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研究生:蔡宜達
研究生(外文):Yi-Ta Tsai
論文名稱:線上購物之客戶的再購意願與關係質量:網頁設計與情緒之影響
論文名稱(外文):Customer repurchase intention and relationship quality in online shopping: Effects of website design and emotions
指導教授:賴榮裕賴榮裕引用關係
口試委員:巫亮全王育民
口試日期:2013-06-24
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:英文
論文頁數:44
中文關鍵詞:美學情緒線上購物關係質量再購意願使用度網頁設計
外文關鍵詞:aestheticsemotionsonline shoppingrelationship qualityrepurchase intentionusabilitywebsite design
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在線上購物領域上,很少有研究去探討網頁設計、包括視覺美學與使用度去影響顧客的使用情緒,以及顧客的持續購買。在這篇研究,我們提出了一個模型去解釋再購意願是經過關係品質導致,且網頁設計與顧客使用情緒影響關係品質。另外我們提出視覺美學與使用度是顧客使用情緒的前置因素。我們的模型是經過顧客之經驗主義測量去驗證,原始資料包含了355位在台灣使用線上購物網站的使用者。研究結果顯示,網頁設計與使用情緒會影響關係品質,再導致影響再購意願。此外,視覺美學與使用度是正向影響使用情緒的重要因素。本研究可以幫助線上購物經營者去確定維持顧客關係與維持重複購買的重要驅動因素,從而建立一個成功的商業模式。

In online shopping, few studies have focused on website design variables, visual aesthetics and usability leading to customer emotions, and their effects on customer continuous buying. In this study, we proposed a model to explain customer repurchase intention from the perspective of relationship quality through the influence of emotions and website design. We also suggested that visual aesthetics and usability of website are the antecedents effecting users'' emotions. The model was tested through an empirical survey, and data was collected from a total of 355 users using online shopping site in Taiwan. The results showed that website-design and emotions positively influence relationship quality which positively lead to customer repurchase intention. Moreover, visual aesthetics and usability are the critical factors positively affecting customer emotions. This investigation could help online vendor to determine the critical drivers of customers'' retention and repurchase, and create a successful business model.

中文摘要 i
ABSTRACT ii
TABLE OF CONTENTS iii
LIST OF TABLES v
LIST OF FIGURES v
LIST OF APPENDIX vi
CHAPTER 1. INTRODUCTION 1
1.1. Research Background and Motivation 1
1.2. Research Objectives 3
1.3. Organization of This Thesis 4
CHAPTER 2. LITERATURE REVIEW 6
2.1. Online Shopping 6
2.2. Relationship Quality 7
2.3. Emotions 8
2.4. Website Design: Visual Aesthetics and Usability 9
2.4.1. Visual Aesthetics 9
2.4.2. Usability 10
CHAPTER 3. RESEARCH MODEL AND HYPOTHESES DEVELOPMENT 11
3.1. Research Framework 11
3.2. Hypotheses Development 12
3.2.1. Relationship between Relationship Quality and Repurchase Intention 12
3.2.2. Relationship between Emotions and Relationship Quality 13
3.2.3. Relationship of Visual Aesthetics 14
3.2.4. Relationship of Usability 15
3.2.5 Relationship between Visual Aesthetics and Usability 16
CHAPTER 4. RESEARCH METHODS 18
4.1. Sample 18
4.2. Measurement scales 19
CHAPTER 5. RESULTS 22
5.1. Data analysis 22
5.2. Measurement model 22
5.3. Structural model 25
CHAPTER 6. CONCLUSION 28
6.1. Findings and Implications 28
6.2. Limitations and Future research 31
6.3. Conclusion 33
Reference 34


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