 |
| 系統識別號 |
U0002-2806201302120600 |
| 中文論文名稱
|
消費者對於網購商城之知覺服務品質與知覺犧牲對於網購商城態度與網購意圖影響之研究 |
| 英文論文名稱
|
Impact of SERVQUAL and Perceived Sacrifice on the Formation of Attitude and Purchase Intention toward Online shopping mall |
| 校院名稱 |
淡江大學 |
| 系所名稱(中) |
國際商學碩士在職專班 |
| 系所名稱(英) |
Executive Master's Program of Business Administration (EMBA) in International Commerce |
| 學年度 |
101 |
| 學期 |
2 |
| 出版年 |
102 |
| 研究生中文姓名 |
謝佳霖 |
| 研究生英文姓名 |
Chia-Lin Hsieh |
| 學號 |
700520363 |
| 學位類別 |
碩士 |
| 語文別 |
中文 |
| 口試日期 |
2013-05-31 |
| 論文頁數 |
74頁 |
| 口試委員 |
指導教授-張俊惠
委員-洪正興
委員-黃志文
|
| 中文關鍵字 |
網購商城
網購
服務品質
知覺犧牲
網購態度
網購意圖
|
| 英文關鍵字 |
Online shopping mall
Online shopping
SERVQUAL
Perceived Sacrifice
Attitude
Intention
|
| 學科別分類 |
|
| 中文摘要 |
隨著網路普及，以及全球上網人口數持續增加，在全球景氣不甚理想的情況下，網路市場持續的蓬勃發展。根據台灣資策會產業情報研究所MIC估計，台灣線上購物市場規模在2013年將突破5000億元新台幣。另創市際市場研究針對台灣網友上網行為調查研究顯示，網路購物已成為台灣網民主要線上活動之一。在台灣B2C市場佔總規模六成，其中有近八成以「開店平台」為網商店經營類型，顯見在台灣B2C網購商城購物模式普遍為一般民眾購物管道。
因此網購商城業者需提升消費者在網購商城購買意圖，了解消費者使用網購商城購物的關鍵因素，提升經營的競爭優勢。據此，本研究的目的有三：
1. 探討台灣消費者對網購商城的態度是否會影響網購意圖的發生。
2. 探討台灣消費者，對於知覺到的網購商城之服務品質有形性、可靠性及反應性是否會影響網購態度及網購意圖。
3. 探討知覺犧牲是否對台灣消費者的網購態度及網購意圖有所影響
經由問卷回收後之資料分析，本研究結果為：
1. 在台灣網購商城市場中，消費者的網購態度對網購意圖有正面且顯著的影響。
2. 在台灣網購商城市場中，消費者知覺到的有形性、可靠性對於網購態度及網購意圖都有正面的影響力。而反應性對於網購態度及網購意圖且無影響力。
3. 台灣網購商城市場中，消費者的知覺犧牲會經由網購態度影響網購意圖，且對網購意圖有直接影響。
|
| 英文摘要 |
With internet popularized and the continuous enhancement of internet use in worldwide population, even though global economy growth is not as market expectation, the network business is still boosted dramatically. According to Taiwan Institute for Information Industry Intelligence MIC estimation, the value of online shopping business will be over 500 billion NTD in 2013. Another research with regard to online behaviors among Taiwan internet users indicates that online shopping becomes one of the major activities in the internet use. In Taiwan, B2C market occupies 60% of online shopping market. And the business working model among 80% of B2C market belongs to ‘Open Platform’. Obviously, B2C online shopping becomes a general shopping method in Taiwan.
So the managers of online shopping mall need to enhance the consumer purchase intention in online shopping mall, online shopping consumers to understand the key factors shopping mall, improve business competitive advantage. The research wants to find out that the impact of SERVQUAL and perceived sacrifice on the internet consumer behavior.
