Study on the Effects of Shopping Website Characteristics and Service Convenience on Customer Satisfaction and Loyalty

• Main Authors: En-Yang Yeh, 葉恩揚
• Other Authors: Kuang-Peng Hung
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/9he53b

碩士 === 銘傳大學 === 管理研究所 === 95 === With the advance of IT industry, emerging of Internet and faster pace of life in information society, people pay much attention to convenience of service in limited time and effort. In recent years, on-line shopping market is rapid growth and a lot of shopping websites are built. Consumers are willing to shop on them. Due to different shopping websites are presented different characteristics, so which key characteristics are shopping websites should have and can make consumers to feel convenience and satisfaction? As a result, this research used the model of service convenience that Berry, Seiders, and Grewal（2002）proposed as a theory basis and studied in on-line shopping websites. Service convenience is affected by a variety of firm-related factors. Perceptions of service convenience affect consumers’ overall evaluation of the service especially in consumer satisfaction. Our focus in this research is service convenience, we consider how the websites characteristics influence consumers’ perceptions of convenience, the effect of consumers’ perceptions of convenience on consumer satisfaction and the effect of consumer satisfaction on consumer loyalty. The findings include: (1) Websites characteristics influence on consumers’ perceptions of convenience. Security, information and navigation among websites characteristics have high positive influence on service convenience. (2) Consumer satisfaction will be higher when Consumers’ perceptions of benefit convenience and access convenience are higher. (3) Websites characteristics influence on Consumer satisfaction through mediating of service convenience. (4) Consumer loyalty will be higher when consumer satisfaction is higher.