The Relationship among User Involvement, Electronic Service Quality, Customer Trust, Satisfaction and Loyalty on Clothing Website.

• Main Authors: Che-WeiChang, 張哲瑋
• Other Authors: Tsung-Chi Liu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/93987948218966724576

碩士 === 國立成功大學 === 國際企業研究所 === 103 === In recent years, due to the popularity of on-line shopping, the number of apparel stores on the Internet has been increasing rapidly. Many entrepreneurs choose to set up an on-line store as their first step in starting a new business. However, due to the low entry barrier of on-line store, the market has become much more difficult for the on-line stores owner to survive. The aim of this study is to discuss what kind of factors will affect customers’ decision when they are conducting on-line shopping, and provide some management-related advices to the on-line stores owner. Therefore, help the on-line stores owner to create a better shopping environment on the internet. 　 In this research, I used linear structural model, factor analysis, reliability and validity to analyze the data which were collected by questionnaire. After analyzing, this research comes to the following conclusions: 1. A significant relationship exists between user involvement and website service quality. 2. A significant relationship exists between service quality and customer trust website. 3. A significant relationship exists between website service quality and customer satisfaction. 4. A significant relationship exists between customer trust and customer satisfaction. 5. A significant relationship exists between customer satisfaction and customer loyalty. 6. There was no significant relationship between customer trust and customer loyalty. On the results of this research, the involvement of user will affect customers’ experience on the on-line stores. Therefore, we suggest the on-line stores owner can put more efforts on enhancing the involvement of user, to make customers have a higher degree of involvement will lead to a better assessment of service quality, therefore, create customers loyalty to on-line stores.