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中文論文名稱 網路購物顧客滿意與忠誠行為之研究
英文論文名稱 A Study of On-Line Shopping Customer Satisfaction and Loyalty Behavior
校院名稱 淡江大學
系所名稱(中) 國際商學碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration (EMBA) in International Commerce
學年度 97
學期 1
出版年 98
研究生中文姓名 鄒施苹
研究生英文姓名 Shih-Ping Tsou
學號 795520021
學位類別 碩士
語文別 中文
口試日期 2009-01-08
論文頁數 93頁
口試委員 指導教授-張俊惠
委員-黃志文
委員-魏上淩
中文關鍵字 ECSI  顧客期望  服務品質(SERVQUAL)  知覺價值  網購滿意  網購忠誠 
英文關鍵字 ECSI  Customer Expectation  Service Quality (SERVQUAL)  Perceived Value  Customer Satisfaction  Customer Loyalty 
學科別分類 學科別社會科學商學
中文摘要 根據資策會資訊市場情報中心 (MIC)發表「台灣網路消費行為趨勢觀察」的研究報告 (2007)中指出,2007年網友最常進行的網路活動,網購排名第五。另外,台灣整體線上購物市場規模於2007年將達到新台幣1,855億元,預估到2008年將達到新台幣2,530億元,成長率為36.4%。由此可知,網購市場正蓬勃的發展中,網友們也漸漸養成了透過網路來購物的習慣。由前述資料可知,整體網購市場規模逐年的在擴大,而透過網路商店來進行消費的比例也逐漸增加。因此,本研究將針對台灣的網路購物市場進行相關探討。
本研究係以修正後的ECSI模型做為本研究的研究架構,並針對曾經有從事網路購物經驗的消費者來進行研究,但不包括網路拍賣(C2C)。針對研究對象以網路問卷來進行測試,且主要以結構方程式模式(Structural Equation Modeling, SEM)進行資料分析。
本研究有三個重要的研究結論:
一、在台灣網購市場中,網購滿意是網購忠誠的重要前因。
二、在台灣網購市場中,顧客期望、服務品質以及知覺價值皆對網購滿意有影響,其中服務品質對網購滿意影響最顯著。
三、在台灣網購市場中,網購滿意是顧客期望、服務品質、知覺價值與網購忠誠之間的重要中介角色。
英文摘要 According to the research from MIC in 2007, the ranking of on-line shopping is No.5 of the all on-line activities in Taiwan. In addition, the market scale of on-line shopping will grow up to NT$253 billion in 2008, the growth rate is 36.4% comparing to 2007. Thus we can know the on-line shopping is becoming one of the important retail channels for customers, and this research focuses on the on-line shopping in Taiwan market.
This research presents the on-line shopping customer satisfaction in Taiwan, and the framework of this study is based on the revised ECSI Model (European Customer Satisfaction Index). The 209 samples were collected from the customers who have the purchasing experience through on-line stores (B2C). The data were analyzed by Structural Equation Modeling (SEM).
There are 3 results from this research: In Taiwan’s on-line shopping market
1.E-customer satisfaction is the important antecedent of e-customer loyalty.
2.E-customer expectation, service quality, perceived value influence e-customer satisfaction. Among them, e-service quality influences e-customer satisfaction the most.
3.E-customer satisfaction is the most important mediator among e-customer expectation, service quality, perceived value and loyalty.
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 5
第四節 研究範圍與對象 6
第五節 研究流程 7
第二章 文獻回顧與探討 9
第一節 顧客期望 9
第二節 服務品質 13
第三節 知覺價值 17
第四節 網購滿意 20
第五節 網購忠誠 27
第六節 國內顧客滿意相關研究 30
第三章 研究設計 31
第一節 觀念架構 31
第二節 研究假說 32
第三節 研究變數之定義與衡量項目 34
第四節 研究設計 40
第五節 資料分析方法 41
第四章 資料分析與結果 44
第一節 敘述性統計 44
第二節 信度分析 56
第三節 結構方程模式分析 59
第五章 研究結論與發現 72
第一節 研究結論 72
第二節 研究發現 74
第三節 研究限制與未來研究建議 77
參考文獻 78
附錄一 2005-2007年台灣網友上網頻率分佈 87
附錄二 2005-2008年台灣、美國與歐洲網路購物市場規模 87
附錄三 研究問卷 88
表目錄
表2-1 顧客期望定義之彙整表 9
表2-2 服務品質定義之彙整表 13
表2-3 知覺價值定義之彙整表 17
表2-4 顧客滿意定義之彙整表 20
表2-5 顧客忠誠定義之彙整表 28
表3-1 顧客期望之操作性定義與衡量項目 34
表3-2 服務品質之操作性定義與衡量項目 35
表3-3 知覺價值之操作性定義與衡量項目 37
表3-4 網購滿意之操作性定義與衡量項目 38
表3-5 網購忠誠之操作性定義與衡量項目 39
表3-6 問卷回收情況分析表 40
表3-7 整體配適度指標與理想評估準則 43
表4-1 較常在網路上購買的產品 (可複選) 45
表4-2 較常在網路上購買的產品--針對「其他」類別分析 46
表4-3 最常使用的購物網站 47
表4-4 最常使用的購物網站--針對「其他」類別分析 47
表4-5 平均每個月在網路上購買產品的次數 48
表4-6 平均每個月在網路上購買產品的費用 48
表4-7 有效問卷之性別資料 49
表4-8 有效問卷之年齡資料 50
表4-9 有效問卷之教育程度資料 51
表4-10 有效問卷之職業資料 52
表4-11 有效問卷之每個月平均收入資料 53
表4-12 有效問卷之使用網購時間資料 54
表4-13 有效問卷之最常使用的取得產品方式資料 54
表4-14 有效問卷之最常使用付款方式資料 55
表4-15 本研究各構面之Cronbach’s α 57
表4-16 結構方程模式之參數說明 61
表4-17 整體配適度指標評估結果 65
表4-18 衡量模式之評估 66
表4-19 結構模式之研究假說與驗證結果 67
表4-20 模式之路徑效果分析 71
圖目錄
圖1-1 研究流程 7
圖2-1 顧客期望與知覺結論 10
圖2-2 顧客期望模型 11
圖2-3 瑞典顧客滿意度量表模型 22
圖2-4 美國顧客滿意度指標模型 24
圖2-5 歐洲顧客滿意度指標模型 25
圖3-1 本研究之觀念架構 31
圖4-1 本研究模式之線性結構關係圖 60
圖4-2 本研究模式之線性結構關係路徑分析圖 69
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