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題名 | 拍賣網站服務品質與信任認知對顧客忠誠度關係之研究=A Study for the Effect of Service Quality and Trust Perception to Customer's Loyalty on On-line Auction |
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作者 | 謝順金; 黃雅鳳; Hsieh, Shun-chin; Huang, Ya-fang; |
期刊 | 資訊管理展望 |
出版日期 | 20051000 |
卷期 | 7:2 民94.10 |
頁次 | 頁91-111 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 服務品質; 拍賣網站; 顧客忠誠度; 信任; Service quality; On-line auction; Customer's loyalty; Trust; |
中文摘要 | 觀察近期對國內網友拜訪拍賣網站的調查資料得知,拍賣網站的瀏覽人數正以極快的速度在增加當中,突顯網路拍賣的市場效益。然而在競爭激烈的拍賣網站市場,建立良好的顧客忠誠度才是網站長期獲利的關鍵因素。 本研究主要探討拍賣網站的服務品質與信任認知兩構面對於拍賣網站顧客忠誠度影響關係。以Yahoo!拍賣網與台灣eBay兩拍賣網站的使用者為研究對象,採用網路問卷調查方式,回收204份有效問卷。 經研究結果顯示:拍賣網站的服務品質對顧客忠誠度有正向的顯著關係,服務品質的「網站設計」對顧客忠誠度關係的解釋能力最高,其次為「便利性」、「可靠性」與「反應性」。顧客忠程度會因不同的信任認知而有顯著差異,信任認知越高同時會擁有較高的顧客忠誠度;拍賣網站的服務品質對顧客忠誠度影響會因不同的信任認知而有差異;當使用者的信任認知很低時,顧客忠誠度會對拍賣網站提供的服務品質特別敏感,並以「網站設計」與「可靠性」為最重要的衡量因素。 |
英文摘要 | According to the survey of domestic user visiting on-line auction, the number of visiting is increasing in rapid speeds, which reveal the efficiency of auction web. However, the key of earning profit is building customer’s loyalty well. The paper is researching the effect of service quality and trust perception to customer’s loyalty. Sampling is focused on the user of Yahoo Auction and eBay Taiwan, by internet surveys, and 204 effective samples were received. The followings are the conclusions. Service quality is positive relation to the customer’s loyalty, the web design has the most influence to the customer’s loyalty, the other influence sequence in order is the convenience, reliability and responsibility factors. Customer’s loyalty will be influence by the degree of trust perception. The higher degree of trust perception is, the higher service quality has. The effect of service quality to customer’s loyalty is differentiated with the difference of the trust perception. The effect above is obvious when trust perception is lower. Under the lower trust perception, the customer’s loyalty influenced by service quality is the most sensitively. The most sensitive factors are web design and reliability. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。