線上服務品質、電子口碑對線上顧客忠誠度關係之研究──以京東電商平臺為例

Research On the Relationship Between Online Service Quality And Electronic Word-Of-Mouth And Online Customer Loyalty-- Take JD E-Commerce Platform As An Example

新冠疫情映及全球，民眾因此改變購買習慣，使人們採買以網路代替馬路，讓購物變得更安全便利，研究對象為中國線上線下最大的零售集團--京東電商平臺，本研究探討京東購物電商平台的線上服務品質、電子口碑、線上顧客忠誠度等變數，探究三者之間相互關係，研究方法以迴歸分析法，利用隨機抽樣問卷統計進行資料蒐集，問卷發放237份，回收197份|研究結果顯示，線上服務品質對電子口碑有顯著正向影響，線上服務品質對線上顧客忠誠度有顯著正向影響，而電子口碑對線上顧客忠誠度也有顯著正向影響，消費者對「京東電子口碑」越高時，對於「京東線上顧客忠誠」也會越高，好的服務品質能帶來正向的網路評價，建立企業優良的商譽口碑。

The COVID-19 has spread all over the world, so people have changed their buying habits, making people buy online instead of the road, making shopping safer and more convenient, The research object is JingDong e-commerce platform, the largest online and offline retail group in China, This study explores the relationship among online service quality, e-word-of-mouth, online customer loyalty and other variables in JD, a shopping e-commerce platform, Methods data were collected by regression analysis using questionnaire statistics. 237 questionnaires were distributed and 197 were recovered. The results show that online service quality has a significant positive impact on e-word-of-mouth, online service quality has a significant positive impact on online customer loyalty, and e-word-of-mouth has a significant positive impact on online customer loyalty, The higher the consumer's word-of-mouth to jd.com, the higher the consumer's loyalty to jd.com, Good service quality can bring positive network evaluation and establish good reputation of enterprises.