臺灣博碩士論文加值系統

E-commerce is still has potential market especially in Asia-Pacific. As the emerging market, Asia-Pacific is becoming the largest in E-commerce market because their large populations become first time online buyers. Indonesia took the second highest B2C E-commerce growth in the world. It caused a tough competition between local and international e-commerce companies and to keep customers loyalty become a challenge for the e-commerce industries in Indonesia. The purpose of this study is to find out the relation between application of gamification strategy and customer satisfaction and loyalty in e-commerce. There are 3 main variables in this study: innovation orientation (gamification), e-satisfaction, and e-loyalty. A Likert scale survey was conducted to internet users in Indonesia who bought something from internet. The results from this study indicate a positive relationship between innovation orientation (gamification) and e-satisfaction. There is also positive relationship between e-satisfaction and e-loyalty, innovation orientation and e-loyalty, and indirect effect between innovation orientation and e-loyalty through e-satisfaction. Finally, e-commerce companies can consider this strategy to increase their customer’s loyalty.

ABSTRACT iii
ACKNOWLEDGEMENT iv
TABLE OF CONTENTS v
LIST OF TABLES vii
LIST OF FIGURES x
CHAPTER ONE INTRODUCTION 1
1.1. Research Background and Motivation 1
1.2. Research Objectives 3
1.3. Research Limitation 4
1.4. Research Process 4
1.5. Research Framework 4
CHAPTER TWO LITERATURE REVIEW 5
2.1. E-Commerce 5
2.2. Customer Loyalty 5
2.3. Innovation 6
2.4. Gamification 6
2.5. Relationship Between Innovation Orientation and E-Satisfaction 7
2.6. Relationship Between E-Satisfaction and E-Loyalty 10
2.7. Relationship Between Innovation Orientation, E-Satisfaction, and E-Loyalty 13
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 15
3.1. Conceptual Model 15
3.1.1. Innovation Orientation 15
3.1.2. E-Satisfaction 16
3.1.3. E-Loyalty 16
3.2. Hypotheses 16
3.3. Research Design 16
3.4. Sample Size 17
3.5. Data Sources 18
3.6. Variables 18
3.7. Pre-Test Analysis 19
3.7.1. Characteristics of Respondents 19
3.7.2. Measurement Variables 21
3.7.3. Factor Analysis and Reliability Test 22
3.7.3.1. Innovation Orientation 22
3.7.3.2. E-Satisfaction 22
3.7.3.3. E-Loyalty 23
3.8. Data Analysis Procedure 24
CHAPTER FOUR RESULT AND DATA ANALYSIS 25
4.1. Descriptive Analysis 25
4.1.1. Characteristics of Respondents 25
4.1.2. Measurement Variables 26
4.2. Frequency Test 27
4.3. Factor Analysis and Reliability Test 61
4.3.1 Innovation Orientation 61
4.3.2 E-Satisfaction 62
4.3.3 E-Loyalty 62
4.4. Regression Analysis 63
CHAPTER FIVE CONCLUSION AND DISCUSSION 65
5.1. Research Conclusions 65
5.2. Suggestions and Implications 65
5.3. Limitation and Future Research 66
REFERENCES 67
APPENDIX SURVEY QUESTIONNAIRE 70

