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URN etd-0812108-162214 Statistics This thesis had been viewed 4045 times. Download 4067 times. Author Chia-Shing Chen Author's Email Address firstname.lastname@example.org Department Management Business Administration Year 2007 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 113 Title APPLYING E-S-QUAL SCALE TO ASSESS THE EFFECTS OF E-SERVICE QUALITY ON E-LOYALTY WITH E-SATISFACTION AND PERCEIVED VALUE AS MEDIATORS Keyword on-line loyalty e-service quality perceived value on-line satisfaction on-line satisfaction perceived value e-service quality on-line loyalty Abstract In order to establish a comprehensive and effective service quality scale in an online loyalty model, this study incorporated both utilitarian and hedonic e-service quality elements. Hence, this study adds hedonic dimension to E-S-Qual scale to investigate e-service quality effect on e-loyalty.
Next, we used confirmatory factor analysis (CFA) to analyze a structural equation model of e-service quality—e-loyalty. In addition, we examined the model and estimated the effects of all predictors on e-loyalty in the model. This investigation took consumers with online shopping experience as the subjects of the study. We collected data through online questionnaire, and adopted AMOS 6.0 to analyze a structural equation model and to estimate relationships among all dimensions.
The results indicate that positive paths exist on the chain of e-services quality and on-line satisfaction and on-line loyalty. On the other hand, e-service quality shows a significant positive impact on customer perceived value. Finally, consumer loyalty was found to be most significantly affected by e-service quality. For managers, e-loyalty is the key factor essential to the website success.
Advisor Committee Prof. Hao-Erl Yang - advisor
Kun-huang Yeh - co-chair
Files Date of Defense 2008-07-24 Date of Submission 2008-08-12