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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/71488

    Title: 娛樂動機對消費者價值理論與網站忠誠度之研究
    Authors: 張致綱;Chang,Chih-Kang
    Contributors: 企業管理學系
    Keywords: 娛樂購物動機;顧客價值理論;情感忠誠度;意圖忠誠度;Hedonic Shopping Motivation;Consumer Value Theory;Affective Loyalty;Conative Loyalty
    Date: 2016-07-06
    Issue Date: 2016-10-13 13:07:56 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 在近年來因網路快速興起使得電子商務蓬勃發,在這競爭激烈的產業中,各購物網站祭出許多功利性價值吸引顧客持續在特定網站購買的意願。但是透過這種衡量成本效益所培養的認知忠誠,消費者很容易受到低價或功能性等誘惑而無法維持,而培養內心層面的價值忠誠才是維持消費者忠誠的關鍵。
    ;In recent years, E-commerce becomes an intense competition industry. All of these online shopping websites provide lots of utilitarian value to attract customers have repurchased intention on their websites. However, customer form cognitive loyalty through cost-effectiveness factor, they will easily go shopping on other websites by those utilitarian values, such as low price. This research provides a model by using six hedonic shopping motivations to positively influence customers obtaining emotional value and social value in order to form their affective and conative loyalty. Furthermore, utilitarian value mediates the emotional, social value to affective and conative loyalty. This study collects 431 samples in total by using internet questionnaires. Analyzing upon 367 usable responses by SPSS22 and AMOS21 reveals that the measurement model has good reliability and validity. Based on the structural equation modeling, the result reveals that that the six hedonic shopping motivations have separately positive impact on emotional and social value. Emotional value has positive impact on affective loyal. Social value has negative impact on conative loyalty. The impact of emotional, social value on affective and conative loyalty is different from utilitarian value. By validating these assumptions, this research provides a marketing recommendation on e-commerce for the purpose of improving competitive advantage in intense competition industry.
    Appears in Collections:[企業管理研究所] 博碩士論文

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