This study integrates the 3 major services cape aspects proposed by Baker (1987), Bitner (1992), and Tombs & McColl-Kennedy (2003), these 3 aspects are employed as antecedent variables, while customer satisfaction is taken as the consequent variable, thereby constructing an over-all assessment model for TV shopping. Using SEM analysis, the proposed hypotheses were tested on 450 questionnaires, and 263 were recovered; after eliminating 13 improperly completed questionnaires, 250 valid questionnaires were obtained. The results indicated that Taiwan's shopping channels provide only one-way product introduction, as a result, from a practical perspective, if customers are not interested in a product, or if consumers do not perceive high quality, it will be difficult to generate satisfaction. Because of this, the 2 variables of 'perceived quality' and 'purchase emotion' are important insofar as they enable good host characteristics to influence customer satisfaction.
關聯:
Actual Problems of Economics vol. 2, no. 12 pp.22-30