There are three findings from this research: (1) In Taiwan online shopping mall market, the consumers' attitudes will impact on its purchase intension. (2) In Taiwan online shopping mall market, tangible and reliability for online shopping mall attitudes and purchase intention have a positive influence. (3) In Taiwan online shopping mall market, consumers perceived sacrifice will influence purchase intention through online shopping mall attitudes, and on purchase intentions have a direct impact.
|
| 論文目次 |
目錄
目錄……………………………………………………………………………………………………. Ⅰ
表目錄………………………………………………………………………………………………… Ⅲ
圖目錄………………………………………………………………………………………………… Ⅳ
第一章 續論
第一節 研究背景……………………………………………………………………………… 1
第二節 研究動機……………………………………………………………………………… 3
第三節 研究目的……………………………………………………………………………… 5
第四節 研究範圍……………………………………………………………………………… 5
第五節 研究流程……………………………………………………………………………… 6
第二章 文獻回顧
第一節 網路購物發展及定義…………………………………………………………….. 7
第二節 知覺服務品質……………………………………………………………………….. 14
第三節 知覺犧牲、網購態度、網購意圖…………………………………………… 18
第三章 研究設計
第一節 觀念架構……………………………………………………………………………… 20
第二節 研究假說……………………………………………………………………………… 21
第三節 研究變數、操作性定義與衡量題項……………………………………….. 23
第四節 研究設計……………………………………………………………………………… 28
第五節 資料分析方法……………………………………………………………………….. 29
第四章 資料分析結果
第一節 敘述性統計分析…………………………………………………………………… 32
第二節 網購商城相關消費行為………………………………………………………… 38
第三節 信度分析………………………………………………………………………………. 42
第四節 結構方程模式分析………………………………………………………………… 44
第五章 研究結論與發現
第一節 研究結論……………………………………………………………………………… 55
第二節 研究發現……………………………………………………………………………… 57
第三節 研究限制與未來研究建議……………………………………………………… 61
參考文獻
中文部分…………………………………………………………………………………………….. 62
英文部分…………………………………………………………………………………………….. 63
附錄 研究問卷……………………………………………………………………………… 70
表目錄
表1-1 台灣網購市場成長率………………………………………………………………. 2
表2-1 Kalakota&Whinston對電子商務的定義彙整表………………………… 8
表2-2 電子商務特性之彙整表…………………………………………………………… 9
表2-3網路購物相關文獻……………………………………………………………….…… 11
表2-4服務品質構面比較表………………………………………………………………… 15
表2-5 SERVQUAL量表衡量構面及組成問項一覽表……………………………… 16
表2-6 e-SERVQUAL 量表…………………………………………………………………… 17
表3-1有形性之操作性定義與衡量題項……………………………………………… 23
表3-2可靠性之操作性定義與衡量題項……………………………………………… 24
表3-3反應性之操作性定義與衡量題項……………………………………………… 24
表3-4知覺犧牲之操作性定義與衡量題項…………………………………………… 25
表3-5網購態度之操作性定義與衡量題項…………………………………………… 26
表3-6網購意圖之操作性定義與衡量題項…………………………………………… 27
表3-7 問卷回收情況………………………………………………………………………….. 28
表3-8 整體配適度指標與理想準則…………………………………………………….. 30
表4-1 有效樣本之性別分佈情形………………………………………………………… 32
表4-2 有效樣本之年齡分佈情形………………………………………………………… 33
表4-3 有效樣本之教育程度分佈情形………………………………………………… 34
表4-4 有效樣本之婚姻狀況資料………………………………………………………… 35
表4-5 有效樣本之職業類別分佈情形………………………………………………… 36
表4-6 有效樣本之每月平均所得分佈情形………………………………………… 37
表4-7 有效樣本之聽過的網購商城分佈情況……………………………………… 38
表4-8 有效樣本之瀏覽過的網購商城分佈情形…………………………………… 38
表4-9 有效樣本之一周瀏覽網購商城時數分佈情形…………………………… 39
表4-10 有效樣本之過去一年的網購次數分佈情形……………………………… 39
表4-11 有效樣本之最常購買的商品種類前兩名分佈情形…………………… 40
表4-12 有效樣本之平均每次購買金額分佈情形………………………………… 40
表4-13 有效樣本之較常使用的付款方式分佈情形……………………………… 41
表4-14 本研究各構面之Cronbach's α…………………………………………… 42
表4-15 結構方程式之參數說明………………………………………………………... 46
表4-16 整體配適度衡量結果……………………………………………………………… 48
表4-17 衡量模式之評估…………………………………………………………………….. 49
表4-18 整體研究假說與驗證結果……………………………………………………… 52
表4-19 本研究之因子對於網購意圖的直接、間接影響效果彙整………… 54
圖目錄
圖1-1 研究流程圖……………………………………………………………………………… 6
圖3-1 本研究觀念架構………………………………………………………………………. 20
