| Summary: | 碩士 === 國立雲林科技大學 === 資訊管理系 === 104 === With the rapid development of Internet, e-commerce has become increasingly prevalent. But unlike off-line shopping, there is online shopping is more risky. As a result, under fierce competition, operators of e-commerce must effectively enhance customer loyalty. This study establishes a research framework based on the extended valence framework, then evaluates and compares the performance of major e-commerce operators in Taiwan.
Major research findings can be summarized as follows: (1) assessment criteria weights: entropy analysis reveals that most important antecedent factors for customer loyalty are perceived trust and perceived risk and (2) multiple criteria decision analysis tools: TOPSIS and VIKOR for two major e-commerce operators’ performance appraisal, compared with actual performance of their customer loyalty, showing two tools have enough objectivity and applicability. Furthermore, though bases on the same concepts of ideal and negative-ideal solutions, VIKOR is appropriate for in-depth analysis of performance gaps. The main findings will help provide e-commerce operators practical guidance for improving their customers’ loyalty.
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