標題: 調查移動商務中的滿意度和忠誠度: 對印度市場的研究
Investigating M-satisfaction and M-loyalty in India’s M-shopping market
作者: 馬尼克
Kumar, Manik
林亭汝
Grace T.R. Lin
科技管理研究所
關鍵字: 移動商務在印度;在印度互聯網用戶的行為;互聯網購物;消費者的忠誠度;消費者滿意度;SEM 結構方程建模;Mobile Commerce in India;Internet user’s behavior in India;Internet Shopping;Consumer loyalty;Consumer satisfaction;SEM Structural Equation Modelling
公開日期: 2013
摘要: In the recent times people have the habit of using mobile phone to get online and to do online shopping. As India is one of the fastest growing markets in the world in terms of mobile perception, with over 930 million smartphones users so there are huge opportunities for small and big brands as well as for mobile operators in India to explore mobile for marketing their products and connect to consumer in more efficient and effective way. This study tries to replicate the research framework and hypothesis presented in the journal : factors influencing satisfaction and loyalty in online shopping: an integrated model, by Grace T.R. Lin and Chia-Chi Sun and so by considering both external (technology acceptance factors, M-commerce online service quality) and internal factors (specific holdup cost), the aim of this study is to explore how internet customer satisfaction and loyalty can be associated with each other and how these statics affects them. This research has adopted structural equation modelling (SEM) as the main analytical tool. It scrutinizes the shopping experiences of various users regarding major shopping websites of India. The following outcomes are expected in this research: first, customer m-satisfaction will positively influence customer m-loyalty directly; second, technology acceptance factors will positively influence customer m-satisfaction and m-loyalty directly; third, M-commerce online service quality can positively influence customer m-satisfaction and m-loyalty directly; and fourth, specific holdup cost can positively influence customer m-loyalty directly, but cannot positively influence customer m-satisfaction directly. Lastly this research will try to suggest some ways to enhance performance for the website shopping industry in India.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT070153521
http://hdl.handle.net/11536/74506
顯示於類別:畢業論文