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系統識別號 U0002-1006200502463900
中文論文名稱 線上購物滿意度與偏好之研究—SERVQUAL Model觀點
英文論文名稱 The Study of On-line Shopping Satisfaction and Preference—The SERVQUAL Model perspective
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班
系所名稱(英) Department of International Trade
學年度 93
學期 2
出版年 94
研究生中文姓名 林柏宏
研究生英文姓名 Po-Hung Lin
學號 692480196
學位類別 碩士
語文別 中文
口試日期 2005-05-13
論文頁數 82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 線上購物  滿意度  偏好  服務品質(SERVQUAL)  涉入 
英文關鍵字 On-line Shopping  Satisfaction  Preference  Service Quality(SERVQUAL)  Involvement 
學科別分類 學科別社會科學商學
中文摘要 由於台灣近幾年來線上購物的人口與市場呈現大幅成長的狀態,線上購物已經成為消費者在傳統通路外的另一種要要選擇,這種新的商業行為與經濟模式看似商機無窮,但依據經濟部商業司於2003年中的研究資料顯示,僅有28.3%的電子商店獲利,可見電子商店的營業績效普遍不理想,電子商店若想要留住老顧客或吸引新顧客以維持獲利,就必須要了解何者驅使顧客滿意度與偏好的形成,而線上購物其實可以視為電子商店提供給消費者的一項便捷的服務,因此本研究試圖探究SERVQUAL的四構面—可靠性(reliability)、回應性(responsiveness)、體貼性(empathy)、保障性(assurance)是否為線上購物滿意度的前置因素,以及線上購物滿意度是否正面影響線上購物使用者對線上購物的偏好。此外,本研究導入線上購物涉入程度為干擾變項,進一步探討在高、低線上購物涉入群下,研究模式有何差異。本研究以淡江大學商學院日間部學生為研究對象,採用問卷調查方式蒐集資料,且主要以結構方程式模式(structural equation modeling, SEM)進行資料分析,研究分析結果與發現描述如下:
1.線上購物使用者對線上購物可靠性、體貼性與保障性的知覺,會正面影響使用者的滿意度。
2..線上購物使用者對線上購物的滿意度,會正面影響使用者的偏好。
3.對高線上購物涉入程度的使用者而言,線上購物可靠性知覺,會正面影響使用者的滿意度,且線上購物的滿意度,會正面影響使用者的偏好。
4.對低線上購物涉入程度的使用者而言,線上購物可靠性知覺與保障性知覺,會正面影響使用者滿意度;且線上購物的滿意度,會正面影響使用者的偏好。
英文摘要 The sales of on-line shopping has been risen substantially during the last decade. On-line shopping has become an important alternative to the traditional brick-and-mortar shopping channel. This new way of doing business seems to create infinite opportunities. However, according to one study of Ministry of Economic Affairs(MOEA), only 28.9 percent of electronic stores made profits in 2003. The performance of most electronic stores is not good enough. If electronic stores want to keep making profits by retaining existing on-line customers and attracting new ones, they must understand what drives customers’ satisfaction and preference. In addition, on-line shopping could be viewed as electronic stores providing a convenient service for consumers. Therefore, this study tries to find out whether the four dimensions of SERVQUAL—reliability, responsiveness, empathy and assurance are antecedents of on-line shopping satisfaction and whether on-line shopping satisfaction affects on-line shopping preference positively. Moreover, this study examines the involvement of on-line shopping as a moderator and tries to find out the differences of the model between the cluster of high involvement and the cluster of low involvement. 451 valid response data were collected from the students of College of Business in Tamkang University. We employed questionnaire to collect data and analyzed it by structural equation modeling analysis. The study results summarize as follows:
1.Users’ perceptions of reliability, empathy, and assurance from on-line shopping will influence users’ satisfaction positively.
2.Users’ satisfaction from on-line shopping will influence users’ preference positively.
3.To the users of high involvement of on-line shopping, users’ perceptions of reliability from on-line shopping will influence users’ satisfaction positively and users’ satisfaction from on-line shopping will influence users’ preference positively.
