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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/34990
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/34990

    Title: 網路購物服務品質、滿意度與信任度對顧客忠誠度之影響
    The Influences of Service Quality, Satisfaction, and Trust on Customer’s Loyalty in Online Purchasing
    Authors: 李文中
    Lee ,Wen Chung
    Contributors: 周文賢

    Lee ,Wen Chung
    Keywords: 網路購物
    online purchasing
    customer loyalty
    service quality
    Date: 2005
    Issue Date: 2009-09-18 13:30:21 (UTC+8)
    Abstract: 近年來,網路購物的興起改變了民眾消費的習慣。網路商店不受時間和空間的限制,並且提供顧客多樣化的服務,已經成為企業行銷活動中重要的通路之一。台灣網路購物環境呈現市場規模快速成長但是競爭十分激烈的形態。對於網路商店業者來說,增加顧客購買次數並且提高顧客忠誠度是維持企業經營的最重要目標。
    The rise of online purchasing has changed people’s purchasing habits. Online shop is an important marketing channel for a business because of its open-ended shop hours and virtual shopping space as well as providing diversified services for customers. It appears that the online purchasing environment in Taiwan is fast-growing and competitive. Therefore, increasing purchasing frequencies and improving customer’s loyalty are important tasks for all online shops.
    This study investigated the factors that influence consumer’s online purchasing loyalty. It discussed and examined the relationship among online service quality, satisfaction, trust, and loyalty. In the study, service quality is found to not only directly affect loyalty but also indirectly affect loyalty via satisfaction. Trust is also found to indirectly affect loyalty via satisfaction. Besides, in the investigation of online purchasing behavior, there are three main findings. The first, the main reasons why consumers choose online shopping are considering convenience and lower price. The second, they are most worried about personal information outflow and defective products. The third, they most care about reliability of product and service as well as security of online purchasing. As a result, in order to improve customer loyalty, it should increase the online service quality and security those provide consumer a convenient and safe shopping environment.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093355030
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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