網路購物顧客價值對顧客關係品質的影響之實証研究

The Impact of Customer Value on Customer Relationship Quality: An Empirical Study of Online Shopping

在網路購物風氣愈趨盛行的情況下，網路創造的價值是否與傳統通路所提供的有所不同，是否僅能滿足人類較低層次的需求，包括提供核心產品功能，亦或能滿足較高層次的情緒性及社會性需求，少有研究探討此一主題，本研究目的是要瞭解網路購物俱有哪些顧客價值，探討何種價值會影響顧客關係品質。
本研究提出網路購物顧客價值的研究架構，影響線上顧客關係品質的顧客價值分屬功能、情緒、社會與網路等四個層面，共十一個構面，滿意、信賴、承諾、顧客導向及投機主義等五個構面是衡量關係品質的指標。本研究以問卷調查法，以學生、業界及街頭方式三方面發放問卷，共發出問卷349 份，回收有效問卷232 份，有效回收率為66.5% 。
研究結果發現四大類十一種網路購物顧客價值對關係品質均有影響力，其中功能面的價值是影響線上顧客關係不可或缺的一環，但是要提昇企業與顧客間的關係，網路及情緒面的價值更俱影響力，其中，安全與隱私價值是顧客最重視但感受最不足者，因此是提升關係品質最關鍵的因素。同時，網路購物新手易被情緒及社會因素所吸引，但要留住舊有顧客就必須提供全面性的價值；研究也發現，男性網路購物者重視功能價值，女性網路購物者較重視情緒價值。總結而言，網路消費族群不同，對於顧客價值的評價是有所不同，網路購物者所追求的並非只有較低層次的人類需求，也相當重視較高層次的情緒性及社會性需求，研究結果打破了過去學界的迷思，應可喚起學術界及實務界對網路購物非功能性價值的重視。

Internet shopping can be viewed as a new way of value creation and provision. It can offer new and different value to customers compared to conventional methods. Thus, customer value plays an important role in the success of the Internet business. The purpose of this study is to investigate the customer value of the Internet business.
A model for online customer value is proposed. This study suggests that four broad customer values—functional value, emotional value, social value, and Internet value—affect relationship quality between customer and seller. The survey instrument was distributed to the Internet shoppers from three kinds of sources. Three hundred forty-nine questionnaires were distributed and two hundred thirty-two questionnaires were responded. The valid response rate is 66.5%.
Results indicate that all four broad customer values are significant predictors in terms of improving customer relationship quality. The functional value is the fundamental customer value while the emotional and Internet values have the most powerful impact on relationship quality. Customer perceived security and privacy value as the most significant but the least provided value. Results also show that while the new customers focus on the emotional and social values, the experienced customers consider all the customer values are essential for relationship maintenance. The male customers highly regard functional values and the female customers view emotional values as the key. The study suggests that organization should take account of differences among customers when managing customer value. The results of the study enable an organization to understand the roles of customer value on Internet relationship maintenance and to develop Internet strategy effectively. The study will definitely serve as a basis for further research on related topics.