電子服務質量對印度尼西亞Facebook廣告客戶電子忠誠的影響：探索多重調解模式

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题名:	電子服務質量對印度尼西亞Facebook廣告客戶電子忠誠的影響：探索多重調解模式
作者:	Amri, Khoirul
贡献者:	經營管理學系
关键词:	電子服務質量、感知價值、電子滿意度、電子忠誠度、Facebook廣告、E-Service Quality、Perceived Value、E-Satisfaction、E-Loyalty、Facebook Ads
日期:	2018
上传时间:	2018-06-14 07:22:00 (UTC+0)
出版者:	亞洲大學
摘要:	研究目的 - 本研究的目的是調查Facebook廣告服務中的電子服務質量，感知價值，電子滿意度和電子忠誠度之間的關係。研究方式 - 通過對220多名受訪者的調查，通過在線調查進行定量研究，並向印度尼西亞的Facebook廣告客戶發放。因果研究設計被用來評估構念之間的因果關係。 SEM和調解測試也在這項研究中進行。研究發現 - 電子服務質量被認為是對感知價值最有影響的變量。而電子滿意度與電子忠誠密切相關。電子服務質量與電子滿意度之間的關係完全由感知價值所介導。而且，電子滿意度完全調節了電子服務質量與電子忠誠，感知價值與電子忠誠之間的關係。評估多重中介，電子服務質量對電子忠誠的影響是充分和顯著介導的感知價值和電子的滿意度。研究限制 - 這項研究限制了受訪者只專注於印度尼西亞的Facebook廣告客戶。實際影響 - 本研究為數字廣告公司提供了幾個實用的方向，特別是Facebook作為Facebook廣告服務的所有者。從管理的角度來看，Facebook公司應該更注重廣告主的感知價值和廣告商的電子滿意度。因為良好的服務質量可以增加廣告客戶的感知價值和電子滿意度，從而提高廣告客戶的電子忠誠度。另外，數字廣告公司應該重視信息系統服務質量和客戶服務質量。獨創性與價值 - 關於電子服務質量對數字廣告服務相關電子忠誠的影響的研究還很有限。因此，本研究對印度尼西亞的Facebook廣告客戶的電子忠誠關鍵因素提供了更好的理解。 Purpose – The purpose of this study is to investigate the relationship of e-service quality, perceived value, e-satisfaction, and e-loyalty in Facebook ads service. Design/methodology/approach – Quantitative research is conducted by means of a survey among a sample of over 220 respondents via online survey and distributed to the Indonesian Facebook advertisers. Causal research design is used to evaluate cause-and-effect relationship between construct. SEM and mediation test are carried out in this study as well. Findings – E-service quality identified as the most influential variable toward perceived value. While, e-satisfaction strongly associated with e-loyalty. The relationship between e-service quality and e-satisfaction is fully mediated by perceived value. Moreover, e-satisfaction fully mediates the relationship between e-service quality and e-loyalty, and perceived value and e-loyalty. Multiple mediation is evaluated, the influence of e-service quality on e-loyalty is fully and significant mediated by perceived value and e-satisfaction. Research limitation – This study limits the respondents to Indonesian Facebook advertisers. Practical implications – This study yields several practical directions for digital advertising agencies especially Facebook as the owner of Facebook ads service. From a managerial standpoint, Facebook company should pay more attention to advertisers perceived value and advertisers e-satisfaction. Because a good service quality could increase advertiser’s perceived value and e-satisfaction which lead to enhance advertiser’s e-loyalty. Additionally, digital advertising agencies should emphasize on information system service quality and customer service quality. Originality/value – The research regarding the impact of e-service quality towards e-loyalty related to digital advertising service is still limited. Therefore, this study provides the better understanding about key factors that influence the e-loyalty of Indonesian Facebook advertisers.
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