NTU Management Rev i ew Vol . 31 No. 2 Aug. 2021, 1-27 DOI:10.6226/NTUMR.202108_31(2).0001 1 A Dynamic Examination of Online Customer Gratitude and Trust 線上顧客感恩與信任之動態研究 Min-Hsin Huang, Department of Business Management, National Sun Yat-sen University 黃明新/ 國立中山大學企業管理學系 Li-Ting Shih, Department of Business Management, National Sun Yat-sen University 施麗婷/ 國立中山大學企業管理學系 Received 2019/5, Final revision received 2020/12 Abstract Past literature has suggested that the relationship between enterprises and customers is likely to change over time; still, most scholars test their theoretical models by using measures of the relational constructs that represent a static point in time. Based on relationship dynamics theory, this study adopts the concepts of gratitude velocity and trust velocity, and uses longitudinal data gathered from online customers to examine how these constructs influence customers’ attitudinal and behavioral loyalty. We find gratitude velocity and trust velocity have significant positive effects on both forms of customer loyalty respectively. We also find that relationship benefits also have positive impacts on velocity. Our findings strengthen the literature regarding relationship marketing in e-commerce. 【Keywords】 customer gratitude, latent growth curve model, relationship dynamics theory 摘 要 過去文獻已提及企業與顧客的關係極可能隨著時間改變，但多數研究者仍採靜態的時 間點來驗證其理論模型。本研究以「關係動態理論」為基礎，運用潛在成長模型進行 長期資料分析，提出感恩與信任之變動速率，將其應用於線上購物環境，來驗證顧客 感恩與信任隨著時間推移，對顧客忠誠度（態度與行為忠誠）所帶來的影響。研究結 果顯示，感恩變動速率與信任變動速率正向影響顧客忠誠度，關係利益對關係變動速 率也有正向影響。研究結果將強化關係行銷理論應用在電子商務中。 【關鍵字】顧客感恩、潛在成長模型、關係動態理論 專題主編：王貞雅教授、白佩玉教授、黃俊堯教授、謝依靜教授（以上依姓氏筆畫排序）
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