| 摘要: | 由於網際網路的興起， C2C的成長規模大於B2C，這也代表了線上拍賣使用率、普及率不斷的攀升，而如何在這眾多的拍賣商家中脫穎而出則更為困難，也是十分重要的課題。
相較於傳統的行銷方式，偏重於交易導向，現今的網路經紀世代相當重視重顧客關係之經營，如何有效的留住舊有的顧客並開發新的顧客，便成為現今企業最關注的議題之一。
而本研究以網路拍賣使用者為調查對象，驗證顧客關係投資對於建立商店之品牌形象是否有幫助，能否降低知覺風險，並研究其對顧客忠誠度的影響。並得到以下之結論：
一、顧客關係投資對顧客忠誠度有顯著正向影響。
二、顧客關係投資對關係投資結果有顯著正向影響。
三、關係投資結果對顧客忠誠度有顯著正向影響。
四、關係投資結果在顧客關係投資對顧客忠誠度的影響關係
中，具有中介效果。
關鍵詞：顧客關係投資(customer relationship investment)、關係投
資結果(the result of relationship investment) 、品牌形象
(brand of image)、知覺風險(received risk)、顧客忠誠度
(customer loyalty) 。
Because of Internet's rising, the C2C and B2C market size has grown year by year. Last year the C2C growth scale is bigger than B2C, this also represented on-line auction utilization ratio, popular rate unceasing climbing, therefore how to stand out from this numerous auction business is more difficult.
The traditional marketing way, stresses on the transaction guidance marketing, the enterprise selects the mass production method, the improvement production technology, to reduce the production cost diligently, and enhances the earning profit.But nowadays is network economy generation, the service unsatisfied customer may share the bad ex-perience throngh the world in a short time. Comparing with the traditional non-network economical generation, it has dramatic transformation. In consequences, how to detain the old customers and develop the new customer effectively becomes one of the most important subjects that all enterprises concern now.
The research take the on-line auctions users as the investigation object, and collects their experience during the purchasing procedure, and also confirms that customer rela-tionship investment may establish the brand of image, and reduce consciousness risk in order to decrease the barrier during customer purchase, and the influence to customer loyalty.
To conclusion:
1.Customer relationship investment will have immediate influence to customer loyalty.
2.Customer relationship investment will have immediate influence to the result of rela-tionship investment (promotion to brand image, and reduce consciousness risk).
3.The result of relationship investment will make influence to customer loyalty directly.
4.Regarding the influence between customer relationship investment and customer loyalty, the indirect influence is bigger than the direct influence,mostly penetrates the result of relationship investment (promotion to brand image,and reduce received risk).
Key words:customer relationship investment, the result of relationship investment, brand of image, received risk and customer loyalty |
