| Summary: | 碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 97 === The biggest online shopping mall in Japan, “Rakuten Ichiba,” cooperated with Uni-President Enterprises Corp to set up “Taiwan Rakuten Ichiba”. This brings a new competition to the Internet shopping market. Due to this situation, the study aims at studying “the service quality of Yahoo! Online Shopping center” to investigate and analyze consumers’ satisfaction as to understand the relation between customers' satisfaction and loyalty. The result of this study expect to provide advice to future improvement and development of Taiwan B2C online shopping.
Based on literature review, this study designed questionnaires of service quality on online shopping centers and of other relative aspects as the contents of customers' satisfaction and loyalty to online shopping centers and adopted online questionnaires to proceed with investigation. The results of this study are follows: 1) Among expectations of online shopping users, the highest concerned is security while the lowest is empathy. Usability is the highest of the perception while security is the lowest. 2) There is significant difference in perception of service quality on online shopping centers among different demographic group. Only age, education background and terms of payment do they have an apparent difference in expectations. In terms of consumer behaviors, only the sum of a single purchase is there a distinct difference in perception but it is only partially related to expectation. The interface of the website and the shopping system mostly meet customers' expectation but protection for transaction security is by far lower than it. 3) If online shopping users can get access to better classified product information on the website, solutions to problems, timely product supply, and personified products as well as service, overall satisfaction will be more increased. 4). There is a very positive correlation with customers' satisfaction and loyalty.
|
|---|
