Research on Business-to-Customer Websites and Associated Customer Stickiness Intention

[[abstract]]現今電子商務發展蓬勃，網路上商家林立，競爭激烈，消費者的選擇更多樣，造成跳換到別處購買的機率更高了，所以網路上的商家要如何在眾多競爭者中脫穎而出，且避免發生消費者流動跳換的「漏洞水桶」（Leaky Bucket）現象，讓消費者「黏在」該網站上就變成一個重要的議題。 研究發現「交易觀點」的行銷方式最後會變成價格戰，形成不利生存的「紅海」，不利企業的永續經營，所以本研究採用長期觀點的「關係行銷」，以非價格的方式來吸引消費者，提升消費者忠誠度，發展與顧客的長期關係。本研究承襲關係行銷領域的承諾信任理論（Commitment-Trust Theory）結合用來探討持續使用的科技接受模型（Technology Acceptance Model），形成「關係品質三要素」，建構出關係導向的模型，希望能找出網站黏住顧客的各個因素。 本研究使用問卷調查法，共回收了322份有效問卷，使用PLS（Partial Least Square）統計方法分析。研究結果顯示滿意、承諾、信任關係三要素確實會影響消費者黏住購物網站的意圖，此外本研究亦找出了影響這三個關係品質要素的因素及重要性為何，最後還探討固定購買忠誠型顧客與跳換型顧客之間的差異。以學術貢獻來說，本研究以關係品質三要素觀點成功整合兩個不同模型也實證承諾信任理論在虛擬情境的適配度，且深入探討滿意構面的必要性。而實務貢獻方面，本研究提出可吸引新顧客留住舊顧客非價格導向的研究模型，研究結果可當成企業做電子商務顧客關係管理時行銷經費分配及關係改善的參考依據。[[abstract]]Nowadays e-Commerce is exuberant and becoming mature than ever. Products and service are available on the Internet, and thus, the competition of supplying goods and service becomes more and more fierce. Customers have variety of choices, and are very likely switching to other websites for shopping if necessary. The phenomenon of switch by customers is called “leaky bucket” and it means the customers’ loyalty less to the original goods or service providers. Thus, it is necessary for managers to explore and discover how website sticks their customers. It is common to see that the transaction-focused marketing strategy always becomes price war in the end. The way of transaction emphasized is harmful for enterprise survival in the competitive “red ocean”, since cutthroat competition turns the ocean bloody. Thus, this study, base on the viewpoint of relationship marketing, aims at discussing how websites attract customers in a non-price way, how websites promote loyalty of customers, and how websites develop long-term relationship with customers. In this study, the research model integrates commitment-trust theory of relationship marketing with technology acceptance model (TAM) to establish three factors of relationship quality to stick customers. The proposed model can assist managers to find critical factors that have great influence to customer in sticking to the website. The proposed structural model is tested using partial least square (PLS) method and three hundreds and twenty-two Websites users are adopted as a research sample. The results of this study reveal that factors of satisfaction, commitment, and trust affect customers to stick the Website. The study also discovers the factors of promoting the three relationship quality items and their corresponding importance. Finally, this paper compares loyal customers’ stickiness to that of switch customers and learns that the difference is significant. The contributions of the study are to integrate two different models successfully and prove fitness of commitment-trust model in virtual context to explore the research issue of stickiness. The study also explores whether satisfaction structure is necessary in analyze the stick factor. Meanwhile, this study provides a research model of attracting new customers and keeping regular customers. The results of this study can also provide a guideline for websites to execute customer relationship management and relationship improvement