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中文論文名稱 服務品質、知覺風險、顧客滿意度與顧客忠誠度關係之研究─以台灣網路書店為例
英文論文名稱 The Study of Relationship among Service Quality, Perceived Risk, Customer Satisfaction and Customer Loyalty ─ An Empirical Study of the E-bookstores in Taiwan
校院名稱 淡江大學
系所名稱(中) 管理科學研究所碩士班
系所名稱(英) Graduate Institute of Management Science
學年度 96
學期 2
出版年 97
研究生中文姓名 林佩蓁
研究生英文姓名 Pei-Chen Lin
學號 695621226
學位類別 碩士
語文別 中文
口試日期 2008-06-12
論文頁數 107頁
口試委員 指導教授-陳定國
共同指導教授-張紘炬
委員-詹錦宏
委員-黃文濤
中文關鍵字 網路書店  網站服務品質  知覺風險  滿意度  忠誠度 
英文關鍵字 E-bookstores  e-SQ  Perceived Risk  Customer Satisfaction  Customer Loyalty 
學科別分類 學科別社會科學管理學
中文摘要 對傳統書店來說,網路的迅速崛起帶來了前所未有的衝擊,隨著博客來網路書店的經營愈來愈成功,許多傳統產實體書店也意識到此虛擬通路的無線商機,紛紛投入網路書店這個領域。網路書店能提供多元的服務方式與現代網路購書族群的網路特性認知相符合,因此有意願或曾經在網路書店購書的消費者也愈來愈多。對於網路商店業者而言,瞭解網路消費者滿意度與忠誠度的關鍵因素,是一個重要議題。
已有部分學者發展出專屬於網路商店的服務品質構面,並以此作為網路顧客滿意度或忠誠度的前置影響因素,此外購買者透過網際網路購物無法先檢查與試用實體產品,更增加其不確定感,所以消費者可能知覺到更高風險。在網站服務品質方面,以「商品資訊」、「網站設計」、「購物便利性」、「服務可靠性」、「個人化服務」五個因素為代表;在知覺風險方面,以「財務風險」、「功能風險」、「時間風險」、「安全風險」四個因素為代表。
本研究之主要目的,即在探討網站服務品質、知覺風險兩個構面
探討對於網路顧客滿意度與忠誠度之影響,所得之結論如下:
(一)在網站服務品質方面,「服務可靠性」對於顧客滿意度有最高的影響力,其次為「個人化服務」、「購物便利性」、「網站設計」,而「商品資訊」對於顧客滿意度並無顯著的影響;此外,網站服務品質對知覺風險具有顯著的負向影響。
(二)在知覺風險方面,「安全風險」對於顧客滿意度有最高的影響力,其次為「財務風險」、「時間風險」、「功能風險」;而「財務風險」對於顧客忠誠度有最高的影響力,其次為「安全風險」、「功能風險」,而「時間風險」對於顧客忠誠度並無顯著的影響。
(三)顧客滿意度對顧客忠誠度具有顯著的正向影響。
(四)顧客滿意度在知覺風險與顧客忠誠度之間具有中介的效果。
英文摘要 The emergence of World Wide Web (WWW) has brought dramatic changes to the traditional bookstores. Traditional bookstores awake to opportunities of online shopping, and invest in E-bookstores. E-bookstores
provide different services accord with online customers’ characteristic, so there are more and more online customers. How to improve the customer satisfaction and loyalty on the Internet has been an issue for companies
doing business online.
Most of the previous studies on the issues consider online stores’service quality construct as the only antecedent of customer satisfaction or loyalty. Furthermore, Consumers can’t check and touch products through online shopping, it will increase consumers’ uncertainty and perceived risk.
The main purposes of this study are to investigate how the factors of e-SQ and perceived risk influence e-satisfaction and e-loyalty. The major findings of this study are as follows:
(1) "Service Reliability" has the most effect on customer satisfaction, the next are "Personalized Service", "Shopping Convenience" and "Website
Design". Besides, e-SQ has significantly negative effect on customer satisfaction.
(2)"Security Risk" has the most effect on customer satisfaction, the next are" Financial Risk", "Time Risk" and "Performance Risk". "Financial Risk" has the most effect on customer loyalty, the next are"SecurityRisk", "Performance Risk".
(3) Customer satisfaction has significantly positive effect on customer loyalty.
(4) Customer satisfaction has intermediary effect between perceived risk and customer 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 研究背景與動機…………………………………………… 1
第二節 研究目的…………………………………………………… 3
第三節 研究架構…………………………………………………… 4
第四節 研究假說…………………………………………………… 5
第五節 觀念變數之操作型定義與衡量…………………………… 6
第六節 問卷設計…………………………………………………… 8
第七節 抽樣設計……………………………………………………10
第八節 統計分析方法………………………………………………14
第九節 研究流程……………………………………………………17
第二章 台灣網路書店之產業探討………………………………………18
第一節 台灣網路書店之簡介………………………………………18
第二節 台灣網路書店之現況………………………………………27
第三節 台灣網路書店之未來展望…………………………………31
第三章 服務品質、知覺風險、滿意度與忠誠度之意義分析…………33
第一節 服務品質之分析……………………………………………33
第二節 知覺風險之分析……………………………………………41
第三節 顧客滿意度之分析…………………………………………47
第四節 顧客忠誠度之分析…………………………………………50
第五節 服務品質、知覺風險、顧客滿意度與顧客忠誠度的關係之
分析…………………………………………………………55

