藉由不同學說理論及模型(model)，現今已有諸多關於電子商務的客戶掌握的研究。然而，極為少數的研究以Fazio的MODE模型為基礎。因次我以此模型預測電子商務中左右客戶保留與否的因素。對於消費者而言，如何選擇某網路商店的最主要機制，取決於該網路商店給予消費者的消費動機以及消費者與該網路商店接觸的機會多寡。為了研究以消費者消費動機及商店能見度為基礎的顧客與電子零售商交互關係，此研究採取針對客戶回流意願及客戶掌握的嶄新觀點。透過合併Fazio的MODE模型、進程可行性、轉換成本以及關係連結，此研究發展出對於電子零售商掌握客戶資訊的合併模型。網路調查的發佈是經由電子郵件，以及在Linkedin、Facebook、論壇、電子佈告欄(BBS)、NSYSU等網站上放置的連結，以蒐集取得此次研究之數據。此外，假說也以SmartPls的結構方程模型(SEM)完成檢測。許多研究結果也顯示消費者於同一間網路商店持續消費的動機和商店的客戶掌握程度成高度正相關。

特別的是，消費者對於她/他該次網路購買經驗的態度，是影響客戶掌握的關鍵因素。研究更指出，此種消費動機本質上是有利於客戶掌握。假設消費者受到某網路商店刺激消費，那麼消費者將會於同一個電子零售商再次消費。 再者，研究顯示此種消費動機對於客戶掌握以及客戶回流有直接的影響。 學者研究也說明，顧客回流的影響因子以及其他同業的競爭，並不會直接影響顧客回流的意願。

There has been lots of research done on customer retention in electronic commerce by using different theories and Model. But there is very less or no work done based on MODE (Motivation and Opportunity as Determinants) model by Fazio 1990. This thesis used MODEL to predict the factors that determine customer in retention in EC. Motivation and opportunity are the most important determinants for consumers choosing an online store. To study motivation and opportunity mechanisms underlying consumer-e-retailer exchange relationship, this research takes a new perspective, a perspective directed toward customer intention to repurchase or customer retention. By integrating MODE model of Fazio 1990 with – process feasibility, switching cost, and relational bond. This study develops an integrated model of consumer retention in an e-retailer. Data for the study was collected using an online survey distributed via email, posting link on the social networking sites linkedin, facebook, and discussion boards’ bbs, NSYSU website. Hypotheses were tested using structural equation modeling of SmartPls. Findings of the study imply that consumer retention in an online store is the affect of consumer motivation towards same online store.
Specifically, a consumer’s attitudes toward the key components of his/her entire online purchase experience (i.e., financial bond, social bond, structural bond, time and money saving, and switching cost) constitute the key drivers of consumer retention. Findings also indicate that motivation is intrinsically beneficial. If a consumer motivated by an online store, consumer will come back in the future to repurchase from the same e-retailer. Further, findings suggest that though motivation has a direct effect on future intentions and repurchase. Additionally, findings of the study imply that the effects of motivation on repurchase intention, but the opportunities available from another online store doesn’t affect consumer attitude towards repurchase intention. Moreover search and experience type product moderately affect consumer attitude towards repurchase intention.

