| Summary: | 碩士 === 南台科技大學 === 行銷與流通管理系 === 102 === With the vigorous development of Internet technology today, coupled with the network to break the limitations of time and space, so that more and more people join the ranks of online shopping, showing that online shopping is a great potential for development. Also because it has driven innovation and development of online shopping platform, creating a new model of business transactions, and following the online shopping, the development has the most popular new shopping patterns, in line with the needs of budget-conscious consumer shopping patterns, that is, "Network buy."
"Network buy", is to have the same group of consumers through the Internet shopping platform can gather together and make purchases, thereby reaching gathered bulk purchase, and a lot of room to lower prices, lower prices and thus achieve the purpose. However, when faced with such a huge network opportunities, there are many group buying sites have mushroomed appear, but with consumer disputes generates, use is not convenient to make consumers buy platform of choice for the more cautious.
In addition, when online shopping platform on the Internet for the consumer shopping behavior is not enough to understand and maintain a positive, it will also make an important reason for the loss of consumers, therefore, to explore any operation before trading patterns, how to understand consumer adoption of the Internet motivation network buy, and buy platform of trust is its focus.
This study focuses on the use of online shopping in Taiwan have to user for the study, combined with service quality, service value, satisfaction, trust and Customer Retention for the study of architecture, in order to explore the service quality, service value, trust and Customer Retention between the impact and relevance, and to explore the lifestyle and the impact on the network buy experience research model, this study used questionnaires, 497 valid questionnaires were collected, data analysis by SPSS 20.0 statistical software. The empirical results of this study are as follows:
1. Service quality can impact positively on service value; 2. Service Quality can impact positively on satisfaction; 3. Service quality can impact positively on trust; 4. Service value can’t impact positively on satisfaction; 5. Service value can’t impact positively on trust; 6. Satisfaction can’t impact positively on trust; 7. Satisfaction can’t impact positively on customer retention; 8. Trust can’t impact positively on customer retention.
Keywords: Service Quality, Service Value, Satisfaction, Trust, Customer Retention
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