探討美學知覺、知覺易用性與知覺趣味性對於顧客忠誠度影響之研究-以蝦皮購物為例

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/51662

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题名:	探討美學知覺、知覺易用性與知覺趣味性對於顧客忠誠度影響之研究-以蝦皮購物為例 Exploring the Effects of Aesthetic Perception, Perceived Ease of Use and Perceived Playfulness on Customer Loyalty-The Case of Shopee
作者:	王青霞
贡献者:	國際企業管理學系
关键词:	美學知覺知覺易用性知覺易用性顧客關係管理顧客忠誠度 aesthetic perception perceived ease of use perceived playfulness customer relationship management customer loyalty
日期:	2022
上传时间:	2023-03-16 13:53:32 (UTC+8)
摘要:	網路購物平台最核心的利益就是流量與轉換，顧客忠誠度可以有效增加網站用戶數量與金流，擴大市場佔有率。但關於網路購物平台之過往研究對影響顧客忠誠度之因素鮮少討論消費者對於頁面美學設計之感受，因此本研究欲進一步探討美學知覺與顧客忠誠度之關係。此外，為了因應現代消費者之特性，知覺易用性與知覺趣味性即為網路購物平台成功之重要因素，因此本研究將兩者定位為中介變數。而顧客關係管理的運用可能干擾消費者的知覺易用性與忠誠程度，因此本研究將顧客關係管理視為干擾變數。本研究透過問卷調查法，在網路發放問卷，針對一年內曾經於蝦皮購物購買過商品之消費者進行調查，共收集312位消費者作為研究樣本。實證結果顯示在美學知覺對顧客忠誠度的影響下，發現美學知覺是會透過知覺易用性與知覺趣味性正向影響顧客忠誠度和顧客關係管理會正向干擾知覺易用性與顧客忠誠度。此研究結果以提供網路購物平台業者做為重要理論與管理意涵。 The core benefits of online shopping platforms are traffic and conversion. Customer loyalty can effectively increase the number of website users and cash flow, and expand market share. However, previous studies on online shopping platforms seldom discussed the factors affecting customer loyalty of consumers' perceptions of page aesthetic design. Therefore, this study intends to further explore the relationship between aesthetic percep-tion and customer loyalty. In addition, in order to adapt to the characteristics of modern consumers, perceived ease of use and perceived interest are important factors for the success of online shopping platforms, so this study positions them as mediating variables. The use of customer relationship management may interfere with consumers' perceived ease of use and loyalty, so this study considers customer relationship management as a disturbing variable. In this study, questionnaires were distributed on the Internet through the question-naire survey method, and the survey was conducted on consumers who had purchased goods from Shopee within one year, and a total of 312 consumers were collected as re-search samples. The empirical results show that under the influence of aesthetic percep-tion on customer loyalty, it is found that aesthetic perception will positively affect cus-tomer loyalty and customer relationship management through perceived ease of use and perceived fun, and customer relationship management will positively interfere with per-ceived ease of use and customer loyalty. The results of this research take providing online shopping platform operators as an important theoretical and management implica-tion.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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