圖4-1 本研究的線性結構圖……………………………………………………………….. 45
圖 4-2 整體結構關係路徑分析圖……………………………………………………….. 53
|
| 參考文獻 |
參考文獻
一、 中文部分
朱海成 (2004)，電子商務-企業E化與電子商業，博碩文化，第1-29頁
李宛穎 (1999)，線上銷售考量因素之研究，中山大學企業管理研究所碩士論文。
周文賢 (2002)，多變量統計分析：SAS/STAT 使用方法，台北：智勝文化。
官振華 (1997)，WWW使用者運用電子購物意願之研究- 以人格特質, 購買涉入與網路使用行為探討，國立中央大學資訊管理研究所碩士論文。
林立人(林昱仁) (1997)，電子支付系統，電腦與通訊，第八十五期，第11-15頁
商業周刊。最冷的景氣 最紅的生意。第1299期
張邱豪 (2002)，品牌、服務品質以及價格敏感度對於網路購物態度和意願的影響，私立大同大學事業經營研究所碩士論文。
劉文良 (2010)，電子商務與網路行銷 (三版)，台北：碁峯資訊。
經濟部商業司 (1997)，電子商業答客問。
二、 英文部分
Ajzen, I., and M. Fishbein (1975), Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley. 53-89.
Ajzen, I., and M. Fishbein (1980), “Understanding Attitudes and Predicting Social Behavior,” Prentice-Hall Press.
Ajzen, L, and Driver, B.L. (1991), "Prediction of Leisure Participation from Behavioral, Normative, and Control Beliefs: An Application of the Theory of Planned Behavior," Leisure sciences, 13: 185-204.
Ajzen and Madden (1986), “Prediction of Goal-Directed Behavior: Attitudes, Intentions and Perceived Behavioral Control,” Journal of Experimental Social Psychology, Vol. 22, 453–474.
Alba, Joseph, John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz, Alan Sawyer and Stacy Wood (1997), “Interactive Home Shopping: Consumer, Retailer, and Manufacture Incentives to Participate in Electronic Marketplace,” Journal of Marketing, vol.61, 38-53.
Bagozzi, R. P. and Y. Yi (1988), “On The Evaluation of Structural Equation Models,” Journal of The Academy of Marketing Science, 16(1), 74-94.
Bentler, P. M., & Bonett, D. G. (1980), “Significance tests and goodness of fit in the analysis of covariance structures,” Psychological Bulletin, 88, 588-606.
Bentler, P. M. (1990), “Comparative Fit Index in Structure Models,” Psychological Bulletin, 107(2), 238-246.
Becker, B.W., and Conner, P.E. (1981), "Values of Long-Term Care Facility Administraors," Journal of Long-Term Care Administration, 15-28
Blackwell, D. R., Miniard, P. W. and Engel, J. F. (2001), Consumer Behavior, 9th ed., Harcourt, Inc.
Carman, James M. (1990), “Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions,” Journal of Retailing, Spring, Vol. 66, Issue 1, 33-56.
Caruana, A., & Ewing, M. T. (2006). “The Psychometric Properties of eTail Quality: An International Investigation Across Product Categories,” Internal Market Rev, 23(4), 353-370.
Chapman, Joseph (1986), “The Impact of Discounts on subjective Product Evaluations,” Working Paper, Virginia Polytechnic Institute and State University.
Christy M K Cheung, Gloria W W Chan, Moez Limayem (2005), "A Critical Review of Online Consumer Behavior: Empirical Research," Journal of Electronic Commerce in Organizations, Vol. 3, Iss. 4, 1-19.
Cronin, J. J. & Taylor, S. A. (1992), “Measuring Service Quality：A Reexamination and Extension,” Journal of Marketing, 56(3), 55-68.
Culnan, M., and Armstrong, P., (1999), Information privacy concerns, procedural fairness, and impersonal trust: An empirical investigation. Organization Science, 10(1), 104-115.
Davis et al., (1989), "User acceptance of computer technology: A comparison of two theoretical models," Management Science, 35(8), 982-1003.