Anderson, R., & Srinivasan, S. (2003). E-satisfaction and e-loyalty: a contingency framework. Psychology and Marketing, 123-138.
BBVA Innovation Edge. (2012). Gamification: The Business of Fun. Centro de Innovación BBVA.
Berkun, S. (2013, April 3). The best definition of Innovation. Retrieved from Scott Berkun: http://scottberkun.com/2013/the-best-definition-of-innovation/
Carlson, C., & Wilmot, W. (2006). Innovation: The Five Disciplines for Creating What Customers Want. New York: Crown Publishing Group.
Chang, H. H., & Chen, S. W. (2008). The impact of customer interface quality, satisfaction and switching costs on e-loyalty: Internet experience as a moderator. Computers in Human Behavior Vol. 24, 2927–2944.
Clarke, R. (1999, February 3). Electronic Commerce Definitions. Retrieved from Roger Clarke's Web-Site: http://www.rogerclarke.com/EC/ECDefns.html
Der Markenregisseur. (2012, August). Gamification Factsheet 2012. Retrieved from Der Markenregisseur: http://markenregisseur.at/wp-content/uploads/2012/08/gamification-factsheet_2012.pdf
Donio, J., Massari, P., & Passiante, G. (2006). Customer satisfaction and loyalty in a digital environment: an empirical test. The Journal of Consumer Marketing, 445-457.
EIU ViewsWire. (2014, March 26). Indonesia economy: E-commerce is growing rapidly, but will hit familiar hurdles. London, United Kingdom.
eMarketer. (2014, February 3). Global B2C Ecommerce Sales to Hit $1.5 Trillion This Year Driven by Growth in Emerging Markets. Retrieved from eMarketer: http://www.emarketer.com/Article/Global-B2C-Ecommerce-Sales-Hit-15-Trillion-This-Year-Driven-by-Growth-Emerging-Markets/1010575
Ergün, H. S., & Kuşcu, Z. K. (2013). Innovation orientation, market orientation and e-loyalty: evidence from Turkish e-commerce customers. 9th International Strategic Management Conference (pp. 509-516). Elsevier Ltd.
Fearson, C., & Philip, G. (1998). Self-assessment as a means of measuring strategic and operational benefits from EDI: the development of a conceptual framework. European Journal of Information Systems 7, 5-16.
Hussain, M., & Munir, A. (2012). Impact of innovation in FMCG products on customer loyalty and satisfaction: A case study of Confectionary Producer “English Biscuit Manufacturers” in Pakistan. Interdisciplinary Journal of Contemporary Research in Business Vol. 4, No. 8, 423-431.
Indonesia Ministry of Telecommunication and Information. (2014, May 08). Kemkominfo: Pengguna Internet di Indonesia Capai 82 Juta. Retrieved from Kementerian Komunikasi dan Informatika: http://kominfo.go.id/index.php/content/detail/3980/Kemkominfo%3A+Pengguna+Internet+di+Indonesia+Capai+82+Juta/0/berita_satker#.VX-A90aTIhT
Jiménez-Jimenez, D., Valle, R. S., & Hernandez-Espallardo, M. (2008). Fostering innovation: the role of market orientation and organizational learning. European Journal of Innovation Management Vol. 11 No. 3, 389-412.
Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, Vol. 22 Iss: 3, 351-371.
Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer services, 1-9.
Koster, R. (2005). A Theory of Fun for Game Design. Scottsdale: AZ: Paraglyph Press.
Lee, H., Choi, S. Y., & Kang, Y. S. (2009). Formation of e-satisfaction and repurchase intention: Moderating roles of computer self-efficacy and computer anxiety. Expert Systems with Applications Vol. 36, 7848–7859.
Lin, G. T., & Sun, C.-C. (2009). Factors influencing satisfaction and loyalty in online shopping: an integrated model. Online Information Review Vol. 33, 458-475.
Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and Proactive Market Orientation and New-Product Success. The Journal of Product Innovation Management, 334-347.
Oliver, R. L. (1999). Whence customer loyalty? Journal of Marketing, 33-44.
O'Sullivan, D., & Dooley, L. (2008). Applying Innovation. California: SAGE Publications, Inc.
Park, C.-H., & Kim, Y.-G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management Vol. 31, No. 1, 16-29.
Rachjaibun, N. (2007). A Study of Antecedents of E-Relationship Quality in Hotel Websites. Dissertation from Oklahoma State University.
Reiners, T., & Wood, L. (2014). Gamification in Education and Business. Springer.
Safa, N. S., & Ismail, M. A. (2013). A customer loyalty formation model in electronic commerce. Economic Modelling 35, 559-564.
Simon, A., & Yaya, L. H. (2012). Improving innovation and customer satisfaction through systems integration. Industrial Management & Data Systems Vol. 112 No. 7, 1026-1043.
Smith, S. (2013, April 08). Determining Sample Size: How to Ensure You Get the Correct Sample Size. Retrieved from Qualtrics.com: https://www.qualtrics.com/blog/determining-sample-size/
Strauss, J., & Frost, R. (2009). E-Marketing (5th ed.). Pearson.
Tuu, H. H., & Olsen, S. O. (2010). Ambivalence and involvement in the satisfaction-repurchase loyalty relationship. Australasian Marketing Journal 18, 151-158.
Vang, J., & Zellner, C. (2005). Introduction: Innovation in services. Industry and Innovation, 147-152.
Weng, M.-H., Ha, J.-L., Wang, Y.-C., & Tsai, C.-L. (2012). A Study of the Relationship Among Service Innovation, Customer Value and Customer Satisfaction: An Empirical Study of the Hotel Industry in Taiwan. International Journal of Organizational Innovation Vol. 4, 98-112.
Zichermann, G., & Cunningham, C. (2011, October 26). Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps. Canada: O'Reilly Media, Inc. Retrieved from Google Tech Talk: https://youtu.be/6O1gNVeaE4g
Zwass, V. (1996). Electronic Commerce: Structure and Issues. International Journal of Electronic, 3-23.