The Study of Internet Shop's Service Quality on Consumer Satisfaction and Repurchase Intentions

• Main Authors: Tian-Yi Chou, 周恬怡
• Other Authors: Pen-Che Liao
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/qyauds

碩士 === 中原大學 === 企業管理研究所 === 93 === The Internet’s emergence has brought the new business pattern, many Internet shops also figure in the retailing industry. It has been an inevitable trend for companies to conduct marketing activities on the Internet and gain competitive advantages. After the virtual Internet shop emerges, the traditional entity shops’ service quality is not equal to the Internet shops’ service quality. The service quality already became another core of management issue for the Internet retailers under head-to-head competitions. In the past, the studies of traditional service quality have been complete in the physical retail environment. However, in Internet channel, studies of these issues are quite limited so far. Still, most of the previous studies on this topic focused on Internet shop’s service quality construction. Most of them quoted the SERVQUAL to conduct the research. Therefore the main direction of this study are to discuss the Internet shops’ service quality measurements, and research the influences of service quality on consumer satisfaction and repurchase intentions, simultaneously joins purchase involvement and purchase experience as two moderating variables, further analyzes the influence of Internet shops’ service quality and the consumer behavior. This study uses Internet survey, after statistical analysis, induces “information accurate”, “security and reliable”, “convenience”, “customization”, “service pledges” and “flexibility” six service qualities factors. Besides “flexibility”, the study discovered other five service qualities on consumer satisfaction and repurchase intentions all have significantly positive effect. Internet consumer’s satisfaction has significantly positive effect on consumer’s repurchase intentions .Also the influence of Internet shop’s service quality on satisfaction and repurchase intentions, indeed because the consumer itself purchase involvement has the varying degree moderating effects with the purchase experience difference. Therefore Internet shops’ can base on purchase involvement to determine the service focus, as well as according to the customer of different shopping experience, and decided to strengthen what kind of service quality contents, and aims at the target market to enhance consumers’ repurchasing behaviors.