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題名：網購平臺品牌忠誠度之研究： 以平臺使用階層及消費者心理認知為例
書刊名：科技管理學刊
作者：李宗耀 引用關係
作者(外文)：Lee, Zon-yao
出版日期：2013
卷期：18:4
頁次：頁61-89
主題關鍵詞：網購偏好屬性；網路購物平臺；品牌忠誠度；資訊揭露；電子商務；Online shopping platform；Brand trust；Brand loyalty；Consumer psychology
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(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:23
本研究主要探討影響網路購物平台，探討線上使用者對於品牌忠誠度因素之研究，根據國內外影響品牌忠誠度相關文獻，提出六個因素來做為研究模型。經由線性結構方程模式（Structural Equation Model；SEM）探討這些因素對網路購物平台品牌忠誠度的影響。本研究受測對象為曾透過網際網路購物之消費者為主，針對台灣地區曾在線上購物者及消費者為抽樣對象，並以電子問卷為主要的形式進行發放問卷，問卷點閱次數為799次，調查所得總問卷數為569份，有效問卷為552份，有效回收率為97.01%。研究顯示：（1）品牌信任、心理屬性及功能性質，均對品牌形象有正向影響；及（2）品牌信任、心理屬性、功能性質、品牌形象及認知風險，對品牌忠誠度均有正向影響。
This study aims to discuss the factors influencing consumers' brand loyalty towards online shopping platform. A set of six factors is proposed based on literature review to establish research model using Structural Equation Model (SEM) to explore their impact to online shopping brand loyalty. In this study the targets are those customers who had purchase experience before in Taiwan. By way of online questionnaire, the clicks reach 799 times. A total of 569 questionnaires are collected and 552 are valid with return rate of 97.01%. The results show brand trust, psychological attributes, functionality, brand image and perceived risk have positive impact on brand loyalty.
期刊論文
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2.Van der Heijden, H.、Verhagen, T.(2004)。Online Store Image: Conceptual Foundations and Empirical Measurement。Information and Management，41(5)，609-617。  new window
3.Oh, J.、Fiorito, S. S.、Cho, H.、Hofacker, C. F.(2008)。Effects of Design Factors on Store Image and Expectation of Merchandise Quality in Web-Based Stores。Journal of Retailing and Consumer Services，15(4)，237-249。  new window
4.Chang, C. C.(2011)。The Effect of the Number of Product Subcategories on Perceived Variety and Shopping Experience in an Online Store。Journal of Interactive Marketing，25(3)，159-168。  new window
5.Chen, S. C.(2012)。The customer satisfaction-loyalty relation in an interactive e-service setting: The mediators。Journal of Retailing and Consumer Services，19(2)，202-210。  new window
6.Dufwenberg, M.、Gneezy, U.(2002)。Information disclosure in auctions: an experiment。Journal of Economic Behavior and Organization，48(4)，431-444。  new window
7.Finn, A.、Wang, L.、Frank, T.(2009)。Attribute perceptions, customer satisfaction and intention to recommend e-services。Journal of Interactive Marketing，23(3)，209-220。  new window
8.Guo, L.、Xiao, J. J.、Tang, C.(2009)。Understanding the psychological process underlying customer satisfaction and retention in a relational service。Journal of Business Research，62(11)，1152-1159。  new window
9.Hong, Z.、Yi, L.(2012)。Research on the Influence of Perceived Risk in Consumer On-line Purchasing Decision。Physics Procedia，24，1304-1310。  new window
10.Beristain, Juan J.、Zorrilla, P.(2011)。The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets。Journal of Retailing and Consumer Services，18(6)，562-574。  new window
11.Mohan, G.、Sivakumaran, B.、Sharma, P.(2012)。Store environment's impact on variety seeking behavior。Journal of Retailing and Consumer Services，19(4)，419-428。  new window
12.Papatla, P.(2011)。Do online shopping styles affect preferred site attributes? An empirical investigation and retailing implications。Journal of Retailing and Consumer Services，18(4)，362-369。  new window
13.Premazzi, K.、Castaldo, S.、Grosso, M.、Hofacker, C.(2010)。Supporting retailers to exploit online settings for internationalization: The different role of trust and compensation。Journal of Retailing and Consumer Services，17(3)，229-240。  new window
14.Punj, G.、Moon, J.(2002)。Positioning options for achieving brand association: a psychological categorization framework。Journal of Business Research，55(4)，275-283。  new window
15.Rabbanee, F. K.、Ramaseshan, B.、Wu, C.、Vinden, A.(2012)。Effects of store loyalty on shopping mall loyalty。Journal of Retailing and Consumer Services，19(3)，271-278。  new window
16.Rebekah, R. B.、Charmine, E. J.、Steve. W.(2012)。Exploring a functional approach to attitudinal brand loyalty。Australasian Marketing Journal，21(1)，43-51。  new window
17.Silveira, C.、Lages, C.、Simoes, C.(2011)。Reconceptualizing brand identity in a dynamic environment。Journal of Business Research，66(1)，28-36。  new window
18.Wang, S.、Beatty, S. E.、Mothersbaugh, D. L.(2009)。Congruity's role in website attitude formation。Journal of Business Research，62(6)，609-615。  new window
