影響網路團購之顧客滿意度與忠誠度及其前置因素之研究

楊雅婷

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影響網路團購之顧客滿意度與忠誠度及其前置因素之研究

Effect of customer satisfaction, customer loyalty and relative antecedents on group purchasing

楊雅婷 , Masters　　Advisor：祝鳳岡　　

繁體中文

網路團購；知覺風險；品牌知名度；網站服務品質；顧客滿意度；顧客忠誠度； Group Purchasing ； Perceived Risk ； Brand Awareness ； Website Service Quality ； Customer Satisfaction ； Customer Loyalty

Abstract │ Reference (24) │ Times Cited (9) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Online group purchasing grows very fast and has become a trend of e-commerce in Taiwan. Not only the consumers are very interested in but also the supplers would like to start the business and create more profit from the new modle. The competition between group-purchasing sites is strong, too. But the previous studies were more focus on pricing strategy, business modle, and lacked of the study of sonsumer behaviors of online group purchasing.
  The consumers who have participated online group purchasing are taken as the object of the research. The purpose of this research is to define the relationship and influence between the perceived risk, brand awareness, website service quality, consumer satisfaction and loyalty, and to provide the suggestions of marketing strategy for online group purchasing industry base on the results and findings.
  This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 303 effective questionnaires are obtained for statistical analysis includes descriptive statistic, t-test, ANOVA, Pearson correlation analysis, regression are utilized to verify the hypothesis and assumptions. As to qualitative approach, there are three experts from the management level of the well-known group-purchasing sites in Taiwan shared the business modle, status, consumer insights and purchasing intention, challenge and opportunities therough in-depth interviewing 
  The result of this research includes:
1.Interviewees with different sex, age, education, profession, married status and income show significant differences.
2.Perceived risk has a dramatic correlation with customer satisfaction and customer loyalty.
3.Brand awareness has a dramatic correlation with customer satisfaction, but shows no correlation with customer loyalty.
4.Website service quality has a dramatic correlation with customer satisfaction and customer loyalty.
5.Customer satisfaction and customer loyalty have a positive relationship.
The suggestions of marketing strategy for online group purchasing are as below:
1.In perceived risk aspect: Keep enhancing the security system and optimizing the instruction of product to alleviate perceived risk. It is helpful to improve the customer satisfaction and loyalty.
2.In brand awareness aspect: Provide the products or services which are popular and famous to the customer to improve the customer satisfaction.
3.In website service quality aspect: Keep optimizing the visual and process of the website, and providing customers with various product choices to improve the customer satisfaction and loyalty.

Reference ( 24 ) 〈TOP〉

1.Bettman J. R. (1973), ＂Perceived Risk and Its Components：A Model and Empirical Test, Journal of Marketing Research 10（May）,184-190.
連結：
2.Anthony, D. M. and Fernandez, A., “Consumer Perception of Privacy and Security Risks for Online Shopping,” The Journal of Consumer Affairs, 35(1), pp.27-44, 2001.
連結：
3.Cobb, W. C. J., Ruble, C. A., & Donthu, N., “Brand Equity, Brand Preference, & Purchase Intent," Journal of Advertising, 24(3), 1995:25-48.
連結：
4.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluation. Journal of Marketing Research, 28 (August), 307-319.
連結：
6.Wolfinbarger, M.,& Illy, M.C., “eTailQ: Dimensionalizing, measuring and predicting etail Quality,”Journal of Retailing, 79(3), 183-198.
連結：

Times Cited (9) 〈TOP〉

Altmetrics

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