Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22217
標題: 在顧客轉換管道的購物行為下如何留住顧客
A Study of Customer Retention across Retailers' Channels
作者: 周思妤
Chou, Szu-Yu
關鍵字: Cross-channel retention;跨管道顧客保留;Switching barrier;Perceived risk;Attractiveness;移轉障礙;知覺風險;吸引力
出版社: 科技管理研究所
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摘要: 
留住顧客一直以來都是學術界及企業界所關注的議題。隨著資訊科技的蓬勃發展,消費者與企業的接觸管道愈顯多元,越來越多學者也將研究焦點轉為網際網路。然而,這些研究卻只著重於單一管道的顧客保留,忽略了現今消費者複雜的購物行為-消費者可能透過網路搜尋產品資訊,最後卻前往實體商店購買,應該關注於跨管道的顧客保留。因此,本研究的目的,是針對經由多元管道消費的顧客,探討並且了解使他們決定留住的因素為何。

本研究對透過網路搜尋再進行購買的台灣消費者,進行問卷調查,共回收了512份有效問卷。研究結果發現,跨管道顧客保留會受到線上認知風險、公司認知風險、線上移轉障礙和公司吸引力所影響。其中,線上認知風險和線上移轉障礙更是對於跨管道顧客保留有強烈顯著的影響。而顧客保留則是受到線上吸引力和公司吸引力所影響。

Although academic literature and business practice are currently directing increased attention to the determinants of online customer retention, those studies only focused on unitary channel retention whether on traditional retailers or on online stores, and didn't accommodate to nowadays multi-channel environment. Therefore, the objective of this study is to concern the issue of cross-channel customer retention and explore the applicability of a theoretical framework, push-pull-mooring (PPM), for understanding customers' service provider switching behaviors. Survey data from 512 Taiwanese customers were used to consult the Web sites of the retailers before purchasing. The results of this study are twofold. First, online channel perceived risk, company perceived risk, online channel switching barrier and company attractiveness have significant impacts on cross-channel retention; online channel attractiveness, company attractiveness have significant impacts on retention. Second, online channel perceived risk and online channel switching barrier have greater impact on cross-channel retention than company perceived risk, online channel attractiveness. Managerial implications and further directions were then discussed.
URI: http://hdl.handle.net/11455/22217
其他識別: U0005-2706200716530200
Appears in Collections:科技管理研究所

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