|a英文題名:The Impact of Online Store Impressions and Perceive Risks on Customer Satisfaction
|a網際網路蓬勃發展，網路商城也越來越多，為了吸引消費者，網路商城的印象會影響到消費者是否信任該網站的商品及服務品質，讓消費者願意在該網路商城消費。因此，本研究目的為探討網路商城印象和知覺風險如何影響顧客滿意度。透過網路問卷，收集到515份網路購物經驗消費者之回饋，其研究結果顯示，消費者在網路商城消費時，會重視網路商城的印象、售後服務、商品整體滿意度、友善的網路商店、介面簡單操作、資訊豐富都正向影響到顧客滿意度。消費者在挑選要消費的網路商城時，會考量到網路商城的商譽是否良好，消費者在網路商城消費時對於知覺風險越具有警覺心，在網路上比較不容易遭受到金錢損失。然而知覺風險對於顧客滿意度中的「付款方式」、「交貨速度」則不具有顯著關係。|uWith the rapid develop of internet, there are more online shopping website. The impression of an online shopping mall affects whether consumers trust the goods and service quality of the website, and make consumers willing to spend in the online stores. The purpose of this research is to explore how online shopping mall impressions and perceived risks affect customer satisfaction. Through online questionnaires, 515 feedbacks are collected from online shopping experience consumers. The research results show that when consumers spend in online shopping malls, they value the online shopping mall’s impression, after-sales service, overall product satisfaction, and friendliness. The online store, simple interface operation, and rich information are all positively affecting customer satisfaction. When consumers choose an online mall to consume, they will consider whether the online mall’s reputation is good. Consumers are more aware of perceived risks when shopping in online, and they are less likely to suffer financial losses. However, among perceived risk,“payment method” and “the speed of delivery” do not have a significant relationship with customer satisfaction.
|aThe Impact of Online Store Impressions and Perceive Risks on Customer Satisfaction