| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 89 === A Research of Customer Loyalty in e-Retailing
Abstract
Increasingly, consumers search and compare information of products or prices via Internet, their purchasing decisions have become more sensitive. How e-retailers master their customers’ loyalty? This study aims to investigate the relationship between e-stores perceived customers’ loyal behaviors and customers perceived causes of such loyal behaviors in Taiwan’s e-retailing.
Starting from literature review including customer value, relationship quality, perceived risk and situational factors, and employing electronic survey, this study proceed the following objectives:
1)Identifying e-stores perceived measurements of customer loyalty;
2)Examining the customers perceived antecedent factors of e-stores perceived customer loyalty measurements;
3)Classifying loyal customers’ characteristics according to e-stores perceived measurements of loyalty.
The results reveal that e-stores perceived measurements of customer loyalty are recommending new customers, increasing ordering amount of money and increasing the purchasing amount of items, respectively. Seven clusters of loyal behaviors emerge based on the measurements. The demographic show that college students and business workers in-between age of 19 to 35 are major loyal customers in e-retailing. Eleven customers perceived antecedent factors of loyalty found include perceived value, cognitive value, satisfaction, trust, commitment, financial/functional risk, social/privacy risk, timing risk, physical setting, and task objectives. Among these factors, commitment and trust significantly increases customer perceived loyalty and timing risk significantly decreases customer perceived loyalty. Moreover, 31~35 years old business workers with collage degree willing to implement three e-stores perceived loyal behaviors simultaneously, these sustainable loyal customers consider trustworthy, purchasing flow and transmission speed as important antecedences of loyalty.
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