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研究生：	林小鈴 Pornpriphet, Wannasri
論文名稱：	Investigating Taiwanese and Thai Internet Shoppers: Factors Derived E-Loyalty toward the E-Commerce Web Sites Investigating Taiwanese and Thai Internet Shoppers: Factors Derived E-Loyalty toward the E-Commerce Web Sites
指導教授：	陳正忠 Chen, Jeng-Chung (Victor)
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士班 Institute of International Management (IIMBA--Master)
論文出版年：	2010
畢業學年度：	98
語文別：	英文
論文頁數：	152
外文關鍵詞：	E-Loyalty Model, DeLone and McLean IS Success model, Information quality, System quality, Service quality, Trust, Customer Satisfaction, E-Service, E-Loyalty, Nationality and Culture different.
相關次數：	點閱：61 下載：1
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To investigate the factors derived e-loyalty towards the e-commerce website, this thesis developed e-loyalty model from e-loyalty antecedents, DeLone and McLean IS success model and e-commerce success model. The construct of the model combine with three independent factors of information quality, system quality and service quality according to DeLone and McLean IS success model, mediating factors of trust and customer satisfaction and dependent factor of e-loyalty. The proposed model is tested with Thai and Taiwanese employees by structural equation model (SEM) in order to find the overall fitness of the whole research model and analyst the relationships of variables in the model.
Almost all the hypotheses in the model were supported in combined data of both countries except the relationship between e-loyalty’s antecedent of trust and e-loyalty. However, the research found out some different results between Thai and Taiwan data when separately tested by SEM. To confirm these different results, the moderating factors of nationality and three cultural different dimensions of power distance, long term orientation and masculinity by Hofstede were further applied to investigate the moderating effects among the relationships in the whole model. The results showed that all moderating factors have moderating effects among the relationships in the model. Besides, trust and customer satisfaction also have the mediating effects between the independent factors and e-loyalty. Other findings, managerial implications and suggestions for future research are also provided in the end of the paper.

ACKNOWLEDGEMENTS .......................................................................................... II
ABSTRACT................................................................................................................. VI
TABLE OF CONTENTS .......................................................................................... VIII
LIST OF TABLES .................................................................................................... XIV
LIST OF FIGURES .................................................................................................. XVI
CHAPTER ONE INTRODUCTION ............................................................................. 1
1.1 Research Background and Motivation. ............................................................ 1
1.2 Research Objectives and Contributions. .......................................................... 4
1.3 Research Project and Scope of Study. .............................................................. 5
1.4 Research Procedure. ......................................................................................... 5
1.5 The Structure of this Study. .............................................................................. 6
CHAPTER TWO LITERATURE REVIEW ................................................................. 8
2.1 E-Loyalty. ......................................................................................................... 8
2.1.1 Definition of E-Loyalty. ......................................................................... 8
2.1.2 Relationship between Traditional Brand Loyalty and E Loyalty: The
Similarities and Differences. .................................................................. 9
2.1.3 Brand Loyalty Measurement. .............................................................. 11
2.2 Determinants of E−Loyalty (Based on Previous Researches). ...................... 16
2.2.1 The Antecedents of E-loyalty Factors. ................................................. 17
2.2.2 E-service Quality. ................................................................................ 22
2.2.3 Trust. .................................................................................................... 23
IX
2.2.4 Customer Satisfaction. ......................................................................... 25
2.3 E-Loyalty in E-Commerce Settings Model: The Relationship between
E-service Quality, Customer Satisfaction, Trust and E-Loyalty. .................. 26
2.3.1 E-loyalty in E-commerce Settings Model. ........................................... 26
2.3.2 The Relationship between E-service Quality, Customer Satisfaction,
Trust and E Loyalty. ............................................................................. 28
2.4 E-Commerce Success Model Measurement: E-loyalty Measurement
Framework. ................................................................................................... 29
2.4.1 DeLone and McLean IS Success Model: E-commerce Success Model
Measurement. ....................................................................................... 29
2.4.2 DeLone and McLean IS Success Model: E-loyalty Measurement
Framework. .......................................................................................... 32
2.4.3 Refine DeLone & McLean of IS Success Model with Trust and
Continuance Intention (E Loyalty). ...................................................... 34
2.5 The Relationships of the Research Constructs and Hypotheses 1-6. ............. 36
2.5.1 The Relationship between Information Quality, Customer Satisfaction,
Trust and E Loyalty. ............................................................................. 37
2.5.2 The Relationship between System Quality, Customer Satisfaction, Trust
and E Loyalty. ...................................................................................... 40
2.5.3 The Relationship between Service Quality, Customer Satisfaction,
Trust and E Loyalty. ............................................................................. 44
2.5.4 The Relationship between Trust and E Loyalty. .................................. 48
2.5.5 The Relationship between Customer Satisfaction and E Loyalty. ....... 50
X
2.6 Nationality between Thai and Taiwan and three dimensions of cultural
difference by Hosftede as Moderating Factor and Hypothesis H6-1 to H6-3
and H7-1 to H7-3. ......................................................................................... 51
2.6.1 Brief Introduction of Taiwan and Thailand. ........................................ 51
