| Summary: | 碩士 === 國立臺灣大學 === 資訊管理學研究所 === 104 === Recently, both physical and online store care a lot about customer experience. Customer experience means that the internal and subjective response customers have to any contact with various components of company’s offer including product and customer service. It would impress customers deeply in their mind. Except focusing on customer experience, from the quality of service or product customers gradually care about the value of shopping which means the value response customers have in the process of shopping. It includes the think of achieving the goal and the feeling of enjoying the process. In the literature, they mention the relationship between customer experience and shopping value but rarely verify it. Especially under the environment of online shopping. Hence, this research will discuss the relationship between customer experience and shopping value in the circumstance of online shopping and customer satisfaction, which is the most important intention in any processes of shopping.
The sampling frame consist of online shoppers, located in Taiwan. After cleansing, a total of 260 usable questionnaires are obtained and analyzed with SEM approach. Results support our hypothesis. This research concludes two main results: (1) Online customer experience including cognitive and affective experience only positively influences hedonic value but does not influence utilitarian value in shopping value. (2) Online customer experience would indirectly influence customer satisfaction through utilitarian value in shopping value. In conclusion, we make some relevant suggestion for academy and practice based on research results.
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