题名

Relationship Marketing's Impact on Relationship Quality and E-Loyalty

并列篇名

關係行銷對關係品質及網路忠誠度的影響

DOI

10.6188/JEB.2013.15(1).01

作者

林南宏(Nan-Hong Lin)；鍾怡君(I-Chun Chung)

关键词

關係行銷 ； 關係品質 ； 網路忠誠度 ； relationship marketing ； relationship quality ； e-loyalty

期刊名称

電子商務學報

卷期/出版年月

15卷1期（2013 / 03 / 01）

页次

1 - 33

内容语文

英文
中文摘要

本研究提出在虛擬環境中與顧客建立長期關係的方法，包括提供關係結合方式，關係品質，和網路忠誠度之間的關係，同時也決定在不同的產品類型下那種關係結合的方式會導至較高的關係品質。研究結果顯示，所有三種關係結合方式不管是在那一種產品類型下對於關係品質都有正向影響。財務性結合方式對於關係品質及網路忠誠度的影響，在搜尋型產品中會比在經驗型和信任型產品影響來得大；社會性結合對於關係品質的影響，在經驗型和信任型產品中會比在搜尋型產品影響要大；結構性結合對關係品質的影響裡，在信任型產品裡的影響，會比在經驗型和信任型產品中的影響來得大。此外，若商家能與顧客擁有較好的關係品質，將會導致較高的網路忠誠度。
英文摘要

This study suggests the way to build long-term relationships with customers in a virtual environment, including providing the relationship among relational bonds, relationship quality, and e-loyalty, while determining which bonding strategies lead to higher relationship quality in different products. The results suggest that all three relational bonds have positive impacts on relationship quality across three categories while relationship quality has a positive impact on e-loyalty. Besides, financial bonds are more powerful in affecting relationship quality and e-loyalty for search goods/services than for experience and credence goods/services. Social bonds are more important for experience and credence goods/services than for search goods/services in the impact on relationship quality while structural bonds influence relationship quality more greatly for credence goods/services than for search and experience goods/services.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
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被引用次数
  1. 蔡明真、林南宏、王蘭薰(2016)。關係行銷對消費者態度與行為意向的影響─網路產品類型的干擾效果。Electronic Commerce Studies，14(1)，37-61。
  2. 劉仲矩(2021)。人力網站美學資本與網路忠誠關聯：求職者滿意為調節變項。商略學報，13(2)，135-158。
  3. (2022)。天然氣導管工程公司關係品質、忠誠度受前置因素影響之研究。朝陽商管評論，18(2)，19-44。
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