A Study of the Relationships among Perceived Fairness, Perceived Risk, Trust and Loyalty

• Main Authors: Shih-Chien Huang, 黃詩茜
• Other Authors: Yao-Huang Tseng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/53823622090158958485

碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === The B2C online shopping market in Taiwan has been a rather competitive environment. To operators of online stores, how to enhance customers’ perceived justice and lower shopping risks to boost customer trust and maintain customer loyalty are issues worth investigation in greater depth. The current study, based on the SOR theory, proposed an integrated research framework, where the relationships among the four constructs (i.e., perceived justice, perceived risk, trust, and loyalty) were examined to determine influential factors of online shopping. Empirical evidence was employed to verify the proposed hypotheses of the current study. The participants were 295 customers with online shopping experiences. SPSS 12.0 for Windows and AMOS 18.0 were employed for data analysis and verification. The results of the current study revealed that: 1. Perceived justice had a significantly positive effect on trust. 2. Perceived risk had a significantly negative effect on trust. 3. Perceived justice had a significantly positive effect on loyalty. 4. Perceived risk had a significantly negative effect on loyalty. 5. Trust had a significantly positive effect on loyalty. Conclusions and suggestions for future research are discussed and offered. To operators of online shopping industry, in particular, specific suggestions—enhancing perceived justice and lowering perceived risk to effectively boost customer trust in and loyalty to shopping websites—are proposed.