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題名：探討不同人格特質之網路購物消費者在信任、滿意度及忠誠度間之關聯性研究
書刊名：國立虎尾科技大學學報
作者：陳細鈿 引用關係／邱鈺娟
作者(外文)：Chen, His-tien／Chiu, Yu-juan
出版日期：2008
卷期：27:3
頁次：頁107-124
主題關鍵詞：網路購物；信任；滿意度；忠誠度；人格特質；Internet shopping；Trust；Satisfaction；Loyalty；Personality traits
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(4) 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:4
  • 共同引用共同引用:0
  • 點閱點閱:59
近年來隨著購物網站的興起與快速發展，如何吸引顧客上網消費，成爲購物網站的重要課題。本研究回顧國內外有關網路購物的文獻發現，多在探討消費者網購行爲--信任、滿意度及忠誠度等三個因素兩兩之間的關係，而有關此三個因素相互影響的整體結構模式及不同人格特質的消費者對此三個因素的影響之研究很少見。故本研究欲探討不同人格特質的消費者在網購行爲因素之差異性，並建立「網路購物消費者在信任、滿意度及忠誠度間之關聯性」的研究模型，透過結構方程模式加以驗證。結果顯示，某些人格特質會影響消費者之網購行爲三因素，其中「高外向性」消費者之「信任」、「滿意度」及「忠誠度」皆顯著高於「低外向性」者；「高開放性」消費者之「信任」、「滿意度」及「忠誠度」皆顯著高於「低開放性」者；「高友善性」消費者之「信任」、「滿意度」及「忠誠度」皆顯著高於「低友善性」者，且三個因素相互影響的結構模式之配適度良好。本研究可作爲網購業者及後續研究者參考的依據。
With the rise and rapid development of shopping websites in recent years, how to attract customers to surf the network and consume becomes an important topic for shopping websites. We reveal most of them researched customers' shopping behaviors on the relationship between trust and satisfaction, or trust and loyalty, or satisfaction and loyalty by reviewing many literatures about internet shopping. The structure equation model with three shopping factors in different personality traits is rarely discussed. Thus, this study wants to verify the difference of shopping factors in different personality traits of internet consumers, meanwhile, establishes a research model "the relationship among trust, satisfaction and loyalty" and tests it. The results reveal that there are different shopping behaviors in some personality traits. The trust, satisfaction and loyalty of customers of high extraversion are significantly higher than ones of low extraversion. The trust, satisfaction and loyalty of customers of high openness are significantly higher than ones of low openness. The trust, satisfaction and loyalty of customers of high agreeableness are significantly higher than ones of low agreeableness. Meanwhile, the structure equation model with three shopping factors is fitted well. It will deeply understand customers' behavior and provide comments for internet shopping proprietors or researches in future.
期刊論文
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2.Frederick, F. R.、Sasser, W. E.(1996)。Zerodefections: Quality comes to services。Harvard Business Review，68(5)，57-69。  new window
3.Ganesh, Jaishankar、Arnold, Mark J.、Reynolds, Kristy E.(2000)。Under Standing the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers。Journal of Marketing，64(3)，65-87。  new window
4.Corbitt, Brian J.、Thanasankit, Theerasak、Yi, Han(2003)。Trust and E-commerce: A Study of Consumer Perceptions。Electronic Commerce Research and Applications，2(3)，203-215。  new window
5.Parasuraman, A.、Zeithaml, V. A.、Berry, L. L.(1994)。Reassessment of Expectations as a Comparison Standard in Measuring Sevice Quality: Implications for Further Research。Journal of Marketing，58(1)，111-124。  new window
6.Jones, Sara、Wilikens, Marc、Morris, Philip、Masera, Marcelo(2000)。Trust Requirements in E-business: A Conceptual Framework for Understanding the Needs and Concerns of Different Stakeholders。Communications of the ACM，43(12)，81-87。  new window
7.Jarvenpaa, S. L.、Tractinsky, N.、Saarinen, L.(1999)。Consumer trust in an internet store: A cross-cultural validation。Journal of Computer-Mediated Communication，5(2)，1-35。  new window
8.Baker, D. A.、Crompton, J. L.(2000)。Quality, satisfaction and behavioral intention。Analysis of Tourism Research，27(3)，785-804。  new window
9.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
