Abstract
By taking the advantages of the Internet technology, the online bookstores developed personalized services, such as providing information for making transaction decision which lowers the consuming cost, fastens the customer loyalty, and creates competitiveness. The purpose of setting up the service mechanism is to win back the consumer. Therefore, understood the customer¡¦s usage intention on the personalized services would benefit the online bookstores to build up their personalized service mechanism and to improve the practical values of the personalized services.
¡@¡@Utilizing Transaction Cost Theory as the extended viewpoint of Technology Acceptance Model, this thesis not only analyzed if the online bookstore¡¦s personalized services impact the consumer¡¦s transactional cost, but also investigated if the benefits arisen from the personalized services vary by other factors. By means of the analysis of the transaction cost and the investigation of the consumer¡¦s useful recognition, the usage intention of the online bookstore¡¦s personalized services can be reasoned out. In this thesis, the acceptability of the online bookstore¡¦s personalized services is realized, the possible factors that could affect the consumer¡¦s usage intention are discussed.
The major findings are: the benefits of transaction cost arisen from personalized services were affected by the transactional frequency. More transactional activities, more benefits arisen from the personalized services were observed. Consumers believe that the personalized services provided by online bookstores can lower their transactional cost while their subjectiveness and need are being cared. In addition, different levels of consumer¡¦s useful recognition were obtained while the personal feelings or realizations vary with the contents of the personalized services.
According to the findings, the online bookstore¡¦s personalized services are highly recognizable by consumers, especially at the fields of ¡§Purchase & Process Feedback Service¡¨ (PPFS) and ¡§One-by-one Customer Service¡¨ (OCS). The useful recognition for ¡§E-papers Service¡¨ is also sound but relatively lower than that of the others. Referring to the Technology Acceptance Model, the findings show that consumers are highly intentioned to use the online bookstore¡¦s personalized services.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0729103-155603 |
| Date | 29 July 2003 |
| Creators | Chen, Hsin-Yi |
| Contributors | Fen-Hui Lin, I-Hen Chen, Ting-Peng Liang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0729103-155603 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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