從交易觀點、關係觀點與心理觀點探討B2C及C2C網路消費者重覆購買行為與忠誠度之影響因素

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題名:	從交易觀點、關係觀點與心理觀點探討B2C及C2C網路消費者重覆購買行為與忠誠度之影響因素
其他題名:	&Quot;Investigation of Repeat Purchase Behavior and B2c and C2c E-Loyalty- Transaction, Relationship and Psychological Perspectives&Quot
作者:	吳金山
貢獻者:	東海大學資訊管理學系行政院國家科學委員會
日期:	2011
上傳時間:	2014-03-07T06:36:46Z (UTC)
摘要:	電子商務經營者不但需要持續吸引新顧客，也必須想辦法留住舊有顧客並使其成為忠誠顧客，才是網站獲利的關鍵。消費者忠誠度之議題可從兩方面著手：一為產品忠誠度，二為商店忠誠度。本計畫將從此兩方面，分三年執行，分別針對消費者在實體通路與網路通路中重覆購買之商品類別及策略，以及B2C 與C2C 消費者忠誠度之影響因素進行探討。第一年計畫將蒐集消費者在實體與網路通路中，經常重覆購買之商品種類，同時分析消費者採購商品所使用之策略。第二年計畫將從交易觀點、關係觀點與心理觀點出發，以實驗法及問卷調查法探討消費者對B2C 網站忠誠度之影響因素。其中，交易觀點包括知覺有用性、知覺易用性與網站品質；關係觀點包含服務品質、滿意度、轉換障礙與信任；心理觀點則為認知失調。第三年計畫同樣從交易觀點、關係觀點與心理觀點為基礎，以實驗法及問卷調查法探討消費者對C2C 賣家忠誠度之影響因素。交易觀點包括知覺有用性、知覺易用性、網站品質與結構保證；關係觀點包含服務品質、評價、信任與信任保證訊息；心理觀點則將以心理契約理論為基礎。 It is important for e-commerce practitioners not only to keep enticing new customers, but also retain loyal customers. There are two types of consumer loyalty: product loyalty and store loyalty. The goal of current study to investigate the above two issues in both B2C and C2C e-commerce context and the research is going to be conducted in three successive years. In the first year, this research aims to examine the differences of consumers’repeated purchase products as well as their purchase strategies between physical and online channels. In the second year, the research will investigate potential factors that influence Internet consumers’loyalty toward the B2C website from transaction, relationship and psychological perspectives. Factors from transaction perspective include perceived usefulness, perceived ease of use, and web site quality; factors from relationship perspective include service quality, satisfaction, switching cost, and trust. Finally, the psychological perspective factor is consumers’cognitive dissonance. In the third year, potential factors from the above three perspectives that might influence Internet consumers’loyalty were examined in C2C online auction e-commerce context. From transactional perspective, this study includes factors related to online auction web site such as perceived usefulness, perceived ease of use, web site quality and structure assurance. Factors in relationship perspective are seller-related factors include service quality, reputation, trust, and trust-argument messages. Finally, psychological factors are derived from psychological contract theory and the influence of psychological contract breach and psychological violation on Internet consumers’loyalty toward online auction sellers will be examined.
關聯:	計畫編號：NSC99-2410-H029-041-MY2 研究期間：2011-08~ 2012-07
顯示於類別:	[資訊管理學系所] 國科會研究報告

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