英文摘要 |
Several previous studies have investigated the interrelationship among customer loyalty, customer satisfaction and website service quality. However, what customers need are not only high-quality products and services, but also memorable shopping experience. A research model is proposed by this study to investigate the influences of customer experience and website service quality on customer perceived value and customer satisfaction. The influence of customer satisfaction on customer loyalty intention is also explored. An experiential survey was conducted. The voluntary respondents were asked to answer the questionnaire based on their experiences of surfing a news website. By using PLS analysis with 148 sample users, the results of this study indicate that customer satisfaction will be affected by customer experience, website service quality, and customer perceived value. Furthermore, customer loyalty intention will be positively affected by customer satisfaction. In addition, the results of this study also find that adding customer experience as an antecedent variable can enhance the explanation power of SERVQUAL model on perceived value and consumer satisfaction. The contributions of this study are two-fold: 1) this study reveals that customer experience can be regarded as an important determinant for successful e-commerce website in addition to high service quality. Practitioners have to design website functions which can make memorable shopping experience. 2) This study measures the multi-facets of customer experience by a second-order formative construct. This method provides implications for the related research. |