碩士 / 國立政治大學 / 企業管理研究所(MBA學位學程) / 106 / The present research would like to investigate the key impact factor on satisfaction of users of Shopee, and wish can provide insights for online platform managers to gauge user demand, moreover, to increase the satisfaction and loyalty of users.
This research conducted a survey research to test research hypotheses. The sizes for the effective sample, buyer samples and seller samples are 1,043, 1,025 and 420, respectively. Using regression and clustering analysis, this research finds that the top three key impact factors influencing buyers’ experiences are “quality of website buyers’ interfaces and processes”, “quality of logistic service”, and “prices of goods or services”. Besides, the younger the buyers, or the more fruently they use the web, the more satisfied the users are. While for the sellers, the top three key impact factors influencing sellers’s experiences are “quality of website sellers’ interfaces and processes”, “sellers’ services of website”, and “transaction cost”. As we know from the above, Shopee satisfied users by friendlier user interface design and subsidies.
Additionally, users’ satisfaction has significant positive relationships with loyalty of online shopping platform and re-use intention, respectively. Based on the research findings, managerial suggestions were offered for the online shopping platform business.
| Identifer | oai:union.ndltd.org:TW/106NCCU5735048 |
| Date | January 2018 |
| Creators | Hou, Xiao-Wen, 侯驍紋 |
| Contributors | Chang, Ai Hwa, 張愛華 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 147 |
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