The influence of Internet Store Impression, Product Quality Perception and Word-of-Mouth Marketing on Customer Loyalty in Micro-Enterprise

• Main Authors: Chin-wen Liu, 劉瀞文
• Other Authors: Chao-Chih Hsueh
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/k5ja7x

碩士 === 國立屏東科技大學 === 科技管理研究所 === 105 === Internet store impression is that many small and medium enterprises use social networking sites as sales platforms to sell products to potential customers. Most of Taiwan’s Internet stores are micro enterprises. The most popular social networking site in Taiwan is Facebook, and the usage rate of Facebook is 79.4%. Under the strong competitions, business models of micro enterprises gradually diversify. The consumption patterns of many products become various and delicate. So the main cause of inspiring consumer to go shopping is the word-of-mouth from netizens and friends. Marketers can interactive with customers through Facebook Pages, and increase the customer loyalty. The Internet micro enterprise－films is the subject in this study. This enterprise was founded in 2011, and the internet store established in 2013. This study investigated whether the Internet store impression, product quality perception and word-of-mouth of films influenced its customer loyalty. The method used in this study is knowns as questionnaire. The questionnaires were made by written forms, and passed out through mails and the Internet. 300 questionnaires were passed out, 259 questionnaires were retrieved. The total number of effective questionnaires was 214. The result of statistics analysis indicated the Internet store, product quality perception and Internet word-of-mouth marketing of micro enterprises’ consumers held positive influences toward the customer loyalty. This study indicated that the satisfactions of product, service, shopping, and stores’ atmosphere were much higher, the customer loyalty increased. The satisfactory of product qualities perceptions and Internet word-of-mouth were much higher, the customer loyalty increased. It is hoped that this study can provide films with the reference of management operation strategies and the increase of customer loyalty.