| Summary: | 碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 91 === When the climate of web shopping is more popular, the shopping websites must understand the customer values and their impact on exchange relationship. However, enterprises have not understood the customer values of web shopping and the impact of customer values on relationship quality. The purpose of this study is to explore the impact of customer values for web shopping on relationship quality. The study also wants to find the factors influencing relationship quality greater.
In independent variables, we suggest four aspects of customer values─function, emotion, society, and Internet ─ impact relationship quality. In dependent variables, we suggest five indices ─ satisfaction, trust, commitment, customer orientation and opportunism ─ measure relationship quality. We distributed questionnaires to friends, street investigation and companies. There are 232 valid samples and the valid response rate is 66.5%.
Results indicate that the customer values for web shopping exist. The safety-privacy value and the entertainment value improve relationship quality greater. All four aspects of web shoppers’ customer values, which included function, emotion, society, and Internet are significant predictors in terms of improving relationship quality. Our research also finds that the fewer times of web shopping, the feeling of relationship quality is lower. The low-educated web shopper, the short time of web usage and web shopping, the feeling of relationship quality is higher. Our results show that web shoppers think the most important value is safety-privacy value, but the feeling of the value is the weakest. The function aspect of web shoppers’ customer values gets both more attention and higher feeling than other aspects. Our suggestions will help enterprises make better marketing decision and building stronger relationship.
|
|---|
