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Title page for etd-0731107-132552


URN etd-0731107-132552 Statistics This thesis had been viewed 2008 times. Download 18 times.
Author Wen-hua Su
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 165
Title A STUDY OF THE ANTECEDENTS OF LOYALTY
IN B2C ON-LINE STORE
Keyword
  • e-loyalty
  • e-satisfaction
  • on-line service quality
  • on-line store
  • on-line store
  • on-line service quality
  • e-satisfaction
  • e-loyalty
  • Abstract The emergence of the World Wide Web (WWW) has brought dramatic changes to
    both business operations and consumer lifestyles. It has been an inevitable trend for
    companies to do the marketing activities on the Internet and try to gain the competitive
    advantages by doing this. According to a report on on-line shopper’s behavior by Market
    Intelligence Center (MIC, 2006) that the market scale of e-commerce in Taiwan was
    forecasted to be $145,100 million NTD in 2006, in which the on-line shopping market
    will be about $93,500 million NTD and the on-line auction market about $51,600 million
    NTD dollars. The on-line shopping market will be $143,800 million NTD in 2007 with a
    great growth rate of 53.7%. The market scale of integrated e-commerce in Taiwan will
    burst to $150,000 million NTD dollars in 2007, and it shows that while the business are
    devoted to offer more convenient and safer on-line transaction environment, the
    customer’s acceptance of on-line shopping has risen little by little. Therefore, how to
    improve the customer satisfaction and loyalty on the Internet has been a crucial issue for
    companies doing business on-line.
    The studies of customer satisfaction and loyalty have been complete in the physical
    retail environment. However, in the Internet channel, empirical studies of these issues are
    quite limited so far (Wang, 2003). The main purposes of this study are to investigate the
    effects of the factors of system quality, information quality, transaction cost, and on-line
    service quality on B2C on-line store e-satisfaction and e-loyalty in an integrated
    e-satisfaction and e-loyalty model. The research subjects in this study were those who
    have experienced in shopping on B2C on-line store. We use on-line questionnaire to
    collect data. Structural equation modeling (SEM) is used to estimate the relationships
    among the factors used in the integrated e-satisfaction and e-loyalty model.
    The major findings of this study are as follows: (1) system quality doesn’t have
    significantly positive effects on e-satisfaction, (2) information quality doesn’t have
    significantly positive effects on e-satisfaction, (3) transaction cost doesn’t have
    significantly positive effects on e-satisfaction, (4) on-line service quality have significantly positive effects on e-satisfaction, that is, better service quality with on-line
    store can effectively increase e-satisfaction for B2C on-line store, (5) e-satisfaction have
    significantly positive effect on e-loyalty, that is, higher e-satisfaction with on-line store
    can increase e-loyalty for B2C on-line store.
    Advisor Committee
  • Hao-erl Yang - advisor
  • Kuan-Chang Kuo - co-chair
  • Kun-huang Yeh - co-chair
  • Files indicate in-campus access only
    Date of Defense 2007-07-02 Date of Submission 2007-07-31


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