A Study on the Relationship Between Network Shopping Value and Customer Loyalty

• Main Authors: Yu, Li-Ying, 余俐瑩
• Other Authors: Chou, Wen Hsien
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/20368210415399630278

碩士 === 國立臺北大學 === 企業管理學系 === 95 === Because the vigorous development of internet, that the network users increase greatly and the consumer’s consumption habits also being completely changed. A lot of consumer’s purchasing behaviors change from tradition stores to network stores of virtual. Internet has become a new and strong channel. Through this new channel, the shopping time and area would not be a limitation. The consumer can easily find the merchandise that they want. Besides, if business can’t create a unique value for consumers, the business will fall into the price war. Because the development of e-commerce being matured, so the consumers ask for the network stores are higher than before. How can provide a vale that the consumer’s need is fitted and the satisfaction is the primary task of any network store owner. Besides, due to network has the nature of distance and virtual, that the perceived risk of network shopping is higher than the tradition shopping. Even so, there are still a lot of people would like to shop form internet. Therefore, why the consumer could like to shop from internet under such an uncertain environment is most concerned in the study. Then, reviewing the past literatures to find the studies of the relationship among value, trust, customer satisfaction, and customer loyalty are not completion, so this research build the relationship from network shopping. According to the research outcome, utilitarian value has an positive influence on website trust and customer satisfaction. Hedonic value has not an influence on website trust, but has an positive influence on customer satisfaction. Moreover, website trust has an positive influence on customer satisfaction, website trust and customer satisfaction both have an positive influence on customer loyalty. Besides the finding of our empirical study, tangible strategy and future research suggestion are also provided.