| Summary: | 碩士 === 國立中正大學 === 行銷管理研究所 === 98 === The market of online purchase has grown steadily in Taiwan, and the amount of market is expected to reach 3,208 billion. Therefore, as prosperity in Taiwan’s electronic commerce, the service provided on Internet is playing an important role in relationship between company and customers. By reviewing studies on the online shopping experience, Holloway and Sharon (2008) integrated four major problems in online consumption: Website design/interaction, fulfillment/reliability, security/privacy, and customer service. In the present study, we adopted virtual shopping experimental design to explore the effect of repeat service failure on the purchase of 3C products in college students by manipulating three different online consumption problems: Website design/interaction, fulfillment/reliability, and customer service.
The data showed that in the second service failure situations, Website design/interaction and fulfillment/reliability have partial effect on satisfaction. However, customers conducted the same type of service failure had not significantly effect on repurchase intention and satisfaction than those made different type of failure. Finally, comparing with three different types of repeated failures, which shows that customer conducted the Website design/interaction type of failure has highest satisfaction, following is customer service, and fulfillment/reliability is last.
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