行動商務消費者再購意願之實證研究

Empirical Investigation on the Customer's Repurchase Intention in Mobile-Commerce

陳昭華(Chao-Hua Chen)；陳汶樺(Wen-Hua Chen)；陳玟蓉(Wen-Rong Chen)

拍賣網站 ； 再購意願 ； 溝通品質 ； 網站信任 ； 顧客滿意度 ； 知覺風險 ； 多群組結構方程模型分析 ； On-line auction platform ； repurchase intention ； communication quality ； web-trust ； customer satisfaction ； perceived risk ； Multi-group SEM analysis

東海管理評論

21卷1期（2019 / 07 / 01）

37 - 69

繁體中文

行動商務提供消費者隨時、隨地消費的便利性，但其獲利是否因此而增加是值得討論的，然而，留住舊顧客持續回店消費，依然是影響線下和線上（off-line and on-line）商店獲利的關鍵因素。蝦皮拍賣網站在行動商務環境下提供買賣雙方一對一即時溝通的「聊聊」功能、物流追蹤以及物流業者主動到賣家府上取貨的功能，這些特殊的服務功能對於留住舊顧客是否有重要的影響，在過去文獻中未曾有針對性的對於再購意願影響的國內消費者的分析。本研究依據文獻分析結果建立研究架構，探究溝通品質與網站信任兩變數對於顧客滿意度的影響以及顧客滿意度對再購意願的影響，並探討知覺風險於顧客滿意度對再購意願影響的干擾效果。透過問卷調查收集相關資料，並以具有二次以上蝦皮拍賣網站購買經驗的大學生消費者為研究對象，再以結構方程模型與多群組結構方程模型分析方法進行研究架構之驗證與分析。實證結果發現溝通品質對網站信任有顯著的正向影響，對於顧客滿意度需透過網站信任的完全中介以產生顯著的間接影響；顧客滿意度對再購意願有正向的顯著影響，且其為網站信任與再購意願的部份中介變數；顧客知覺風險的高低，於顧客滿意度對再購意願的影響則沒有顯著的降低影響強度的干擾效果。研究結果的意義顯示，網拍業者不僅要著力於建立良好的溝通品質以取得顧客對拍賣網站的信任，還須確保能滿足顧客的期望，才有可能正面影響其再購買意願。

Consumers can shop everywhere and anywhere under Mobile-Commerce environment, but whether such convenience can proffer the benefit of online stores is worthy of exploration. Retaining old customers and keep them repurchase consistently is well known as a key factor in the profitability of any off-line and on-line stores. Sharpee Auction Platform provides several distinct service functions under Mobile-Commerce environments such as direct communication between buyer and seller, cargo tracing, and pick-up merchant at seller's side. However, whether these services directly contribute to the maintaining of repurchase intention of old customers in Taiwan is unknown. This study aims to investigate the effect of communication quality and web-trust on customer's satisfaction as well as the effect of customer's satisfaction on repurchase intention. In the meantime, the moderating effect of customers' perceived risk on the relationship between customer satisfaction and repurchase intention is also investigated. Questionnaire survey is used to collect sample data from college students who have experienced Sharpee customers and have at least two purchase records. The research framework is validated by using Structural Equation Modeling (SEM) and Multi-group SEM analysis methods. Research results indicate communication quality has a positive effect on both web-trust and customer satisfaction, but only with a significant effect on web-trust. The significant effect of communication quality on customer satisfaction is indirectly through web-trust which reveals a full mediation effect. Customer satisfaction has a significant positive effect on repurchase intention and partially mediates the relation between web-trust and repurchase intention. Customers' perceived risk does not have a significant moderating effect on the relationship between customer satisfaction and repurchase intention. Theoretical implications for future research and managerial implications for the practice are considered.

