探討momo購物網站品牌形象對再購意願之影響性──以顧客滿意度做為中介變數

The mediator effects of satisfaction on brand image and intention of repurchase: An empirical study of momoshop

近年來由於網路科技的快速發展與市場的激烈競爭，以及這後新冠疫情影響下造就了電子商務的蓬勃發展，許多廠商紛紛轉戰電子商務市場，但亦面臨到許多的挑戰與商機，消費者與電子商務業者間之關係更加熱絡，業者須致力創造良好的品牌形象，在消費者心目中產生價值，重視消費者的滿意度，進而建立起忠誠的顧客及持續性的購買行為，此舉已成電子商務業者最重要的經營策略之一。 本研主要目的在探討顧客滿意度對品牌形象與再購意願之中介作用。首先，確認消費者個人背景變項在各構面上的差異性，再透過SmartPLS 統計軟體來檢驗構面間的關聯性及中介效果。研究結果顯示：(1)不同消費者背景變項在品牌形象、顧客滿意度及再購意願均具有部分顯著差異；(2)momo 購物網站品牌形象對顧客滿意度，以及顧客滿意度對再購意願有著顯著正向影響，且顧客滿意度對於品牌形象與再購意願之間存在著顯著的中介效果。

The development of e-commerce prompts people to pursue the convenience of technology. It is essential to rise online shopping performance by improving the platform’s brand image and user’s satisfaction. Retailers must build outstanding brand image to create value and customer’s satisfaction, and to establish repurchase intention and loyalty. This research focuses on the relationships among brand image, satisfaction and repurchase intention of an e-commerce platform, explicitly, momoshop. Our research results show that: (1) the relationship among brand image, satisfaction and repurchase intention varies with consumer’s demographic characteristics; (2) brand image has significant impacts on satisfaction. Satisfaction has significant impacts on repurchase intention in this study. Moreover, the mediator effects of satisfaction on the relationship between brand image and repurchase intention are significant. Through this research, we can have better understandings of the relationships among satisfaction, brand image and repurchase intention. The theoretical and practical implications of this study are also provided. We expect that our analysis and results can be used as a beneficial reference for e-commerce managers for improving their overall performance.