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系統識別號 U0026-0812200911273603
論文名稱(中文) 電子商務中顧客介面與認知安全對顧客忠誠度的影響
論文名稱(英文) The Impact of Customer Interface and Perceived Security Design on Customer Loyalty in Electronic Commerce
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 93
學期 2
出版年 94
研究生(中文) 曹弘達
研究生(英文) Hung-Da Tsao
學號 r4692131
學位類別 碩士
語文別 英文
論文頁數 81頁
口試委員 指導教授-張心馨
口試委員-王馮永亢
口試委員-張海青
中文關鍵字 認知安全  顧客介面  轉換成本  顧客忠誠度  顧客滿意度 
英文關鍵字 Customer Interface  Perceived Security  Switching Costs  Customer Loyalty  Customer Satisfaction 
學科別分類
中文摘要 none




英文摘要  Electronic commerce is a paradigm shift which is radically changing the traditional way of doing business. However, B2C is still a small part of the overall retail market. This paper aims at investigating the limitations on B2C electronic commerce that have the po-tential to cap its growth rate and ultimate size.

 This study offers an overall model of customer loyalty consisting of some hypothe-sized causes (customer interface and perceived security), an intervening variable (customer satisfaction), and a moderating variable (switching costs). A comprehensive framework was developed based on previous researches.

 Data were collected from an online survey website, with a minority of responses from a parallel paper-based survey. Structural Equation Modeling (SEM) and regression analysis were undertaken to test the goodness of fit (of the model with the data) and the hypotheses. Fisher’s Z transformation is used to test for a moderating effect of switching cost on the relationship between customer satisfaction and loyalty.

 The research conclusions show that the two presumed antecedents of customer loy-alty- customer interface and perceived security- are positively associated with customer loyalty and the structural equation model of our proposed integrated framework shows a good fit with the data. Statistically significant associations are detected, compatible with five out of six hypotheses. For the non-significant relation between perceived security and switching costs, the results also suggest that the integrated security thinking is an important factor in elevating switching costs.




論文目次 ABSTRACT .................................iii
CONTENTS ...................................v
LIST OF TABLES .................................vii
LIST OF FIGURES ................................viii
CHAPTER 1 INTRODUCTION ...................1
1.1 Research Background and Motivations ...1
1.2 Research Objectives ...................4
1.3 Research Procedure ...................5
1.4 Organization of the thesis ...........6
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT ...................................8
2.1 Customer Interface ...................8
2.1.1 Customization ...........................9
2.1.2 Contact Interactivity ..................10
2.1.3 Convenience ..........................11
2.1.4 Character ..........................12
2.2 Customer Satisfaction ..................12
2.3 Perceived Security ..................14
2.4 Switching Costs ..........................16
2.5 Customer Loyalty ..................19
CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY ..22
3.1 Conceptual Framework and Research Hypotheses ..................................................22
3.1.1 Conceptual Framework ..................22
3.1.2 Research Hypotheses ..................23
3.2 Definitions of Research Variables ..27
3.2.1 Customer Interface ..................27
3.2.2 Customer Satisfaction ..................28
3.2.3 Perceived Security ..................28
3.2.4 Switching Costs ..........................29
3.2.5 Customer Loyalty ..................29
3.3 Questionnaire Development and Sampling Plan ..................................................30
3.3.1 Questionnaire Development ..........30
3.3.2 Pilot Test ..........................33
3.3.3 Sampling Plan ..........................35
3.4 Data Analysis Procedure and Methods ..35
CHAPTER 4 RESEARCH ANALYSIS AND RESULTS ..37
4.1 Introduction ..........................37
4.2 Descriptive Analysis ..................37
4.2.1 Data Collection ..........................38
4.2.2 Characteristics of Respondents ..........38
4.2.3 Measurement Results for Relevant Research Variables ..................................41
4.3 Reliability Test ..................43
4.4 Regression Analysis ..................47
4.4.1 Simple Regression ..................48
4.4.2 Multiple Regression ..................48
4.5 Moderating Effects of Switching Costs ..50
4.6 Structural Equation Model (SEM) ..........51
4.7 Summary of Statistical Support for Research Hypotheses ..................................55
4.7.1 Impacts of the antecedents on customer satisfaction ..................................56
4.7.2 Impacts of the antecedents on customer loyalty ..........................................57
4.7.3 Impact of perceived security on switching costs ..........................................57
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS ..58
5.1 Conclusions and Managerial Implications ..58
5.2 Research Limitations and Future Research ..................................................61
REFERENCE ..................................62
APPENDIX A Pilot Test Questionnaire ..........66
APPENDIX B Main Test Questionnaire ..........72
APPENDIX C Main Test Questionnaire Chinese version ..................................................77
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