Examining the Influence of Web Service Innovation on Customer Loyalty from the Perspective of Online Shoppers
| Autor: | Yu-yan Chen, 陳玉燕 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 The growth of online shopping has changed business models and consumer behavior. As consumer awareness rises, producers must satisfy increasingly stringent demands and expectations in order to strengthen consumer loyalty. The study aims to explore the effect of web service innovation on consumer loyalty by studying the expectations and experiences of online shoppers. The sample for this study included students of the Chao-Yang University who have experience of using Yahoo Shopping Center. 367 questionnaires were distributed to collect data for this study, of which 303 valid questionnaires were returned. The study uses descriptive statistics analysis, reliability and validity analysis, factor analysis, correlation analysis, paired t-test, and multiple regression analysis. The major finding of the study is that online shoppers’ expectations of web service innovation differ from their actual experiences. Online shoppers experienced a larger gap between expectations of service innovation and actual usage experience in terms of customer service and product delivery. They experienced a smaller gap between expectations of service innovation and actual usage experience in terms of information integrity. The study partially confirms the hypothesis that online shoppers’ experience of web service innovation has a significantly positive influence on consumer loyalty. Loyalty is largely influenced by the actual usage experience from website content and innovative service interface, and information integrity. Additionally, the results partially support the hypothesis that differences between online shoppers’ expectations of web service innovation and their actual experiences have a significantly negative impact on consumer loyalty. The gap between expectation of information integrity and the actual usage experience had the largest influence on consumer loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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