網際網路應用普遍,拓展新型商品銷售通路–電子商務誕生。電子商務包含三個商業模型:B2B、B2C及C2C。根據經濟部 (2008)資料計,台灣 C2C 市場 2005-2009年的成長率為373.87 %;而B2C 市場為 187.60 %。由數據可知台灣C2C 市場是較值得深入研究的領域。 電子商務中的虛擬商店不能實際觸摸、觀看商品,增加了顧客購物的風險。而網際網路的無遠弗屆,使顧客可在很短的時間搜尋商品或服務的各種資訊與價格,讓顧客更容易進行商品與價格的比較,因此顧客相當容易轉移購買,線上顧客忠誠不易維持,成為企業經營上的考量。根據過去學者的研究可知服務品質、知覺價值、信任 、顧客滿意度都是影響顧客忠誠度的因素。 根據創市際市場研究顧問公司於2007年及2008年到達率的研究數據可知,使用者需付費的YAHOO!奇摩拍賣其到達率比強調所有服務皆免費的露天拍賣高,表示顧客的購物決策並非價格單一因素所驅使,本研究的目的為建立台灣C2C交易平台之忠誠度模式。 本研究利用SEM建立作為理論基礎,並以兩種不同的方法,即「以共變異數矩陣為基礎」的SEM及「以構成要素為基礎」的SEM,分別建立網路拍賣之顧客忠誠度模式,最後根據結果繪製策略管理矩陣,期能瞭解影響C2C忠誠度變數的關係,並提出建議供業者經營之參考。
Internet has become a widely used technology because of advancing of the information technology which provides another sales channel of enterprise - electronic commerce (EC). There are three models in EC, B2B, B2C and C2C. According to Ministry of Economic Affairs (R.O.C, 2008), the growth rate of C2C market in Taiwan from 2005 to 2009 is 373.87 percent where 187.60 percent in B2C market. From the information, we can realize that C2C market in Taiwan is worth for further research. However, customers of internet cannot actually touch and see commodities in virtual stores which increase the risk of purchase. Besides, customers can search what they want and compare the price and function of good in a very short time from the internet that may result in transferring consuming easily. Online customer loyalty is hard to maintain, so this has become an issue that business must considerate carefully. Based on past research, service quality, perceived value, and trust are the factors that affect customer loyalty. According to the research of Insightxplorer Company, the Reach of YAHOO! Kimo auction is much more higher than Ruten auction which emphasizes free charge in 2007 and in 2008. The results show that customers’ shopping decision-making is not driven by a single factor. The purpose of this project is to establish C2C trading platform loyalty model in Taiwan. SEM is the the theoretical foundation of this research which will use two kinds of measures: “Covariance-based SEM” and “Component-based SEM” building loyalty model and then drawing the strategic management map for hoping to understand the relation between variables of C2C loyalty model to make recommendations for the operation.