南華大學機構典藏系統:Item 987654321/9856
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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/9856


    Title: 網路顧客滿意度與忠誠度模式之建構及驗證
    Other Titles: Developing and validating the satisfaction-royalty model for online consumers
    Authors: 陳岳陽
    Yue-Yang Chen
    Contributors: 義守大學企業管理學系
    I-Shou University, Department of Business Administration
    Keywords: 網路顧客滿意度;網路顧客忠誠度;網路購物;產品知覺品質
    Online customer satisfaction;online customer royalty;online buying;perceived product quality
    Date: 2011-07-01
    Issue Date: 2011-12-06 11:36:32 (UTC+8)
    Publisher: 南華大學資訊管理學系
    Abstract: 近年來，電話、郵購、網路、電視等各種不同的通路型態快速地增加，此多樣化的零售通路型態，在購買環境中彼此相互競爭。消費者透過網際網路購買商品是一種利用直接的電子零售通路方式，意指消費者與零售商可透過互動式的網際網路彼此溝通與交易。由於購買的方便性、輕鬆及較彈性的價格等因素，都是造成此波網路購物熱潮的重要因素。本研究之目的乃結合消費者行為中有關產品知覺品質、顧客滿意度與忠誠度的關聯性分析，並整合網路購物資訊系統特有的品質因素（資訊品質、系統品質及服務品質）為前因，探討透過網路商店購物的消費者，此四個知覺品質因素對於顧客滿意度及忠誠度之間的影響關係。期望能進一步整合消費者為何持續進行網路購物的品質面因素，及其與網路購物滿意度之間的關係，以為後續研究的理論依據。研究結果顯示，本研究所揭櫫的四個品質導向的前置因素對於滿意度有顯著的影響，而網路消費者的滿意度亦對其忠誠度呈現顯著的影響效果。
    As multiple channel purchasing has been accepted by consumers, it showed the trend that consumers may shopping from these channels (e.g., catalog, mail-order, TV shopping, on-line shopping, etc.). In this context, online consumers may make purchase directly from the Internet for its convenience, easy and flexibility with price. Thus, the aim of this research is to examine the relationships among “perceived quality”, “information quality”, “system quality”, “service quality”, “customer satisfaction”, and “customer loyalty”. Data were collected from the experienced pre-purchasing consumers to examine their relationships. The results showed that the four antecedents had significant positive effects on customer satisfaction, in turn, customer satisfaction was also found to have a positive impact on customer loyalty.
    Relation: 資訊管理研究
    11期
    Appears in Collections:[The Journals of Nanhua University ] Journal of Information Management
    [Department of Information Management] Journal of Information Management

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