An Empirical Study of Instant Messaging Users on the In-fluence of online Customer Relationship on Loyalty
賴麗慧、廖彩伶
E-mail: 9800859@mail.dyu.edu.tw
ABSTRACT
In recent years as a result of the internet fast development, instant messaging is the hot topic in internet activities in Taiwan, and almost engages 90 percent of electronic commercial market. Understanding how a firm is receptive to relationships with instant messaging users is a key issue in a competitive electronic commercial market.
This study adopts the relationship marketing theory to the electronic commercial market, and investigates the relationship
maintenance of instant messaging users, and gains the customer loyalty through the moderating effects of trust. The purpose of this study is to investigate the relationship among the maintenance of instant messaging us-ers, trust and loyalty on instant messaging website.
After an empirical survey of 469 effective samples, the results are as follows: First, the relationship maintenance consists of eight dimensions, web site expertise, privacy emphasizing, customer relationship specific investment, customer expertise, social bonding, interaction frequency, termination costs, and interaction satisfaction. Second, three dimensions of relationship maintenance, including website, customer, and interac-tion significantly influenced trust. Third, trust influenced significantly loyalty. Finally, trust had positive impact of loyalty.
The results enable a firm to understand the factors of relationship maintenance and can guide those wishing to champion website marketing in their organization.
Keywords : relationship marketing、relationship maintenance、trust、loyalty Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．．．．．．．．． X 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 3 第三節 研究步驟與流程．．．．．．．．．．．． 4 第二章 文獻探討．．．．．．．．．．．．．．．．． 6 第一節 即時通訊．．．．．．．．．．．．．．． 6 第二節 關係維繫．．．．．．．．．．．．．．． 7 第三節 關係行銷．．．．．．．．．．．．．．． 8 第四節 關係建立的指標－信任．．．．．．．．． 10 第五節 影響關係維繫之因素．．．．．．．．．． 13 第六節 忠誠度．．．．．．．．．．．．．．．． 20 第七節 信任與忠誠度．．．．．．．．．．．．． 22 第三章 研究方法．．．．．．．．．．．．．．．．． 25 第一節 研究架構．．．．．．．．．．．．．．． 25 第二節 研究假設．．．．．．．．．．．．．．． 26 第三節 各變項之操作性定義與衡量．．．．．．． 28 第四節 問卷設計．．．．．．．．．．．．．．． 32 第五節 問卷前測．．．．．．．．．．．．．．． 33 第六節 樣本決定與抽樣方法．．．．．．．．．． 35
第七節 資料分析方法．．．．．．．．．．．．． 36 第四章 研究結果．．．．．．．．．．．．．．．．． 38 第一節 問卷回收與敘述性統計．．．．．．．．． 38 第二節 問卷的效度．．．．．．．．．．．．．． 45 第三節 信度分析．．．．．．．．．．．．．．． 51 第四節 消費者基本特徵對各研究構面差異性分析 54 第五節 各研究變項間之相關性分析．．．．．．． 60 第六節 各研究變項間之迴歸分析．．．．．．．． 61 第七節 研究之驗證結果．．．．．．．．．．．． 68 第五章 結論與建議．．．．．．．．．．．．．．．． 70 第一節 研究結果．．．．．．．．．．．．．．． 70 第二節 研究意涵．．．．．．．．．．．．．．． 74 第三節 研究限制與未來研究方向．．．．．．．． 77 參考文獻 ．．．．．．．．．．．．．．．．．．．．． 79 附錄A 問卷．．．．．．．．．．．．．．．．．．． 99
表目錄
表 3-1 網站的衡量題項．．．．．．．．．．．．．．． 28 表 3-2 顧客的衡量題項．．．．．．．．．．．．．．． 28 表 3-3 互動的衡量題項．．．．．．．．．．．．．．． 30 表 3-4 信任的衡量題項．．．．．．．．．．．．．．． 30 表 3-5 忠誠度的衡量題項．．．．．．．．．．．．．． 31 表 3-6 各構面前測之信度分析．．．．．．．．．．．． 34 表 3-7 各變數與信任程度之相關分析表．．．．．．．． 34 表 4-1 有效樣本特徵描述．．．．．．．．．．．．．． 39 表 4-2 適合進行因素分析的KMO值．．．．．．．．．． 45 表 4-3 KMO值與Bartlett球形檢定表．．．．．．．．．．46 表 4-4 網站構面因素分析結果．．．．．．．．．．．．．46 表 4-5 顧客構面因素分析結果．．．．．．．．．．．．．47 表 4-6 互動構面因素分析結果．．．．．．．．．．．．．48 表 4-7 信任因素分析結果．．．．．．．．．．．．．．．49 表 4-8 忠誠度因素分析結果．．．．．．．．．．．．．．50 表 4-9 各構面信度分析結果．．．．．．．．．．．．．．51 表 4-10 年齡與關係維繫因素、信任及忠誠度差異性分析 ． 54 表 4-11 教育程度與關係維繫因素、信任及忠誠度差異性分 析．．．．．．．．．．．．．．．．．．．．． 56 表 4-12 職業與關係維繫因素、信任及忠誠度差異性分析． 57 表 4-13 接觸網路時間與關係維繫因素、信任及忠誠度差異 性分析．．．．．．．．．．．．．．．．．．． 58 表 4-14 各研究變項之相關分析．．．．．．．．．．．． 60 表 4-15 關係維繫因素對於信任之迴歸分析表．．．．．． 62 表 4-16 信任對忠誠度之迴歸分析表．．．．．．．．．． 64 表 4-17 信任為網站構面與忠誠度中介效果之迴歸分析．． 65 表 4-18 信任為顧客構面與忠誠度中介效果之迴歸分析．． 66 表 4-19 信任為互動構面與忠誠度中介效果之迴歸分析．． 67 表 4-20 研究假設驗證結果彙整．．．．．．．．．．．． 68
圖目錄
圖 1-1 研究流程圖．．．．．．．．．．．．．．．．．．5 圖 3-1 研究架構圖．．．．．．．．．．．．．．．．．．26
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