電子商務基於網路的發展而誕生，且漸漸造就一種所有交易皆能於線上達成的相對較新穎之商業模式，因此距離不再是商業上的限制。察覺到電子商務帶來的潛力商機，愈來愈多人及零售商開始進到這個市場，電子商務自然而然地也在零售業的蓬勃發展，除了巨大商機之外，另一方面它也造成了巨大的市場競爭，因此進入該市場或在該市場經營有利可圖的事業變得愈來愈艱難，為幫助網路零售商或潛在的網路零售商克服此種情況，本研究旨在就電子商務的領域為從何提升顧客忠誠度，並且為進一步提高錢包份額提供建議參考，也將網站質量和多管道整合假設為顧客忠誠度的兩個前因。本論文以GU為例設計了與上述四個變數相關的問卷，接著使用SmartPLS進行結構方程模型(SEM)的計算以審視四個潛在變數是否具有高度關聯性。研究數據揭示網站質量和多管道整合對於顧客忠誠度都有正面影響，且顧客忠誠度可以進一步正向地影響錢包份額。除此之外，數據結果亦發現網站質量和多管道整合對錢包份額沒有直接影響，證實了顧客忠誠度的中介效應。因此，本研究認為當線上零售商追求收入增長時，他們可以先專注於提升顧客忠誠度，因為這將進一步增加顧客對該零售商的購買支出。

Thanks to the expansion of Internet, Electronic commerce (E-Commerce) existed, becoming a relatively new business model that all transactions can be completed online, so the distance would not be a restriction anymore. Sensing the huge business opportunities E-commerce brings, more and more individuals and retailers have engaged in this field. With e-commerce on the rise in the retailing market, it has become more and more challenging to enter this market or run a profitable business in this market as it could be rather competitive. To assist online retailers or would-be online retailers to overcome this situation, this dissertation aims to provide suggestions with regard to how to improve customer loyalty, then further increase share of wallet with regards to e-commerce. It is also proposed that site quality and multichannel integration are the two antecedents of customer loyalty. This dissertation took GU as our empirical study to design questionnaire related to the four variables. This research uses Structural Equation Modeling (SEM) (via SmartPLS) to assess correlations among the four latent variables. It was observed that both multichannel integration and site quality can positively affect customer loyalty, then customer loyalty can positively impact share of wallet. Moreover, it was found that site quality and multichannel integration do not have direct effect on share of wallet, confirming that customer loyalty plays mediating role in this research. Thus, the dissertation suggests that when online retailers are pursuing revenue growth, they can first focus on building higher customer loyalty, and it will further increase customer’s spending on them.

THESIS VERIFICATION LETTER i
摘要 ii
ABSTRACT iii
CHAPTER I: INTRODUCTION 1
1.1 RESEARCH BACKGROUND 1
1.2 RESEARCH GAP 3
1.3 RESEARCH PROCESS 4
CHAPTER II: LITERATURE REVIEW 6
2.1 THEORY: CONSUMER DECISION JOURNEY 6
2.2 SITE QUALITY 7
2.3 MULTICHANNEL INTEGRATION 9
2.4 CUSTOMER LOYALTY 11
2.5 SHARE OF WALLET 13
2.6 HYPOTHESES DEVELOPMENT 15
CHAPTER III: RESEARCH METHODOLOGY 18
3.1 RESEARCH DESIGN 18
3.1.1 Questionnaire Design 18
3.1.2 Respondent Profile 19
3.2 OPERATIONAL VARIABLES AND MEASURES 20
3.3 DATA ANALYSIS STRATEGY 25
CHAPTER IV: RESEARCH FINDINGS 26
4.1 DESCRIPTIVE STATISTICS ON SAMPLES 26
4.2 CONFIRMATORY FACTOR ANALYSIS (CFA) 29
4.3. HYPOTHESES TESTING AND MEDIATION ANALYSIS 35
CHAPTER V: DISCUSSION AND CONCLUSION 37
5.1 THEORETICAL AND MANAGERIAL IMPLICATIONS 37
5.2 LIMITATION AND FUTURE RESEARCH 38
REFERENCES 41
APPENDIX 1: SURVEY QUESTIONS IN ENGLISH 50
APPENDIX 2: SURVEY QUESTIONS IN MANDARIN 55

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