Relationships among Personalized Services of Shopping Websites, the Need for Uniqueness of Online Shoppers, and Relationship Quality

• Main Authors: Kuan-zheng Jiang, 江冠錚
• Other Authors: Chung-Li Chou
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/45507759355772034583

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 101 === Recently, the increased self-awareness of online shoppers has promoted vigorous development in online shopping, developing personalized functions and uses for online shopping. The consuming behaviors of online shoppers vary, and the needs and expectations of online shoppers are unpredictable. Specifically, online shoppers emphasize the need for uniqueness (NFU) to establish a self-styled consuming behavior. Consequently, shopping websites must not only emphasize the NFU of online shoppers, but also satisfy the purchasing needs and expectations through personalized services. This study primarily explored the effects that personalized services offered by shopping websites have on relationship quality, using NFU of online shoppers as the moderating variable. The website subject of this study was the Yahoo! Shopping website. The formal survey of this study consisted of 2 parts. For the first part, Chaoyang University of Technology students with shopping experiences using the Yahoo! Shopping website were employed. For the second part, through the online questionnaire approach, non-student group with similar shopping experiences using Yahoo! Shopping website was adopted. The data analysis methods included sample structural analysis, descriptive statistics, reliability analysis, validity analysis, exploratory factor analysis, t test, analysis of variance, correlation analysis, and hierarchicalregression analysis. The study results included the following: (a) the 2 items in shopping websites, which included personalized services regarding purchase inquiries and tracking and the quality of product and service customizations, significantly and positively affected the relationship quality of online shoppers and shopping websites (including satisfaction, trust, and loyalty); and (b) the NFU regarding image and style of online shoppers interfered with the resulting effects that personalized services for purchase inquiries, tracking, and product selection have on relationship quality (i.e., satisfaction and trust). The results of this study can provide shopping websites with reference for designing personalized online marketing strategies.