La compréhension de la façon dont les consommateurs interagissent avec le site Web d’une entreprise s’avère primordiale pour sa survie à l’heure actuelle. En effet, elle aide les gestionnaires de sites Web à améliorer la performance du site de manière à développer la satisfaction des consommateurs et ainsi leurs comportements d’achat et de fidélité. Le but de ce travail de recherche est double. Il vise dans un premier temps à développer un modèle conceptuel expliquant la fidélité intentionnelle des consommateurs, pour dans un deuxième temps, le tester empiriquement dans le cas des sites Web de voyage. Plus précisément, cette étude examine le rôle des perceptions des consommateurs sur leur satisfaction et leur fidélité. Cette dernière est appréhendée au travers des intentions d’achat, de recommandation et de visite du site. En outre, le rôle médiateur de la satisfaction des consommateurs entre la perception des consommateurs des attributs de site et la fidélité intentionnelle est examiné. Un cadre théorique est établi qui est soutenu par des preuves empiriques dans le contexte de voyage en ligne. Ce cadre théorique se penche essentiellement sur la théorie du choix raisonné de Fishbein et Ajzen (1975), Oliver (1999) et autres travaux majeurs dans le domaine du comportement du consommateur en ligne. Notre étude s’appuie sur une approche quantitative fondée sur les données recueillies auprès des consommateurs par le biais d’un questionnaire ciblant les voyageurs en ligne. Notre analyse est fondée sur des réponses d'un échantillon de 200 voyageurs.En ce qui concerne les résultats empiriques, la recherche apporte plus d’éclairage sur le lien entre les perceptions des consommateurs et leur intention de fidélité. Par conséquent, les résultats montrent l'impact direct de la perception sur les intentions de fidélité. Plus précisément, les résultats suggèrent que la perception du consommateur liée aux attributs fonctionnels et hédoniques du site Web de voyage est susceptible d'affecter son intention de fidélité.Les résultats empiriques montrent également que les deux dimensions de la perception des consommateurs à savoir les attributs hédoniques et fonctionnels peuvent potentiellement améliorer la satisfaction du consommateur. Cependant, la satisfaction est plus déterminée par les perceptions liées aux attributs fonctionnels que celles liées aux aspects hédoniques. En outre, bien que la satisfaction du consommateur est reconnue d’influencer les intentions de fidélité des consommateurs, mais seul ne suffit pas pour conduire les intentions de fidélité des consommateurs. L'étude se termine par une conclusion générale qui résume les principaux résultats mis en évidence dans cette recherche. Il aborde les contributions théoriques, méthodologiques, les implications managériales et les contributions de résultats empiriques de recherche. Enfin, cette recherche conclut sur des voies de recherche futures. / A better comprehension of how consumers interact with travel web site is primordial for its survival as it helps managers improve web site performance to levels that satisfy online travel purchaser, and thus create loyalty intentions resulting in a positive word of mouth and repurchasing behavior. Drawing upon the foundations of marketing literature and particularly the theory of reasoned action of Fishbein and Ajzen (1975), Oliver (1999) and other relevant major works regarding online consumer behavior, this research work aims at developing and test empirically a conceptual model that explains how online leisure traveler develops loyalty intentions towards travel web site. Specifically, this research study investigates the role of consumer’s perceptions and satisfaction on loyalty intentions. In addition, the mediating role of consumer satisfaction between web site attributes perceptions-loyalty intentions relationship is examined. The established theoretical framework is supported by empirical evidence in the online travel settings. Our research study uses quantitative approach leaning on data collected by consumer-based survey targeting online travelers. Our analysis is based from responses of a sample of 200 e-travelers.With regard to the empirical findings, the research brings more knowledge about the consumer’s perceptions-loyalty intentions relationship. Hence, findings indicate the direct impact of perception on loyalty intentions. More precisely, results suggest that consumer’s perception of functional-related and hedonic related attributes of travel web site is likely to affect his loyalty intentions. The empirical findings show as well that the two dimensions of consumers’ perceptions (hedonic and functional-relevant attributes) can potentially enhance consumer satisfaction. However, satisfaction is more driven by functional-related attributes than hedonic-related ones. Furthermore, though consumer satisfaction is deemed to influence consumer loyalty intentions but alone is not sufficient to drive consumer loyalty intentions. Finally, the research study ends with a general conclusion that summarizes the key findings highlighted in this research. It addresses the theoretical, methodological, managerial marketing implications and contributions of empirical findings. Then, it provides a basis for identifying several fruitful directions for future research.

