| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 99 === With the rapid development of the Internet, online shopping has become one of the main shopping ways for customer. But customers are generally lack of loyalty to shopping Website, leading to low rate of repeat purchase. Therefore, how to maintain long-term relationships with customers has become the most important issue for shopping site.
This study attempts to use relationship quality to discuss what elements will impact individual continued use of online shopping. Integration of previous literature found out that satisfaction, trust and commitment is the most commonly used to test relationship quality. However, if only use satisfaction, trust and commitment as a single dimension can’t exhaustively probe the relationships among them. Therfore, this study reference to the views of past scholars, divides trust into integrity, ability and benevolence, and divides commitment into affective commitment and calculative commitment to exhaustively probe the relationships among the dimensions of relationship quality.
Because privacy and security are important considerations for customers in shopping site selection and online shopping has higher risk than physical shopping, this study attempts to add three exogenous variables, namely perceived privacy, perceived security and perceived risk. In addition, this study also uses Cognition-Affect-Behavior model to divide research framework into three parts. This study utilizes questionnaire method, 350 valid questionnaires were collected and analyzed by using structure equation modeling.
The results are as follows: (1) Perceived security and satisfaction can significantly and positively affect integrity, ability and benevolence, but perceived privacy can only significantly and positively affect benevolence, perceived risk can only significantly and negatively affect benevolence. (2) Benevolence can significantly and positively affect both affective commitment and calculative commitment, and satisfaction and integrity can only significantly and positively affect affective commitment. (3) Satisfaction, benevolence, and affective commitment can significantly and positively affect behavior intention, thereby affecting actual behavior; but only satisfaction can directly affect actual behavior without through behavior intention. Finally, this study according to research framework and empirical results to make implications for management practice and future research recommendations.
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