[[alternative]]Study on the Relationship among Brand Awareness, Relationship Marketing and Customer Loyalty--The Case of Online Shopping Platform

[[abstract]] 網路時代來臨與智慧型手機的普及，開始帶動一般民眾消費行為的改變。因此，對於網路購物電商平台的品牌知名度、關係行銷及顧客忠誠度之相關議題，會影響顧客消費體驗與企業競爭力，值得進一步去研究。 本研究以網路購物電商平台之消費者為研究對象，旨在探討網路購物電商平台其品牌知名度、關係行銷與顧客忠誠度的關係，採非隨機之便利抽樣法進行問卷收集，共發出253份，扣除無效問卷19份，有效問卷為234份，其回收率為92.49%。並以SPSS統計軟體進行資料分析，結果發現：研究樣本中其不同的背景變項在品牌知名度與關係行銷、顧客忠誠度上部分有顯著差異，品牌知名度對顧客忠誠度上與關係行銷上均呈顯著的正相關；而關係行銷對顧客忠誠度其亦呈現顯著的正相關；且關係行銷在品牌知名度與顧客忠誠度之間具有部分中介效果；因此若能針對顧客做好差異的行銷方式及擁有良好的顧客關係，那就會有高度的忠誠度，而維持關係的行銷是網路購物電商平台必須努力的方向。[[abstract]] The advancement of the Internet age and the popularization of smart phones have begun to drive changes in the consumption behavior of the general public. Therefore, issues related to brand awareness, relationship marketing, and customer loyalty of online shopping platforms will affect customer consumption experience and corporate competitiveness, and are worthy of further research. This research focuses on consumers of online shopping platforms as the research object, and aims to explore the relationship between brand awareness, relationship marketing and customer loyalty of online shopping e-commerce platforms. The questionnaire is collected by non-random convenience sampling method. 253 questionnaires were sent, 19 invalid questionnaires were deducted, and 234 valid questionnaires were deducted. The recovery rate was 92.49%. And using SPSS statistical software to analyze the data, the results found that the different background variables in the research sample have significant differences in brand awareness, relationship marketing, and customer loyalty. Brand awareness has significant differences in customer loyalty and relationship marketing. Relationship marketing also presents a significant positive correlation to customer loyalty; and relationship marketing has a partial intermediary effect between brand awareness and customer loyalty. Differentiated marketing methods and good customer relationship will have a high degree of loyalty. Therefore, maintaining relationship marketing is the direction that online shopping platforms must strive for