| Summary: | 碩士 === 國立中正大學 === 資訊管理學系 === 92 === The rapid development of information technology and Internet is changing the traditional business environment. More users would like to shop via the Internet, and interact with the websites rather than the old way of face to face. This causes that online shopping has been more popular, and the related research issues are also considered. The goal of this paper is to discuss the effectiveness of web quality and service quality for the user satisfaction and continuance intention of the websites.
We use the questionnaire method to collect research samples that have experience on online shopping. 550 questionnaires were sent and 223 were returned valid samples. The sample data is processed with Structural Equation Modeling (SEM) approach to get the result of data analysis.
We found that the content of web quality is significant to user satisfaction, which indicates that users have the requirements, when conduct online shopping, for the properties of web content. The service quality construct shows not significant to user satisfaction. It may be that the instrument of service quality originally used to measure the IS department can’t effectively measure the online stores because of the different conditions. We also found the continuance intention of the websites increase when the user satisfaction keeps significant, which indicates that when users are satisfied with one website, they will have more chances to continuously use the website. For the electronic commerce websites, it not only retains the high-loyalty customers, but also adds the competitive advantage than the other websites.
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