網路購物消費者滿意度與再購率影響因素之分析

• Main Author: 李建文
• Other Authors: 榮泰生
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/69906419219051151020

碩士 === 輔仁大學 === 管理學研究所 === 92 === Abstract Title of Thesis：The research for the factors of customer satisfaction while customer purchase clothes through the World Wide Web Name of Institute：Management Graduate School of Fu-Jen University Name of Student：Chien-Wen Li Advisor：Dr.Tyson Jung Total Pages：89 Key Words：Satisfaction；Intention；Purchasing Clothes through the World Wide Web. Abstract： In the highly competitive business environment nowadays, it is very important for the companies to attract customers, satisfy customers and gain solid long-term relationships with customers. The profit margin of Services industry is highly depending on customers’ repurchasing rate, which means more royal customers will bring more profits through their repurchases. Therefore, it becomes the first priority for companies to understand the factors that could both affect customer satisfaction and repurchasing decision. Thus, this research is to explore these factors through analyzing the customers who have the experiences on purchasing clothes through the World Wide Web. The paper object of study is the customer purchasing clothes through the World Wide Web. The samples are chosen by using quota sampling; total 680 questionnaires are sent and 283 questionnaires recycled. The data analysis methods are normal statistics analysis, reliability and validity analysis, t-test analysis, and multiple regression analysis. The research result are as followed: 1. Customers’ purchasing experiences are positively associated with Expecation as well as with Performance. 2. Novelty is positively associated with Prepurchase Expecation but negatively associated with Performance. 3. Importance of the buying decision is positively associated with Expecation as well as with Performance. 4. Brand Image is positively associated with Prepurchase Expecation but irrelevant to Performance. 5. Customer Satisfaction is positively associated with Disconfirmation as well as with Fairness. 6. Performace is positively associated with Fairness. Management implementations and suggestions: 1. To response customers’ needs and creat values to customers by providing cusomerised services as well as secured internet trade mechanism. 2. To reduce customers’ wrongly expectations by not overpromising customers and not exaggerating in media communication to mislead customers. 3. To enhance performance by (1) Reducing the purchase operation time and increasing convenience for trading. (2) Improving product and service qulity. (3)Making customers feeling more and more important. (4)Increasing customers’ knowledge toward new products. 4. To use Brand marketing by increasting promotion events which allows customers to be in the brand-building process.