臺灣博碩士論文加值系統

在面對網路商戰的激烈競爭與網路經濟的泡沫化之後，許多企業已積極思考如何留住現有的線上顧客以掌握其終身價值。本研究自顧客關係建立的角度出發，探討影響線上顧客與網站建立關係的變數，並找出分別影響線上顧客關係建立的兩大指標：線上顧客信任與關係承諾的重要因素，做為欲進行線上顧客關係行銷的網站之參考。本研究利用問卷調查法，以台北市32家企業中常上網的員工為研究對象，隨機抽取每家公司中的15名員工做為樣本，發出480份問卷，回收有效問卷404份，先以因素分析萃取出11個變數，予以命名後歸類為社會、顧客、網站以及互動四方面，再進行相關與迴歸分析驗證其對線上顧客關係建立的影響。研究結果顯示，屬於網站面的四個變數對線上顧客信任與關係承諾均產生顯著影響；此外，屬於社會面的直接與間接社會束縛、顧客面的線上顧客專業技能、以及互動面的網站對線上顧客溝通效能與互動滿意度，皆是線上顧客關係建立的顯著預測變數。若針對變數的影響力進一步探討，則發現網站對隱私權的重視與互動滿意度分別是影響線上顧客信任與關係承諾建立最主要的因素，其次分別為互動滿意度及溝通效能。綜合上述可知，欲經營網站的企業除了須塑造自己的獨特風格與功能以吸引線上顧客外，更要留心線上使用者的行為，以及網路使用環境對其所造成的影響，才能維繫線上顧客，創造高度的流量與重複造訪率，因而衍生出獲利機會。

To survive under the bubble economy and great competition on the Internet, many enterprises are seeking to remain their old customers on one hand, and attract the new ones on the other hand. However, to do this, the enterprises will have to efficiently grasp the value of the online customers. In this research, the author is trying to work out the factors influencing on the online relationship between the companies and the customers in terms of four dimensions: society, web site, customer, and interaction. The author has studied four hundred and eighty random sample of online employees from thirty-two companies in Taipei by means of factor, correlation, and regression analysis. Hence, we find that “web site” is the only complete dimension. Factors of other dimensions (such as social bonding, customer expertise, and interaction satisfaction) are also regarded as significant predictors. As stated above, to keep operating on the Internet, all enterprises must indicate the ways of shaping unique styles and functions, as well as awareness of online customers behaviors and virtual environment effects. They will create re-patronage and beneficial opportunities from online customer relationships.

表目錄……………………………………………………… 三
圖目錄……………………………………………………… 四
第一章 緒論……………………………………………… 1
1.1研究動機與目的……………………………………… 1
1.2章節結構……………………………………………… 3
第二章 文獻探討……………………………………… 5
2.1網路行銷……………………………………………… 5
2.2關係行銷……………………………………………… 14
2.3影響線上顧客關係建立之因素……………………… 17
2.4線上顧客關係建立的指標…………………………… 25
第三章 研究設計……………………………………… 27
3.1研究模式……………………………………………… 27
3.2研究假設……………………………………………… 28
3.3問卷設計……………………………………………… 31
3.4研究對象……………………………………………… 32
3.5分析方法……………………………………………… 32
第四章 資料分析………………………………………… 34
4.1問卷回收與樣本描述………………………………… 34
4.2信度與效度分析……………………………………… 35
4.3自變數對信任與關係承諾影響之相關分析………… 39
4.4自變數對信任與關係承諾影響之迴歸分析………… 40
4.5信任對關係承諾的影響……………………………… 42
4.6不同的人口特徵與信任、關係承諾間之關係……… 43
4.7不同的網站類型對線上顧客關係建立之影響……… 43
4.8人口特徵與社會、網站、顧客與互動四大類……… 45
變數之關係
4.9不同的網站類型對社會、網站、顧客與互動……… 46
四大類變數之影響
第五章 結論與建議………………………………… 47
5.1結論…………………………………………………… 47
5.2建議與貢獻…………………………………………… 48
5.3研究限制……………………………………………… 50
5.4後續研究方向………………………………………… 50
參考文獻…………………………………………………… 53
表 目 錄
頁次
表2.1網路行銷與傳統行銷之比較……………………… 14
表2.2關係行銷各運作水準之比較……………………… 17
表4.1有效樣本特徵描述………………………………… 35
表4.2因變數的信度分析表……………………………… 35
表4.3自變數的信度分析表……………………………… 36
表4.4 KMO值與巴氏球型檢定.…………………………… 37
表4.5因素負荷量表……………………………………… 38
表4.6自變數與因變數之相關分析表…………………… 40
表4.7自變數對信任之迴歸分析表……………………… 41
表4.8自變數對關係承諾之迴歸分析表………………… 41
表4.9信任對關係承諾影響之相關分析表……………… 42
表4.10信任對關係承諾影響之迴歸分析表……………… 43
表4.11不同的人口特徵與信任、關係承諾……………… 43
間之相關分析表
表4.12網站類型對線上顧客關係建立之影響…………… 44
表4.13不同的網站類型對線上顧客關係建立………… 44
之影響
表4.14不同的人口特徵與社會、網站、顧客…………… 45
與互動間之相關分析
表4.15不同的網站類型對自變數之影響………………… 46
表5.1各研究假設的結果………………………………… 48
圖 目 錄
圖1.1本論文章節架構圖…………………………………… 4
圖2.1關係行銷的層級矩陣………………………………… 16
圖3.1研究模式……………………………………………… 28

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