| Summary: | 碩士 === 長榮大學 === 資訊管理研究所 === 95 === In recent years, the flourishing development of e-commerce has created the limitless business opportunity as well as changed people’s life style and consumption habits. The number and scale of people traded through the network grows up year by year, and the business volume is very considerable. However, it becomes an important subject of the shopping website that how to attract customers to surf the website to consume under the environment of keen competition. Generally, if a shopping website would like to attract consumer carry on shopping at network, it should increase the trust of consumer on website and products, and at the same time customer satisfaction will also determine customer’s consumption behavior in the future. Especially, the internet shopping website is unable to face consumers directly, so customer satisfaction is a key whether the shopping website could obtain customer’s high loyalty. Besides, personality and mentality of customers will affect their consumption behaviors.
The results of many papers which are discussed about internet shopping show that there are many affect factors of customers’ behavior. Almost researches explore the relationship of trust with satisfaction, or satisfaction with loyalty, or trust with loyalty. There are few researches to discuss about the three factors interrelationship and different personality traits, so the study constructs a model “the relationship among trust, satisfaction and loyalty in different personality traits of internet consumers”, and tests and verifies. First, we use pre-test to check the reliability and validity, and make adequately modification, then to use formal questionnaires to demonstrate the effect and relation between different personality traits and the three factors. It will make sense customers’ behavior and provide comments for internet shopping proprietors or researches in future.
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