A Longitudinal Analysis of Trust and Customer Loyalty in Online Shopping: The Mediating Effects of Perceived Risk and Commitment

信任與顧客忠誠在網路購物之縱斷面研究：認知風險及承諾之中介效果

信任與顧客忠誠的關係具時間相依性，因此，本研究利用縱斷面的分析資料來建立信任與顧客忠誠之間的動態性關係，並顯示時間如何影響認知風險及承諾中介效果的相對重要性。研究結果發現信任、認知風險、承諾及顧客忠誠從一時段至另一時段的遺留效果具顯著效果。除此之外，當關係與時俱進的發展，承諾在信任與顧客忠誠的中介效果會逐漸增加，反之，認知風險的中介效果會因而減弱。換句話說，信任在關係初始階段扮演降低風險機制的角色，惟隨時間推進，信任會演進成為承諾的分享關係、及顧客及網路零售商二者間的互惠與關懷。

The relationship between trust and customer loyalty is time-dependent. Thus, this study uses longitudinal analysis from panel data to establish the dynamic relationship between trust and customer loyalty and demonstrates how the effect of time changes the relative importance of the mediating effects between perceived risk and commitment. As a result, the carryover effects of trust, perceived risk, commitment, and customer loyalty from one period to another are significant. In addition, as a relationship is developed over time, the mediating effect of commitment between trust and customer loyalty increases, while the mediating effect of perceived risk diminishes. In other words, trust begins as a risk reduction mechanism and may evolve over time into a strong relationship with a genuine sharing of commitment, mutuality of interest and concern for customers and e-retailers.