The customer satisfaction and consumer behavior of shopping on the cross-border website

• Main Authors: Li-Hsin Kuo, 郭俐欣
• Other Authors: Tsuang-Yih Kuo
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/gw6bdy

碩士 === 國立中山大學 === 企業管理學系研究所 === 107 === Thanks to the technology, modern customers are able to get much more products’ information which is restricted by the geographical reasons before. The buyers who used to purchasing products from stores in the past are gradually changing to purchase online from local website to foreign website. In general, the customers’ purchasing behavior has transformed tremendously. The number of traders and transaction amount toward cross border e-commerce are breaking a record every year. However, purchasing cross border is belonged to virtual transaction. The cross border e-commerce should ponder and improve the websites in order to get customers’ satisfaction and purchase intention, which are based on thoroughly disclosed the purchase information to buyer and so on. The study is based on IS model of Lin (2007) and added Purchase Intension to research which kind of factors will crucially influence customer to purchase. Moreover, the research uses convenience sampling which concludes the samples are 156, and the results are listed as follows: 1. Informativeness, Transaction Safety and Trust have significant positive impacts on Information Quality. 2. Word of Mouth Referral and Interactivity have significant positive impacts on Service Quality. 3. Information Quality and Service Quality have significant positive impacts on Customer Satisfaction. 4. Customer Satisfaction have significant positive impacts on purchase intention. According to the result, the study finally lists the suggestions toward e-commerce.