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The defense date of the thesis is 2007-07-30
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URN etd-0728107-175726 Statistics This thesis had been viewed 2384 times. Download 21 times. Author Wei-kun Huang Author's Email Address No Public. Department Management Business Administration Year 2006 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 156 Title THE MODERATING EFFECT OF SWITCHING COSTS ON THE ANTECEDENTS AND CONSEQUENCES OF ON-LINE SATISFACTION IN TRAVEL WEBSITE Keyword switching costs on-line service quality customer perceived value Travel Website Travel Website customer perceived value on-line service quality switching costs Abstract According to a report by the Market Intelligence Center (MIC) showed that the market scale of online shopping in Taiwan reached $59.8 billion NTD dollars in 2005, in which more than 60 percent of the market of e-commerce is travel products. It shows that customers have high acceptance for purchasing travel products on the Internet, and resulting in price-sensitive customers who prefer to browse and shop on travel websites. This study proposed a model including four constructs- customer perceived value, on-line service quality and on-line satisfaction and on-line loyalty to explore the relationships among them and investigate the moderating effect of switching costs on the relationship between on-line satisfaction and on-line loyalty.
The research regards travel Website consumers as the subjects of study. AMOS 6.0 was used to estimate and test the hypotheses with the data collected by internet computerized questionnaires. The results show that（1）the customer perceived value, on-line service quality are important antecedents of on-line satisfaction with positive effects; （2）on-line satisfaction has a strongest effect on on-line loyalty, and （3）switching costs have moderating effect, and the relationship between on-line satisfaction and on-line loyalty is stronger for on-line customers with high switching costs than for those with low switching costs.
Advisor Committee Hao-erl Yang - advisor
Nan-hong Lin - co-chair
Yu-chung Hung - co-chair
Files Date of Defense 2007-07-05 Date of Submission 2007-07-30