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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/35209
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35209


    Title: 網路商店顧客忠誠度促成因素之研究
    Authors: 楊智凱
    Contributors: 管郁君
    楊智凱
    Keywords: 網路商店
    電子商務顧客忠誠度
    電子商務顧客忠誠度促成因素
    Date: 2003
    Issue Date: 2009-09-18 14:27:11 (UTC+8)
    Abstract: 針對顧客忠誠度,本研究以網路商店為探討對象,依據相關文獻建立出一套可用於衡量其顧客忠誠之架構,此一架構包含了「認知忠誠」、「感情忠誠」、「意動忠誠」與「行動忠誠」等因素。此外,進一步透過問卷調查與統計分析方法,驗證此架構之正確性,以建構出適用於網路商店顧客忠誠度之衡量模型。此外,本研究亦利用此模型所區分出不同忠誠程度之顧客,來定義促成其忠誠度之關鍵因素。
    本研究發現,網路商店之顧客能依其對網路商店忠誠之程度分為三個層級,分別是「低度忠誠」、「中度忠誠」與「高度忠誠」等。在進一步比較不同程度之忠誠顧客對二十五項促成因素之滿意程度後,本研究發現其中有二十項為關鍵促成因素,包括「客製化」、「商品選擇」、「商品品質」、「商品價格」、「顧客關係管理」、「品牌形象」、「隱私權政策」、「聲譽」、「交易身份查核機制」、「交易證明機制」、「網頁讀取速度」、「易用性」、「伺服器可靠度」、「購物流程」、「網站特色」、「互動性」、「顧客回應」、「聯繫方式」、「付款機制」與「商品處理」等。這些關鍵促成因素均可促使於不同忠誠層級之顧客,往更高一層忠誠度邁進。因此,網路商店業者如能將以上因素妥善經營,將可使得其顧客忠誠度不斷提升,以達最終獲利之目的。
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    Description: 碩士
    國立政治大學
    資訊管理研究所
    91356027
    92
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0091356027
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

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