電子商務顧客價值、滿意度與忠誠度之研究 -以電子商店為例

The Study of Customer Value、Customer Satisfaction and Customer Loyalty Based on E-Shop

陳進成(Chin-Cheng Chen)

指導教授 ： 皮世明

中原大學/商學院/資訊管理研究所/碩士(2003年)

https://doi.org/10.6840/cycu200300269

摘要

摘 要
無論從消費者或企業角度來看，網際網路上從事電子商務其關係已是密不可分的。在1992年，全球網際網路上的使用者約有７百萬人，根據eTForecasts和eMarketer的估計2002年全球上網人口將在5-6億之間，而2006年將可成長至13億3千多萬人，這樣大的使用人口成長率，潛藏的商機不容忽視。
電子商務之經營成敗，必須要由兩個構面進行，一是技術面；二是策略面，其中技術面是要達成策略面的方法手段。技術面的問題包括網站的設計技術、網路傳輸速率、產品和服務呈現方式、交易成功率等，這些因素往往都會影響消費者上網消費的意願。在策略面上，企業除了必須衡量所提供的商品和服務是否適合在網路銷售，同時對於行銷手法以及產品價格與供應鏈體系、網站環境等多方面思考。
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

顧客滿意度 ； 顧客忠誠度 ； 電子商務 ； 顧客價值

並列摘要

Abstract
E-business is an irresistible general trend for consumers or companies to trade over Internet. There were more than 7 million Internet users over the world. According to eTForecasts and eMarketer’s forecast, there would be 5-6 billion Internet users in 2002 and would grow up to 13.3 billion in 2006. This shows a potential business in Internet is not ignorable.
A successful E-business over Internet would be based into two factors: technical and business strategy. Technical is the means to achieve goals of business strategy. However, technical factors in Internet environment include Web design, network transmission performance, product/service representations, transaction successful rate, etc. One of the above technical factors does not do well for customers, it will affect and stop consumers shopping in Web. For business strategy factor, companies have to evaluate their products/services strategies that are suitable selling in Web. Good promotion ideas, product price strategy, supply chain systems and web environment creation are also required.
Many E-business companies are looking for new customers, they emphasize on the number of consumer growth rate. Companies develop many promotion campaigns to attract new customers. But they forget to keep customer’s loyalty. Customer’s loyalty is very important for sales revenue. In this research, customer satisfaction and loyalty from the viewpoint of customer value in E-business over Internet are discussed.
The result of this research 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

customer loyalty ； customer satisfaction ； electronic commerce ； customer value

參考文獻

鍾瑄容，「涉入程度、顧客滿意度與忠誠度關係之研究－以網路商店類型及顧客關係結合類型分析」，中原大學企業管理學系碩士學位碩文民國九十年

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