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題名：電子商店的信任與交易成本對顧客忠誠度的影響
書刊名：行銷評論
作者：賴明政 引用關係／陳秋美
作者(外文)：Lai, Ming-cheng／Chen, Chiu-mei
出版日期：2008
卷期：5:3
頁次：頁283-303
主題關鍵詞：電子商店；交易成本；信任；忠誠；Electronic store；Transaction cost；Trust；Loyalty
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:37
本研究以交易成本理論觀點來探討消費者信任、交易成本與消費者線上顧客忠誠間的影響關係。研究範圍係針對有網路消費經驗的消費者爲研究對象；共發出200份問卷，有效問卷161份，有效回收率爲81%，並分別以簡單迴歸及多元迴歸分析來進行假說驗證。研究發現：消費者「信任」對「交易成本」具負向影響作用；「交易成本」對「顧客忠誠」不具負向影響作用；而「信任」則對「顧客忠誠」具正向影響作用。
In this study, we try to apply the transaction cost theory to explore the relationship among the trust, transaction cost and loyalty of online consumers. In order to find these correlation above, we collected online and common questionnaires from experienced online consumers and processed the data using regression analysis. There are total 161 valid questionnaires. It shows: (1) the trust of consumer has negative influence on transaction cost (2) transaction cost doesn't has negative influence on loyalty, (3) A test of an alternative moderating perspective shows that the effects of online consumers on loyalty is positive moderated by transaction cost. Loyalty is positive influence indirectly by increased trust.
期刊論文
1.Kumar, V.、Bohling, T. R.、Ladda, R. N.(2003)。Antecedents and Consequences of Relationship Intention: Implications for Transaction and Relationship Marketing。Industrial Marketing Management，32(8)，667-676。  new window
2.Balabanis, George、Reynolds, Nina L.(2001)。Consumer Attitudes Towards Multi-channel Retailers' Web Sites : The Role of Involvement, Brand Attitude, INTERNET Knowledge and Visit Duration。Journal of Business Strategies，18(2)，105。  new window
3.Geyskens,I.、Steenkamp, J-B，E. M.、Scheer, L. K.、Kumar, N.(1996)。The Effects of Trust and Interdependence on Relationship Commitment: A Tran-Atlantic Study。International Journal of Research in Marketing，13，303-317。  new window
4.Griffin, Jill(1995)。Customer Loyalty : How to Earn It, How to Keep It, Simmon and Schuster。Harvard Business Review，34，116-128。  new window
5.Moscardo, G.、Pearce, P.、Morrison, A.(2000)。Evaluating Different Bases for Market Segmentation: A Comparison of Geographic Origin versus Activity Participation for Generating Tourist Market Segments。Journal of Travel and Tourism Marketing，10(1)，29-49。  new window
6.Thompson, S. H. T.、Yeong, Y. D.(2003)。Assessing the Consumer Decision Process in the Digital Marketplace。The International Journal of Management Science，31(5)，349-363。  new window
7.Kolesar, Mark B.、Galbraith, R. Wayne(2000)。A Service-Marketing Perspective on e-retailing : Implications for e-retailers and Directions for Further Research。Internet research : electronic Networking Applications and Policy，10(5)，424-438。  new window
8.Deutsch, Morton(1958)。Trust and Suspicion。Journal of Conflict Resolution，2(4)，265-279。  new window
9.Frank, F.(2004)。A note on transaction costs and the existence of derivatives markets。Journal of Economics and Business，56(1)，63-71。  new window
10.Lee, K. S.、Tan, S. J.(2003)。E-retailing versus physical retailing: A theoretical model and empirical test consumer choice。Journal Business Research，56(11)，877-885。  new window
11.Urban, Glen L.、Sultan, Fareena、Qualls, William J.(2000)。Placing Trust at the Center of Your Internet Strategy。Sloan Management Review，42(1)，39-48。  new window
12.Benjamin, R.、Wigand, R.(1995)。Electronic Markets and Virtual Value Chains on the Information Superhighway。Sloan Management Review，36(2)，62-72。  new window
