購物網站的個人化商品資訊服務與社群設計對消費者忠誠度的影響

The Effects of Personalized Merchandise Information Search and Community Design on User Loyalty of Online Shops

10.29843/JCCIS.201101.0003

呂雅雯(Ya-Wen Lu)；洪瑞雲(Ruey-Yun Horng)；王耀德(Yau-De Wang)；侯世環(Shih-Huan Hou)；呂柏輝(Po-Hui Lu)

網站設計 ； 個人化 ； 商品資訊服務 ； 社群 ； 消費者忠誠度 ； Website Design ； Personalization ； Merchandise Information Search ； Community ； User Loyalty

資訊社會研究

19期（2011 / 01 / 01）

71 - 100

繁體中文

43位參與者以隨機的方式瀏覽四種購物網站，這四種網站分別是依據個人化商品資訊服務的有無，以及社群的有無這兩個變項所設計出來的不同網站。由參與者對這四類網站的忠誠度評量、整體評分、點選次數與瀏覽時間觀察發現，購物網站加入個人化商品資訊服務或社群設計均對提升使用者的忠誠度與評價有助益。由參與者的評語分析發現，個人化、社群兩者提升使用者對購物網站忠誠度的歷程不同，網站加入個人化商品資訊服務可提供資訊搜尋的效率與便利性、讓產品資訊符合使用者需求；使用者社群則透過提供「他人在場」的機會，讓網站使用者有機會與其他消費者互動、交換產品品質資訊，讓使用者對購物網站資訊能夠有一個可信的判斷基礎，進而提高忠誠度。

Forty-three participants were asked to browse four kinds of online shops that varied across two design factors: information service of personalized merchandise and the factor characterized by community. After browsing a website, participants were asked to complete a customer loyalty scale and rate their overall evaluation of the website. The time and number of web pages participant viewed at a website were recorded by the computer system. Results show that either personalized merchandise information search or community design factor may increase users' stay in a website and their loyalty and overall rating of the website. Participants' comments on websites further confirm that personalization gains its advantages through convenience in information search, and the assistance in finding product information relevant to the user's needs. On the other hand, through social presence in the website, virtue community provides opportunity for users to interact with each other and exchange information about quality of products, and thus improves users' trust and loyalty to the website.

1. Gillespie, A., Krishna, M., Oliver, C., Olsen, K., & Thiel, M. (1999). Online Behavior- Stickiness, (http://www2000.ogsm.vanderbilt.edu/student_paper.html).
2. Alpert, Sherman R.,Karat, John,Karat, Clare-Marie,Brodie, Caroly,Vergo, John G.(2003).User Attitudes Regarding a User-Adaptive e-Commerce Web Site.User Modeling and User-Adapted Interaction,13,373-396.
3. Bradley, S. P.,Porter, K. A.(2000).Ebay, Inc.Journal of Interactive Marketing,14,73-97.
4. Casalo, L.,Flavian, C.,Guinaliu, M.(2008).The impact of participation in virtual brand communities on consumer trust and loyalty: The case of free software.Online Information Review,31,775-792.
5. Casalo, L.,Flavian, C.,Guinaliu, M.(2008).The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process.Computers in Human Behavior,24,325-345.
6. Chang, H. H.,Wang, Y.-H.,Yang, W.-Y.(2009).The impact of e-service quality, customer satisfaction and loyalty on e-marketing: moderating effect of perceived value.Total Quality Management,20,423-443.
7. Chiu, C.-M.,Lin, H.-Y.,Sun, S.-Y,Hsu, M.-H.(2009).Understanding customers' loyalty intentions towards online shipping: An integration of technology acceptance model and fairness theory.Behavior & Information Technology. , First article. (http://www.informaworld.com).,28(4),347-360.
8. Csikszentmihaly, M.(1975).Play and intrinsic rewards.Humanistic Psychology,15,41-63.
9. Csikszentmihaly, M.,Csikszentmihaly, I. S.(1988).Optimal experience: psychological studies of flow in consciousness.Cambridge, UK:Cambridge University Press.
10. Cyr, D.,Hassanein, K.,Head, M.,Ivanov, A.(2007).The role of social presence in establishing loyalty in e-service environments.Interacting with Computers,19,43-56.
11. Dick, A. S.,Basu, K.(1994).Customer loyalty: Toward an integrated conceptual framework.Journal of the Academy of Marketing Science,22,99-113.
12. Digitoe(2001).,未出版
13. Hagel, J.,Armstrong, A. G.(1997).Net Gain: Expanding Markets through Virtual Communities.Cambridge, MA:Harvard Business School Press.
14. Hanson, W.(2000).Principles of Internet Marketing, Cincinnati.OH:Southwestern College Publishing.
15. Henning-Thurau, T.,Giwinner, K. P.,Walsh, G.,Gremler, D. D.(2004).Electronic word-of-mouth via consumer opinion platforms: What motivate consumers to articulate themselves on the internet?.Journal of Interactive Marketing,18,38-52.
16. Hirschman, F. C.(1981).Retail research and theory.Review of marketing,Chicago:
17. Hoffman, D. L.,Novak, T. P.,Chatterjee, P.(1995).Commercial Scenarios for the Web: Opportunities and Challenges.Journal of Computer-Mediated Communication
18. Holland, J.,Baker, S. M.(2001).Customer Participation in Creating Site Brand Loyalty.Journal of Interactive Marketing,15,34-45.
19. Kelley, H.,Thibaut, J. W.(1978).Interpersonal relations: A theory of interdependence.New York:Wiley-Intersicence.
20. Kobsa, A.,,Koenemann, J.,Pohl, W.(2001).Personalized Hypermedia Presentation Techniques for Improving Online Customer Relationships.The Knowledge Engineering Review,16,111-155.
21. Koufaris, M.(2002).Applying the technology acceptance model and flow theory to online consumer behavior.Information Systems Research,13,205-223.
22. Loiacono. E. T.,Watson, R. T.,Coodhue, D. L.(2002).WebQual: A measure of website quality.Proceedings of American Marketing Asscoiation,13,432-438.
23. Mathwick, C.,Rigdon, E.(2004).Play, flow, and the online search experience.Journal of Consumer Research,31,324-332.
24. Meehan, E.(2000).Using online community as a crucial market intelligence resource, Yankee Group Report.Internet Market Strategies,6,1-15.
25. Shang, R.-A.,Chen, Y.-C.,Liao, H.-J.(2006).The value of participation in virtual consumer communities on brand loyalty.Internet Research,16,398-418.

1. 李欣恬(Shin-Tian Lee);苗議丰(Yi-Feng Miao);許晉龍(Chin-Lung Hsu);林娟娟(Judy Chuan-Chuan Lin)(2022)。消費者反展示廳行為之探討－當線上資訊成為購物參考。電子商務學報。24(2)。241-262。