10.Costa, P. T.、McCrae, R. R.(1980)。Influence of extraversion and neuroticism on subjective well-being: Happy and unhappy people。Journal of Personality and Social Psychology，38(4)，668-678。  new window
11.Cadotte, Ernest R.、Woodruff, Robert B.、Jenkins, Roger L.(1987)。Expectations and Norms in Models of Consumer Satisfaction。Journal of Marketing Research，24(3)，305-314。  new window
12.Gefen, David、Karahanna, Elena、Straub, Detmar W.(2003)。Trust and TAM in Online Shopping: An integrated Model。Management Information Systems Quarterly，27(1)，51-90。  new window
13.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
14.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
15.Pavlou, Paul A.(2003)。Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model。International Journal of Electronic Commerce，7(3)，101-134。  new window
16.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
17.Day, David V.、Silverman, Stanley B.(1989)。Personality and job performance: evidence of incremental validity。Personnel Psychology，42(1)，25-36。  new window
18.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
19.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
20.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
21.Jacoby, Jacob、Kyner, David B.(1973)。Brand Loyalty vs. Repeat Purchasing Behavior。Journal of Marketing Research，10(1)，1-9。  new window
22.McCrae, Robert R.、Costa, Paul T. Jr.(1987)。Validation of the five-factor model of personality across instruments and observers。Journal of Personality and Social Psychology，52(1)，81-90。  new window
23.Reichheld, Frederick J.、Sasser, W. Earl(1990)。Zero Defections: Quality Comes to Service。Harvard Business Review，68(5)，105-111。  new window
24.Kelley, Truman L.(1939)。The Selection of Upper and Lower Groups for the Validation of Test Items。The Journal of Educational Psychology，30(1)，17-24。  new window
25.Gefen, David(2000)。E-commerce: The role of familiarity and trust。Omega: The International Journal of Management Science，28(6)，725-737。  new window
26.Müller, Wolfgang(1991)。Gaining competitive advantage through customer satisfaction。European Management Journal，9(2)，201-211。  new window
27.Oliver, Richard L.(1980)。A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions。Journal of Marketing Research，17(4)，460-469。  new window
會議論文
1.Lee, J.、Kim, J.、Moon, J. Y.(2000)。What Makes Internet Users visit Cyber Store again: Key Design Factors for Customer Loyalty。The CHI2000 conference on Human factors in computing system，305-312。  new window
學位論文
1.曾斯筠(2004)。運用線性結構模式探討行動通信業者客服中心忠誠度之研究(碩士論文)。國立東華大學。  延伸查詢new window
2.黃雅鳳(2004)。拍賣網站服務品質與信任認知對顧客忠誠度關係之研究(碩士論文)。淡江大學。  延伸查詢new window
3.范家源(2004)。探討銀行業導入顧客關係管理對顧客忠誠度之影響--以網路銀行為例(碩士論文)。國立東華大學。  延伸查詢new window
4.陳郁茹(2001)。藉由建立消費者網路購物之信任模式以提升顧客忠誠度(碩士論文)。淡江大學。  延伸查詢new window
5.江錦樺(2001)。人格特質與組織文化之適配性對工作績效之影響--以高科技F公司為例(碩士論文)。國立中央大學。  延伸查詢new window
6.洪嘉蓉(2004)。服務品質、滿意度與忠誠度關係之研究--以中華電信公司ADSL顧客為例(碩士論文)。大葉大學。  延伸查詢new window
圖書
1.Eysenck, S. B. G.(1963)。Manual for the Junior Eysenck Personality Inventory。San Diego, CA：EdITS City。  new window
2.Barsky, J. D.(1995)。World Class Customer Satisfaction。London：Irwin Professional Publishing。  new window
3.Cattell, Raymond B.(1965)。The scientific analysis of personality。Baltimore, Maryland：Penguin Books。  new window
4.Kotler, Philip J.(1991)。Marketing Management: analysis, Planning, Implementation and Control。Prentice-Hall。  new window
5.Oliver, Richard L.(1997)。Satisfaction: A behavioral perspective on the consumer。Irwin/McGraw-Hill。  new window
6.陳正文、車先蕙、李璨如、帥文慧、劉南椅、李璨如、Schultz, Duane、Schultz, Sydney Ellen、丁興祥(1997)。人格理論。臺北：揚智文化。  延伸查詢new window
 
 
 
 
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