标题: | 购物网站的个人化商品资讯服务与社群设计对消费者忠诚度的影响 The Effects of Personalized Merchandise Information Search and Community Design on User Loyalty of Online Shops |
作者: | 吕雅雯 洪瑞云 王耀德 侯世环 吕柏辉 Ya-Wen Lu Ruey-Yun Horng Yau-De Wang Shih-Huan Hou Po-Hui Lu Department of Communication and Technology 传播与科技学系 |
关键字: | 网站设计;个人化;商品资讯服务;社群;消费者忠诚度;Website Design;Personalization;Merchandise Information Search;Community;User Loyalty |
公开日期: | 2011 |
摘要: | 43位参与者以随机的方式浏览四种购物网站,这四种网站分别是依据个人化商品资讯服务的有无,以及社群的有无这两个变项所设计出来的不同网站。由参与者对这四类网站的忠诚度评量、整体评分、点选次数与浏览时间观察发现,购物网站加入个人化商品资讯服务或社群设计均对提升使用者的忠诚度与评价有助益。由参与者的评语分析发现,个人化、社群两者提升使用者对购物网站忠诚度的历程不同,网站加入个人化商品资讯服务可提供资讯搜寻的效率与便利性、让产品资讯符合使用者需求;使用者社群则透过提供“他人在场”的机会,让网站使用者有机会与其他消费者互动、交换产品品质资讯,让使用者对购物网站资讯能够有一个可信的判断基础,进而提高忠诚度。 Forty-three participants were asked to browse four kinds of online shops that varied across two design factors: information service of personalized merchandise and the factor characterized by community. After browsing a website, participants were asked to complete a customer loyalty scale and rate their overall evaluation of the website. The time and number of web pages participant viewed at a website were recorded by the computer system. Results show that either personalized merchandise information search or community design factor may increase users' stay in a website and their loyalty and overall rating of the website. Participants' comments on websites further confirm that personalization gains its advantages through convenience in information search, and the assistance in finding product information relevant to the user's needs. On the other hand, through social presence in the website, virtue community provides opportunity for users to interact with each other and exchange information about quality of products, and thus improves users' trust and loyalty to the website. |
URI: | http://hdl.handle.net/11536/123729 |
期刊: | 资讯社会研究 Journal of Cyber Culture and Information Society |
Volume: | 19 |
起始页: | 71 |
结束页: | 100 |
显示于类别: | Journal of Cyber Culture and Information Society |
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