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題名：網路購物環境中影響顧客再購意圖因素間之關係與期望不一致的調節效果
作者：魏毓惠
作者(外文)：Yu-HueiWei
校院名稱：國立成功大學
系所名稱：工業與資訊管理學系
指導教授：林清河
學位類別：博士
出版日期：2018
主題關鍵詞：期望不一致理論；滿意度；縱向研究；再購意圖；線上購物；expectation disconfirmation theory；satisfaction；longitudinal study；repurchase intention；online shopping
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數位科技的發展改變了消費者的購買行為，並且創造了一個消費者可以隨時隨地購買的線上購物環境。為了在快速發展與高度競爭的電子商務環境中取得一席之地，瞭解線上購物顧客的認知和持續使用行為之間的關係有助於提高顧客轉化率與顧客保留率。本研究採用緃向觀點，並且基於認知模式與期望不一致理論的架構來探討消費者線上再購意圖及其先行因素之間的關係，同時，本研究也驗證將時間的變動列入考量時，顧客在消費體驗所產生的期望不一致是否會對購物前的期望與顧客滿意度之間的關係造成影響。因此，本研究的主要目的在於(1)確定線上購物消費者購物前期望和購買後態度之間的關係；(2)說明前期的購買經驗如何影響後續的購買意圖；(3)確認顧客的期望不一致在線上購物行為中的調節效果。本研究結果針對顧客的期望和未來的購買行為與不同程度的期望不一致之關聯提供了有用的管理意涵，此研究結果不僅有助於瞭解線上購物消費者的認知和行為意圖，同時也可提供電子商務從業人員參考，以利其制定更好的商業模式。
The development of digital technology has changed the purchasing behavior of consumers and created an online shopping environment that consumers can be purchased anywhere and anytime. To succeed in the rapidly growing and highly competitive e-commerce environment, it is important to understand the relationship between the cognition and continued usage behavior of online shopping customers to enhance customer conversion and retention. This study adopted longitudinal perspective and based on cognition model as well as expectancy disconfirmation theory to explore the relationships among antecedents of online repurchase intention and to examine how expectancy disconfirmation influences the relationship between customer pre-purchase expectations and satisfaction when considering the effect of time. This work aims at (1) identifying the relationships between the pre-purchase expectations and post-purchase attitudes of online consumers; (2) elucidating how previous purchase experience influences subsequent purchase intention; and (3) examining the moderating role of expectancy disconfirmation in an online shopping context. The results provide useful implications for the management of customer expectations and future purchase behavior in customers with different levels of disconfirmation. Our findings not only help to understand how online consumer cognition and behavior intention change, but also assist e-commerce practitioners in developing better business model.
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