| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 95 === With the rapidly growing of internet in recent years, the consumption habitual behavior of consumer is to change gradually. Therefore, the electronic commerce also has recently become an emerging commercial activities and trade types. MIC (Market Intelligence Center, 2005) shows “cheapness” is the most important factor for consumers in online shopping environment, and they are willing to utilize online shopping trading from 2001 to 2005. The main motivation of affected consumers chooses to online shopping is “price” for the cheapness factor.
Several empirical studies show that consumers are willing to accept a moderate price increasing without switching to another brand. It means the cognition of price for consumer could be influenced by other factors. In the context of pricing strategies, the notion of price tolerance has gained increasing attention from academic researchers and managers. Although price tolerance has attracted to some attentions in the marketing field, but it has been less empirical fieldwork about price tolerance and its’ influencing factors. The purpose of this study is to investigate the relationship between influencing factors and price tolerance through the comprehensive conceptual model for internet customers.
Data collection was gathered for the online shopping customers of B2C web sites in Taiwan. The research used Structural Equation Modeling (SEM) to analyze the effects of E-Service Quality, Perceived Value, Customer Satisfaction, Trust, and Commitment on Price Tolerance. The empirical results shows: (1) e-service quality dimension of privacy, response, compensation and contact significantly positive effects perceived value; (2) perceived value significantly positive effects customer satisfaction; (3) perceived value significantly positive effects trust; (4) perceived value significantly positive effects commitment; (5) customer satisfaction significantly positive effects trust; (6) customer satisfaction significantly positive effects commitment; (7) customer satisfaction significantly positive effects price tolerance; (8) trust significantly positive effects commitment; (9) commitment significantly positive effects price tolerance.
In the study, perceived value is the most important effects factor of price tolerance, and the second important factor is customer satisfaction.
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