| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 94 === During the past 10 years, the discussions of channels have been focusing on channel patterns, channel structure, and channel membership. Some researches conducted through consumer’s point of view, discussing the difference between traditional channel and virtual channel or customer satisfaction and store loyalty of virtual channel. However, very few researches have been conducted on the context of which consumer purchase goods cross-channel employment. Thus, the purpose of this research is to examine multi-channel shopper existence, discuss the relation among multi-channel employment, customer satisfaction, and channel loyalty, and assess the impact of purchasing involvement on customer satisfaction and channel loyalty.
The related literatures have been reviewed. Such as, channel service outputs, customer satisfaction, expectancy-disconfirmation model, customer loyalty, and purchasing involvement. The participants of this research are based in Taiwan, have purchased cosmetics or skin care product and must be older than 15 years old. Data was collected by questionnaires. The questionnaires were distributed through electrical form on the website and paper-printed form. We adopted Structural Equation Modeling (SEM) to analyze data, and examining the research hypothesis.
Result of study show customer multi-channel employment positively influences the perceived level of the multi-channel portfolio of services output, an increase in the multi-channel portfolio of service outputs leads to increased positive disconfirmation of the customer’s expectations, disconfirmation positively influences satisfaction, customer satisfaction will positively influence customer attitude loyalty and behavior loyalty. The impact of purchasing involvement on customer satisfaction and channel loyalty is positive. The research findings are as following:
(1)Multi-channel shopper is existence.
(2)Customer multi-channel employment positively influences customer satisfaction, attitude loyalty and behavior loyalty.
(3)The more involved customers were more likely to have customer satisfaction, attitude loyalty and behavior loyalty.
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