| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 105 === The purpose of this study is to explore the current situation and difference of customer satisfaction and customer loyalty between physical stores and internet stores, and this study integrates SCSB, ACSI, ECSI and TCSI, construct a causal model of customer satisfaction and customer loyalty, and understand the relationship between consumers for store image, customer expectation, cognitive value, reliability of customer satisfaction, convenience of customer satisfaction, customer loyalty and store type seven. In this study, a total of 60 questionnaires were collected by means of questionnaire survey and convenient sampling.
Through the analysis of the factors of the former test, then using the extraction factor and based on the reliability standard of Cronbach's α coefficient, the final total extracted 7 factors, 61 questions, and established 16 hypotheses. according to the results of the former Test, the questionnaire was corrected after the study of the construction surface and the question, and 212 effective questionnaires were recovered by the sampling method.
The conclusions obtained by the regression analysis are as follows; in 16 research hypotheses, the entity store 5 research hypotheses are not set up, the network Store 3 research hypothesis is not established, from the regression analysis of the figures, consumers for the choice of shopping malls, the proportion of the choice of online stores is too substantial store. online shopping consumers are more rational, because on the Internet to collect information or parity, also more convenient and faster than physical stores, relatively impulsive consumers will be less, but the biggest advantage of physical stores is that consumers will have a temporary impulse to consumer behavior, even if there is no specific consumer motives, will be due to the scene to produce temporary consumer ideas.
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