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線上購物平台的服務品質、促銷技巧、信任感與忠誠度關係之研究－以Momo和Pchome為例

為了解決momo iphone福利機的問題，作者魏建家 這樣論述：

This study mainly on-line shopping platforms the relationship between service quality, promotion skill and trust on loyalty. The questionnaire survey method is used to study using on-line shopping the consumers. A total of 339 copies were issued, and 326 valid samples were collected. Data statistic

al analysis method, including the use of t-test, one-way ANOVA analysis, Pearson correlation analysis, regression analysis and other methods for analysis, the study found that : 1. service quality has a positive impact on loyalty; 2. service quality has positive impact on promotion skill; 3. service

quality has positive impact on trust; 4. promotion skill has a positive impact on loyalty; 5. trust has a positive impact on loyalty; 6. promotion skill has a significant intermediary effect between service quality and loyalty; 7. trust has a significant intermediary effect between service quality

and loyalty. It shows that the loyalty will be affected by the service quality, promotion skill and trust. Therefore, this study suggests that on-line shopping platforms should strengthen its service quality, promotion skill and trust to enhance using on-line shopping the consumers of loyalty.