The Enhancement of Customer Loyalty by Building a Customer''s Trust Model toward Web Purchasing

• Main Authors: Yu-Ju Chen, 陳郁茹
• Other Authors: Jiin-Po Wu
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/71217538874122789496

碩士 === 淡江大學 === 資訊管理學系 === 89 === Retaining customer loyalty is crucial in electronic commerce. To gain the loyalty of customers, gaining their trust is the first step. This paper proposes a multi-phased model of customer trust for Internet shopping. Through this model enhance customer loyalty. In order to validate the model, we conducted a web-based survey of the customers of various Internet stores, and the data was processed using structural equation analysis. The results indicate that several factors can effectively increase customer trust towards an Internet store. We conclude (1)Diverse individual’s tendency to trust cause the different reason of trusting in web shopping (2)General, The factors affect trusting web shopping are service quality、reputation、technical capacity and individual’s tendency to trust (3)Factors affect trust web shopping also affect customer loyalty (4)Trusting web shopping have positive notable influence customer loyalty