1. Arbuckle, J. L.(2013).IBM SPSS Amos 22 User’s Guide.Chicago:Amos Development Corporation.
2. Bart, Y.,Shankar, V.,Sultan, F.,Urban, G. L.(2005).Are the Drivers and Role of Online Trust the Same for All Web Sites and Consumers? A Large-Scale Exploratory Empirical Study.Journal of Marketing,69,133-152.
3. Chen, F.F.,Sousa, K. H.,West, S. G.(2005).Testing Measurement Invariance of Second-Order Factor Models.Structural Equation Modeling,12,471-492.
4. Dimitrov, D. M.(2006).Comparing Groups on Latent Variables: A Structural Equation Modeling Approach.Work,26,429-436.
5. Dodds, W. B.,Monroe, K. B.,Grewal, D.(1991).Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations.Journal of Marketing Research,28,307-319.
6. Featherman, M. S.,Pavlou, P. A.(2003).Predicting e-Services Adoption: A Perceived Rick Facets Perspective.International Journal of Human-Computer Studies,59,451-474.
7. Ghotbabadi, A. R.,Feiz, S.,Baharun, R.(2016).The Relationship of Customer Perceived Risk and Customer Satisfaction.Mediterranean Journal of Social Sciences,7,161-173.
8. Grigoroudis, E.,Siskos, Y.(2010).Customer Satisfaction Evaluation-Methods for Measuring and Implementing Service Quality.New York:Springer.
9. Guenther, T.,Möllering, G.(2010).A Framework for Studying the Problem of Trust in Online Settings.Trust and Technology in a Ubiquitous Modern Environment: Theoretical and Methodological Perspectives,New York:
10. Hair, J. F.,Black, W. C.,Babin, B. J.,Anderson, R. E.(2010).Multivariate Data Analysis-A Global Perspective.New York:Pearson Prentice Hall.
11. Hellier, P. K.,Geursen, G. M.,Carr, R. A.,Rickard, J. A.(2003).Customer repurchase intention: A general structural equation model.European Journal of Marketing,37,1762-1800.
12. Jones, T. O.,Sasser, W. E.(1995).Why Satisfied Customers Defect.Harvard Business Review,73,88-99.
13. Kotler, P.,Keller, K. L.(2016).Marketing Management.Harlow:Pearson Education Limited.
14. Lai, H. M.,Chen, C. P.,Chang, Y. F.(2016).Expectation-Confirmation Model of Information System Continuance: A Meta-Analysis.International Journal of Educational and Pedagogical Sciences,10(7),2325-2330.
15. Lee, K. O.,Turban, E.(2001).A Trust Model for Consumer Internet Shopping.International Journal of Electronic Commerce,6,75-91.
16. Li, S.,Srinivasan, K.,Sun, B.(2009).Internet Auction Features as Quality Signals.Journal of Marketing,73,75-92.
17. Matthes, J.(Ed.),,Davis, C. S.(Ed.),Potter, R. F.(Ed.)(2017).The International Encyclopedia of Communication Research Methods.NJ:John Wiley & Sons.
18. McKnight, D. H.,Chervany, N.L.(2001).Trust and Distrust Definitions: One Bite at a Time.Trust in Cyber-societies. Lecture Notes in Computer Science, Lecture Notes in Computer Science, vol. 2246,Berlin:
19. Mittal, V.,Kamakura, W.(2001).Satisfaction, Repurchase Intent and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics.Journal of Marketing Research,38,131-142.
20. Oliver, R. L.(1980).A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.Journal of Marketing Research,17(4),460-469.
21. Putnick, D. L.,Bornstein, M. H.(2016).Measurement Invariance Conventions and Reporting: The State of the Art and Future Directions for Psychological Research.Developmental Review,41,71-90.
22. Selnes, F.(1993).An Examination of the Effect of Product Performance on Brand Reputation Satisfaction and Loyalty.European Journal of Marketing,27,19-35.
23. Sonja, G. K.(2002).The Role of Customers’ Trust in Online-Shopping.Journal of Business Ethics,39,43-50.
24. Szymanski, D. M.,Henard, D. H.(2001).Customer Satisfaction: A Meta-Analysis of the Empirical Evidence.Journal of the Academy of Marketing Science,29,16-35.
25. Turban, E.,Lee, J.,King, D.,Chung, H.M.(2000).Electronic Commerce: A Managerial Perspective.NJ:Pretence Hall International Inc..
26. Walczak, S.,Gregg, D. G.,Berrenberg, J. L.(2006).Market Decision Making for Online Auction Sellers: Profit Maximization or Socialization.Journal of Electronic Commerce Research,7,199-220.
27. Yahoo 奇摩（2015）。Yahoo 奇摩 2015 年電子商務紫皮書：行動購物族年成長3 倍 50+黃金世代成新客群。Yahoo!奇摩新聞，https://goo.gl/Jduzty
28. Zhou, T.,Lu, Y.,Wang, B.(2009).The Relative Importance of Website Design Quality and Service Quality in Determining Consumers’ Online Repurchase Behavior.Information Systems Management,26(4),327-337.
29. 吳雨潔(2010)。台北市，臺北市立教育大學教育行政與評鑑研究所。
30. 林姿吟（2016）。你蝦皮了嗎？網購交易盡在彈指間。電子商務時報，https://goo.gl/fXnjUN
31. 邱皓政(2010).量化研究與統計分析：SPSS（PASW）資料分析範例解析.台北市:五南.
32. 洪建中(2013)。高雄市，國立中山大學企業管理研究所。
33. 游尚儒(2007)。花蓮縣花蓮市，國立東華大學企業管理學系。
34. 資策會產業情報研究所（2017）。【APP 使用者調查】遊戲、網購、交通運輸APP 崛起。MIC 產業情報研究所，https://goo.gl/7RZQQN

1. 陳智彥(2021)。嘉義市國民運動中心APP滿意度、信任、系統品質與態度模式之研究。輔仁大學體育學刊，20，1-21。