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題名：顧客特性、購物網站特性對網路購物顧客價值影響之研究
書刊名：中原企管評論
作者：邱雅萍 引用關係／林孟蓁
作者(外文)：Chiu, Ya-ping／Lin, Meng-chen
出版日期：2013
卷期：11:1
頁次：頁1-25
主題關鍵詞：網路購物；衝動性；網站特性；顧客價值；顧客滿意度；Online shopping；Impulsivity；Website feature；Customer value；Customer satisfaction
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(6) 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:6
  • 共同引用共同引用:81
  • 點閱點閱:200
隨著網路發達，線上購物為網路商店帶來巨大收入與商機。而相較於傳統實體商店，線上購物也提供消費者不同的購物價值。本研究認為顧客特性、網站特性會影響網路購物顧客價值，以及網路購物顧客價值會影響其顧客滿意度。本研究以台灣地區具有網路購物經驗的消費者為研究對象，共獲得有效問卷413份，以迴歸分析方法驗證本研究假設。研究結果發現：1.顧客之衝動性對網路購物顧客價值之功能價值、逃避價值與娛樂價值皆有正向顯著影響。2.購買頻率愈高之顧客對網路購物顧客價值之功能價值與娛樂價值愈有正向顯著影響。3.網站特性之互動性對網路購物顧客價值之功能價值有正向顯著影響。4.網站特性之安全性對網路購物顧客價值之功能價值、逃避價值與娛樂價值皆有正向顯著影響。5.網路購物顧客價值之功能價值與娛樂價值對顧客滿意度有正向顯著影響。
As the Internet getting progress, online shopping brings huge revenues and opportunities for online retailers. It can also offer new and different value to customers compared to real stores. This study proposes that customer attributes and website features have influences on customer value. Besides, customer value of online shopping impacts customer satisfaction. The empirical samples were people with online shopping experience in Taiwan. By questionnaire survey, the total number of useful samples is 413. We apply the regression analysis to verify hypotheses. The research findings are as follows: 1. Shopping impulsivity is positively related to function value, avoidance value and entertainment value. 2. Shopping frequency is positively related to function value and entertainment value. 3. Website interactivity is positively related to function value. 4. Website safety is positively related to function value, avoidance value and entertainment value. 5. Function value and entertainment value are positively related to customer satisfaction. The results of the study enable an organization to understand the roles of customer value on Internet shopping and provide directions of increasing customer value.
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學位論文
1.陳銘慧(2002)。溝通策略、消費者衝動性特質、產品特質對衝動性消費行為之影響(博士論文)。國立臺灣大學。new window  延伸查詢new window
 
 
 
 
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