網路零售業顧客忠誠度之研究

A Research of Customer Loyalty in e-Retailing

10.29931/MR.200412.0005

林孟璋(Meng-Jang Lin)；莊世杰(Shin-Chieh Chung)；陳貴英(Kuei-Ying Chen)

顧客忠誠度 ； 顧客價值 ； 關係品質 ； 風險認知 ； customers' loyalty ； customer value ； relationship quality and perceived risk

行銷評論

1卷2期（2004 / 12 / 01）

111 - 133

繁體中文

消費者經由網際網路蒐集和比較產品或價格的資訊，購買決策因而愈來愈敏銳。網路零售業面對如此精明的顧客，如何掌握其忠誠度，已成為研究和實務上的重要課題。本研究以台灣的網路零售業為對象，目的在探究網路零售業認知顧客忠誠行為與顧客認知忠誠行為前置因素之間的關係。文獻探討可能影響顧客忠誠度的顧客價值、關係品質、知覺風險等構面，利用電子問卷調查抽樣網路商店和顧客，進行下列研究目標：一、確認網路零售業認知的顧客忠誠度之衡量因素；二、檢定影響網路零售業顧客認知忠誠度的相關因素，包括顧客價值、關係品質及知覺風險等變數。研究結果顯示。顧客的認知及期望價值、關係品質及風險認知與網路零售業顧客認知忠誠度呈現正向關係。顯示在提升網路顧客對網路商店的顧客忠誠度可從這三方面著手。並且文中將提供相關的管理意涵。

Increasingly, consumers search and compare information of products or prices via Internet, their purchasing decisions have become more sensitive. How e-retailers master their customers' loyalty? This study aims to investigate the relationship between e-stores perceived customers' loyal behaviors and customers perceived causes of such loyal behaviors in Taiwan's e-retailing. Starting from literature review that include customer value, relationship quality and perceived risk, this study proceed the following research objectives: Identifying e-stores perceived measurements of customer loyalty, and Examining the customers perceived antecedent factors of e-stores perceived customer loyalty measurements. The results reveal that increased customer loyalty approaching can include customer value, relationship quality and perceived risk. This result will provide some suggesting about customers' loyal management in e-retailing.

