| Summary: | 碩士 === 東吳大學 === 資訊管理學系 === 101 === Today, consumer's power of shopping in online market is getting stronger with the rapid development of information technology. Consumers can easily find another substitute for original sellers because consumers are familiar with the operation of online shopping platform. This study aims to explore whether the online shopping to enhance the online service quality can increase customer satisfaction, loyalty, and reduce the power of consumers or not. 251 samples were obtained using an online questionnaire survey. The results showed that consumer power had a negative influence on consumer’s online loyalty and online satisfaction, it meant that consumers with high online loyalty and satisfaction for the online shop’s service might have higher acceptance and reduce dissent. Finally, we use Kano model to classify the online service quality into four categories to describe the relationship among service quality, eWom and online satisfaction. The results will help online business managers in finding a better way to integrate their online service.
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