網路商場互動回應服務與消費者滿意度關聯性之調節效應探討

Abstract

本研究探討網路商場廠商提供購後再確認、線上抱怨處理及量身訂作之網路互動回應服務和消費者滿意度間的關係，是否會受消費者自我檢校、自我形象之相依性人格特質及對產品涉入程度的影響。我們與數家網路商店合作，針對網路消費者進行線上問卷調查。 研究發現，在產品涉入程度較高的消費中，無論消費者相依性特質為何，購後再確認及線上抱怨處理服務之積極度對消費者滿意度有正向影響，但高相依性者之影響度高於低相依性者；另對高自我檢校者而言，無論其相依性特質及產品涉入程度為何，廠商積極的互動回應對消費者的滿意度亦有提升之效果。此外，是否提供量身訂作服務之滿意度高低差異顯著，且受相依性特質所影響，低相依性者之滿意度高低差異顯著地高於高相依性者。我們依據研究結果，對電子商場業者提出行銷建議。

This study investigated the moderating effects of self-monitoring, interdependence, and the degree of product involvement on the relationship between interactive services and consumer satisfaction in Internet shopping. In this study, interactive services provided by Web shops include reconfirmation, complaint handling, and customization. Web questionnaires were used to collect data. Results indicate that, for higher product involvement consumption, the degree of aggressiveness of the reconfirmation and complaint handling services have positive effects on consumer satisfaction. The effects are greater for those with higher interdependence than those with lower interdependence. For those with higher self-monitoring, there exists a positive relationship between the degree of aggressiveness of the reconfirmation and complaint handling services and consumer satisfaction. On the other hand, consumer satisfaction can be increased by providing the customization service. The effect is more significant for those with lower interdependence. Based on the empirical results, some marketing strategies have been proposed for Web shops