臨場感、互動性、知覺價值對網購滿意度的影響分析

The Effects of Social Presence, Interactivity, and Perceived Value on Customer Satisfaction in Online Shopping

林淑芳(Shu-Fang Lin)

社會臨場感 ； 互動性 ； 知覺價值 ； 網路購物 ； online shopping ； social presence ； perceived value ； customer satisfaction ； customer loyalty

行銷評論

10卷2期（2013 / 06 / 01）

191 - 209

繁體中文

近年來電子商務的發展及平台的開放性，使得開設網路商店的門檻降低，同時提供資訊供消費者在購物前比價以選擇價格與服務評比佳的店家。網路購物與傳統實體商店購物最大的差異是不可觸摸商品、無法立即交貨，同時又須以電腦為傳播中介，較少傳達非語言人際線索的溝通，故讓人感覺到較低的社會臨場感。本研究以網路購物為主題，探討臨場感、互動性、知覺價值與滿意度間之關聯性透過問卷調查法進行資料收集，共發放402份問卷。並利用SPSS 統計分析軟體進行信效度分析、因素分析及廻歸分析。研究結果發現（1）消費者對購物網站互動性越高，則臨場感越高；（2）網站的互動性越高，則顧客知覺價值越高;；（3）消費者知覺價值越高，則滿意度越高；（4）滿意度越高，消費者之忠誠度越高。

More and more people are shopping at the internet. The success of managing an online shop is not only dependent on marketing strategies, but also on how to create high social presence environments. This paper explores the effects of social presence, interactivity, and perceived value on online shoppers' satisfaction. The result obtained from this study are as follows: the background of the customer affects the degree of interactivity; a high degree of interactivity lead to a high degree of social presence; a high degree of perceived value creates high customer satisfaction; and satisfied customers lead to high customer loyalty.

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