臺灣博碩士論文加值系統

現今網路科技的發展，改變了消費者的購物習慣，網路已經成為消費者重 要的購物管道，也是企業重要的銷售通路，但由於消費者進行網路購物的轉換 成本較低，並缺乏與服務提供者面對面之實質互動，故無法即時提供回應。所以當消費者發生網路購物問題，向服務提供者反應時，服務提供者如何因應以 降低消費者不滿，並使消費者願意再次購買，便成為重要課題。因此本研究以網路購物環境為主，探討服務人員與網路服務品質之相關因素對於補救滿意度 之影響為何，並進一步探討消費者經歷過服務補救後之滿意度對後續行為意圖 之影響。

本研究採用量化的方式，針對有經歷過服務補救之消費者進行問卷調查， 剔除無效問卷後共蒐集了 285 份問卷以供分析。根據資料分析結果顯示，服務人員相關因素(包含賦權、態度)、網路服務品質相關因素(包含信任)會影響網路購物服務補救之滿意度，進而影響消費者後續行為意圖(包含口碑傳遞、再購意願)，且結果都為正向的顯著相關，其中，只有網路服務品質之感知易用性不會影響網路購物服務補救之滿意度。

With the development of the Internet, consumer shopping behavior has been changed. Online shopping has become the important channel for consumer to buy the products and also for company to sell the products. For consumer, switching cost of online shopping is lower, and lack physical interaction with service providers so that company cannot provide instant response. Therefore, how service providers decline consumer’s dissatisfaction when consumer have occurred online shopping problems and make consumer willing to shopping again become the important issue.

This study will be based on the environment of online shopping to explore the impact of recovery satisfaction on attendant and the quality of website service, and further to explore the impact of consumer satisfaction on behavior intension that after customer have went through the service recovery.

This study conducted with quantitative analysis. To investigate the customer who have experienced for service recovery of consumer surveys. Removing the invalid samples had been collected total 285 questionnaires for analysis. According to data,The result shows that related factors of service personnel (including empowerment, attitude), and the quality of internet service (including the trust) will affect the satisfaction of service recovery of online shopping; those factors will further to effect consumer behavioral intentions (including word of mouth and repurchase intension). All the results are positive and significant correlation. However, only the factor of quality of internet service of perceived ease of use does not affect the satisfaction of service recovery of online shopping.

目錄
封面 i
書名頁 ii
中文摘要 iii
英文摘要 iv
誌謝 vi
目錄 vii
表目錄 ix
圖目錄 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 服務失誤 5
第二節 服務補救 7
第三節 人員回應 9
第四節 網站服務品質 13
第五節 補救滿意度 17
第六節 行為意圖 18
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假設建立 21
第三節 變數之操作型定義與衡量題項 27
第四節 研究對象與抽樣設計 31
第五節 資料分析 32
第四章 資料分析與結果 34
第一節 描述性統計 34
第二節 信度、效度 40
第三節 驗證性因素分析 42
第四節 相關分析 47
第五節 結構方程式 49
第五章 研究結論及建議 55
第一節 研究結論 55
第二節 研究貢獻與實務意涵 58
第三節 研究限制及建議 60
參 考 文 獻 61
中文文獻 61
英文文獻 61
附 錄 一 70

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