The Impacts of Service Quality and Computing Satisfaction on Loyalty in Online Shopping

線上購物中服務品質與計算滿意度對顧客忠誠的影響

由於顧客忠誠是顧客保留與獲利的重要因子，因此影響電子商務顧客忠誠之因素值得探討。結合資訊系統與行銷領域之文獻，本研究提出影響線上購物之顧客忠誠模型，服務品質與計算滿意度為顧客忠誠的兩個前置變項。藉由422份線上購物消費者之問卷資料，分析結果發現線上購物之服務品質與計算滿意度均顯著影響顧客態度，並進而影響消費者之行為意圖包括持續使用與口碑推薦。服務品質同時會藉由計算滿意度的中介效果間接影響顧客態度。根據資料分析結果提出研究應用與管理意涵，並說明本文之研究限制與未來可行之研究方向。

Because customer loyalty is important for customer retention and profitability, factors affecting loyalty in electronic commerce have been investigated. Based on IS and marketing literature, this paper proposes a model of customer loyalty in online shopping. Service quality and computing satisfaction are the two antecedents of loyalty. Data were collected by a survey of 422 online shoppers. Results indicate that both online service quality and computing satisfaction have significant impacts on customers' attitudes toward online shopping, which in turn affect their behavioral intentions in terms of continued usage and recommendation to others. Service quality also affects attitude indirectly through its impact on computing satisfaction. Based on the findings, the implications for research and practice are discussed. Limitations and future research directions are presented.