如今由於技術的發展越來越多的客戶正在應用電子商務來獲取信息以及購買商品和服務，客戶在品牌中扮演著重要的角色，因此客戶的滿意度和客戶的購買意願成為電子商務的必要主題。 -商業。這項研究試圖確定電子滿意度的前因，主持人和後果。這項研究提出，品牌意識，品牌聯想和感知價值是電子滿意度的前提，而購買意願被認為是電子滿意度的結果。此外，eWOM充當感知價值和電子滿意度之間關係的調節變量。進行了調查，並通過在線問卷收集了數據。總共有268個數據用於分析。實證結果表明，品牌知名度和品牌聯想都對感知價值具有積極的顯著影響。此外，感知價值和eWOM對電子滿意度具有積極意義，這進一步增強了購買意向。最後，eWOM對感知價值和電子滿意度之間的關係具有調節作用。研究結果可以為院士提供有價值的見解，以進行進一步的驗證。對於從業者來說，為在線購物設計適當的營銷策略也可能非常有用。 Nowadays, due to developing of technology, more and more customers are applying electronic commerce to acquire information and purchase of goods and service, customer play an important role for the brand so that customer satisfaction, and purchase intention of customer become a necessary topic for e-commerce. This study tries to identify the antecedents, moderator and consequences of e-satisfaction. This study proposed that brand awareness, brand association and perceived value are antecedents of e-satisfaction, while purchase intention is considered as the consequence of e-satisfaction. Moreover, eWOM is served as a moderator variable on the relationship between perceived value and e-satisfaction. Survey was conducted, and data were collected by online questionnaire. Totally, there are 268 data were used for analysis. The empirical results show that both brand awareness and brand association have positive significant influence on perceived value. Besides, perceived value and eWOM have positive significant on e-satisfaction, which further enhance purchase intention. Finally, eWOM has a moderating effect on the relationship between perceived value and e-satisfaction. The results of the study can provide value insights for academicians to do further validations. It can be also very useful for practitioners to design appropriate marketing strategies for online shopping.
