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題名 | The Factors Influencing Consumers' Online Repurchase Intention=網路消費者再購意願之影響因素 |
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作者姓名(中文) | 林純純; | 書刊名 | 遠東學報 |
卷期 | 27:4 2010.12[民99.12] |
頁次 | 頁389-397 |
分類號 | 496.34 |
關鍵詞 | 網路再購意願; 資訊品質; 系統品質; 服務品質; 產品品質; 運送品質; 網站知曉; Online repurchase intention; Information quality; System quality; Service quality; Product quality; Deliver quality; Website awareness; |
語文 | 英文(English) |
中文摘要 | 近年來,許多電子商務公司致力於顧客的保留率而且將其視為網路商業的一個重要影響因素。本文主要目的是要探索在台灣影響網路顧客再購意願的因素。本研究模式中,資訊品質、系統品質、服務品質、產品品質、運送品質和網站知曉被設為網路消費者再購意願的影響因素。 本研究抽樣樣本為400位有網路購物經驗的大學生,其中刪除掉4分填答不完全的樣本。本文使用複回歸統計分析方法驗證整個研究模式的配適,並且呈現網路消費者的網路再購意願。結果顯示系統品質與網路知覺以p值小於0.001的顯著水準正向影響網路消費者的再購意願;資訊品質、產品品質和運送品質則是p值小於0.01的顯著水準;服務品質則是p值小於0.05的顯著水準;並且系統品質是最大的影響因素接著是網站知曉。本文的研究結果建議電子商務的操作者必須注意在電子商務系統的使用者介面親和性、容易使用與容易熟練;同時也要增加媒體曝光率成為一個知名網站。本研究發現的意涵在結論段落中討論。 |
英文摘要 | In recent years, many e-commerce firms have paid much attention to customer retention as a vital factor in the success of their Internet businesses. The primary objective of the present study was to explore the factors that affect consumers’ online repurchase intention in Taiwan. In the research model, information quality, system quality, service quality, product quality, delivery quality and site awareness have been identified as the determinants of consumers’ online repurchase intention. A survey was conducted with 400 Taiwan’s university undergraduates who had online purchasing experience. Four incomplete questionnaires were discarded. Multiple regression techniques were used to verify the overall model fit and to illustrate online consumers’ repurchase intention. The results showed that system quality and Website awareness (p <0.001), information quality, product quality, and delivery quality (p<0.01 level), and service quality (p<0.05) significantly influenced consumers’ online repurchase intention in a positive direction. Moreover, system quality was the most important factor, followed by site awareness. The evidence generated in the present study suggests that e-commerce operators should pay more attention to making the e-commerce system user friendly and easy to use while increasing the media exposure in order to increase the site’s popularity. The implications of this finding, among others, are thoroughly discussed in the concluding section. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。