| Summary: | 碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 101 === With the raising of the group purchase behavior, the online shopping food is widely popular among the people in Taiwan. For example, the amount of money of group purchase in the major group purchase platform ihergo was about $50 million per month, and was estimated to top $600 million in 2012. From the above, we can observe the enormous business opportunity and potential of online shopping food, and various kinds of food dealers start to actively operate the virtual network channel. For a new entrant of network channel, in addition to its product and technique, the network platform choice, transaction mode and logistic delivery are quite important as well. Choosing a new channel could gain the trust of the new customers, further enhancing the purchase willingness. Through the network tool, the food dealers could gain more consuming information via the online shopping reviews actively posted by the consumers, and attract more new consumers through word-of-mouth; that is the word-of-mouth benefit of the internet. Therefore, this study has two research purposes: 1) using the cash flow, information flow and logistic channel within e-commerce to investigate how to enhance the new customers’ satisfaction so as to reach the re-purchasing behavior, and to understand their connection. 2) when the consumers have the first purchase experience, how will the negative word-of-mouth influence the consumers’ second purchasing behavior under the unchanging of products and channels.
This study obtained 889 valid questionnaires via online questionnaire, and used descriptive statistical analysis, reliability and valid analysis, difference analysis and regression analysis to conduct the statistical analysis and hypothesis testing so as to understand the consumers’ attitude toward the perceived risk, customer satisfaction and repurchase willingness of the cash flow, logistic and information flow within E-commerce. Also, through the negative word-of-mouth time framing, we understand whether the consumers will change their repurchase willingness because of the negative word-of-mouth time influence. The results show: 1) online shopping food network platform has positive correlation toward the customer satisfaction due to the perceived risk performance. 2) the consumer repurchases willingness has positive correlation toward the consumer satisfaction. 3) the negative word-of-mouth effect of time framing will positively influence the consumers’ repurchase willingness. Therefore, it is suggested that the online food sellers choose appropriate online shopping platform and transaction mode to enhance the customers’ purchase willingness as well as maintain the word-of-mouth evaluation of the food product so as to obtain a leading role in the online shopping market.
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