英文摘要 |
In order to understand the important factors and their cause-effect relationships about how business keep loyal customers in the on-line shopping market, this study hypothesized a structural equation modeling (SEM) on the relationship between website awareness and website loyalty, mediated by the technology acceptance model (TAM). Data was collected from customers who have had online shopping experience by on-site physical and internet questionnaire survey. A total of 345 questionnaires were returned with 219 valid, at a validity rate of 63.4%. Such statistical software as SPSS 19.0 and AMOS 20.0 were performed to test the hypothesized SEM model. The research results showed that website awareness, mediating by technology acceptance model, have a great impact on the website loyalty, the hypothesized structural relationship among website awareness, technology acceptance, and website loyalty was proved to be existed. The research findings were also provided as references for the e-commerce business and the future research. |