人們對網路的黏著度高，生活習慣改變，消費方式也改變，喜歡方便快捷，電商平台的網購通路成為人們消費購物的重要途徑之一。在新零售的影響下，實體通路跟電商平台相互結合，且在跨境電商跟台灣本地的電商競爭日趨白熱化的情況下，消費者在台灣電商平台有關的消費行為是值得探討的議題，因此本研究將針對台灣B2C的電商平台有關之消費者行為進行探討。

    本研究採用修改後的PZB模型作為本研究架構的基礎，探討在台灣B2C電商平台市場中，消費者對於電商平台服務品質中的「回應性」、「保障性」、「有形性」的顧客滿意及顧客忠誠之影響，此外，加入「平台形象」，探討消費者對於電商平台的「平台形象」是否影響顧客滿意及顧客忠誠。

    本研究使用SPSS22.0版與LISREL8.71版作為資料分析之工具，透過結構方程模式分析驗證研究假說，得出以下三點結論：
一、在台灣電商平台市場中，顧客滿意是顧客忠誠的關鍵前因
二、在台灣電商平台市場，服務品質中的有形性最為重要，其次為保障性，而回應性並不具顯著的影響力，是所有台灣電商業者的經營基本要件
三、平台的公益形象並不是關鍵前因，已是經營的必須要件

People’s life style and consumption patterns are changing due to their high reliance on the internet. E-commerce platform has become one of the important ways for people to shop as it is quick and convenient. With the influence of new retail, combination of physical store and e-commerce, and the increasing competition between the cross-border e-commerce and the Taiwan’s e-commerce, the consumer behavior in Taiwan’s B2C e-commerce platform. 

  By adapting the revised PZB model as the framework, this study explores service quality factor “Responsiveness”, “Assurance”, “Tangibles” affect customer satisfaction and loyalty to the Taiwan’s B2C e-commerce market. Furthermore, this research will also include the factor “Platform image” and will explore if it affects customer satisfaction and loyalty to the Taiwan’s B2C e-commerce market or not.

  SPSS22.0 and LISREL8.71 were used for data analysis. The study hypothesis is validated through the structural equation model analysis and the following three conclusion are obtained:
1. In Taiwan's B2C e-commerce platform market, customer satisfaction is the main factor to impact customer loyalty.
2. In Taiwan's B2C e-commerce platform market, “Tangibles” is the most important factor and “Assurance” is the second. “Responsiveness” does not play a significant role as it is has been the basic business requirement for all the Taiwan’s e-commerce.
3. Platform's charity image is not the key factor leading to customer satisfaction and customer loyalty, it should have been the basic business requirement.

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	4
第四節 研究範圍與對象	5
第五節 研究流程	6
第二章 文獻回顧	7
第一節 台灣電商平台	7
一、 電子商務之定義	7
二、 電商的營運模式	9
三、 台灣電商平台的現況與趨勢	11
第二節 服務品質	14
一、 服務品質之定義	14
二、 服務品質模型PZB Model回顧	18
三、 SERVQUAL量表之影響構面	21
第三節 平台形象PLATFORM IMAGE	23
一、 企業形象(Corporate Image)之定義	23
二、 企業形象之衡量方式	27
三、 企業形象之相關研究	33
第四節 顧客滿意CUSTOMER SATISFACTION	35
一、 顧客滿意之定義	35
二、 顧客滿意之衡量方式	38
三、 顧客滿意之相關研究	41
第五節 顧客忠誠CUSTOMER LOYALTY	43
一、 顧客忠誠之定義	43
二、 顧客忠誠之衡量方式	47
第三章 研究方法	51
第一節 觀念架構	51
第二節 研究假說	52
第三節 研究變數之操作性定義與衡量問項	55
一、 回應性(Responsiveness)	55
二、 保障性(Assurance)	56
三、 有形性(Tangibles)	57
四、 平台形象(Platform Image)	58
五、 顧客滿意(Customer Satisfaction)	59
六、 顧客忠誠(Customer Loyalty)	60
第四節 研究設計	61
一、 問卷設計	61
二、 問卷發放與回收狀況	61
第五節 資料分析方法	62
一、 敍述性統計分析	62
二、 結構方程模式	63
第四章 資料分析與結果	67
第一節 敘述性統計	67
一、 消費者對於台灣電商平台的使用現況	67
二、 個人基本資料	72
第二節 結構方程式模型分析	77
一、 本研究之結構方程式模型	77
二、 本研究之整體模型配適度評估	81
三、 衡量模式之評估	82
四、 信度分析	84
五、 研究假說與驗證結果	85
六、 整體結構關係路徑圖分析	88
第五章 研究結論與發現	90
第一節 研究結論	90
第二節 研究發現	92
第三節 研究限制與未來研究建議	94
參考文獻	95
一、 中文部份	95
二、 英文部份	98
附錄 研究問卷	114

 
表目錄
表 2-1電子商務定義之相關研究彙整表	8
表 2-2台灣電商業者類型及代表業者	11
表 2-3服務品質定義之相關研究彙整表	16
表 2-4「SERVQUAL」量表之構面與定義(1985)	21
表 2-5「SERVQUAL」量表之構面與定義(1988)	22
表 2-6企業形象定義之相關研究彙整表	25
表 2-7企業形象之衡量方式	31
表 2-8企業形象之相關研究	34
表 2-9顧客滿意定義之相關研究彙整表	36
表 2-10顧客滿意之衡量方式	40
表 2-11 顧客滿意之相關研究	42
表 2-12顧客忠誠定義之相關研究彙整表	45
表 2-13顧客忠誠之衡量方式	49
表 3-1本研究假說彙整表	54
表 3-2回應性之操作性定義與衡量問項	55
表 3-3保障性之操作性定義與衡量問項	56
表 3-4有形性之操作性定義與衡量問項	57
表 3-5平台形象之操作性定義與衡量問項	58
表 3-6顧客滿意之操作性定義與衡量問項	59
表 3-7顧客忠誠之操作性定義與衡量問項	60
表 3-8問卷發放與回收狀況	61
表 3-9 LISREL參數符號說明	64
表 3-10整體模型之配適度指標	65
表 4-1受訪者最常使用的台灣B2C電商平台的情形	68
表 4-2使用者平均每次使用台灣電商平台所花費的金額	69
表 4-3使用者使用台灣電商平台購物的頻率	70
表 4-4使用者在電商平台上最常購買的產品	71
表 4-5有效樣本之性別分布的情形	72
表 4-6有效樣本之年齡分布	73
表 4-7有效樣本之教育程度分布	74
表 4-8有效樣本之居住地區分布	74
表 4-9有效樣本之職業分布	75
表 4-10有效樣本之平均每月收入分布	76
表 4-11結構方程式之參數說明	79
表 4-12整體模型配適度衡量結果	81
表 4-13整體樣本衡量模式之評估	83
表 4-14整體樣本各構面之信度分析表	84
表 4-15整體樣本之研究假說驗證結果	87
表 4-16整體路徑效果分析	89


 
圖目錄
圖1-1研究流程圖	6
圖2-1服務品質概念模型	18
圖2-2認知服務品質模型	20
圖3-1本研究之研究架構	51
圖4-1本研究整體模式之線性結構圖	78
圖4-2本研究之整體樣本結構關係路徑圖	89

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