Esta dissertação, construída a partir da teoria multidimensional da confiança com dimensões cognitivas, afetivas e comportamentais (ROSENBERG & HOVLAND, 1960; CUMMINGS & BROMILEY, 1996; MCALLISTER 1995; JOHNSON & GRAYSON, 2000) tem como objetivo desenvolver e validar uma escala que mensure os componentes afetivos, cognitivos e comportamentais da confiança. Aplicou-se a escala em uma amostra de 480 estudantes. O desenvolvimento da escala utilizou Churchill (1979) como base teórica seguindo os seguintes passos: a) Geração dos itens - através de escalas existentes e entrevistas em profundidade; b) purificação - utilizando análise fatorial exploratória e c) validação - através da análise fatorial confirmatória. Para fins de análise, a primeira metade dos respondentes foi utilizada na etapa exploratória e a outra metade, na etapa confirmatória. Para o teste do impacto das confianças cognitiva, afetiva e comportamental nas intenções de lealdade, foi utilizada a amostra completa. Os resultados mostraram que as confianças afetiva, cognitiva e comportamental são empiricamente distintas e podem ser mensuradas. Conforme esperado, as confianças afetiva e cognitiva tiveram um impacto positivo nas intenções de lealdade, contudo a confiança comportamental não teve impacto significativo. A análise multigrupos mostrou que, em relacionamentos mais longos, as confianças afetiva e cognitiva possuem um impacto maior quando comparadas com relacionamentos menos longos. / This dissertation, based on multidimensional trust theory, aims to develop and test a trust scale that considers affective, cognitive and behavioral aspects. In order to do that, the scale was applied in 480 students. The scale development was based on Churchill (1979) steps: a) Items Generation - using the literature and in-depth interview, b) Purification - using Factorial Exploratory Analysis and c) Validation - using Factorial Confirmatory Analysis. For the development and test of the scale, the sample was divided in two parts: one for the exploratory analysis and the other for confirmatory analysis. For the investigation of the impact of trust dimensions on loyalty intentions the whole sample was used. The results show that cognitive, affective and behavioral dimensions of trust can be empirically distinguished and measured. As expected, the cognitive and affective trusts have significant and positive impact on loyalty intentions, while behavioral trust does not have impact on that. The multigroup analyses show that when the relationship between client and company is longer, the affective and cognitive trusts have higher impact than when the relationship is sorter.

Esta dissertação, construída a partir da teoria multidimensional da confiança com dimensões cognitivas, afetivas e comportamentais (ROSENBERG & HOVLAND, 1960; CUMMINGS & BROMILEY, 1996; MCALLISTER 1995; JOHNSON & GRAYSON, 2000) tem como objetivo desenvolver e validar uma escala que mensure os componentes afetivos, cognitivos e comportamentais da confiança. Aplicou-se a escala em uma amostra de 480 estudantes. O desenvolvimento da escala utilizou Churchill (1979) como base teórica seguindo os seguintes passos: a) Geração dos itens - através de escalas existentes e entrevistas em profundidade; b) purificação - utilizando análise fatorial exploratória e c) validação - através da análise fatorial confirmatória. Para fins de análise, a primeira metade dos respondentes foi utilizada na etapa exploratória e a outra metade, na etapa confirmatória. Para o teste do impacto das confianças cognitiva, afetiva e comportamental nas intenções de lealdade, foi utilizada a amostra completa. Os resultados mostraram que as confianças afetiva, cognitiva e comportamental são empiricamente distintas e podem ser mensuradas. Conforme esperado, as confianças afetiva e cognitiva tiveram um impacto positivo nas intenções de lealdade, contudo a confiança comportamental não teve impacto significativo. A análise multigrupos mostrou que, em relacionamentos mais longos, as confianças afetiva e cognitiva possuem um impacto maior quando comparadas com relacionamentos menos longos. / This dissertation, based on multidimensional trust theory, aims to develop and test a trust scale that considers affective, cognitive and behavioral aspects. In order to do that, the scale was applied in 480 students. The scale development was based on Churchill (1979) steps: a) Items Generation - using the literature and in-depth interview, b) Purification - using Factorial Exploratory Analysis and c) Validation - using Factorial Confirmatory Analysis. For the development and test of the scale, the sample was divided in two parts: one for the exploratory analysis and the other for confirmatory analysis. For the investigation of the impact of trust dimensions on loyalty intentions the whole sample was used. The results show that cognitive, affective and behavioral dimensions of trust can be empirically distinguished and measured. As expected, the cognitive and affective trusts have significant and positive impact on loyalty intentions, while behavioral trust does not have impact on that. The multigroup analyses show that when the relationship between client and company is longer, the affective and cognitive trusts have higher impact than when the relationship is sorter.

