二、 顧客期望乃是網購滿意的重要基石 Since the high growth rate of on-line shopping population, to buy cosmetics through on-line shops becomes a very new and fashion way in Taiwan’s cosmetics market. But on-line shops selling cosmetics compete in a very struggle environment with withdraw rate 18.04%. How to reach the break-even point and reduce the withdraw rate has become the more concern topic for all the on-line shops that sell cosmetics.
This study uses the revised ACSI model as the research framework. To verify the impacts of perceived sacrifice, customer expectation and perceived quality on on-line shopping cosmetic satisfaction, and try to find out which is the key antecedent of e-customer satisfaction. Besides, this study also examines the relationship between e-customer satisfaction and e-customer loyalty.
The survey data were collected from 303 customers who have the purchasing experience through on-line cosmetics stores, and the data were analyzed by the Structural Equation Modeling (SEM).
This study has two major findings: 1.E-customer satisfaction is the key successful factor in Taiwan’s on-line cosmetics market. 2.Customer expectation is the most important antecedent of e-customer satisfaction.
