Exploring the Effects of Aesthetic Perception, Perceived Ease of Use and Perceived Playfulness on Customer Loyalty-The Case of Shopee

Abstract

<p>顧客忠誠度可以有效增加網站用戶數量與金流，擴大市場佔有率。但關於網路購物平台過往研究對影響顧客忠誠度之因素鮮少討論消費者對於頁面美學設計感受，因此本研究欲進一步探討美學知覺與顧客忠誠度之關係。此外，為了因應現代消費者之特性，知覺易用性與知覺趣味性即為網路購物平台成功之重要因素，因此本研究將兩者定位為中介變數。而顧客關係管理的運用可能干擾消費者的知覺易用性與忠誠程度，因此本研究將顧客關係管理視為干擾變數。</p> <p>本研究透過網路問卷，針對一年內曾經於蝦皮購物購買過商品之消費者進行調查，共收集312位消費者作為研究樣本。實證結果顯示美學知覺是會透過知覺易用性與知覺趣味性正向影響顧客忠誠度和顧客關係管理會正向干擾知覺易用性與顧客忠誠度。此研究結果以提供網路購物平台業者做為重要理論與管理意涵。</p> <p> </p><p>The core benefits of online shopping platforms are traffic and conversion. Customer loyalty can effectively increase the number of website users and cash flow, and expand market share. However, previous studies on online shopping platforms seldom discussed the factors affecting customer loyalty of consumers’ perceptions of page aesthetic design. Therefore, this study intends to further explore the relationship between aesthetic perception and customer loyalty. In addition, in order to adapt to the characteristics of modern consumers, perceived ease of use and perceived interest are important factors for the success of online shopping platforms, so this study positions them as mediating variables. The use of customer relationship management may interfere with consumers’ perceived ease of use and loyalty, so this study considers customer relationship management as a disturbing variable.</p> <p>In this study, questionnaires were distributed on the Internet through the questionnaire survey method, and the survey was conducted on consumers who had purchased goods from Shopee within one year, and a total of 300 consumers were collected as research samples. The empirical results show that under the influence of aesthetic perception on customer loyalty, it is found that aesthetic perception will positively affect customer loyalty and customer relationship management through perceived ease of use and perceived fun, and customer relationship management will positively interfere with perceived ease of use and customer loyalty. The results of this research take providing online shopping platform operators as an important theoretical and management implication.</p> <p> </p>