The Effect of Second-Time Online Shopping Service Failure variations on Consumer’s Satisfaction and Repurchasing Intention.
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 betwee...
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ndltd-TW-098CCU054020332015-10-13T18:25:31Z http://ndltd.ncl.edu.tw/handle/48005502171591331196 The Effect of Second-Time Online Shopping Service Failure variations on Consumer’s Satisfaction and Repurchasing Intention. 第二次網路購物失誤的類型對滿意度及再購意願之影響 Huang Yang 楊珩 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. Eric Su 蘇宏仁 2010 學位論文 ; thesis 64 zh-TW |
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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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author2 |
Eric Su |
author_facet |
Eric Su Huang Yang 楊珩 |
author |
Huang Yang 楊珩 |
spellingShingle |
Huang Yang 楊珩 The Effect of Second-Time Online Shopping Service Failure variations on Consumer’s Satisfaction and Repurchasing Intention. |
author_sort |
Huang Yang |
title |
The Effect of Second-Time Online Shopping Service Failure variations on Consumer’s Satisfaction and Repurchasing Intention. |
title_short |
The Effect of Second-Time Online Shopping Service Failure variations on Consumer’s Satisfaction and Repurchasing Intention. |
title_full |
The Effect of Second-Time Online Shopping Service Failure variations on Consumer’s Satisfaction and Repurchasing Intention. |
title_fullStr |
The Effect of Second-Time Online Shopping Service Failure variations on Consumer’s Satisfaction and Repurchasing Intention. |
title_full_unstemmed |
The Effect of Second-Time Online Shopping Service Failure variations on Consumer’s Satisfaction and Repurchasing Intention. |
title_sort |
effect of second-time online shopping service failure variations on consumer’s satisfaction and repurchasing intention. |
publishDate |
2010 |
url |
http://ndltd.ncl.edu.tw/handle/48005502171591331196 |
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