The effect of perceived risk and customer satisfaction on word of mouth－A study of online shopping.

• Main Authors: WU,MIN-FANG, 吳旻芳
• Other Authors: Liu, Chung-Tzer
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/3stgr7

碩士 === 東吳大學 === 企業管理學系 === 106 === Due to the rise of internet, e-commerce and the online shopping platform. Various of industries combine the network platform from typical e-commerce model to the online to offline integration mode. This study exploring the effect of perceived risk and customer satisfaction on word of mouth from the point of consumers who have had online shopping experience. The empirical analysis study using the online questionnaire of quantitative research methods to obtained 301 valid questionnaires and analyzed by statistical software SPSS and LISREL. The conclusions of this study are summarized as following: Firstly, perceived risk has a negative impact on customer satisfaction and customer loyalty. Secondly, customer satisfaction has a positive impact on customer loyalty. Thirdly, customer loyalty has a positive impact on word of mouth. Lastly, the result of the grouping is that the consumers who have had more shopping experience and high income is not significant on customer loyalty.