網站服務品質、商店形象、信任、知覺風險對顧客忠誠影響之研究－－以電子商店為例

A Study of The Influence of Service Quality, Store Image, Trust and Perceived Risk to Customer Loyalty of Electronic Stores

近來年，網際網路的使用性愈來愈普遍，這也帶動了網路購物的潮流。因此，網路購物的規模在電子商店也就愈來愈熱絡。另一方面，因為在網路購物是沒有時間、地點的限制，也可以讓消費者有多比較的空間，這也是興起的原因。但是由於網路購物是透過開放、非面對面的方式來進行，因此增加了環境不確定性、複雜性以及資訊不對稱…等，使得在線上購物交易風險提高。因此，如何使消費者在網路購物時有信任感且降低知覺風險，並對於電店商店有忠誠度，是個值得探討的課題。此外，消費者對於在購物時十分重視其服務品質與商店形象，因此將服務品質、商店形象納入本研究探討的課題。本研究使用結構方程模式（SEM）來探討服務品質、商店形象、信任、知覺風險與顧客忠誠之關係。結果顯示，在電子商店中，服務品質可以增加商店形象、信任與顧客忠誠，並且可以降低知覺風險。信任則是可以增加顧客忠誠與降低知覺風險。而降低知覺風險則可以增加顧客忠誠。在商店形象方面，雖然商店形象可以增加信任，但是對於降低知覺風險與增加顧客忠誠卻不顯著。

In this study, we use the structural equation modeling (SEM) to analyze the relationship among the inter-relationships among service quality, store images, trust and customer loyalty in the Electronic Stores. The result of this study showed that: (1) There is a positive relationship between service quality and store images. (2) There is a positive relationship between service quality and trust. (3) There is a negative relationship between service quality and perceived risk. (4) There is a positive relationship between service quality and customer loyalty. (5) There is a positive relationship between store images and trust. (6) There is a negative relationship between trust and perceived risk. (7) There is a positive relationship between trust and customer loyalty. (8) There is a negative relationship between perceived risk and customer loyalty.