Understanding Online Relationship Quality and its Impact on Customer Loyalty : A View of Transaction Mechanism, Individual and Trust in E-Commerce
| Autor: | Jia-Qing Huang, 黃嘉慶 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 With the increase of devices like iPad and smart phones in recent years, e-commerce have explosive growth. People can shopping online with more ways. With the convenience of e-commerce, more and more people prefer shopping online rather than physical stores. The purpose of this research focuses on the factors which affect online relationship quality and customer loyalty. Additionally, according to the results, it can provides advice to the industries who have interest in e-commerce. This research is based on online relationship quality, regarding transaction mechanism as transaction mechanism perspective, shopping enjoyment as personality perspective, trust as trust perspective to investigate key factors that affecting customer loyalty. The data was collected via internet survey and total 308 available samples had been received. This research was analyzed by Partial Least Squares (PLS) to validate the hypotheses. Statistics analysis result showed that: (1)Transaction mechanism have significant effect on online relationship quality；(2)Shopping enjoyment have significant effect on online relationship quality；(3)Trust have significant effect on online relationship quality；(4)Online relationship quality have significant effect on customer loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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