Table of Contents
Acknowledgements………………………………….…………………..…..…….……..……….1
Abstract……………………………..…………………..……………………….……….……….2
摘要……………………………………………………………………………………….………3
Table of Contents……………………..…………………..……………….…….…….…..……...4
List of Tables………..……………………………………..………………………..……..……..7
List of Figures………..……………………………………….…….……………….…..………..8
Chapter 1 Introduction…….………………..….…………….……….………….…….………9 1.1 Background……..……………………………………….……………………………………9 1.2 Gap in Knowledge………………………………….…………………………...…..………12 1.3 Purpose of the Thesis..…………………………..……..……………………..……..………14 1.4 Organization of the Thesis…..…………..…………………………………..………………14
Chapter 2 Literature Review………………….………………..……………………..………16
2.1The MODE model of Attitude-Behavior Processes………………………………….………16
2.2 Factors that Affect Customer Motivation to Use Electronic Markets………..………….….18
2.2.1 Time saving…………………………………………………………………..………….18
2.2.2 Monetary Saving……….……………………………………………………..…………18
2.2.3 Relationship Marketing………………………………………………………….……….19
2.2.3.1 Financial Bond………………..………………………………………………….………20
2.2.3.2 Social Bond………………………………………………………………………………20
2.2.3.3 Structural Bond………………………………………………………………….……….21
2.3 Factors That Affect Customer Opportunity to Use Electronic Markets………….………21
2.3.1 Availability of Product Information………………….………………………….………21
2.3.2 Process Feasibility………………………………….……………………………………22
2.3.3 Switching Cost………………………………….…………………………………...……23
2.4 Categorization of Goods: Search versus Experience………………..…………….……..…23
2.5 Customer Loyalty……………………………………………………………..………..……24
Chapter summary…………………………..…………………………………..………………..26
Chapter 3 Theoretical Framework and Hypothesis …………………………….................. 27
3.1 Conceptualization of Consumer Motivation to repurchase from same online store …..........27
3.1.1 Motivation affects Attitude……………………………………………………….…….…27
3.1.2 Relational Bond affects Motivation………………………………………………..……...28
3.1.3. Financial Bond affects Relational Bond…………………………………………..……... 29
3.1.4 Social Bond affects Relational Bond……………………………………………..….….....29
3.1.5 Structural Bond affects Relational Bond………………………………………..….….......30
3.1.6 Time saving affects Motivation…………………………………………………..….…….30
3.1.7 Money Saving affects Motivation………………………………………………..………..31
3.2 Conceptualization of Consumer Opportunity to purchase from other online store ………....31
3.2.1 Availability of Information affects Opportunity…………………………………..……….32
3.2.2 Process feasibility (Order process, Payment process, Shipping process, and Post-sales process) affects Opportunity ………………………………………………………………...32 3.2.3 Switching cost affects Opportunity………………………………………………..……….33
3.3 Attitude affects Repurchase Intention………………………………………. …….………34 3.4 Search and Experience product as a Moderator……………………………….………..……34
Chapter 4 Research Design and Methodology ………….………………….….…..…………37
4.1 Research Methodology……………………………………………………………..…….….37
4.2 Research Design……………………………………………………………………….…..…37
4.3 Questionnaire Development……………………………………………………….….…..….38
4.4 Operationalizations of the Variables……………………………………………….….…..…39
4.4.1Consumer Motivation to Repurchase from Current Online Store………………….……....39
4.4.2 Consumer Opportunity to Purchase from Other Online Store………………………….....40
4.4.3 Current Online Store Attitude…………………………………………………….…….....40
4.4.4 Repurchase Intention from Current Online Store…………………………….…..………..40
4.5 Test of Validity and Reliability………….………………………..…….………...…………41
4.5.1 Availability of Information……………………………………………………………..…44
4.5.2 Process Feasibility………………………………………………………………………...44
4.5.3 Switching Cost………………………………………………………………….…………45
4.5.4 Time and Money Saving………………………………………………………………..…45
4.5.5 Relational Bond………………………………………………………………….…...…...45
4.5.6 Attitude………………………………………………………………………….…..….....46
4.5.7 Repurchase Intention…………………………………………………………….…..……46
4.7 Formal Survey……………….……………………………………………………….……..46
Chapter Summary………………………………………………………………………….……47
Chapter 5 Results …………………….………………………………………………….……48
5.1 Data Analysis …………………………………………………………………….…………48
5.2 Respondent Characteristics…………………………………………………………….……48
5.3 The Measurement Model (PLS path modeling)……………………………………….….....51
5.3.1 Test of validity and reliability……………………………………………………….….....51
5.3.2 Assessing the Structural Model………………………………………………………..…..57
5.3.3Test of Causal Research Hypotheses for The structural model…………………………....59
5.3.4 Test of Search type product and Experience type product ………………….………..…...62
5.3.4.1Search type product ………………………..………….………………………………….63
5.3.4.2 Experience type product ……………………….…….……………………………….....64
Chapter Summary…………………………………………….………………………………….66
Chapter 6 Conclusion……………………………….………………………………………….68
6.1 Conclusion………………………………………………….…………………………..……68
6.2 Discussion…………………………………………….…………………………………..….68
6.3 Limitation…………………………………………………..…………………………….….70
6.4 Future Research…………………………………………….…………………………..……71
Appendix A…………………………………………………………………………………..….73
Appendix B……………………………………………………………………………………...82
Appendix C……………………………………………………………………………………..85
References……………………………………………………..………………………………..90

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