臺灣博碩士論文加值系統

網路進展一日千里，網路使用人口也日漸普及，網路商店營運所需之環境也日漸成熟。但是，網路商店面對一般傳統通路的擠壓，同時必須與其他網路商店競爭所剩不多的顧客，如何能夠成功的保留現有客戶進而擴大客源，顧客關係的維持是一個關鍵因素。因此，有必要對於網路購物消費者之忠誠度加以探討，找出影響顧客忠誠度的相關因素，進而建立一個能夠提高顧客忠誠度的模型。
本研究利用問卷調查法，針對有網路購物使用經驗之消費者進行抽樣，將問卷結果進行相關與回歸分析，進而建建構消費者信任網路商店及建立顧客忠誠度之模型。研究結果顯示：
(1)顧客本身因素、網路商店能力呈現、雙方互動關係皆會影響消費者是否信任網路商店。
(2)影響消費者是否信任網路商店的因素依序為網路商店技術能力、隱私權重視、個人信任傾向、雙方之互動滿意度、資料安全性。
(3)信任網路商店會顯著影響顧客忠誠度的建立。

Although technology of network makes more and more progress, population of users become more general and environments of network stores are more mature. Network stores still face pressure from traditional stores and competition from other network competitors. How to keep original customers and attract more customers is very important, we believe that maintain customer relationship is a key factor. This thesis we discuss about loyalty of consumer in network shopping and find what impact customer loyalty. Finally we construct a model to enhance customer loyalty.
We use questionnaires to gather data. Our samples are consumers who have experiences on network shopping. Then we make relative analysis and regression analysis to construct a model. Our study result shows:
(1)Customer, Capacity of Network Store and their interactions will impact whether consumers believe network stores or not.
(2)Orders of factors which impact consumer’s belief in network stores are technology of network store, individual privacy, trend of individual trust, satisfaction of interaction and safety of data.
(3)Trust of network store significantly impact customer loyalty.

書名頁 ……………………………………………………………………… i
論文口試委員審定書 ……………………………………………………… ii
授權書 ……………………………………………………………………… iii
中文提要 …………………………………………………………………… iv
英文提要 ……………………………………………………………………… v
誌謝 …………………………………………………………………………… vi
目錄 …………………………………………………………………………… vii
表目錄 ………………………………………………………………………… viii
圖目錄 ………………………………………………………………………… ix
符號說明 ……………………………………………………………………… x
第一章 緒論 …………………………………………………………………… 1
第一節 前言 ………………………………………………………………… 1
第二節 研究動機 …………………………………………………………… 2
第三節 研究目的 …………………………………………………………… 3
第四節 章節介紹及研究流程 ……………………………………………… 3
第二章 文獻探討 ……………………………………………………………… 5
第一節 網路購物 …………………………………………………………… 5
第二節 信任………………………………………………………………… 16
第三節 信任與顧客忠誠度之關係………………………………………… 28
第三章 研究方法 ……………………………………………………………… 35
第一節 研究架構 ………………………………………………………… 35
第二節 研究假設…………………………………………………………… 41
第三節 研究工具…………………………………………………………… 43
第四節 資料收集…………………………………………………………… 48
第五節 資料分析方法……………………………………………………… 49
第四章 研究結果 ……………………………………………………………… 50
第一節 敘述統計分析……………………………………………………… 50
第二節 信度分析…………………………………………………………… 53
第三節 自變數對信任之相關分析………………………………………… 54
第四節 自變數對信任之迴歸分析………………………………………… 55
第五節 網路使用經驗與是否信任網路商店之關係……………………… 57
第六節 信任傾向與是否信任網路商店之關係…………………………… 58
第七節 信任對顧客忠誠度之影響………………………………………… 59
第五章 結論與建議 …………………………………………………………… 61
第一節 研究結論…………………………………………………………… 61
第二節 實務上的建議…………………………………………………………63
第三節 研究限制與未來研究方向………………………………………… 64
參考文獻…………………………………………………………………………65
附錄：研究問卷…………………………………………………………………69

一、中文部分
1. 李苑穎（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。
2. 李振妮（1999），「網路消費者購買決策行為之研究」，中山大學企業管理研究所碩士論文。
3. 林政道（2000），「線上顧客關係維持之研究」，淡江大學管理科學系碩士班碩士論文。
4. 林晉寬（1988），「無店鋪與店鋪零售之購買行為比較研究－以女用化妝品為例」，政治大學企管研究所碩士論文。
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6. 陳郁茹（2000），「藉由建立消費者網路購物之信任模式以提升顧客忠誠度」，淡江大學資訊管理系碩士班碩士論文。
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