顧客經由虛擬通路購買的滿意度及其通路品牌忠誠度之研究-以精品錶消費者為例

Abstract

本研究以顧客經由虛擬通路購買的滿意度及其通路品牌忠誠度之研究-以精品錶消費者為例為研究主題，主要研究目的為探討在虛擬通路上購買精品錶時，不同「人口統計變數」的消費者，是否會因為通路品牌引發其信任感，進而產生對通路的滿意度及對通路品牌的忠誠度。 本研究簡化Howard And Sheth提出之模式作為研究架構，消費者經由虛擬通路之購物行為模式，來探討對通路的滿意度及其通路品牌忠誠度。利用問卷調查法，共收集408份有效問卷，用描述性統計、卡方分析、變異數分析、回歸分析進行檢定。 本研究發現如下:(1)不同的消費者在虛擬通路的購物認知上具有差異。(2)不同的消費者在購買實態上具有差異。(3)不同的消費者對於虛擬通路的消費態度上具有差異，其中女性對於虛擬通路購物情境、通路滿意度及通路品牌涉入上皆高於男性，只有在通路品牌忠誠度上，男性高於女性。(4)通路滿意度會正向影響通路品牌忠誠度。最後，本研究針對虛擬通路商提供實務上的建議以及後續研究方向的建議。

This research is studied with the purchased satisfaction and the loyalty of brand from the virtual channel to the consumer--taking the consumer of luxury watches as a hypothesis.The main purpose of this research is discussed that generating satisfaction and brand loyalty whether because of the brand rise to the confidence of demographic of consumers,when buying luxury watches in virtual channel.

This research is based on the simplified model proposed by Howard and Sheth as a framework , and the behavior pattern of the customers who shop through virtual distribution to discuss the satisfaction degree and brand loyalty to the distribution. By utilizing the questionnaire survey, there were total 408 effective questionnaires. We test our hypothses by Chi-square Test、Variance Analysis and Regression Analysis.

The findings from this research are as below: (1)There is a difference from the shopping recognition among the different consumers in virtual channel. (2) There is a difference among the different consumers in the shopping motivation. (3)There is a difference in the shopping attitude among different consumers in the virtual channel. (4)The satisfaction of the channel can influence of the brand loyalty channel positively. Lastly, this research also gives the virtual channel the suggestion on practice and the future direction of research.