| Summary: | 碩士 === 國立聯合大學 === 管理研究所 === 96 === ABSTRACT
With the popularization of the PC and Internet, online shopping has fast become a common consumer behavior that has attracted the care and attention of market researchers. Thus, this study focuses on the customer' impressions of their online purchasing experiences. In constructing the online shopping experience model, utilitarian shopping values and hedonic shopping values are antecedent variables of customer satisfaction and trust is considered a mediating variable. By means of a Linear Structural Relation Model, this study first explores how online shopping experience, utilitarian shopping value and hedonic shopping value affect customer satisfaction,and then explores whether customer satisfaction affects customer loyalty. Furthermore, using risk attitude as a moderator, this study investigates how risk loving/averse influences the changes in the degree and direction of online shopping experience affect customer satisfaction, and then explores risk attitudes affects trust. Accordingly, this study proposes marketing strategies for shopping website.
This research uses online B2C consumer' real purchase experiences as study samples, examining 851 effective samples by way of network questionnaire. The major result are: (1)The intensity of impact on satisfaction of shopping website of utilitarian shopping value is greater than the hedonic shopping value; (2) The intensity of impact on loyalty of shopping website of hedonic shopping value is greater than the utilitarian shopping value; (3) Utilitarian shopping value can promote online consumers' satisfaction and loyalty; (4) Hedonic shopping value can promote online consumers' satisfaction and loyalty; (5) The online consumers' trust to shopping website can promote its satisfaction to the shopping website;(6) The online consumers' satisfaction to shopping website can promote its loyalty to the shopping website;
(7) Online consumers' risk attitude can promote its trust degree of the shopping website;(8) The effect of online shopping experience to consumers' satisfaction is moderated by online consumers' risk attitude; (9) Consumers of the shopping at network with the more abundant experience may feel unsatisfied with the shopping website; (10) Most online shoppers fall into a young population group. The study, based on the findings, proposes related managerial suggestion for shopping website firms to set up marketing strategies.
Keywords: Online Shopping Experience, Utilitarian Shopping Value, Hedonic Shopping Value, Satisfaction, Trust, Customer Loyalty, Risk Attitude
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