| dc.description.abstract | In the era of LOHAS, the demand for healthy food and supplement is growing rapidly.These products can be purchased through various channels such as brick and mortar stores,e-commerce, TV shopping, telemarketing. Among them, the e-commerce and telemarketing channels are the source of main growth. To promote usage of these channels, trust and loyalty are critical determinants.
To verify research models, in the past, questionnaires have to be distributed to potential customers. However, in many cases, customers have low intention to participate in the surveys. Recently, due to the development of data driven analysis, researchers began using the data logged in systems to measure trust and apply the finding to recommend products. However, to the best of our knowledge, none have used system data to verify hypothesis and measure the actual consumer behavior.
To verify if the data collected from systems can be used to confirm the relationships between trust, loyalty and purchasing behavior, the research collected data from an ERP system and customer service system and defined operational definitions for trust and loyalty and creates a formula for data transformation. The research uses multiple regression and multiple logistic regression to verify the model. The result showed that most of the
relationships between trust, loyalty and purchasing behavior are supported. That is, data logged in systems can be used for not only data driven analysis but also for model validation. | en_US |