THE EXAMINATION of E-COMMERCE CUSTOMER VALUE THROUGH TRANSACTION COST THEORY and CUSTOMER SATISFACTION POINT of VIEW
| Autor: | May Huang, 黃美娟 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 Drawing on the Transaction cost Theory and customer satisfaction, the objective of this thesis is to examine the autecedents of transaction cost and customer satisfaction and their impact on customer perceived value. A research model was proposed and tested with a survey of e-tailer users. The resucts show that product uncertainty and trust significantly affect the transaction cost, which in turn negatively affect the customer perceived value. Also, the results show that overall quality service positively affect the customer satisfaction, and the customer satisfaction positively affect the customer perceived value. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
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