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Student Number 93423003
Author Chu-Pin KUO(郭竹屏)
Author's Email Address No Public.
Statistics This thesis had been viewed 4090 times. Download 1552 times.
Department Information Management
Year 2005
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title The Impacts of Customer Values and Switching Costs on Customer Loyalty of Online Auction Websites-An Empirical Study
Date of Defense 2006-05-25
Page Count 100
Keyword
  • customer loyalty
  • customer value
  • online auction
  • switching cost
  • Abstract The number of internet users has increased with the popularity of internet applications and E-commerce. The Online shopping market made a profit of 60 billion NT dollars in 2005, which accounts for almost 50% growth compared to year 2004. Besides online shopping, online auctions also played a vital role in EC settings. The intensive competition aroused between Yahoo and eBay marks their leading position in the online auction market.
    The main purpose of this study is to identify factors influencing online customer loyalty. According to the past research, satisfaction, customer value and switching costs have a direct and positive effect on loyalty. This study also put emphasis on e-service quality dimensions and trust which are often discussed in online settings as well.
    Online surveys are used to collect data from actual users of Yahoo or eBay, who may have played different roles in terms of vendor or buyers. From the data collected, 337 samples were used for analysis. The results show that in addition to satisfaction, customer value and switching cost have a direct and positive impact on loyalty as well, and explain even more variance than satisfaction. Trust and e-quality are also important factors influencing satisfaction and customer value respectively.
    Table of Content 目錄
    第壹章 緒論- 1 -
    第一節 研究背景- 1 -
    第二節 研究動機- 2 -
    第三節 研究目的- 3 -
    第四節 研究流程- 3 -
    第貳章 文獻探討- 5 -
    第一節 網路拍賣- 5 -
    第二節 顧客滿意度與顧客忠誠度- 14 -
    第三節 E-服務品質- 21 -
    第四節 信任- 30 -
    第五節 顧客價值- 35 -
    第六節 轉換成本- 42 -
    第七節 小結- 47 -
    第參章 研究方法- 48 -
    第一節 研究架構- 48 -
    第二節 研究假設- 49 -
    第三節 變數定義及衡量- 54 -
    第四節 研究設計- 57 -
    第肆章 資料分析與結果- 59 -
    第一節 研究前測- 59 -
    第二節 樣本結構分析- 61 -
    第三節 信度效度分析- 64 -
    第四節 線性結構方程式- 70 -
    第伍章 結論與建議- 77 -
    第一節 研究結論- 77 -
    第二節 管理意涵- 79 -
    第三節 研究限制- 81 -
    第四節 後續研究建議- 82 -
    參考文獻- 84 -
    附錄?膍s問卷- 98 -
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  • Shau-Mei Li(李小梅)
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    Date of Submission 2006-06-16

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