2.6.2 Nationality Identity Different between Thai and Taiwan. ................... 53
2.6.3 The Effects of Hofstede's Dimensions of Cultural Different on
Information System Research. .............................................................. 55
2.6.4 Three Dimensions of Culture Different by Hofstede as Moderating
Effects to Information Quality, System Quality and Service Quality
through Relationship between Trust, Customer Satisfaction and E
Loyalty. ................................................................................................. 57
2.7 Proposed Model of the Thesis. ....................................................................... 58
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY ...................... 60
3.1 Research Design. ............................................................................................ 60
3.2 Measures of Independent Variables. .............................................................. 61
3.2.1 Information Quality. ............................................................................ 61
3.2.2 System Quality. .................................................................................... 62
3.2.3 Service Quality. ................................................................................... 63
3.3 Measure of Dependent Variables. .................................................................. 64
3.3.1 Measure of Customer Satisfaction. ...................................................... 64
3.3.2 Measure of Trust. ................................................................................. 65
3.3.3 Measure of E-Loyalty........................................................................... 66
3.4 Measure of Moderating Constructs of three cultural difference dimensions. 66
3.5 Demographic Profiles and Other Question Items. ......................................... 67
3.6 Data Analysis Procedure. ............................................................................... 67
XI
3.6.1 CFA with the SEM Approach. .............................................................. 68
3.6.2 Structural Equation Modeling (SEM). ................................................ 68
3.6.3 Multiple Regressions to Test Moderating Effects of Cultural Different.
.............................................................................................................. 68
3.6.4 Mediating Effect Test. .......................................................................... 69
CHAPTER FOUR DESCRIPTIVE ANALYSES AND RELIABILITY TESTS ....... 70
4.1 Descriptive Analysis. ..................................................................................... 70
4.1.1 Sample and Data Collection. ............................................................... 70
4.1.2 Characteristics of Respondents. .......................................................... 71
4.1.3 Online Purchasing Behavior of Respondents. ..................................... 73
4.1.4 Measurement Results for Relevant Research Variables. ..................... 77
4. 2 Reliability Test. ............................................................................................. 84
4.2.1 CMV with Harman’s Single Factor Test. ............................................. 84
4.2.2 CFA with the SEM Approach to Main Constructs and Relationships. 85
4.2.3 CFA and Reliability Test of combine data from Thailand and Taiwan.
.............................................................................................................. 87
4.2.4 CFA and Reliability Test of the Main Constructs of the Model of
Thailand Data. ..................................................................................... 89
4.2.5 CFA and Reliability Test of the Main Constructs of the Model of
Taiwan Data. ........................................................................................ 91
CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS ................................... 94
5.1 Structural Equation Model (SEM). ................................................................ 94
5.1.1 The Model Analysis in Combined Data. .............................................. 95
5.1.2 The Model Analysis in Thailand Data. .............................................. 100
5.1.3 The Model Analysis in Taiwan Data. ................................................. 104
XII
5.2 SEM test with Moderating effects of Nationality ........................................ 108
5.2.1 SEM test with Moderating effect. ...................................................... 108
5.2.2 SEM test with Moderating effect of Nationality. ............................... 108
5.3 Multiple Regressions of moderating effects. ............................................... 110
5.3.1 The Moderating Effects of Power Distance, Long Term Orientation
and Masculinity on Trust toward the Online Shopper in Combined
Data.................................................................................................... 111
5.3.2 The Moderating Effects of Power Distance, Long Term Orientation
and Masculinity on Customer Satisfaction toward the Online Shopper
in Combined Data. ............................................................................. 112
5.3.1 The Moderating Effects of Power Distance, Long Term Orientation
and Masculinity on E-Loyalty toward the Online Shopper in Combined
Data.................................................................................................... 113
5.4 Mediating Effects. ........................................................................................ 114
CHAPTER SIX CONCLUSIONS AND SUGGESTIONS ....................................... 116
6.1 Research Conclusions. ................................................................................. 116
6.1.1 Hypotheses Result Summary of Combined Data. .............................. 117
6.1.2 Hypotheses Result Summary in comparing between Thai and Taiwan
data. ................................................................................................... 118
6.1.3 Hypotheses Result Summary of Moderating effects. ......................... 119
6.2 Research Discussions and Implications. ...................................................... 121
6.3 Research Limitations and Future Research Directions. ............................... 122
REFERENCES .......................................................................................................... 125
APPENDICES ........................................................................................................... 136
XIII
Appendix 1: Questionnaire using for translating to Thai and Chinese languages.
..................................................................................................................... 136
Appendix 2: Questionnaire for Taiwan. ............................................................. 145
                                    

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