透過電子商務遊戲化策略提昇 客戶忠誠度之研究：以印尼客戶為例

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Title:	透過電子商務遊戲化策略提昇客戶忠誠度之研究：以印尼客戶為例 Increasing the customer loyalty in e-commerce by using gamification strategy: case study for Indonesia customers
Authors:	林永順 Siswanto, Enrico
Contributors:	全球商務碩士學位學程碩士班
Keywords:	Indonesia e-commerce gamification innovation orientation e-satisfaction e-loyalty
Date:	2015-06
Issue Date:	2015-08-20 15:18:51 (UTC+8)
Abstract:	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.
Appears in Collections:	[English Program of Global Business] Thesis

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