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系統識別號 U0026-0812200911324399
論文名稱(中文) The Application of ICDT to Online Auction and its Influence on Customer Satisfaction and Customer Loyalty
論文名稱(英文) The Application of ICDT to Online Auction and its Influence on Customer Satisfaction and Customer Loyalty
校院名稱 成功大學
系所名稱(中) 國際管理碩士在職進修專班(IMBA)
系所名稱(英) International Master of Business Administration(IMBA)
學年度 93
學期 2
出版年 94
研究生(中文) 陳建甫
研究生(英文) Chien-Fu Chen
學號 ra792129
學位類別 碩士
語文別 英文
論文頁數 96頁
口試委員 指導教授-耿伯文
口試委員-林清河
口試委員-吳植森
中文關鍵字 none 
英文關鍵字 ICDT  customer loyalty  customer satisfaction 
學科別分類
中文摘要 none




英文摘要   The business opportunities brought by the new economy give business practitioners to conduct a gold rush style to compete in the new stage. Those rampant competitions, according to Angehrn (1997), finally fall into the situation as economic bubble owing to the lack of strategic operations in the virtual space. The ICDT model, which refers to virtual information space, virtual communication space, virtual distribution space, and virtual transaction space, according to Angehrn, give business practitioners a successful way to operate their business in Internet. A success business, according to Oliver (1997), should have satisfied and loyal customers. This research identified the influences of ICDT on customer satisfaction and customer loyalty applied by auction website practitioners.

  There are 280 participants who either study or work in Chung-Hwa College of Medical Technology because of their familiarity with computer technology.

  The results indicate that auction websites, which respectively applied virtual information space, virtual communication space, virtual distribution space, and virtual transaction space can result in significant positive relationship with customer satisfaction. Of interest is that if we identify the ICDT concept collectively on customer satisfaction, virtual communication space becomes not significant. Besides, customer satisfaction is also significantly related to customer loyalty.

  In the final chapter, research conclusions in terms of business techniques and research suggestions are discussed.

論文目次 ACKNOWLEDGEMENTS…………………………………………I
ABSTRACT………………………………………………… II
TABLE OF CONTENTS…………………………………… III
LIST OF TABLES………………………………………… VI
LIST OF FIGURES……………………………………… VII

CHAPTER ONE INTRODUCTION…………………………… 1
1.1 Research Background and Motivations……1
1.2 Research Objectives and Contributions…3
1.3 Research Project…………………………… 4
1.4 Research Procedure………………………… 5
1.5 The Structure of this Research………… 6

CHAPTER TWO LITERATURE REVIEW………………………8
2.1 Definitions for Relevant Research Variables………………………………………………… 8
2.1.1 Online Auctions………………………………8
2.1.1.1 English auction………………………………9
2.1.1.2 Dutch auction…………………………………9
2.1.1.3 First-price sealed-bid…………………… 9
2.1.1.4 Second-price sealed-bid……………………9
2.1.2 ICDT Model……………………………………11
2.1.2.1 Virtual information space……………… 11
2.1.2.2 Virtual communication space…………… 12
2.1.2.3 Virtual distribution space………………12
2.1.2.4 Virtual transaction space……………… 13
2.1.3 Combination Of ICDT Model And Online Auction……………………………………………………14
2.1.3.1 Virtual information space……………… 14
2.1.3.2 Virtual communication space…………… 15
2.1.3.3 Virtual distribution space………………15
2.1.3.4 Virtual transaction space……………… 16
2.1.4 Customer Satisfaction…………………… 17
2.1.5 Customer Loyalty……………………………19
2.1.5.1 Cognitive loyalty………………………… 21
2.1.5.2 Affective loyalty………………………… 21
2.1.5.3 Conative loyalty……………………………21
2.1.5.4 Action loyalty………………………………21
2.2 Relationships among Various Constructs……………………………………………… 22
2.2.1 Relationship between ICDT Applied Auction Website and Customer Satisfaction………22
2.2.1.1 Virtual information space and customer satisfaction…………………………………………… 22
2.2.1.2 Virtual communication space and customer satisfaction…………………………………………… 24
2.2.1.3 Virtual distribution space and customer satisfaction…………………………………………… 25
2.2.1.4 Virtual transaction space and customer satisfaction…………………………………………… 27
2.2.2 Relationship between Customer Satisfaction and Customer Loyalty…………………28

CHAPTER THREE METHODOLOGY………………………… 33
3.1 The Conceptual Model………………………33
3.2 Construct Measurement…………………… 34
3.2.1 Virtual Information Space……………… 34
3.2.2 Virtual Communication Space…………… 35
3.2.3 Virtual Distribution Space………………36
3.2.4 Virtual Transaction Space……………… 36
3.2.5 Customer Satisfaction…………………… 37
3.2.6 Customer Loyalty……………………………38
3.2.7 The Information of the Respondents……38
3.3 Hypotheses to be Tested………………… 39
3.4 Questionnaire Design………………………39
3.5 Sampling Plan……………………………… 40
3.6 Data Analysis Procedure………………… 40
3.6.1 Descriptive Statistics Analysis……… 40
3.6.2 Purification and Reliability of the Measurement Variables…………………………………40
3.6.3 Examination for each of the Relationships among Constructs…………………… 42
3.6.3.1 ANOVA………………………………………… 42
3.6.3.2 Multiple regression analysis……………42

CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS………………………………………43
4.1 Introduction…………………………………43
4.2 Descriptive Analysis………………………43
4.2.1 Data Collection…………………………… 43
4.2.2 Demographics…………………………………43
4.2.3 Measurement Results for Relevant Research Variables…………………………………… 46
4.3 Results of Factor Analysis and Reliability Tests………………………………………50
4.3.1 Visual Information Space…………………50
4.3.2 Visual Communication Space………………53
4.3.3 Visual Distribution Space……………… 55
4.3.4 Visual Transaction Space…………………57
4.3.5 Customer Satisfaction…………………… 59
4.3.6 Customer Loyalty……………………………61

CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS……64
5.1 Relationship between VIS, and Customer Satisfaction…………………………………………… 64
5.2 Relationship between VCS, and Customer Satisfaction…………………………………………… 66
5.3 Relationship between VDS, and Customer Satisfaction…………………………………………… 68
5.4 Relationship between VTS, and Customer Satisfaction…………………………………………… 70
5.5 Relationship between ICDT, and Customer Satisfaction…………………………………………… 72
5.6 Relationship between Customer Satisfaction, and Customer Loyalty……………… 74

CHAPTER SIX CONCLUSIONS AND SUGGESTIONS……… 76
6.1 Research Conclusions………………………76
6.2 Research Suggestions………………………79

APPENDIX A ENGLISH QUESTIONNAIRE…………………80
APPENDIX B CHINESE QUESTIONNAIRE…………………86

REFERENCES……………………………………………… 92
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