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篇名 B2C跨境電商平台之店購體驗、客户滿意度與激勵導向之研究
卷期 60
並列篇名 A Research of the B2C Cross Border Platform Purchasing Experience, Satisfaction and Motivational Orientation
作者 張誠英陳雅美張正宏
頁次 047-062
關鍵字 B2C 跨境電子商務社交互動物流服務質量激勵導向客戶忠誠度B2C cross-border e-commercesocial interactionsLogistic service qualityMotivational orientationCustomer loyalty
出刊日期 201907

中文摘要

Mahmood et al(2004)說“電子商務全球化是當代電子零售業務的普遍趨勢”。本研究旨在評估B2C-亞馬遜B2C 商店,e-Bay 和Ali-express 跨境電商平台之社交互動和物流服務品質如何影響客戶忠誠度。根據研究結果,B2C 跨境電商平台環境提供的特殊“社交互動”和“物流服務品質”對B2C 跨境電商平台上之消費者滿意度產生積極影響。由於用戶在B2C 跨境電商平台上的體驗通常透過客戶滿意度進行評估,並且消費者滿意度被認為是建立長期客戶關係並提高忠誠度的先決條件(Anthanassopoulos, Gounaris, & Sathakopoulos, 2001),在B2C跨境電商平台中有高水平消費者滿意度對提高客戶忠誠度是非常重要的。我們更發現消費者進入B2C跨境電商平台的首次動機也對消費者下次回訪的決定有至關重要的影響。具有高激勵傾向(高任務導向)的消費者不太願意再訪B2C跨境電子商務平台。如Kaltcheva和Weitz(2006)所提,面對任務激勵取向會對消費者的滿意度產生負面影響並降低其消費者滿意度,即使對自己的體驗感到滿意,消費者仍可以決定不再回到B2C跨境電商平台。因此如果消費者進入B2C跨境電商平台的首次動機只是集中精力完成特定任務,這種基於任務的激勵將抑制其滿足的影響。

英文摘要

Mahmood et al (2004) once remarked that “globalization of e-commerce is a common trend in contemporary e-retail business”. In this study, we will evaluate and determine how social interactions and logistic service quality affect the customer loyalty to revisit. This research aims to explain how the B2C cross-border e-commerce environment influences customer loyalty, through studying specifically identified B2C cross-border e-commerce platforms—Amazon B2C stores, e-Bay, and Ali-express. Based on our research findings, both the “social interactions” and “logistics service quality” provided by an exceptional B2C cross-border e-commerce platform atmosphere, positively affect the consumer’s satisfaction towards the stores on B2C cross-border e-commerce platform. As user experiences in a B2C cross-border e-commerce platform are often assessed through the level of customer satisfaction or dissatisfaction, and that consumer satisfaction was found to be a prerequisite for building long term customer relationships and likely to increase loyalty (Anthanassopoulos, Gounaris, & Sathakopoulos, 2001), maintaining a high level of consumer satisfaction in the B2C cross-border e-commerce platform is very important to increase the customer loyalty. In this research, we furthermore discover that the first motivation for a consumer to enter a B2C cross-border e-commerce platform also plays an essential role in affecting consumer’s decision for their next return visit. According to findings, consumers with a high incentive orientation (high task orientation) are less willing to revisit the B2C cross-border e-commerce platform. As described by Kaltcheva and Weitz (2006), task-oriented incentive orientation negatively impacts and reduces consumer satisfaction. Even if they are satisfied in their experience, consumers can still decide not to return to the B2C cross-border e-commerce platform. As a result, if the consumer’s first motivation entering the B2C cross-border e-commerce platform is simply to focus and complete specific task, such mission based incentive will inhibit the impact their satisfaction towards to the platform, thus simultaneously influence customer loyalty negatively.

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