The relationship study of Internet auction fairness perception and customer loyalty: the mediating effects of satisfaction and trust

[[abstract]]根據財團法人台灣網路資訊中心 2011年台灣寬頻網路使用調查，台灣網際網路使用人數超過1695萬人，寬頻網路使用普及率達73 4%。其中經創市際市場研究顧問進行市場調查，高達82 7%受訪者曾在拍賣網站上買過商品，亦有超過四成受訪者曾在拍賣網站上賣過商品。因此，顯示台灣網路拍賣市場有很大的發展潛力。而近年來隨著網際網路發達，也帶來許多詐騙問題，其中網路詐騙係影響拍賣網站與網路商店購物的影響因子之一，因此，本研究選取三種較常見之詐騙行為與解決方案作為情境，詐騙行為分別是：情境A銷售仿冒品、情境B未送達商品、情境C誘標，解決方案分別是：情境A認證服務、情境B買方保護、情境C使用者識別。 在實體行銷已說明公平知覺的重要性，且對於顧客忠誠具有正向顯著關係，網路行銷公平知覺大部運用在網路購物的服務補救，鮮少有網路行銷論文運用公平知覺探討顧客忠誠之關係。本研究以顧客心理知覺為出發點，驗證防制詐騙方案對顧客的有效性，並說明哪種防制詐騙手段可以成立較多之顧客忠誠。故本研究目的說明公平知覺與顧客忠誠關聯性，並以顧客的滿意度及信任做為中介變數，期望降低網路詐騙，研究成果將可提供網路商店經營者從事關係行銷策略時參考，期以達到成長及永續經營的目的。 本研究運用路徑分析找出可恢復較多顧客忠誠路徑，依據實證分析發現，買方保護之防治詐騙方案有較多之顧客忠誠路徑成立，表示買方保護可以幫助網路商店恢復較多之顧客忠誠。另外，在任何情境下，若要達成顧客忠誠必須通過中介變數─顧客滿意與顧客信任，意即在網路行銷，中介變數具有良好中介效果。未來拍賣網站解決詐騙問題，應採取買方保護之類似方案(對商品投保)，給予顧客賠償，使顧客有較好的知覺感受。[[abstract]]According to Taiwan Network Information Center 2011 Taiwan Broadband Internet Use Survey Taiwan's Internet use more than 16 95 million with broadband penetration rate up to 73 4% In addition INSIGHTXPLORER Survey up 82 7% of respondents had bought goods on auction sites there are more than 40% of the respondents had sold goods on auction sites Therefore Taiwan's Internet auction market shows great potential for development In recent years a developed Internet brings many fraud issues to affect consumers to an auction site or online store shopping This research regards three types of fraud and solutions as scenarios scenario-A sales the counterfeit goods and authentication service scenario-B is not able to deliver goods and paypal protection program and scenario-C induces to tender and the user authentication The important issue of fairness perceived had illustrated in the physical marketing and there is a positive significant relationship of fairness perceived and customer loyalty Most of network marketing studies of perceived fairness have happened in the Internet shopping service recovery and little internet marketing papers explore the relationships of fairness perceived and customer loyalty In this study the psychological perception of the customer as a standpoint to validate the effectiveness of customers in preventing fraud program and describe which preventing defraud measures can be established more loyalty In this study a SEM is applied to find more recoverable customer loyal paths The results confirm that scenario-B of the preventing fraud has more customer loyal paths are established namely paypal protection program can help to recover more customer loyalty of network Also it has a positive significant relationship of payment fairness and loyalty In addition any scenario wants to achieve customer loyalty must be intervening variables customer satisfaction and customer trust namely the auction site and online store must pay attention to the affective loyalty phase (customer satisfaction and customer trust