The Study on Perceived Risk, Channel Service, Perceived Usefulness, Customer Satisfaction, Customer Loyalty-An Empirical Investigation of Convenience Stores of Fresh Market
| Autor: | Hsin Yu, Lin, 林昕俞 |
|---|---|
| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 With the rapid development of internet and mobile device, the retail industry has been defied and the new issue of Online to Offline has emerged. In Taiwan, the high density of convenience stores also start to implement the shopping way of Online to Offline(O2O). For the fresh market, convenience stores open online shopping platform, and promote the small volume, large variety products through the way of Online to Offline due to demographic structure in Taiwan tends to be small household structure in recent year. This shopping way can let the consumer online and offline is more convenient to purchase fresh food. Therefore, the thesis will discuss how to facilitate the purchase of O2O fresh food, and the satisfaction and loyalty of consumers. The data were randomly sampled from a network questionnaire for adults over 20 years old and with network shopping behavior. A total of 350 questionnaires were collected, with 313 valid questionnaires. This study examined the reliability and validity of the questionnaire through SPSS and AMOS, and tested the hypothesis of this study. Research results: 1. The consumers for O2O fresh food shopping way of perceived risk negative influence perceived usefulness, 2. Consumers for O2O access service positive influence on perceived usefulness, (3) perceived usefulness positive influence on customer satisfaction and customer loyalty, 4. Customer satisfaction positively influence customer loyalty. When the convenience stores develop O2O fresh market, they need to reduce consumer online purchase perceived risk of performance risk and privacy risk, must strengthen the O2O access service at the same time, let the consumer when using this way to buy fresh food more easily and quickly. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|