第四章 網站服務品質、知覺風險與滿意度及忠誠度之關聯性………59
第一節 敘述性統計分析……………………………………………59
第二節 信度分析……………………………………………………61
第三節 因素分析……………………………………………………64
第四節 相關分析……………………………………………………68
第五節 複迴歸分析…………………………………………………70
第六節 徑路分析……………………………………………………74
第七節 變異數分析與事後比較……………………………………77
第八節 假設檢定總整理…………………………………………….81
第五章 結論與建議………………………………………………………82
第一節 研究結論……………………………………………………82
第二節 行銷管理意涵………………………………………………86
第三節 研究限制……………………………………………………91
第四節 後續研究之建議……………………………………………92
參考文獻……………………………………………………………………93
中文資料………………………………………………………………93
英文資料………………………………………………………………95
網路資料……………………………………………………………102
附錄-1 正式問卷………………………………………………………103






表目錄
表1-1 有效樣本最常消費的網路書店…………………………………11
表1-2 有效樣本之性別分配……………………………………………11
表1-3 有效樣本之年齡分配……………………………………………12
表1-4 有效樣本之職業分配……………………………………………12
表1-5 有效樣本之教育程度分配………………………………………13
表1-6 有效樣本之平均月收入分配……………………………………13
表1-7 三種經營型態網路書店之分配…………………………………13
表2-1 網路書店經營成功之要素………………………………………25
表2-2 亞馬遜網路書店發展三階段……………………………………31
表3-1 PZB 服務品質構面及意義…………………………………….34
表3-2 網站服務品質整理表……………………………………………38
表3-3 網際網路線上服務品質構面……………………………………39
表3-4 網路知覺風險構面………………………………………………46
表4-1 各構面的敘述性統計量…………………………………………59
表4-2 性別與各變項交叉分析表………………………………………60
表4-3 網站服務品質之信度分析表……………………………………61
表4-4 知覺風險之信度分析表…………………………………………62
表4-5 顧客滿意度之信度分析表………………………………………63
表4-6 顧客忠誠度之信度分析表………………………………………63
表4-7 網站服務品質之因素分析表……………………………………65
表4-8 知覺風險之因素分析表…………………………………………66
表4-9 顧客滿意度之因素分析表………………………………………66
表4-10 顧客忠誠度之因素分析表………………………………………67
表4-11 整體之相關係數分析表…………………………………………68
表4-12 網站服務品質對顧客滿意度之複迴歸分析……………………70
表4-13 網站服務品質對知覺風險之複迴歸分析………………………71
表4-14 知覺風險對顧客滿意度之複迴歸分析…………………………71
表4-15 知覺風險對顧客忠誠度之複迴歸分析…………………………72
表4-16 顧客滿意度對顧客忠誠度之複迴歸分析………………………73
表4-17 網站服務品質、知覺風險對顧客滿意度之複迴歸分析………74
表4-18 網站服務品質對知覺風險的複迴歸分析………………………74
表4-19 知覺風險、顧客滿意度對顧客忠誠度的複迴歸分析…………75
表4-20 網路書店經營型態對服務品質影響之ANOVA表.……………77
表4-21 網路書店經營型態之服務品質構面LSD兩兩比較……………78
表4-22 網路書店經營型態對知覺風險影響之ANOVA表.……………79
表4-23 網路書店經營型態之知覺風險構面LSD兩兩比較.………….79
表4-24 網路書店經營型態對顧客滿意度影響之ANOVA表………….80
表4-25 網路書店經營型態對顧客忠誠度影響之ANOVA表………….80
表4-26 研究假說檢定結果總彙表………………………………………81











圖目錄
圖1-1 研究架構圖………………………………………………………4
圖1-2 研究流程圖………………………………………………………17
圖4-1 本研究架構之路徑分析圖………………………………………76

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三、 網站資料
1. 行政院新聞局網站。2007 圖書出版及行銷通路業經營概況調查。上網日期2008 年3 月 16日。取自:
http://www.gio.gov.tw/info/publish/2007market/。
2. 創市際市場研究顧問調查中心。Yahoo!奇摩擁購物流量前三強,博客來滿意度大獲全勝。上網日期2008 年2 月 13日。取自:
http://www.insightxplorer.com/news/news_11_30_07.html。
3. 資策會FIND 網站。社交購物網站成為電子商務的一股新力量。上網日期2008 年3 月 14日。取自:
http://www.find.org.tw/find/home.aspx?page=news&id=5146。
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