David Kosiur (1997), “Undersanding Electronic Commerce”.
Dean, R. (1998), “Personalizing your web site”, available at http://www.builder.com/business/personal.
DeVellis, R. F. (1998), “Scale Development: Theory and Applications,” Newbury Park, CA: Stage.
Dodds, W. B. and K. B. Monroe, (1985), “The Effect of Brand and Price Information on Subjective Product Evaluation’’, Journal of Marketing Research, 28, 85-90.
Dodds, William B., Kent B. Monroe, and Dhruv Grewal(1991), “The Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28 (August), pp.307-319.
Donthu, N. and Garcia, A., (1999) “The Internet Shopper,” Journal of Advertising Research, Vol.39, No.3, 52-58.
Doolin, B., Dillon, S., Thompson, F. and Corner J. L., (2005) “Perceived Risk, The Internet Shopping Experience and Online Purchasing Behavior: A New Zealand Perspective,” Journal of Global Information Management, Vol.13, No.2, 66-88.
Engel, J. F., Blackwell R. D. and Miniard, P. W.(2001), Consumer Behavior, Harcourt College Publisher, 9th ed.
Forsythe, S.M. and Shi, B., (2003), "Consumer Patronage and Risk Perceptions in Internet Shopping,” Journal of Business Research, Vol. 56, No. 11, 867-875.
Gefen, David (2002), “Customer loyalty in e-commerce,” Journal of the AIS (3:2), 27-51.
Grewal, D., Krishnan, R. R., Baker, J., and Borin, N. (1998), “The Effects of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions,” Journal Of Retailing, 74(3), 331-352.
Hirschman, E.C. and Holbrook, M.B. (1982), “Hedonic consumption: Emerging Concepts, Methods and Propositions,” Journal of Marketing, Vol. 46 (Summer), 92-101
Hoffman, Donna L. and Thomas P. Novak (1996), “A New Marketing Paradigm for Electronic Commerce,” The Information Society, February.
Hoffman, Donna L., Novak, Thomas, P., Chatterjee. (1995), “Commercial Scenarios for the Web: Opportunities and Challenges,” [Online].
Hoffman, D., T. Novak, and M. Peralta (1999), “Building Consumer Trust Online,” Communications of the ACM, 42 (4), 80-85.
Homer, P. M., and Kahle, L. R. (1988), “A Structural Equation Test of the Value-attitudebehavior Hierarchy,” Journal of Personality and Social Psychology, 54, 638-646.
Huber, G.P., and D. Robey (1983), “Cognitive Style as a Basis for MIS and DSS Design: Much Ado about Nothing,” Management Science, Vol.29, Iss.5, 567-582.
Janda, s., Trocchia, P.J., and Gwinner, K.P. (2002), "Consumer Perceptions of Internet Retail Service Quality,” International Journal of Service Industry Management (13:5), 412-431.
Jarvenpaa, S. L., & Todd, P. A. (1997), "Is There A Future for Retailing on The Internet? In Electronic Marketing and The Consumer," Newbury Park, CA: Sage.
Kalakota and Robinson (1999), e-Business: Roadmap for success, Addison-Wesley Longman, 117.
Kalakota, R. and Whinston, A. B.(1997), Electronic Commerce: A Manager’s guide, New York, U.S.A., Addison-Wesley Publishing Company.
Kalakota, R. and Whinston A. (1999), e-Business Roadmap for Success, Wesley Long man.
Lee, M. K. O., and Turban, E., (2001) “A Trust Model for Consumer Internet Shopping,” International Journal of Electronic Commerce, Vol.6, No.1, 75-91.
Li, N. and Zhang, P. (2002), “Consumer Online Shopping Attitudes and Behavior: An Assessment of Research,” Proceedings of 8th Americas Conference on Information System, 508-17.
Liu, C and K. P. Arnett (2000), ”Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce,” Information and Management, 38(1): 23-33.
Monroe, and R. Krishnan (1985), “The Effect of Price on Subjective Product Evaluation,” In Perceived Quality: How Consumers View Stores and Merchandise. Eds. Jacob and Jerry C. OlsonLexington. MA: Lexington Books, 209-232.
