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系統識別號 U0002-2406200815492400
中文論文名稱 消費者網路購物價值、滿意與忠誠之研究
英文論文名稱 The Impact of E-Customer Value and E-Customer Satisfaction on E-Customer Loyalty.
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 96
學期 2
出版年 97
研究生中文姓名 徐榛璘
研究生英文姓名 Chen-Lin Hsu
學號 695550441
學位類別 碩士
語文別 中文
口試日期 2008-06-09
論文頁數 83頁
口試委員 指導教授-張俊惠
委員-魏上凌
委員-黃志文
中文關鍵字 功能價值  情感價值  網購滿意  網購忠誠  結構方程模式 
英文關鍵字 E-Customer  Functional Value  Emotional Value  Satisfaction  Loyalty 
學科別分類 學科別社會科學商學
中文摘要 根據資策會的調查顯示,2006年網友最常拜訪的零售通路,購物網站超越百貨公司與3C賣場,躍居到第四名,表示網路購物已經成為網友另一種新的購物選擇。而民眾在家從事線上購物與線上拍賣的人數,也有逐年增加的趨勢。由此可知,網路購物確實有其發展空間,潛力不容忽視。因此,本研究將針對台灣的網路購物市場進行相關探討。
本研究目的有三,將探討台灣網購市場中:
一、功能價值與情感價值分別對於網購忠誠的影響。
二、網購滿意對於網購忠誠的影響。
三、網購滿意是否為功能價值、情感價值與網購忠誠之間的中介變數。
本研究將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。並且使用SPSS10.0版以及LISREL8.7版作為資料分析的工具。
經由結構方程模式驗證研究假說,得知功能價值與情感價值無法直接影響網購忠誠;再次驗證網購滿意確實為網購忠誠的前因變數;並且網購滿意也是功能價值、情感價值與網購忠誠之間重要的中介變數。
英文摘要 Over these years, more and more people are trying to purchase what they want through the Internet. According to the researches from MIC, the market of electronic commerce, especially in online shopping, is now growing up with a stunning speed.
The research use 18-item measure, SPSS and LISREL, that can be used to assess the e-customer value, satisfaction, and loyalty in online shopping environment. Two value dimensions emerged that were termed functional and emotional.
There are two findings from this research:
(1)In Taiwan online shopping market, e-store operators should emphasis either functional or emotional value.
(2)The base of a success e-store is the investigate of satisfaction.
論文目次 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 4
第三節 研究目的 7
第四節 研究範圍與對象 8
第五節 研究流程 9

第二章 文獻回顧與探討 10
第一節 電子商務 10
第二節 功能價值與情感價值 14
第三節 網購滿意 21
第四節 網購忠誠 23
第五節 國內外相關研究 28

第三章 研究方法 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 38
第五節 資料分析方法 39

第四章 資料分析與結果 42
第一節 敘述性統計分析 42
第二節 信度分析 54
第三節 結構方程模式分析 56

第五章 研究結論與發現 67
第一節 研究結論 67
第二節 研究發現 68
第三節 研究限制與未來研究建議 69

參考文獻 70

附錄 研究問卷 79

表目錄
表1-1 網路使用者在家中所使用的連網應用項目 2
表2-1 Kalakota and Whinston對電子商務定義之彙整表 11
表2-2 顧客價值定義之彙整表 15
表2-3 顧客價值衡量構面之彙整表 18
表2-4 功能價值定義之彙整表 20
表2-5 情感價值定義之彙整表 20
表2-6 顧客滿意定義之彙整表 22
表2-7 顧客忠誠定義之彙整表 24
表2-8 顧客忠誠衡量構面之彙整表 25
表2-9 顧客忠誠衡量構面指標之彙整表 27
表3-1 功能價值之操作性定義與衡量項目 34
表3-2 情感價值之操作性定義與衡量項目 35
表3-3 網購滿意之操作性定義與衡量項目 36
表3-4 網購忠誠之操作性定義與衡量項目 37
表3-5 問卷回收情況分析表 38
表3-6 整體配適度指標與理想評估準則 41
表4-1 較常在網路上購買的產品 43
表4-2 較常在網路上購買的產品--針對「其他」類別分析 44
表4-3 最常使用的購物網站 45
表4-4 最常使用的購物網站--針對「其他」類別分析 45
表4-5 平均每個月在網路上購買產品的次數 46
表4-6 平均每個月在網路上購買產品的費用 47
表4-7 有效問卷之性別資料 48
表4-8 有效問卷之年齡資料 49
表4-9 有效問卷之教育程度資料 50
表4-10 有效問卷之居住所在地資料 50
表4-11 有效問卷之婚姻狀況資料 51
表4-12 有效問卷之職業資料 51
表4-13 有效問卷之每個月平均可支配所得資料 52
表4-14 有效問卷之網購經驗資料 53
表4-15 本研究各構面之Cronbach's α 54
表4-16 結構方程模式之參數說明 58
表4-17 整體配適度指標評估結果 60
表4-18 基本配適度指標分析結果 61
表4-19 模式之研究假說與驗證結果 63
表4-20 模式之路徑效果分析 66

圖目錄
圖1-1 研究流程 9
圖2-1 Yang and Peterson (2004)觀念架構圖 28
圖2-2 Lee and Overby (2004)觀念架構圖 28
圖2-3 Wang et al. (2004)觀念架構圖 29
圖2-4 陳進成 (2003)觀念架構圖 29
圖2-5 Anderson and Srinivasan (2003)觀念架構圖 30
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 57
圖4-2 本研究模式之線性結構關係路徑分析圖 64
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