| Summary: | 碩士 === 世新大學 === 圖文傳播暨數位出版學研究所(含碩專班) === 104 === The digital era has changed the spending habits of the consumers. In response to the digital trend, traditional bookstores and the publishing industry have joined the On-Line bookstores and try to change the traditional business model, in order to make profits. And how to keep the consumers in the On-Line bookstore to purchase again on the platform, is the challenge which the On-Line bookstore industry faced.
The purpose of this study is to find reference of the marketing strategy of On-Line bookstores from the discussion on consumers' repurchase intention in On-Line bookstore via 4 facets, including On-Line bookstore overall quality, customer satisfaction, perception trust and repurchase intention. In order to achieve the research purpose, this study used questionnaire method. The study object is the On-Line consumers who have used On-Line shopping in Taiwan region. The convenient sampling method was used On-Line for survey. Effective sample scored 182. The obtained data was analyzed by the statistical methods, including descriptive statistics, reliability analysis, correlation analysis and regression analysis. In the questionnaire of this study, the reliability value of each variable reached more than 0.7, indicating high reliability values.
The result showed customer satisfaction will have a positive impact on system quality, information quality, service quality and virtual community quality. Perception trust will have a positive impact on system quality, information quality, service quality and virtual community quality. Perception trust has a positive impact on customer satisfaction. Perception trust and customer satisfaction have a positive impact on repurchase intention, while perception trust has the highest impact on repurchase intention.
The research result suggested On-Line bookstore industry, except for a good quality system and information quality, should improve the service quality and earn the consumers' trust, in order to retain customers and increase consumers' repurchase intention.
Keywords: On-Line Bookstores, Repurchase Intention
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