1. Akaah I.P,P.K. Kogaonkar(1988).A Conjoint Investigation of the Relative Importance of Risk Relativers in Direct Marketing.Journal of Advertising Research,28,38-44.
2. Bauer, R. A.,R. S. Hancock (Ed.)(1960).Dynamic marketing for a changing world.Chicago:American Marketing Association.
3. Becker, B. W.,Conner, P. E.(1981).Personal Values of the Heavy User of Mass Media.Journal of Advertising Research,21,37-43.
4. Berthon, P.,Pitt, L. F.,Watson, R. T.(1996).The World Wide Web as an Advertising Medium: Toward an Understanding of Conversion Efficiency.Journal of Advertising Research,43-53.
5. Bhote, K. R.(1996).Beyond Customer Satisfaction to Customer Loyalty-The Key to Greater Profitability.New York:American Management Association.
6. Blau, P. M.(1964).Exchange and power in social life.New York:John Wiley and Sons. Inc..
7. Bloemer, J. M. M.,Kasper, H. D. P.(1995).The Complex Relationship between Consumer Satisfaction and Brand Loyalty.Journal of Economic Psychology,16,311-329.
8. Boles, J. S.,Johnson J. T.,Barksdale, H. C.(2000).How Salespeople Build Quality Relationships: A Replication and Extension.Journal of Business Research,48,75-81.
9. Bowen, J. T.,Shoemaker, K.(1998).Loyalty: A strategic commitment.Cornell Hotel & Restaurant Administration Quarterly,39,12-27.
10. Breffni, N.,Griffin, P.(1997).Enhancing Yield Management with Customer Profitability Analysis.International Journal of Contemporary Hospitality Management,9,75-79.
11. Cox, D. F.,Donald F. Cox (ED.)(1967).Risk Taking and Information Handling in Consumer Behavior.Boston:Harvard University Press.
12. Crosby, L. A.,Evans, K. R.,Cowles, D.(1990).Relationship Quality in Services Selling: An Interpersonal Influence Perspective.Journal of Marketing,54,68-82.
13. Dick A.,Jain, A. K.,Richardson P.(1996).Household Store Brand Proneness: A Framework.Journal of Retailing,72,159-185.
14. Dick, A. S.,Basu, K.(1994).Customer Loyalty: Toward an Integrated Conceptual Framework.Journal of the Academy of Marketing Science,22,99-113.
15. Donthu, N.,Cherian, J.(1992).Hispanic Coupon Usage: The Impact of Strong and Weak Etnic Identification.Psychology and Marketing,9,501-510.
16. Dorsch, M. J.,Swanson, S. R.,Kelly, S. W.(1998).The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers.Journal of the Academy of Marketing Science,26,128-142.
17. Ennew, C. T.,Binks, M. R.(1999).Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study.Journal of Business Research,46,121-132.
18. Flint, D. J.,Woodruff, R. B.,Gardial, S. F.(1997).Customer Value Change in Industrial Marketing Relationships: A Call for New Strategies and Research.Industrial Marketing Management,26,163-175.
19. Gale, B. T.(1997).Measuring and Improving Customer Value, Keynote Presentation.Annual Meeting of the Institute for the Study of Business Markets.
20. Gale, B. T.(1994).Managing Customer Value: Creating Quality and Service that Customers can See.NY:The Free Press.
21. Garbarino, E.,Johnson, M. S.(1999).The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships.Journal of Marketing,63,70-87.
22. Jones, T. O.,Sasser, W. E.(1995).Why Satisfied Consumers Defect.Harvard Business Review,88-99.
23. Kahneman, D.,Tversky, A.(1979).Prospect Theory: An Analysis of Decision under Risk.Econometrical,47,263-291.
24. Kalakota, R.,Whinston, A. B.(1997).Electronic Commerce: A Manager`s Guide.Addison-Wesley Press.
25. Kalakota, R.,Whinston, A. B.(1997).Frontiers of Electronic Commerce.Addison-Wesley Publishing Company.
26. Knox, S. D.,Denison, T. J.(2000).Store Loyalty: Its Impact on Retail Revenue. An Empirical Study of Purchasing Behavior in the UK.Journal of Retailing and Consumer Services,7,33-45.
27. Kumar, N.,Scheer, L. K.,Steenkamp, J. B.(1995).The Effects of Supplier Fairness on Vulnerable Resellers.Journal of Marketing Research,32,54-65.
28. Lagace, R. R.,Dahlstrom, R.,Gasseneimer, J. B.(1991).The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry.Journal of Personal Selling ＆ Management,39-47.
29. Leuthesser, L.(1997).Supplier Relational Behavior: An Empirical Assessment.Industrial Marketing Management,26,245-254.
30. Macintosh, G.,Lockshin, L. S.(1997).Retail Relationships and Store Loyalty: A Multi-level Perspective.International Journal of Research in Marketing,14,487-497.
31. Mägi, A.,Julander, C.(1996).Perceived Service Quality and Customer Satisfaction in a Store Performance Framework.Journal of Retailing and Consumer Services,3,33-41.
32. Miyazaki, K.,Fernandez, S.(2001).Consumer Perception of Privacy and Security Risks for Online Shopping.Journal of Consumer Affairs,35,27-44.
33. Morris, M. H.,Brunyee, J.,Page, M.(1998).Relationship Marketing in Practice: Myths and Realities.Industrial Marketing Management,27,359-371.
34. Naudé, P.,Buttle, F.(2000).Assessing Relationship Quality.Industrial Marketing Management,29,351-361.
35. Newell, F.(2000).Loyalty.com: Customer Relationship Management in the New Era of Internet Marketing.McGraw-Hill.
36. Oh, H.(1999).Service Quality, Customer Satisfaction, and Customer Value: A Holistic Perspective.Hospitality Management,18,67-82.
37. Oliver, R. L.,R. T. Rust,S. Varki(1997).Customer Delight Foundations Findings, and Managerial Insight.Journal of Retailing,73,311-336.
38. Oliver, R.L.(1999).Whence Consumer Loyalty?.Journal of Marketing,33-44.
39. Rao, B.(1999).The Internet and the Revolution in Distribution: A Across-industry Examination.Technology in Society,21,287-306.
40. Sharma, A.,Tzokas, N.,Saren, M.,Kyziridis, P.(1999).Antecedents and Consequences of Relationship Marketing.Industrial Marketing Management,28,601-611.
41. Shim, S.,Eastlick, M. A.(1998).The Hierarchical Influence of Personal Values on Mall Shopping Attitude and Behavior.Journal of Retailing,74,139-160.
42. Sirohi, N.,E. W. McLaughlin,D. R. Wittink(1998).A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer.Journal of Retailing,74,223-245.
43. Stone, M.,Woodcock, N.,Wilson, M.(1996).Managing the Change from Marketing Planning to Customer Relationship Management.Long Range Planning,29,675-683.
44. Swait, J.,Sweeney, J. C.(2000).Perceived Value and Its Impact on Choice Behavior in a Retailing Setting.Journal of Retailing and Consumer Services,7,77-88.
45. Taher, A.,Leigh, T. W.,French, W.A.(1996).Augmented Retail Services: the Lifetime Value of Affection.Journal of Business Research,35,217-228.
46. Tain, K.,Emery, P.(2002).Cross-Culture Issues Internet Marketing.Journal of American Academy of Business,217-224.
47. Turban, E.,Lee, J.,King, D.,Chung, H. M.(2000).Electronic Commerce: A Managerial Perspective.Prentice Hall.
48. Vroom, V. H.,R. J. House,H. J. Shapiro,M.A. Wahba(1964).Expectancy theory as predictor of work behavior and attitudes: A re-evaluation of empirical evidence.Decision Sciences,481-506.
49. Zeithaml, V. A.(1998).Consumer perception of price, quality and value: A means-end model and synthesis of evidence.Journal of Marketing,52,2-22.
50. 李雙華(1998)。大葉大學事業經營管理研究所未出版碩士論文。
51. 資策會(1997)。電子商店經營管理指引。台北:經濟部商業司。
52. 資策會(2000)。電子商業答客問。台北:經濟部商業司。

1. 蔡璧如、陳冠利(2011)。促銷與通路之組合對消費者知覺價值的影響。管理研究學報，11(1)，131-155。
2. (2018)。事件行銷、地區形象與實體環境對地區發展之影響關聯模式建置與比較。中華管理評論，21(2)，1-31。