标题: | 消费者个人价值观对网路商店满意度与忠诚度关系之研究 The Study on Relation Ship between Consumer’s Personal Value and Satisfaction & Loyalty of Online Stores |
作者: | 林君虹 Chun-Hung Lin 林君信 Chun-Sin Lin 经营管理研究所 |
关键字: | 个人价值观;商店属性;消费者满意度;消费者忠诚度;结构方程模式;Personal Values;Store Attribute;Satisfaction;Loyalty;Structural Equation Modeling (SEM) |
公开日期: | 2006 |
摘要: | 在2004年底全球宽频用户数依据Point Topic的报告,已达1亿5,050万户,其中以亚太地区的宽频用户最多,全球的占有率为43%,中国大陆为全球宽频用户第二大的国家。另PDAY Research指出,2004年全球电子商务的成长率为25.3%,电子商务实现的交易是全球贸易的15%~20%。而国内电子商店的获利状况根据经济部的调查于2005年有34.61%的业者达到获利,但仍有52.8%的商店是亏损的情况。电子商店的建置较为容易,但是吸引、获得与留住忠诚客户却不是一件容易的工作。因此本研究参考学者的文献,引用结构方程式模式(SEM)建立个人价值观透过网路商店的属性如何影响网路商店消费者的忠诚度与满意度的因素架构。 本研究以网路商店的购物市场为例,并以网路购物者为研究对象,根据文献探讨建立理论模型,并利用线性结构关系模式,验证价值观、商店属性、顾客满意度与顾客忠诚度之间的因果关系,本研究之理论模式:验证价值观能直接正向的影响商店属性;验证商店属性能直接正向的影响顾客满意度;而顾客满意度亦能直接正向的影响顾客忠诚度。在不同的网路商店别中的顾客会有不同注重的价值观;男性和女性在注重的价值观和商店属性会有所不同,并且女性会有较高的满意度;教育程度为硕士者较大专院校者更有喜好性忠诚度;月收入不同者会有不同重视的价值观与商店属性并月收入为10,001~30,000元者较30,001~50,000元者有习惯忠诚度;学生会较资讯业与金融业更重视价值观的地位成就构面,并在商店属性的售后满意与网路便利性也是较注重者,并且学生族群也是有较高满意度与忠诚度的消费群。故若网路商店能切合学生的价值观,并在售后服务与网路便利性多下功夫,学生族群是一个非常忠诚的消费群。 According to the Point Topic Report of global broadband network in the end of 2004, there are about 150,500,000 consumers especially in the Asia Pacific Zone which including 43% of the world. China’s global broadband network consumer ranking is the second in the world. Otherwise, PDAY Research indicated that the growth rate of global electric commence is 25.3% and the realized rate is 15%~20% of the world. However, according to the research of board of trade showed that the 34.61% electric commences gained in 2005, but still 52.8% were lose. It’s easy to establish an electric commence, but hard to attract, get and keep the consumers’ royalties. So that, this research referenced scholars’ documents, and cited Structural Equation Modeling (SEM) to establish personal values which through the attribute of network stores to know how they can affect the consumers’ loyalties and satisfactions. For example in this research with shopping in the network stores, the interviewers were shopping in the network stores. According to the documents, they discussed to establish SEM and used it to know the cause and effect of values, store attributes, consumer satisfactions, and customer loyalties. It has positive effect with customers’ satisfactions in proofing stores’ attributes and customers’ satisfactions also have positive effect with customers’ loyalties. In different kinds of network stores, customers have different values. Male and female may focus on the different values and attributes of stores, and also female have higher satisfactions. The graduate students have higher lovely loyalties than undergraduate students. Consumers who have different salaries are have different values and store attributes and their salaries in 10,001~30,000 have higher royalties have in 30,001~50,000. Students more respect on values and achievement of positions than people who work in information or financial, so that students also have higher satisfactions and loyalties. If online stores could satisfy students’ values by focusing on after services, and convenience on the Internet, students would be the highest loyalty consumer group. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT009437511 http://hdl.handle.net/11536/81790 |
显示于类别: | Thesis |
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