13.Dahlman, Carl J.(1979)。The Problem of Externality。Journal of Law and Economics，22(1)，141-162。  new window
14.Kent, Michael L.、Taylor, Maureen(1998)。Building dialogic relationships through the world wide web。Public Relations Review，24(3)，321-334。  new window
15.Garbarino, Ellen、Johnson, Mark S.(19990400)。The Different Roles of Satisfaction, Trust, and Commitment in Consumer Relationships。Journal of Marketing，63(2)，70-87。  new window
16.Koufaris, Marios(2002)。Applying the technology acceptance model and flow theory to online consumer behavior。Information Systems Research，13(2)，205-223。  new window
17.Ring, Peter Smith、Van de Ven, Andrew H.(1994)。Developmental processes of cooperative interorganizational relationships。Academy of Management Review，19(1)，90-118。  new window
18.Reichheld, Frederick F.、Schefter, Phil(2000)。E-loyalty: Your secret weapon on the web。Harvard Business Review，78(4)，105-113。  new window
19.Coase, Ronald H.(1937)。The Nature of the Firm。Economica，4(16)，386-405。  new window
20.Doney, Patricia M.、Cannon, Joseph P.(1997)。An Examination of the nature of trust in buyer-seller relationships。Journal of Marketing，61(2)，35-51。  new window
21.Cronin, J. Joseph Jr.、Brady, Michael K.、Hult, G. Tomas M.(2000)。Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments。Journal of Retailing，76(2)，193-218。  new window
22.Dick, Alan S.、Basu, Kunal K.(1994)。Customer Loyalty: Toward an Integrated Conceptual Framework。Journal of the Academy of Marketing Science，22(2)，99-113。  new window
23.Rousseau, Denise M.、Sitkin, Sim B.、Burt, Ronald S.、Camerer, Colin(1998)。Not so different after all: A cross-discipline view of trust。Academy of Management Review，23(3)，393-404。  new window
24.Singh, Jagdip、Sirdeshmukh, Deepak(2000)。Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments。Journal of the Academy of Marketing Science，28(1)，150-167。  new window
25.Lim, Kui Suen、Razzaque, Mohammed Abdur(1997)。Brand Loyalty and Situational Effects: An Interactionist Perspective。Journal of International Consumer Marketing，9(4)，95-115。  new window
26.Bhatnagar, Amit、Misra, Sanjog、Rao, H. Raghav(2000)。On risk, convenience, and Internet shopping behavior。Communications of the ACM，43(11)，98-105。  new window
27.Chaudhuri, Arjun、Holbrook, Morris B.(2001)。The chain of effects From brand trust and brand affect to brand performance: The role of brand loyalty。Journal of Marketing，65(2)，81-93。  new window
會議論文
1.Lee, J.、Kim, J.、Moon, J. Y.(2000)。What Makes Internet Users Visit Cyber Stores Again? Key Factor for Customer Loyalty。CHI2000 Conference on Human Factors in Computing Systems，305-312。  new window
2.Pant, S.、Hsu, C.(1996)。Business on the Web: Strategies and Economics。Fifth International WWW Conference，(會議日期: 19960500)。  new window
3.Jacoby, Jacob、Kaplan, Leon B.(1972)。The Components of Perceived Risk。Third Annual Conference of the Association for Consumer Research，(會議日期: Nov. 2-5, 1972)。Association for Consumer Research。382-393。  new window
學位論文
1.蘇宏松(2002)。以科技接受模型探討不同購買涉入下消費者對電子商店的使用意圖(碩士論文)。淡江大學。  延伸查詢new window
2.韓昆憲(2003)。網站購物環境、購買涉入與知覺風險對拍賣網站使用者之競標意願影響(碩士論文)。長庚大學。  延伸查詢new window
3.林世昌(1999)。網際網路電子商店經營之研究從降低成本交易與提高顧客忠誠觀點探討之(碩士論文)。國立政治大學。  延伸查詢new window
4.李尚修(2001)。信賴、交易成本、服務品質對顧客忠誠度影響之探討--以購物網站為例(碩士論文)。中國文化大學。  延伸查詢new window
5.陳富美(2001)。網路商店購物意願之研究--以產品特性、消費者特性及購買涉入進行探討(碩士論文)。國立臺北大學。  延伸查詢new window
6.楊淑鈞(2000)。電子商務服務品質與消費者購買意願關係之研究(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.Egan、方世榮(2002)。Relationship Marketing。五南出版社。  延伸查詢new window
 
 
 
 
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