| Summary: | 碩士 === 元智大學 === 管理研究所 === 90 === Although technology of network makes more and more progress, population of users become more general and environments of network stores are more mature. Network stores still face pressure from traditional stores and competition from other network competitors. How to keep original customers and attract more customers is very important, we believe that maintain customer relationship is a key factor. This thesis we discuss about loyalty of consumer in network shopping and find what impact customer loyalty. Finally we construct a model to enhance customer loyalty.
We use questionnaires to gather data. Our samples are consumers who have experiences on network shopping. Then we make relative analysis and regression analysis to construct a model. Our study result shows:
(1)Customer, Capacity of Network Store and their interactions will impact whether consumers believe network stores or not.
(2)Orders of factors which impact consumer’s belief in network stores are technology of network store, individual privacy, trend of individual trust, satisfaction of interaction and safety of data.
(3)Trust of network store significantly impact customer loyalty.
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