19.Yap, S. F.、Leong, S. M.、Wee, Y. G.(2012)。Store brand proneness: Effects of perceived risks, quality and familiarity。Australasian Marketing Journal，20(1)，48-58。  new window
20.Yu, X.、Guo, S.、Guo, J.、Huang, X.(2011)。Rank B2C e-commerce websites in e-alliance based on AHP and fuzzy TOPSIS。Expert Systems with Applications，38(4)，3550-3557。  new window
21.Bai, Billy、Law, Rob、Wen, Ivan(2008)。The impact of website quality on customer satisfaction and purchase intentions: evidence from Chinese online visitors。International Journal of Hospitality Management，27(3)，391-402。  new window
22.Huang, M. H.(2003)。Designing website attributes to induce experiential encounters。Computers in Human Behavior，19(4)，425-442。  new window
23.Völckner, Franziska、Sattler, Henrik(2007)。Empirical generalizability of consumer evaluations of brand extensions。International Journal of Research in Marketing，24(2)，149-162。  new window
24.Wu, C.-S.、Cheng, F.-F.、Yen, D. C.(2008)。The Atmospheric Factors of Online Storefront Environment Design: An Empirical Experiment in Taiwan。Information & Management，45(7)，493-498。  new window
25.Casaló, Luis、Flavián, Carlos、Guinalíu, Miguel(2008)。The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process。Computers in Human Behavior，24(2)，325-345。  new window
26.Lim, N.(2003)。Consumers’ perceived risk: Sources versus consequences。Electronic Commerce Research & Applications，2(3)，216-228。  new window
27.Healy, P. M.、Palepu, K. G.(2001)。Information asymmetry, corporate disclosure, and the capital market: A review of the empirical disclosure literature。Journal of Accounting and Economics，31(1-3)，405-440。  new window
28.Kim, Jiyoung、Jin, Byoungho、Swinney, Jane L.(2009)。The Role of Etail Quality, E-satisfaction and E-trust in Online Loyalty Development Process。Journal of Retailing and Consumer Services，16(4)，239-247。  new window
29.Degeratu, Alexandru M.、Rangaswamy, Arvind、Wu, Jianan(2000)。Consumer Choice Behavior in Online and Traditional Supermarkets: The Effects of Brand Name, Price, and Other Search Attributes。International Journal of Research in Marketing，17(1)，55-78。  new window
30.Semeijn, Janjaap、Van Riel, Allard C. R.、Ambrosini, A. Beatriz(2004)。Consumer Evaluations of Store Brands: Effects of Store Image and Product Attributes。Journal of Retailing and Consumer Services，11(4)，247-258。  new window
31.Lindquist, J. D.(1974)。Meaning of Image: A Survey of Empirical and Hypothetical Evidence。Journal of Retailing，50(4)，29-38。  new window
32.Koo, D. M.(2006)。The fundamental reasons of e-consumers' loyalty to an online store。Electronic Commerce Research and Applications，5(2)，117-130。  new window
33.Lee, Y.、Kozar, K. A.(2009)。Designing usable online stores: A landscape preference perspective。Information and Management，46(1)，31-41。  new window
34.Bloemer, J. M. M.、Kasper, H. D. P.(19950700)。The complex relationship between consumer satisfaction and brand loyalty。Journal of Economic Psychology，16(2)，311-329。  new window
35.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
36.Dichter, Ernest(1985)。What's in an Image?。Journal of Consumer Marketing，2(1)，75-81。  new window
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38.Ribbink, Dina、van Riel, Allard C. R.、Liljander, Veronica、Streukens, Sandra(2004)。Comfort Your Online Customer: Quality, Trust and Loyalty on the Internet。Managing Service Quality: An International Journal，14(6)，446-456。  new window
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40.Erciş, Aysel、Ünal, Sevtap、Candan, F. Burcu、Yıldırım, Hatice(2012)。The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions。Procedia: Social and Behavioral Sciences，58，1395-1404。  new window
41.Hsu, Hsuan Yu、Tsou, Hung-Tai(2011)。Understanding customer experiences in online blog environments。International Journal of Information Management，31(6)，510-523。  new window
42.Harris, Lloyd C.、Goode, Mark M. H.(2004)。The four levels of loyalty and the pivotal role of trust: a study of online service dynamics。Journal of Retailing，80(2)，139-158。  new window
43.Schmitt, Bernd(2012)。The consumer psychology of brands。Journal of Consumer Psychology，22(1)，7-17。  new window
圖書
1.DeVellis, R. F.(2011)。Scale development: Theory。Sage。  new window
2.Hair, J. F. J.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1998)。Multivariate Analysis。Prentice Hall International。  new window
3.邱皓政(2011)。量化研究與統計分析。臺北市：五南圖書出版股份有限公司。  延伸查詢new window
4.陳順宇(2005)。多變量分析。華泰文化事業股份有限公司。  延伸查詢new window
 
 
 
 
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