拍賣網站顧客忠誠度之研究

A Study on Users' Loyalty of Online Auction

張添香(Tien-Hsiang Chang)；趙沛(Pei Chao)

拍賣網站 ； 網站功能價值 ； 滿意度 ； 忠誠度 ； 購買涉入程度 ； online auction ； the values of website functions ； customer satisfaction ； customer loyalty ； purchasing involvement

品質學報

14卷2期（2007 / 06 / 01）

125 - 136

繁體中文

本研究主要在探討網路拍賣平台與買方消費者（顧客）之間的關係。本研究希望探討線上拍賣網站所提供的交易平台功能價值中，有那些價值會提高顧客滿意度？這些功能價值是否不需要經過滿意度這一個中介變數的傳遞，而會直接影響到顧客忠誠度？另外，不同涉入程度的消費者對網站功能價值的認定應該有所差異，因此同時探討當消費者具有不同消費涉入程度時，上述對顧客滿意度與忠誠度顯著影響的功能價值是否也會有所不同？研究結果發現，中度與低度涉入程度的拍賣網站消費者，對於拍賣網站功能價值的認知，確實部分會直接正向影響顧客忠誠度，但是對於高涉入程度的拍賣網站消費者，上述關係卻完全不成立。高涉入程度的拍賣網站消費者，其對網站功能價值的認知會先影響到對網站整體的消費滿意度，進而才會對於拍賣網站建立忠誠度。而中度與低度涉入程度消費者對網站功能價值的認知除經過上述間接途徑影響該顧客忠誠外，中度涉入程度消費者還可以藉由對交易程序價值的認知，直接產生對網站的忠誠。另外，低度涉入程度消費者也可以藉由對版面設計價值的認知，直接產生對網站的忠誠。

This research aims to explore the cause-and-effect relationships among the values of website functions, customer satisfaction and customer royalty. The relationships under study are considered to be different among customers who have various extent of purchasing involvement. We divided the observations into three involvement groups: high involvement, middle involvement and low involvement. The results reveal that, in the customer group with high involvement, all three values, such as transaction procedure, safety and interaction, and layout design, relevant to website functions influence customer satisfaction that further affects customer loyalty. In the middle-involvement group, the relationships of interest are following a similar pattern as those in the high-involvement groups, except that the value of transaction procedure directly affects customer loyalty. In the low-involvement group, the value of transaction procedure has an effect on customer loyalty through customer satisfaction and the value of layout design directly influences customer loyalty. However, the value of safety and interaction has no impact on both customer satisfaction and customer loyalty in the customers with low purchasing involvement.

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