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標題: 網路商店忠誠度衡量方法:網路書店之實證研究
A Model for E-Store Loyalty Measurement: An Empirical Study of Online Bookstores
作者: Lin, Mei-Chun
關鍵字: e-commerce;online retailer;online bookstore;e-store loyalty
出版社: 電子商務研究所
在研究方法上,本研究以因素分析來選取出信度和效度較好的衡量指標;其後,以高階驗證型因數分析來選取及確認最佳衡量模型;最後,藉由新絲路網路書店的顧客資料作為本研究模型的驗證與結果呈現。本研究的結果不但與Dick and Basu 兩位學者的理論相符合,更可以得知每位顧客對於特定ㄧ家網路商店的網路商店忠誠度概似值。

The proliferation of electronic commercial activities impacts on the business and on many academic studies significantly. It not only has been a new distribution channel, but also formed a new marketplace where supply and demand can meet and incurs relative values in exchange. The electronic marketplace is becoming more and more competitive due to the various kinds of industries, businesses and the numerous online retailers born. In the struggle environment, retaining loyal customers is a crucial task for online retailers because they can create the long-term profit for the online retailers. Before they undertake the loyalty programs to retain loyal customers, online retailers have to understand who are loyal in their online stores; however, few suitable approaches can help online retailers do the measurement.
Our research objective concretes on developing the model to measure the existing customers' e-store loyalty. The model includes purchase behavior, switching behavior, browsing behavior which is unique information in the online shopping, and consumers' attitude toward an online store. Especially, our research is conducted on an empirical study of online bookstore industries.
We employed the Higher-Order Confirmatory Factor Analysis (HCFA) to identify our measurement model, and to select the reliable and valid indicators. Finally, we used the historic data of to display the measurement process with our measurement model. And our results not only confirm with Dick and Basu's loyalty model, but also imply the likelihood of e-store loyalty for individuals.
Appears in Collections:科技管理研究所

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