| 摘要: | 現今購物方式相當多元，相較於傳統實體消費，於網路消費中，顧客信任之建立甚為重要。再者，如何於數不勝數之網購方式博得顧客青睞，顧客價值之創造亦為關鍵。另外，顧客黏著度與口碑亦為影響企業營運績效之重要因子。因此，本研究之研究目的為以「LINE群組內海外代購」之新型態代購模式為例，探討顧客信任、顧客價值、黏著度與口碑變數之間之關連性。
選擇「LINE群組內海外代購」為研究題材之動機為於網路購物普及下，頻繁之跨境消費方式，代購商機進而趁勢崛起，而除了熟知之代購網站消費方式，因即時通訊軟體LINE成為台灣使用者最普遍也最活躍之通訊軟體，衍生出「LINE群組內海外代購」之新型態代購模式。於此代購模式中，顧客與代購營運者之買賣行為，因少有預先簽訂紙本契約，缺少強制約束力，因此，需建立於深厚之信任基礎下。別於以往代購網站與顧客間互動較為消極，此LINE群組內海外代購模式中，群組內所有成員（顧客與代購營運者），於一定規範下，皆可自由互動，彼此可相互為對方創造多元之價值。而於相對封閉之群組代購模式中，維持顧客持續使用之黏著度相對極為重要，新的顧客亦仰賴原有群組內顧客口碑之傳遞與介紹，並繼而邀請進入代購群組。
本研究茲將以海外代購LINE群組內之成員為研究對象，並且採用Google表單設計網路問卷且以便利抽樣之方式發放結構式問卷，發放群組內樣本總數共1244位，合計回收 345 份問卷，有效問卷共 345 份。接著，本研究利用 SPSS Statistics 22 進行樣本敘述性統計分析、信度分析，以及SPSS AMOS 21進行效度分析、路徑分析及檢驗模型適配程度。
本研究結果顯示顧客信任三個衡量構面中，能力與誠信皆顯著正向影響黏著度；善意則顯著負向影響黏著度。接著，於顧客價值三個衡量構面中，除功能價值標準化路徑未達顯著之水準外，享樂價值與社會價值皆顯著正向影響黏著度。再者，本研究結果亦發現，黏著度於顧客信任與顧客價值及口碑之間具有部分中介效果。最後，根據本研究之結果發現，提出實務建議予以LINE群組內海外代購之營運者作為行銷或營運決策之參考依據。
Nowadays, there are many ways of shopping. Compared with traditional entity consumption, the establishment of customer trust is very important in online consumption. Moreover, the creation of customer value is also the key to winning customers' favor through numerous online shopping methods. In addition, customer stickiness and public praise are also important factors affecting the operating performance of enterprises. Therefore, the purpose of this study is to explore the relationship between customer trust, customer value, stickiness, and the variable of reputation, taking the new type of daigou in the LINE group as an example.
Choose "LINE group in overseas act as purchasing agency" as the research subject of motivation for online shopping popular, frequent consumption of cross-border, act as purchasing agency business opportunities, in turn, embolden, consumption patterns and in addition to the known act as purchasing agency web site, for instant messaging software LINE be Taiwan users the most common and most active communications software, derived "new type of LINE groups overseas act as purchasing agency" act as purchasing agency model. In this daigou mode, customers and daigou operators seldom sign paper contracts in advance and lack binding force. Therefore, it needs to be established on the basis of deep trust.
Different from the negative interaction between daigou websites and customers in the past, in the overseas daigou mode of the LINE group, all members (customers and daigou operators) can interact freely under certain norms and create diversified values for each other. In the relatively closed group purchasing mode, it is relatively important to maintain the stickness of customers' continuous use, and new customers also rely on the communication and introduction of customers in the original group and then invite them into the group.
This study will take the members of the overseas purchasing LINE group as the research objects, and use Google form to design the network questionnaire and distribute the structured questionnaire in the way of convenient sampling. A total of 1244 samples are distributed in the group, and 345 valid questionnaires are collected in total. Next, this study used SPSS Statistics 22 for sample narrative statistical analysis, reliability and validity analysis, and SPSS AMOS 21 for path analysis and test of model suitability.
The results of this study show that the three measurement dimensions of customer trust, ability, and integrity have significant positive effects on the degree of stickiness. Kindness had a significant negative effect on viscosity. Then, in the three measurement dimensions of customer value, hedonic value and social value had a significant positive influence on the degree of stickiness, except that the functional value standardization path did not reach a significant level. Furthermore, the results of this study also show that the degree of stickiness has a partial mediating effect between customer trust, customer value, and word of mouth. Finally, based on the findings of this study, practical Suggestions are proposed for overseas daigou operators in the LINE group as a reference for marketing or operational decisions. |
