網際網路自助服務對消費者再購意願影響之研究

An Empirical Study of the Impact of Consumer’s Repeat Purchase Intentions on Web-Based Self-Service

本研究主要目的在於探討網際網路自助服務對消費者再購意願的影響，自助服務不斷地改變企業與顧客的互動方式，創造出服務的成果。在過去學術文獻中，大部份都強調人際間動態的服務，但對於以技術發展的自助傳送方式與顧客互動則並不多見。本研究將以實證研究方式，藉由四種不同網站，分為交易性質（如網路股票下單、網路書店）與服務性質（如網路銀行、網路預約掛號），探索自助服務對消費者再購意願的影響進行實證研究，得出顧客對現有自助服務的滿意度與改進意見，作為未來發展新自助服務的參考。

The purpose of this study is to explore the relationship between the web-based self-service and consumer’s repeat purchase intention. These technologies are increasingly changing the way customers interact with firms to create service outcomes. Reviewing the academic literature, we find that past studies almost exclusively on the interpersonal dynamics of service encounters, there is much to be learned about customer interactions with web-based self-service delivery options. This study will select four self-service systems of web sites, including transaction-based and service-based, to test these technologies how to affect customer’s intention to repeat purchase. The results obtained may be helpful for web sites in developing new self-service technologies.