| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理系碩士班 === 105 === Relationship marketing has been noting in the domain of marketing for decades. Attracting consumers has been a difficult problem in electronic commerce, As such how to sustain customers is essential to e-business. The research of relationship marketing in electronic commerce has little attention on online shopping mall. This study used customer value, customer satisfaction, customer trust and customer loyalty as the significant features in relationship marketing. The purpose of this study is to analyze the relationship among these important marketing indicators. And to further establish the Influence of personal-internal and external factors on online shopping mall.
The empirical survey involved a sample of 303 participants who had experienced various kinds of online shopping form PCHome Online. IBM SPSS Statistics 20.0 was applied for data analyses. Results showed that:
(1)customer value, customer Satisfaction, customer trust and customer loyalty are significantly related to the one to the next in electronic commerce, and customer satisfaction and customer trust have critical mediating role in this path,
(2)positive and negative word of mouth have significant effect on the causal relationship between customer satisfaction and customer trust, respectively, and,
(3)personal traits have a moderating effect on the causal relationship between customer trust and customer loyalty,and,
(4)emotional attachment show no significant mediating effect on the causal relationship between customer value and customer satisfaction.
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