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系統識別號 U0002-0502200923262500
中文論文名稱 網購化妝品滿意度之研究
英文論文名稱 A study of Cosmetics On-Line Shopping Satisfaction
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士在職專班
系所名稱(英) Department of International Trade
學年度 97
學期 1
出版年 98
研究生中文姓名 李沂紋
研究生英文姓名 I-Wen Lee
學號 795550341
學位類別 碩士
語文別 中文
口試日期 2009-01-08
論文頁數 94頁
口試委員 指導教授-張俊惠
委員-黃志文
委員-魏上凌
中文關鍵字 ACSI  知覺犠牲  顧客期望  知覺品質  網購滿意  網購忠誠 
英文關鍵字 ACSI  Perceived Sacrifice  Customer Expectation  Perceived Quality  Customer Satisfaction  Customer Loyalty 
學科別分類 學科別社會科學商學
中文摘要 由於網路使用人口的快速增加及美容保養產品的快速成長,網購化妝品已成為新型態的消費模式。但是台灣美容保養產品為主的電子商店退出率高達18.04%,顯示販售美容保養品為主的業者競爭相當激烈,經營非常不容易。對於業者而言要如何達到損益兩平,滅少商店退出比例,乃是網購化妝品業者最應關注的行銷課題。

本研究係以修正 ACSI 指標(American Customer Satisfaction Index)作為本研究主要的研究架構。希望藉由探討知覺犧牲、顧客期望與知覺品質,三項網購滿意的前因變數,以了解何者為網購化妝品滿意之關鍵因子。並進一步驗證網購滿意是否會導致網購忠誠的發生。

本研究針對曾經有網購經驗的消費者做為研究對象,但是不包括經由網路拍賣(C2C)購買產品。對於研究對象進行人員紙本發放或網路問卷的施測。主要以結構方程式模式(Structural Equation Modeling, SEM)及SPSS10.0進行資料分析,研究結論與發現描述如下:

一、 掌握滿意度是網購化妝品業者成功的關鍵

二、 顧客期望乃是網購滿意的重要基石
英文摘要 Since the high growth rate of on-line shopping population, to buy cosmetics through on-line shops becomes a very new and fashion way in Taiwan’s cosmetics market. But on-line shops selling cosmetics compete in a very struggle environment with withdraw rate 18.04%. How to reach the break-even point and reduce the withdraw rate has become the more concern topic for all the on-line shops that sell cosmetics.

This study uses the revised ACSI model as the research framework. To verify the impacts of perceived sacrifice, customer expectation and perceived quality on on-line shopping cosmetic satisfaction, and try to find out which is the key antecedent of e-customer satisfaction. Besides, this study also examines the relationship between e-customer satisfaction and e-customer loyalty.

The survey data were collected from 303 customers who have the purchasing experience through on-line cosmetics stores, and the data were analyzed by the Structural Equation Modeling (SEM).

This study has two major findings:
1.E-customer satisfaction is the key successful factor in Taiwan’s on-line cosmetics market.
2.Customer expectation is the most important antecedent of e-customer satisfaction.
論文目次 目 錄
目 錄 I
表 目 錄 III
圖 目 錄 V
第一章 緒 論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究範圍與對象 6
第五節 研究流程 7

第二章 文獻探討 9
第一節 知覺價值 9
第二節 知覺犠牲 16
第三節 顧客期望 19
第四節 知覺品質 23
第五節 顧客滿意 29
第六節 顧客忠誠 34

第三章 研究設計 40
第一節 觀念架構 40
第二節 研究假說 41
第三節 研究變數之定義與衡量項目 43
第四節 研究設計與方法 50
第五節 資料分析方法 51

第四章 資料分析與結果 54
第一節 敘述性統計分析 54
第二節 信度分析 60
第三節 結構方程模式分析 62

第五章 研究結論與發現 76
第一節 研究結論 76
第二節 研究發現 78
第三節 研究限制與研究建議 80
參考文獻 81
附錄 研究問卷 91

表 目 錄
表1-1 台灣2006-2008年各產品區隔成長率 2
表2-1 知覺價值文獻彙整表 10
表2-2 知覺價值衡量構面之彙整表 14
表2-3 知覺犧牲文獻彙整表 16
表2-4 知覺犧牲衡量構面彙整表 18
表2-5 顧客期望文獻彙整表 19
表2-6 知覺品質文獻彙整表 24
表2-7 知覺品質衡量構面彙整表 26
表2-8 顧客滿意文獻彙整表 30
表2-9 顧客滿意衡量構面彙整表 32
表2-10 顧客忠誠文獻彙整表 35
表2-11 顧客忠誠衡量構面彙整表 37
表2-12 影響e-loyalty的八大因素 38
表3-1 知覺犧牲之操作性定義與衡量項目 43
表3-2 顧客期望之操作性定義與衡量項目 44
表3-3 知覺品質之操作性定義與衡量項目 45
表3-4 網購滿意之操作性定義與衡量項目 48
表3-5 網購忠誠之操作性定義與衡量項目 49
表3-6 問卷回收情況分析表 50
表3-7 整體配適度指標與理想評估準則 53
表4-1 最常使用的化妝品購物網站 54
表4-2 平均每年在網路上購買化妝品的費用 55
表4-3 每年在網路上購買化妝品的次數 55
表4-4 受測者之性別資料 56
表4-5 受測者之年齡資料 57
表4-6 受測者之教育程度資料 57
表4-7 受測者之居住所在地資料 58
表4-8 受測者之職業別資料 58
表4-9 受測者之每月平均收入 59
表4-10 本研究各構面之Cronbach’ s α 60
表4-11 結構方程模式之參數說明 64
表4-12 整體配適度指標評估結果 68
表4-13 衡量模式之評估 70
表4-14 研究假說與驗證結果 72
表4-15 路徑效果彙整表 75

圖 目 錄
圖1-1 台灣 2004-2006電子商店退出比例 3
圖2-1 知覺犧牲概念性架構圖 17
圖2-2 顧客期望與知覺結論 21
圖2-3 顧客期望模型 21
圖3-1 本研究之觀念架構 40
圖4-1 本研究模式之線性結構關係圖 63
圖4-2 本研究模式之線性結構關係路徑分析圖 73
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