購物網站的個人化商品資訊服務與社群設計對消費者忠誠度的影響

南華大學機構典藏系統 > 本校期刊 > 資訊社會研究 > Item 987654321/7813

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题名:	購物網站的個人化商品資訊服務與社群設計對消費者忠誠度的影響
其它题名:	The Effects of Personalized Merchandise Information Search and Community Design on User Loyalty of Online Shops
作者:	呂雅雯;洪瑞雲;王耀德;侯世環;呂柏輝 Ya-Wen Lu;Ruey-Yun Horng;Yau-De Wang;Shih-Huan Hou;Po-Hui Lu
貢獻者:	國立交通大學工業工程與管理學系 Department of Industrial Engineering and Management, National Chiao Tong University
关键词:	網站設計;個人化;商品資訊服務;社群;消費者忠誠度 Website Design;Personalization;Merchandise Information Search;Community;User Loyalty
日期:	2011-01-01
上传时间:	2011-04-08
出版者:	南華大學應用社會學系暨社會學研究所
摘要:	43位參與者以隨機的方式瀏覽四種購物網站，這四種網站分別是依據個人化商品資訊服務的有無，以及社群的有無這兩個變項所設計出來的不同網站。由參與者對這四類網站的忠誠度評量、整體評分、點選次數與瀏覽時間觀察發現，購物網站加入個人化商品資訊服務或社群設計均對提升使用者的忠誠度與評價有助益。由參與者的評語分析發現，個人化、社群兩者提升使用者對購物網站忠誠度的歷程不同，網站加入個人化商品資訊服務可提供資訊搜尋的效率與便利性、讓產品資訊符合使用者需求；使用者社群則透過提供「他人在場」的機會，讓網站使用者有機會與其他消費者互動、交換產品品質資訊，讓使用者對購物網站資訊能夠有一個可信的判斷基礎，進而提高忠誠度。 Forty-three participants were asked to browse four kinds of online shops that varied across two design factors: information service of personalized merchandise and the factor characterized by community. After browsing a website, participants were asked to complete a customer loyalty scale and rate their overall evaluation of the website. The time and number of web pages participant viewed at a website were recorded by the computer system. Results show that either personalized merchandise information search or community design factor may increase users' stay in a website and their loyalty and overall rating of the website. Participants' comments on websites further confirm that personalization gains its advantages through convenience in information search, and the assistance in finding product information relevant to the user's needs. On the other hand, through social presence in the website, virtue community provides opportunity for users to interact with each other and exchange information about quality of products, and thus improves users' trust and loyalty to the website.
關聯:	資訊社會研究 19期
显示于类别:	[本校期刊] 資訊社會研究 [應用社會學系(社會工作與社會設計碩士班,教育社會學碩士班)] 資訊社會研究

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