| Abstract: | 區塊鏈是互聯網之後最具破壞性的創新技術和應用。從潛在採用者接受區塊鏈技術的用戶到實際採用者之間的接受率，通過交易風險，交易成本和交易管道，口耳傳播，感知意圖和使用後的感受，將影響接受度和數量和速度。使用滿意度和忠誠度。本論文研究的目的是檢驗區塊鏈投資者對虛擬貨幣投資關係(誠信，承諾和滿意度)品質的看法，以及對投資者投資行為(行為忠誠度)和投資意向(態度忠誠度)的影響。以虛擬貨幣，我們在2019年初進行了問卷調查。在對有效問卷和統計分析進行嚴格篩選後，收集了515份有效問卷。我們使用SPSS統計方法進行多元回歸分析，探索關係品質感知程度和客戶忠誠度的多變量分析。
迴歸模型顯示，承諾，誠信和滿意度共同解釋了82.6%的客戶忠誠度差異，而行為忠誠度和態度忠誠度分別為79.9%和80.0%。在投資關係的子構面中，完整性(b = 0.269至0.540，p <0.001)和滿意度(b = 0.657至1.389，p <0.001)與行為忠誠度，態度忠誠度和客戶忠誠度正相關。投資者對虛擬貨幣投資行為的誠信，承諾和滿意度交易平台──對行為忠誠度產生積極影響。這項研究增強了我們對消費者抱怨行為決定因素的理解。研究結果可以為虛擬交易平台業者及區塊鏈企業提供建議，分配有限的資源以滿足客戶的實際需求，縮短客戶期望與實際服務品質感知之間的差距，進一步提高客戶滿意度和公司的正面形象。
Blockchain is the most disruptive innovative technology and application after the Internet. Acceptance of the users for blockchain technology from potential adopters to acceptance rate between real adopters, through the transaction risk, transaction cost and transaction piping, word of mouth penetration, perceived intentions and feelings after use, will affect the acceptance and the amount and speed of use of satisfaction and loyalty. The objectives of this study were to examine the perception of blockchain investors on the quality of investment relationship (integrity, commitment, and satisfaction) of virtual currency, and the impact on investors' investment behavior (behavioral loyalty) and investment intention (attitude loyalty) in virtual currency. We conducted a questionnaire survey in early 2019. After a rigorous screening of valid questionnaires and statistical analysis, 515 valid questionnaires were collected. We used SPSS statistical package to performed the multiple regression analysis to explore the multivariable analysis of relationship quality perception and customer loyalty. The regression model showed that the commitment, integrity, and satisfaction together can explain 82.6% variance of customer loyalty, while behavior loyalty and attitude loyalty are 79.9% and 80.0%, respectively. In sub-dimensions of investment relationship, integrity (b=0.269 to 0.540, p<0.001) and satisfaction (b=0.657 to 1.389, p<0.001) were positively associated with behavioral loyalty, attitude loyalty, and customer loyalty. The trading platform of integrity, commitment, and satisfaction for investors in the investment behavior of virtual currency ─ has a positive influence on behavior loyalty. This research enhanced our understanding of the determinants of consumer complaining behaviors. The study results can provide implications to the enterprise, to allocated limited resources to meet the actual needs of customers, and shorten the gap between the customer’s expectation and actual perception of the service quality, and further Increase customer satisfaction and the positive image of the company. |
