The Effects of Value-Added Service on Customer Satisfaction and Electronic Word-of-Mouth of Online Group Buying: The Moderating Effect of Consumers’ Perceived Justice

• Main Authors: Ya-Ling Hsiao, 蕭雅玲
• Other Authors: Chin-Yeu Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/7wruha

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 102 === With the advance of information technology, the life styles of people are changing and consumers’ buying behaviors are also affected. This trend gives rise to the activities of online shopping and creates a new model of online group buying for consumers. In order to extend marketing share, the online group buying platform suppliers must provide more diversified and richer value-added services to promote customer satisfaction and electric word-of-mouth. The study conducts an empirical analysis and selects the consumers who have ever made online group shopping in Taiwan as samples. The methods of regression analysis, structural equation modeling and path analysis are adopted to test the proposed hypotheses. The purposes of the current study are to explore the effects of value-added service on customer satisfaction and electric word-of-mouth. Besides, the mediating effect of customer satisfaction and the moderating effect of perceived justice are also examined. The important results are listed as follow: (1) Value-added service shows a significantly positive effect on customer satisfaction. (2)Both value-added service and customer satisfaction have a significantly positive effect on electric word-of-mouth. (3) Perceived justice can moderate the relationship between customer satisfaction and electric word-of-mouth. (4) Customer satisfaction can partially mediate the relationship between value-added service and electric word-of-mouth. The expected results can provide the website platform suppliers as a reference for improving their service quality and designing the marketing strategies.