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E88002
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網際網路行銷中消費者自我形象、自我檢校和產品涉入對廠商互動回應服務與滿意度間關聯性之調節效應探討
Exploring the Moderating Effects on Relationship Between Web Shop Interactive Services and Consumer Satisfaction in Internet Shopping
1.張國忠
1.Kuo-chung Chang
1.明新技術學院企業管理系
1.Department of Business Administration, Minghsing Institute of Technology
001,002,003,004
1.明新技術學院企業管理系
1.Department of Business Administration, Minghsing Institute of Technology
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1998-08-01
A.14 計畫執行期間(訖):1999-07-31
1999-01-151999-02-10
A.16 收到日期:1999-10-03
2
曾經有網路購物經驗之消費者

1

717


717
007
01
C.2 聯絡日期:1999-10-18
2
1.明新技術學院企業管理系
1.Department of Business Administration, Minghsing Institute of Technology
1
C.7 資料公開日期:1999-08-01
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008
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002
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1.自我形象
2.自我檢校
3.產品涉入
4.網路行銷
1.Internet Marketing
2.Product Involvement
3.Self- Monitoring
4.Self-Image
本研究探討網路商場廠商提供之購後再確認、線上抱怨處理及量身訂作等各項網路互動回應服務和消費者滿意度的關係,是否會受消費者自我檢校、自我形象等人格特 質及對產品涉入程度的影響。我們透過與數家網路商場合作,針對網路消費者進行線上問卷調查。研究發現,在產品涉入程度高的消費中,無論消費者自我形象特質 為何,購後再確認及線上抱怨處理服務之積極度與消費者滿意度有正關聯,且高自我形象者之滿意度高於低自我形象者;對於高自我檢校者,無論其自我形象特質及 產品涉入程度為何,廠商積極的互動回應對消費者的滿意度亦有提升之效果。此外,廠商是否提供量身訂作服務與消費者滿意度之關聯性亦會受自我形象特質所影 響,對於低自我形象者之提升效果顯著高於高自我形象者。依據研究結果,對有意於投入電子商場經營者提出一些行銷建議。

This study investigated the effects of self-monitoring, self-image, and the degree of product involvement on the relationship between web shop interactive services and consumer satisfaction in Internet shopping. Web shop interactive services include the reconfirmation, on-line complaint handling, and customization. Web questionnaire was used in the survey which cooperated with several shops. For high product involvement consumption, the findings indicated that the more aggressively of reconfirmation and on-line complaint handling of the web shops did, the more satisfactorily of consumer felt, no matter what degree of customer\'s self-image was. And the degree of satisfaction for those with high self-image consumers was higher than those with low self-image. For the high self-monitoring individuals, there existed the positive relationship between web shop interactive services and consumer satisfaction. Additionally, the relationship between the service of customization and consumer satisfaction was positively affected by self- image characteristic, and the effect on the consumers with low self-image was more significant than on the consumers with high self-image. Based on these results, the paper proposed some marketing implications for those interested in the Internet market.

D.16 完成檢誤日期:2000-02-01
D.17 預定釋出日期:2000-02-25
D.18 初次釋出日期:2000-03-03
D.19_1 最新版釋出日期:2000-03-03
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10.6141/TW-SRDA-E88002-1
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