4.To the users of low involvement of on-line shopping, Users’ perceptions of reliability and assurance from on-line shopping will influence users’ satisfaction positively. Besides, Users’ satisfaction from on-line shopping will influence users’ preference positively.
論文目次 目錄
目錄 I
表目錄 II
圖目錄 III
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究範圍與對象 3
第四節 研究流程 4
第二章 文獻回顧與探討 5
第一節 電子商務 5
第二節 服務品質 10
第三節 滿意度與偏好 15
第四節 涉入理論 15
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假說 19
第三節 研究變數之定義與衡量 23
第四節 研究設計與抽樣方法 27
第五節 資料分析方法 31
第四章 資料分析與結果 40
第一節 敘述性統計分析 40
第二節 信度分析 43
第三節 結構方程式模式分析 44
第四節 線上購物涉入程度之集群分析 52
第五節 群別特徵描述 55
第六節 高、低線上購物涉入群之結構方程式模式分析 57
第五章 研究結論與建議 65
第一節、研究結論 65
第二節、研究發現 68
第三節、研究限制與未來研究建議 70
參考文獻 72
附錄一 台灣經常上網人口成長情況 77
附錄二 台灣寬頻網路用戶數成長情況 77
附錄三 台灣各年齡層網路購物人口比例 78
附錄四 研究問卷 79

表目錄
表2-1-1 電子商務的演進 6
表2-1-2 電子商務定義之彙整 7
表2-1-3 Kalakota and Whinston對電子商務的定義 8
表2-2-1 服務品質定義之彙整 10
表2-2-1 服務品質定義之彙整(續) 11
表2-4-1 Zaichkowsky修正後的個人涉入量表 16
表3-3-1 變數之操作性定義、衡量與問項參考來源 25
表3-3-1 變數之操作性定義、衡量與問項參考來源(續) 26
表3-4-1 分層樣本之配置情況 29
表3-4-2 問卷發放與回收情況 30
表3-4-3 有效樣本與母體之適合度檢定 31
表3-5-1 SEM整體模式配適度判斷指標 33
表3-5-2 最小平方均值表 38
表4-1-1 有效樣本之線上購物經驗分佈表 40
表4-1-2 有線上購物經驗之個人基本資料 41
表4-1-3 實際線上購物經驗之基本資料 42
表4-1-3 實際線上購物經驗之基本資料(續) 43
表4-2-1 各構面信度之評估 43
表4-3-1 結構方程式模式之參數說明 46
表4-3-1 結構方程式模式之參數說明(續) 47
表4-3-2 整體模式之配適度評估 47
表4-3-3 衡量模式之評估 48
表4-3-4 研究假說驗證結果 50
表4-3-5 路徑效果之說明 51
表4-4-1 集群顯著性之1-way MONOVA總檢定 53
表4-4-2 集群顯著性之1-way MONOVA邊際檢定 53
表4-5-1 高、低線上購物涉入群分佈表 55
表4-5-2 群別特徵之1-way MONOVA總檢定 56
表4-5-3 群別特徵之1-way MONOVA邊際檢定 56
表4-5-4 每月可支配所得之最小平方均值表 57
表4-5-5 每次線上購物平均購買金額之最小平方均值表 57
表4-6-1 高、低線上購物涉入群之整體模式配適度評估 58
表4-6-2 高、低線上購物涉入群之衡量模式評估 60
表4-6-3 高線上購物涉入群之研究假說驗證結果 62
表4-6-4 低線上購物涉入群之研究假說驗證結果 62

圖目錄
圖1-4-1 本研究之研究流程 4
圖3-1-1 本研究之研究架構 19
圖3-5-1 集群架構 35
圖3-5-2 成偶檢定結果 36
圖3-5-3 成偶檢定圖 38
圖4-3-1 本研究整體模式之線性結構關係圖 45
圖4-3-2 結構模式路徑分析圖 50
圖4-4-2 群別命名之成偶檢定結果 54
圖4-5-1 群別特徵成偶檢定結果 57
圖4-6-1 高線上購物涉入群之結構模式路徑分析圖 63
圖4-6-2 低線上購物涉入群之結構模式路徑分析圖 63
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