Esta dissertação, construída a partir da teoria multidimensional da confiança com dimensões cognitivas, afetivas e comportamentais (ROSENBERG & HOVLAND, 1960; CUMMINGS & BROMILEY, 1996; MCALLISTER 1995; JOHNSON & GRAYSON, 2000) tem como objetivo desenvolver e validar uma escala que mensure os componentes afetivos, cognitivos e comportamentais da confiança. Aplicou-se a escala em uma amostra de 480 estudantes. O desenvolvimento da escala utilizou Churchill (1979) como base teórica seguindo os seguintes passos: a) Geração dos itens - através de escalas existentes e entrevistas em profundidade; b) purificação - utilizando análise fatorial exploratória e c) validação - através da análise fatorial confirmatória. Para fins de análise, a primeira metade dos respondentes foi utilizada na etapa exploratória e a outra metade, na etapa confirmatória. Para o teste do impacto das confianças cognitiva, afetiva e comportamental nas intenções de lealdade, foi utilizada a amostra completa. Os resultados mostraram que as confianças afetiva, cognitiva e comportamental são empiricamente distintas e podem ser mensuradas. Conforme esperado, as confianças afetiva e cognitiva tiveram um impacto positivo nas intenções de lealdade, contudo a confiança comportamental não teve impacto significativo. A análise multigrupos mostrou que, em relacionamentos mais longos, as confianças afetiva e cognitiva possuem um impacto maior quando comparadas com relacionamentos menos longos. / This dissertation, based on multidimensional trust theory, aims to develop and test a trust scale that considers affective, cognitive and behavioral aspects. In order to do that, the scale was applied in 480 students. The scale development was based on Churchill (1979) steps: a) Items Generation - using the literature and in-depth interview, b) Purification - using Factorial Exploratory Analysis and c) Validation - using Factorial Confirmatory Analysis. For the development and test of the scale, the sample was divided in two parts: one for the exploratory analysis and the other for confirmatory analysis. For the investigation of the impact of trust dimensions on loyalty intentions the whole sample was used. The results show that cognitive, affective and behavioral dimensions of trust can be empirically distinguished and measured. As expected, the cognitive and affective trusts have significant and positive impact on loyalty intentions, while behavioral trust does not have impact on that. The multigroup analyses show that when the relationship between client and company is longer, the affective and cognitive trusts have higher impact than when the relationship is sorter.

近年來有關於品牌的研究逐漸朝向品牌社群的相關研究，探討其中的社會性意義與品牌認同、忠誠意向的關係。但過往在研究品牌社群上，皆側重於探討社會性的影響因子，諸如關係品質、互動品質等等，而較少著墨於其他的影響媒介，諸如資訊品質。資訊品質是影響虛擬社群成員滿意度與忠誠意向的關 鍵因素(Andersen,and Srinivasan,2003; Parks, and Kory,1996; Zeithaml and Berry,1996)。國內學者江義平與林佳蓁(2006)的研究也指出資訊品質會對虛擬社群成員的滿意以及信任有正向的影響。Jang, Olfman, Ko, Koh and Kim (2008)則指出資訊品質對於虛擬社群成員的承諾並無顯著關係。然而，資訊品質與實體的品牌社群之間的相關性研究則有待進一步探討。 本研究針對大台北區實體有機食品商店社群成員，採用問卷調查法，以結構方程式模型作為分析方法，欲探討在資訊發展較不完整的有機食品產業中，消費者所關心的資訊品質是否會影響其對於社群的認同進而影響社群忠誠意向。本研究的實證結果顯示： 1.資訊品質會透過品牌社群認同而影響品牌社群忠誠意向，其中以資訊品質的正確性、完整性、攸關性、及時性與一致性呈現正向而顯著的關係。 2.品牌社群認同除了會透過品牌社群承諾而影響品牌社群忠誠意向之外，也會直接對品牌社群忠誠意向產生正向而顯著的影響。 3.品牌社群認同並未透過規範性壓力而影響品牌社群忠誠意向。 / In recent years, researches on the brand gradually emphasize brand community studies, which explore the influence of social meaning and the relationship between brand identification and loyalty intentions. But the researches on brand communities in the past focused more on the impact of social factors, such as relationship quality, interactive quality, etc., and less investigated the impact of information quality. Information quality is regarded as one of the key factors of the satisfaction and loyalty intentions for the members of virtual community (Andersen, and Srinivasan, 2003; Parks, and Kory, 1996; Zeithaml and Berry, 1996). Jiang Yiping (2006) also pointed out that the quality of information has a positive influence on the virtual community members’ satisfaction and trust. Yet, Jang, Olfman, Ko, Koh and Kim (2008) pointed out that the information quality has no significant influence on the virtual community members’ commitment. However, the relationship between information quality and physical brand community is to be further explored. This research focuses on the members of the physical organic food store communities in Taipei area. It tests the hypotheses by estimating a structural equation model with survey data from a sample of the members of the organic food store culbs in Taipei area. After questionnaire investigation and SEM analysis, the empirical results are divided into three parts: 1.Information quality affects brand community loyalty intention through the mediation effect of community identification. And the accuracy, completeness, relevance, timeliness and consistency of the information quality have positive and significant effects on brand identifiaction. 2.Brand community identification not only influences the brand community loyalty intention through brand community commitment, but also directly affects the brand community loyalty intention positively and significantly. 3.Brand community identification doesn’t affect the brand community loyalty intentions through the mediation of normative pressure.