题名

網路團購加值服務對顧客滿意度及網路口碑之影響-以消費者知覺公平為調節變項

并列篇名

The Effects of Value-Added Service on Customer Satisfaction and Electronic Word-of-Mouth of Online Group Buying: The Moderating Effect of Consumers' Perceived Justice

作者

陳欽雨(Chin-Yeu Chen);張書豪(Shu-Hao Chang);蕭雅玲(Ya-Ling Hsiao)

关键词

網路團購 ; 加值服務 ; 顧客滿意 ; 網路口碑 ; 知覺公平 ; online group buying ; value-added service ; customer satisfaction ; electric word-of-mouth ; perceived justice

期刊名称

Electronic Commerce Studies

卷期/出版年月

12卷2期(2014 / 06 / 30)

页次

169 - 200

内容语文

繁體中文

中文摘要

本研究採用實證分析方式,以台灣地區曾經參與網路團購之消費者為問卷調查對象,運用迴歸分析方式驗證所提出之研究假說,探討消費者在參與網路團購時,網路團購業者提供的加值服務對顧客滿意度及網路口碑之影響,同時分析顧客滿意度之中介效果及消費者知覺公平的調節效果。重要研究結果如下:加值服務對顧客滿意度呈現顯著的正向影響;加值服務及顧客滿意度均對網路口碑呈現顯著的正向影響;知覺公平在顧客滿意度對網路口碑之影響具有調節效果;顧客滿意度在加值服務對網路口碑之影響具有部分中介效果。研究結果可作為網路團購平台業者改善服務品質及擬定行銷策略之參考。

英文摘要

The study conducts an empirical analysis and selects the consumers who have ever made online group shopping in Taiwan as samples. The method of regression analysis is adopted to test the proposed hypotheses. The purposes of the research are to explore the effects of value-added service on customer satisfaction and electric word-of-mouth. Besides, the mediating effect of customer satisfaction and the moderating effect of perceived justice are also examined. The important results are listed as follow. Value-added service shows a significantly positive effect on customer satisfaction. Besides, both value-added service and customer satisfaction have a significantly positive effect on electric word-of-mouth. Further, perceived justice can moderate the relationship between customer satisfaction and electric word-of-mouth. Finally, customer satisfaction can partially mediate the relationship between value-added service and electric word-of-mouth. The findings can provide the website platform suppliers as a reference for improving their service quality and designing the marketing strategies.

主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
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被引用次数
  1. 簡德金、高雅琪、王乃俊(2016)。網路購物平台之選擇決策。Electronic Commerce Studies,14(1),83-105。
  2. 廖瑩、張玲星、吳盛(2017)。消費者線上團購意圖的剖析。Electronic Commerce Studies,15(1),47-82。
  3. 劉嘉麒,朱永蕙(2018)。海底撈過度服務對知覺價值、滿意度與網路口碑之研究。島嶼觀光研究,11(1),1-20。