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    Please use this identifier to cite or link to this item: http://ir.cnu.edu.tw/handle/310902800/30982

    標題: How can social networking sites help build customer loyalty? An empirical investigation
    作者: Chang, Chun-Ming
    Hsu, Meng-Hsiang
    Lee, Yi-Jung
    貢獻者: Aletheia Univ, Dept Tourism Informat
    Natl Kaohsiung First Univ Sci & Technol, Dept Informat Management
    Natl Kaohsiung First Univ Sci & Technol, PhD Programs Management
    Chia Nan Univ Pharm & Sci, Dept Appl Informat & Multimedia
    關鍵字: customer loyalty
    social networking websites
    customer value
    日期: 2016
    上傳時間: 2018-01-18 11:39:11 (UTC+8)
    出版者: Routledge Journals, Taylor & Francis Ltd
    摘要: Social networking sites (SNSs) have been viewed as a useful tool that can be utilised to sustain customer loyalty. However, few studies have examined how SNSs can help build customers' loyalty. Building on past literature, this study developed a theoretical model to explain how SNSs can help build customer loyalty. The proposed model was tested empirically using data collected from 221 Facebook users who were customers of a famous convenience store in Taiwan. The results reveal that satisfaction with the vendor and trust in the vendor affect customer loyalty significantly. The results also show that satisfaction with the website has a positive effect on satisfaction with the vendor and trust in the website, which in turn affects trust in the vendor. Finally, the results indicate that utilitarian value, hedonic value, and social value have significant influences on satisfaction with the website, while utilitarian value exerts positive effects on trust in the website. Implications for theory and practice research are discussed.
    Appears in Collections:[資訊多媒體應用系] 期刊論文

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