Monroe, Kent B. and Joesph D. Chapman (1987), “Framing Effects on Buyers Subjective Product Evaluations,” Advances in Consumer Research, 14, Melanie Wallendorf and Paul F. Anderson, eds. Provo, UT: Association for Consumer Research, 193-197.
Mulaik, S. A., L. R. James, J. Van Alstine, N. Bennett, S. Lind, and C. D. Stilwell (1989), “Evaluation of Goodness-of-Fit Indices for Structural Equation Models,” Psychological Bulletin , 105(3), 430-445.
Nitse, P., Parker, K., Krumwiede, D., and Ottaway, T. (2004), “The impact of color in the e-commerce marketing of fashions: An exploratory study,” European Journal of Marketing, Vol. 38, No. 7, 898-915.
Oliver (1981), “Richard L. Measurement and Evaluation of Satisfaction Process in Retail Settings,” Journal of Retailing, Vol.57, 25-48.
Parasuraman, A., A. Zeithaml Valarie and L. Berry Leonard (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, Vol.49, 44.
Parasuraman, A., Leonard L. Berry, and Valarie A. Zeithaml. (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol.60 (April), 31-33.
Parasuraman, A., V.A. Zeithaml Valarie and L. Berry Leonard (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, Vol.49, 42.
Petrick (2002), “An Examination of the Construct of Perceived Value for the Prediction of Golf Travelers’ Intention to Revisit,” Journal of Travel Research, Vol.41, 35-45.
Rayport, J.F. & Sviokla, J.J., (1994), "Managing in the Marketspace", Harvard Business Review, Nov/Dec, 141-150.
Robbins, S.P. (1994), Organizational Behavior, Ninth ed.
Schoell and Guiltinan (1995), Marketing: Contemporary Concepts and Practices (6th ed), Englewood Cliffs, NJ:Prentice Hall.
Sharma, S.,T.A. Shimp, and J. Shin (1995), “Consumer Ethnocentrism A Test of Antecedents and Moderators,” Journal of the Academy of marketing Science,23(1), 26-38.
Smith, Robert E.,and William R. Swinyard (1982), "Information Response Model: An Integrated Approach," Journal of Marketing, 46(4), 81-93.
Sweeney, J.C., & Soutar, G. (2001), “Customer Perceived Value: The Development of Multiple Item Scale,” Journal of Retailing, 71(2), 203-220.
Thaler, R.H. (1985), "Mental Accounting and Consumer Choice," Marketing Science (4:3), 199-214.
Thurstone, L.L. and Chave, E. J.(1929), The measurement of attitude. Chicago：University of Chicago Press.
Van den Poel, D. and J. Leunis (1999), “Consumer Acceptance of the Internet as a Channel of Distribution,” Journal of Business Research, 45, 249-256.
Van den Poel, D. and Leunis (1996), Perceived risk and risk-reduction strategies in mail-order versus retail store buying. The International Revier of Retail, distribution and Customer Behavior, vol. 6, No. 4, 351-371.
Wang, Y., H. P. Lo, R. Chi, and Y. Yang (2004), "An Integrated Framwork for Customer Value and Customer-Relationship-Management Performance: A Customer-Based Perspective from China," Managing Service Quality, 14(2/3), 169-182.
Wolfinbarger, Mary and Mary C. Gilly (2003), “eTailQ: Dimensionalizing, Measuring and Predicting Etail Quality,” Journal of Retailing, Vol. 79, No. 3, 183-198.
Zeithaml, V. A., (1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol.52, July, 2-22.
Zeithaml, V. A., Parasuraman, A. and Malhotra, A. (2000), “e-service Quality: Definition, Dimensions and Conceptual Model,” Working Paper, Marketing Science Institute, Cambridge, MA.
Zeithaml, V. A., Parasuraman, A. and Malhotra, A. (2002), “Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge,” Academy of Marketing Science, Vol. 30, No. 4, 362-375.
Zwass, Vladimir (1996), “Electronic Commerce: Structures and Issues,” International Journal of Electronic Commerce, 1 (1), 3-23. |
| 論文使用權限 |
同意紙本無償授權給館內讀者為學術之目的重製使用，於2018-07-03公開。同意授權瀏覽/列印電子全文服務，於2018-07-03起公開。 |
 |
|
 |
