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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33154

    Title: 服務品質、知覺風險、顧客滿意度與顧客忠誠度關係之研究─以臺灣網路書店為例
    Other Titles: The study of relationship among service quality, perceived risk, customer satisfaction and customer loyalty ─ an empirical study of the e-bookstores in Taiwan
    Authors: 林佩蓁;Lin, Pei-chen
    Contributors: 淡江大學管理科學研究所碩士班
    陳定國;Chen, Ding-guo
    Keywords: 網路書店;網站服務品質;知覺風險;滿意度;忠誠度;E-bookstores;e-SQ;perceived risk;Customer Satisfaction;Customer Loyalty
    Date: 2008
    Issue Date: 2010-01-11 03:40:44 (UTC+8)
    Abstract: 對傳統書店來說,網路的迅速崛起帶來了前所未有的衝擊,隨著博客來網路書店的經營愈來愈成功,許多傳統產實體書店也意識到此虛擬通路的無線商機,紛紛投入網路書店這個領域。網路書店能提供多元的服務方式與現代網路購書族群的網路特性認知相符合,因此有意願或曾經在網路書店購書的消費者也愈來愈多。對於網路商店業者而言,瞭解網路消費者滿意度與忠誠度的關鍵因素,是一個重要議題。
    The emergence of World Wide Web (WWW) has brought dramatic changes to the traditional bookstores. Traditional bookstores awake to opportunities of online shopping, and invest in E-bookstores. E-bookstores
    provide different services accord with online customers’ characteristic, so there are more and more online customers. How to improve the customer satisfaction and loyalty on the Internet has been an issue for companies
    doing business online.
    Most of the previous studies on the issues consider online stores’service quality construct as the only antecedent of customer satisfaction or loyalty. Furthermore, Consumers can’t check and touch products through online shopping, it will increase consumers’ uncertainty and perceived risk.
    The main purposes of this study are to investigate how the factors of e-SQ and perceived risk influence e-satisfaction and e-loyalty. The major findings of this study are as follows:
    (1) "Service Reliability" has the most effect on customer satisfaction, the next are "Personalized Service", "Shopping Convenience" and "Website
    Design". Besides, e-SQ has significantly negative effect on customer satisfaction.
    (2)"Security Risk" has the most effect on customer satisfaction, the next are" Financial Risk", "Time Risk" and "Performance Risk". "Financial Risk" has the most effect on customer loyalty, the next are"SecurityRisk", "Performance Risk".
    (3) Customer satisfaction has significantly positive effect on customer loyalty.
    (4) Customer satisfaction has intermediary effect between perceived risk and customer loyalty.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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