電子商務B2C平台顧客保留與忠誠因素之研究

A Study on the Factors of Retention and Loyalty For B2C Platform

10.29893/NCUTMAN.201811.0065

彭國芳(Kuo-Fang Peng)；黃釋輝(Shi-Hui Huang)

B2C電商平台 ； 享樂價值 ； 顧客滿意度 ； 顧客保留 ； 顧客忠誠度 ； B2CPlatform ； Hedonic Value ； Satisfaction ； Customer Retention ； Customer Loyalty

管理學術研討會

第十六屆（2018 / 11 / 01）

600 - 611

繁體中文

台灣電子商務近年隨網路、科技、通訊技術進步蓬勃發展，資訊與物流快速地流通使得消費者不再需要耗費大量的機會成本去選購所需的商品。面對龐大的商機電商平台紛紛加入，國外資金廠商也受吸引紛紛進軍搶食這塊商機大餅。固有電商平台絞盡心力想要阻止顧客流失，卻使用錯誤的行銷策略與管理策略，本研究旨在探討B2C電商購物平台顧客之滿意度受那些變數影響，進而使顧客願意保留且擁有高度忠誠。本研究以基礎探討顧客滿意度、顧客保留與顧客忠誠、輔以參考文獻、各學者之研究，並以透過實際於B2C電子商務平台之消費者為研究對象，透過發放以及網路問卷收集資料。透過PLS路徑分析檢定後發現：有顧客滿意度之六項構面，其中「享樂價值」、「即時回應」與「知覺價值」影響電商平台之「顧客滿意度」，再正向影響「顧客保留」意願與「顧客忠誠」。

Owing to Internet, new technological and communication technology advances, E-Commerce has gained popularity. Convenient open-information and logistics make it easier for consumers to shop. E-commerce platform tempted by the huge market opportunities and join the market, even other foreign fund competitor. Inherent E-Commerce platform put out all the stops to keep customer RETENTION but borrowing wrong marketing and management strategies. The purpose of this study explore factors affecting for E-commerce customer satisfaction, and then keep them Retention and have a high level of loyalty. In this study, it organized and analyzed the data, and then construct a model that relevance of B2C E-Commerce customer. We use questionnaire survey, collect 87 valid samples, using PLS path analysis. The results show 〞Hedonic Value〞, 〞Quick Response〞, and 〞Perceived Value〞 have a significant positive effect on 〞Customer Satisfaction〞, in addition 〞Customer Satisfaction〞 has a significant positive effect on 〞Retention〞 and 〞Loyalty〞.