| dc.creator (作者) | 吳肇銘 | zh_TW |
| dc.creator (作者) | Wu, Chao-Ming | |
| dc.date (日期) | 2004-12 | |
| dc.date.accessioned | 16-Aug-2016 15:17:51 (UTC+8) | - |
| dc.date.available | 16-Aug-2016 15:17:51 (UTC+8) | - |
| dc.date.issued (上傳時間) | 16-Aug-2016 15:17:51 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/100264 | - |
| dc.description.abstract (摘要) | 近年來「體驗行銷」此一透過建立顧客體驗進而贏得顧客忠誠的做法，已在許多服務業中獲得肯定。本研究特別將此一概念引入「網站忠誠度」之研究，針對資訊提供型網站來探討「網站體驗」與顧客「網站忠誠度」之間的關係，並進一步探討可能影響「網站體驗」的關鍵因素。本研究採用Pine and Gilmore (1999)所提出之「體驗模型」做為理論基礎，經由結構化方程式棋型之建構與實證，本研究獲得之主要研究結論如下：(l)「上站忠誠度」會受到「網站體驗」所正面影響； (2)網站使用者之「網站體驗」會受其知覺之網站「教育性」、「娛樂性」、「美感」、「逃離現實性」所正面影響；(3)網站使用者之「網站體驗」與其知覺之網站「社群性」間，關係未獲支持；(4)「體驗模型」可用於解釋「上站忠誠度」。 | |
| dc.description.abstract (摘要) | Recently many service industries adopt ”experiential marketing” to win customer`s experience and loyalty. This study intends to find the relationship between web user`s experience and their loyalty. And to find the influencing factors with web user`s experience. This study develops a research model based on the ”Experience Model” addressed by Pine and Gilmore (1999). Through structural equation model for statistic analysis, the summary and the results are listed briefly as follows: (1) The web user`s experience has a positive effect on loyalty; (2) The perceived educational, entertainment, esthetic and escapist aspect of the web all have significantly positive effect on online experience; (3) The relationship between customer`s online experience and community-membership is not supported; (4) The ”Experience Model” can be used to explain the ”web user`s loyalty”. | |
| dc.format.extent | 156 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 資管評論, 13, 227-247 | |
| dc.relation (關聯) | MIS review | |
| dc.subject (關鍵詞) | 顧客忠誠度;體驗;網際網路 | |
| dc.subject (關鍵詞) | Customer Loyalty;Experience;Internet | |
| dc.title (題名) | 以“網站體驗”觀點探討影響網站忠誠度之因素－以手機網站為例 | zh_TW |
| dc.title.alternative (其他題名) | A Study for the Factors Affecting on-line Loyalty from the "on-line Experience", Perspective-A Case of Mobile-Phone Website | |
| dc.type (資料類型) | article | |
