顧客滿意在網路購物平台服務創新與購買意願之中介效果分析

Mediation effect analysis of customer satisfaction in online shopping platform service innovation and purchase intention

隨著網路購物行為在現代商業社會中的高度普及化，有愈來愈多的購物行為皆發生在各個網路購物平台，儼然形成龐大的線上商機。然而，隨著網路購物平台數量日益增加，競爭激烈的程度並不亞於實體店家的行銷競賽，如何促使顧客擁有滿意，並產生購買意願成為行銷管理的重點與顯學，網路行銷的服務需要更多的創新才能持續開創績效。本研究探討網路購物平台服務創新、顧客滿意與購買意願之間的關聯性，以問卷調查蒐集曾在網路購物平台消費的顧客資料，並以統計分析的方式檢驗各個假設。研究結果指出服務創新對於顧客滿意確實有所助益，並且能對購買意願產生正向影響。

Online shopping is a common phenomenon in the modern business world, and more and more shopping activities are taking place on various online shopping platforms, creating a huge online business opportunity. However, with the increasing number of online shopping platforms, the competition is no less fierce than the marketing competition of physical stores, which makes it necessary to innovate more in online marketing services in order to create sustainable performance. This study investigates the relationship among service innovation, customer satisfaction, and purchase intention of online shopping platforms, and collects information from customers who have spent money on online shopping platforms through a questionnaire survey. The results of the study indicate that service innovation does contribute to customer satisfaction and has a positive impact on purchase intention.