| Summary: | 碩士 === 國立中央大學 === 企業管理學系 === 104 === This study is aim to disscuss the gender difference on today competetive online clothing market. In the past study, gender difference leads to different website loyalty. Such as woman get loyalty from shopping enjoyment and man from fast shopping. Also, website loyalty is proved to be the key to make website profitable and long-tern living. Our study model talks about which factors forming the website loyalty and using gender as moderater. We use flow experience as the intrinsic motive and use system quality as the extrinsic motive of customer. This study collects 460 samples in total by using internet questionnaires. Analyzing upon 402 usable responses by SPSS21、AMOS21 reveals that the measurement model has good reliability and validity. Based on the structural equation modeling, the result reveals that, in terns of flow experience, man tends to get satisfaction from enjoyment and tends to get more switching cost from focus. Man tends to get satisfaction from time distortion and woman tends to get more switching cost from time distortion. In terns of system quality, woman tends to get satisfaction from web design& perceived security ; Man tends to get satisfaction from convenience. Woman will have more switching cost due to perceived security but man don’t.
|
|---|
