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系統識別號 U0002-2607200513491400
中文論文名稱 顧客知覺價值、滿意度、忠誠度與轉換成本間的關係之研究
英文論文名稱 A study on relationship among customer perceived value, customer satisfaction, customer loyalty and switching cost
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 93
學期 2
出版年 94
研究生中文姓名 周鼎鈞
研究生英文姓名 Ding-Chun Chou
學號 692561326
學位類別 碩士
語文別 中文
口試日期 2005-06-14
論文頁數 95頁
口試委員 指導教授-陳定國
委員-李培齊
委員-吳青松
中文關鍵字 顧客價值  顧客滿意度  顧客忠誠度  轉換成本  網路書店 
英文關鍵字 customer value  customer satisfaction  customer loyalty  switching cost  on-line bookstore 
學科別分類 學科別社會科學管理學
中文摘要 顧客忠誠長期以來一直被視為企業行銷活動中所追求的一個很重要的目標。一般來說企業有兩種途徑可以達到維繫顧客的目的,其一即透過傳遞高顧客價值、高顧客滿意的產品與服務;而另一種途徑則是建立高度的顧客轉換障礙。
網際網路的興起,無論對於企業的經營方式或消費者的生活形態,都造成相當大的衝擊。由於網路購物的省時、省力,使得消費者能夠免費取得大量的資訊,輕易地在各家網路商店間比較商品的價格與特色。面對現今消費者擁有更高的議價能力、面臨更低的轉換成本和更多元的選擇,企業欲在網際網路建立顧客滿意度與顧客忠誠度更顯不易,因此了解線上顧客的購買意向對於企業來說是一個刻不容緩的議題。另外轉換成本在網際網路中究竟還能對消費者帶來多大障礙影響,也有深入探討之必要。
本研究主要在探討網路書店中顧客知覺價值、滿意度、顧客忠誠度與轉換成本之間的關係,其研究目如下:
1. 建構網路書店顧客的知覺價值構面
2. 探討電子商務中,顧客知覺價值、顧客滿意度對於顧客忠誠度的影響
3. 探討電子商務中,顧客滿意度在顧客知覺價值與顧客忠誠度之間是否具有中介效果
4. 探討電子商務中,轉換成本在顧客知覺價值與顧客忠誠度、以及顧客滿意度與顧客忠誠度之間是否具有干擾效果
英文摘要 In the business marketing activities, customer loyalty has long been regarded as an important goal. Generally speaking, there two means for enterprise to retain customers. One is to deliver superior customer value and customer satisfaction derived from excellent services and quality products, the other is to set up a high switching obstacle.

The emergence of World Wide Web (WWW) has brought dramatic changes to both business operations and consumer lifestyles. Because web shopping is convenient and time saving, consumers can easily compare prices and product features across suppliers with rich, free information available. With now consumers have more bargaining power, lower switching costs, and an increased number of choices available, it is more difficult for enterprise to set up customer satisfaction and customer loyalty. So understanding on-line shoppers’ purchase intentions has become an more important topic for enterprise. And it is necessary to explore how significant the switching costs effect on consumers in the internet too.

This research attempt to investigate the relationship among customer perceived value, satisfaction, loyalty, and switching cost in the on-line bookstores. There are four objectives in this study. They are as follow:
1.To set up the constructs of customer perceived value in the on-line bookstores.
2.Exploring the roles of customer satisfaction and perceived value in producing online customer loyalty.
3.Exploring the mediating role of customer satisfaction in the value-loyalty relationship.
4.Exploring how switching costs moderate the effect of customer satisfaction
and perceived value on customer loyalty.
論文目次 目錄 i
表目錄 III
圖目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 觀念架構 7
第四節 研究假設 8
第五節 觀念變數之操作型定義與衡量 9
第六節 問卷設計 15
第七節 抽樣方法及問卷樣本分析 16
第八節 分析方法 19
第九節 研究流程 21
第二章 顧客知覺價值、顧客滿意度、顧客忠誠度與轉換成本之意義分析 22
第一節 顧客知覺價值之分析 22
第二節 顧客滿意度之分析 31
第三節 顧客忠誠度之分析 35
第四節 顧客知覺價值、顧客滿意度與顧客忠誠度的關係之分析 38
第五節 轉換成本之分析 41
第三章 網路書店產業之分析 45
第一節 網路書店的定義與分類 45
第二節 網路書店的特色 47
第三節 國內網路書店之發展現況 49
第四節 國內網路書店之未來展望 52
第四章 顧客知覺價值、顧客滿意度、顧客忠誠度與轉換成本之間的關係 54
第一節 信度分析 54
第二節 因素分析 57
第三節 相關分析 62
第四節 複回歸分析 63
第五節 徑路分析 67
第六節 階層回歸 70
第七節 假設檢定總整理 72
第五章 結論與建議 73
第一節 研究結論 73
第二節 行銷管理的意涵 76
第三節 研究貢獻 79
第四節 研究限制 81
第五節 後續研究之建議 82
參考文獻 83
附 錄 91

表 1-1 顧客知覺價值衡量問項 12
表 1-2 有效樣本之性別分配 16
表 1-3 有效樣本之年齡分配 16
表 1-4 有效樣本之教育程度分配 17
表 1-5 有效樣本之職業分配 17
表 1-6 有效樣本之月收入分配 17
表 1-7 有效樣本之最近一次消費的網路書店分配 18
表 2-1 Han and Han 顧客價值之架構 28
表 2-2 Han and Han與Keeney顧客價值之構面對照 30
表4-1內容價值構面之Cronbach’s α值 54
表4-2 情境價值構面之Cronbach’s α值 55
表4-3 顧客滿意度構面之Cronbach’s α值 55
表4-4 顧客忠誠度構面之Cronbach’s α值 56
表4-5 轉換成本之Cronbach’s α值 56
表4-6 KMO與Bartlett 球型檢定之結果 58
表4-7 內容價值因素分析表 59
表4-8 情境價值因素分析表 60
表4-9 顧客滿意度因素分析表 60
表4-10 顧客忠誠度因素分析表 61
表4-11 轉換成本因素分析表 61
表4-12 研究變項之相關分析表 62
表4-13 研究變項之相關分析矩陣 62
表4-14 內容價值對顧客忠誠度之複回歸分析 63
表4-15 情境價值對顧客忠誠度之複回歸分析 64
表4-16 內容價值對顧客滿意度之複回歸分析 64
表4-17 情境價值對顧客滿意度之複回歸分析 65
表4-18 顧客滿意度對顧客忠誠度之回歸分析 66
表4-19 顧客知覺價值、顧客滿意度對顧客忠誠度的複回歸分析 67
表4-20 顧客知覺價值對顧客滿意度的複回歸分析 68
表4-21 轉換成本對顧客忠誠度之干擾效果 70
表4-22 假設檢定結果 72

圖 1-1 台灣經常上網人口成長率 4
圖 1-2 2004-2008 年我國線上購物市場規模預測 5
圖 1-3 本研究之觀念架構 7
圖 1-4 研究流程 21
圖 4-1 徑路分析圖 68



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