英文摘要 |
Forty-three participants were asked to browse four kinds of online shops that varied across two design factors: information service of personalized merchandise and the factor characterized by community. After browsing a website, participants were asked to complete a customer loyalty scale and rate their overall evaluation of the website. The time and number of web pages participant viewed at a website were recorded by the computer system. Results show that either personalized merchandise information search or community design factor may increase users' stay in a website and their loyalty and overall rating of the website. Participants' comments on websites further confirm that personalization gains its advantages through convenience in information search, and the assistance in finding product information relevant to the user's needs. On the other hand, through social presence in the website, virtue community provides opportunity for users to interact with each other and exchange information about quality of products, and thus improves users' trust and loyalty to the website. |