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頁籤選單縮合
題名 | 顧客滿意度對網路口碑與顧客忠誠度關係之影響=The Impact of Customer Satisfaction on the Relationship between Network Word-of-Mouth and Customer Loyalty |
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作者 | 柴康偉; 蔡爭岳; 楊孟勳; | 書刊名 | 遠東學報 |
卷期 | 31:2 2014.08[民103.08] |
頁次 | 頁85-96 |
分類號 | 496.34 |
關鍵詞 | 網路口碑; 顧客滿意度; 顧客忠誠度; 層級迴歸分析; Network word-of-mouth; Customer satisfaction; Customer loyalty; Hierarchical regression analysis; |
語文 | 中文(Chinese) |
中文摘要 | 近幾年來電子商務環境快速發展及宅經濟的崛起,許多店家或個人紛紛投入門檻不高而又可擁有無限商機及顧客群的網拍市場,在這網路與資訊快速流通的影響下,呈現出更多元化線上交易的發展。為提昇網拍的競爭力,網站業者已提供許多認證及安全機制,讓買賣雙方在網路交易的過程中能夠更加的安心,許多研究已重視賣方評價對交易的影響性。因此,本研究目的在探討賣家網路口碑的實務性作法對顧客滿意度與忠誠度之影響性。 研究結果發現,部分人口統計變項對於本研究相關構面是有差異性存在的。"賣家的網路口碑對顧客滿意度"、"顧客滿意度對顧客忠誠度"兩部分是具有顯著性的正向影響;此外,運用層級迴歸分析結果發現,顧客滿意度對於賣家網路口碑與顧客忠誠度間具有中介的效果。透過本研究之分析所得各構面具影響性的關鍵因素,可協助網拍業者重新檢視自身的網路口碑狀態,建立更好的顧客滿意度及忠誠度,以維持及提升其網拍市場的競爭優勢。 |
英文摘要 | Recently, due to the rapid development of e-business environment and the rise of home economy, many store owners or individuals invested in the internet auction market with a low threshold but unlimited opportunities and customers. Under the influence of the internet and rapid flow of information, the online transactions in the internet auction market developed diversely. To enhance the competitiveness of the internet auction, the website businesses have already provided many certifications and security mechanisms. In this way, buyers and sellers will fell relieved in the processes of online transactions. There are many studies focused on the relationship between the sellers’ evaluations and the transactions. Different from them, the aim of this study is to investigate the impact on practices of the reputation of the internet auction businesses with respect to customer satisfaction and loyalty. The result showed that the different students with different population statistic variables acted some differently in the related dimensions. There were significant positive effects in two parts, network word-of-mouth with respect to customer satisfaction and customer satisfaction with respect to customer loyalty. In addition, with hierarchical regression analysis, we found a mediating effect on customer satisfaction with respect to the relationship between network word-of-mouth and customer loyalty. Referring to the factors which influence the related dimensions obtained from this study, the internet auction businesses would be able to review their existing reputation status. Then they can build better customer satisfaction and loyalty to maintain and enhance their competitive advantages in the internet auction market. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。