The Effect of Service Quality and Switching Costs on Loyalty of Internet Shopping – Using Involvemant as Moderator

• Main Authors: Hui-Jung Yeh, 葉惠蓉
• Other Authors: Te-Hsiu Sun
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/42407990865447164507

碩士 === 朝陽科技大學 === 工業工程與管理系碩士班 === 99 === Customer interface quality has been confirmed to critically influence the success of electronic commerce, and there has been extensive discussion about the effects of customer interface quality on consumer behavior. However, few studies have examined how customer interface quality affects loyalty. Furthermore, although service quality, satisfaction and switching costs are expected to be antecedents to customer loyalty, few studies have systematically examined how these elements are related to customer interface quality. This study proposes an integrating theoretical framework for testing the relationships among customer interface quality, service quality, satisfaction, switching costs, and loyalty. Moreover, this study argues that the relationships among these constructs are moderated by involvement. This is a study of university of science and technology of college students, in central Taiwan, 1000 questionnaires issued, 938 valid questionnaires were retrieved and effective retrieved rate of 93.8%, except the invalid ones. Statistical methods are including the confirmatory factor analysis of the construct validity, descriptive unvaried analysis which is used to understand the actual situation. Independent t-test, ANOVA, Pearson correlation analysis are applied to understand the related factors. The last one is structural equation modeling analysis, analyzing the path dimensions relevance. In order to compare more rigorously the results across subgroup, this study calculated t-statistics to evaluate the differences in path coefficients across models. After analyzing these questionnaires, we came up with the following seven conclusions. 1. Students from different background have different satisfied ratings on the online shopping service quality. 2. Students from different background have different satisfied ratings on the online shopping customer interface quality. 3. Students from different background have different satisfied ratings on the customers satisfaction. 4. Students from different background have different satisfied ratings on the switching costs. 5. Students from different background have different satisfied ratings on the involvement. 6. Students from different background have different satisfied ratings on the loyalty. 7. The service quality, customer interface quality, customers satisfaction, switching costs, and loyalty positive correlation in the online shopping. 8. The level of involvement would to influence the service quality, customer interface quality, customers satisfaction, switching costs, and loyalty positive correlation in the online shopping.