臺灣博碩士論文加值系統

近年網際網路之蓬勃發展，使得電子商務大為興盛。然而，於網路拍賣平台上，因創業成本低廉，使網路賣家林立，且網路之便利性導致買家之賣家轉換成本極低，買家可輕易地在諸多賣家間選擇能為自己提供更多價值者，因此買家對賣家之忠誠程度薄弱，造成經營網路拍賣業者間的競爭激烈非一般可比擬，因此賣家當務之急應是如何增加客源並留住既有顧客，以提升經營績效。本研究的目的在找出網路拍賣頁面上與服務品質相關的資訊並探討其對賣家經營績效之影響。參考Bauer等提出的電子交易品質(eTransQual)量表，本研究使用的賣家拍賣資訊包括商品更新速率、是否提供貨到付款、商品出貨速率、商品種類數、商品總數量、問與答回應速率等六個指標變項，經營績效變項則包括總購買人數、回購人數和回購率。
本研究利用爬蟲程式耙取露天拍賣「消費性電子產品」及「女裝服飾」兩大類別下的十二子類別之商品資料及賣家資訊等真實資料，並使用部份最小平方分析法進行統計分析。研究結果顯示，網路拍賣頁面上相關的服務品質對該賣家的總購買人數和回購人數有較顯著之影響，影響賣家服務品質之變項依其重要性高低排序為：商品種類數、賣家平均出貨速率、是否提供貨到付款、問與答之回應速率。因此，本研究建議欲開拓客源之賣家，應先將經營重心放置於增加商品種類數、提升出貨速率等影響力大之因素。

In recent years, the development of EC is flourishing Internet booming. Due to low start-up costs, lots of online sellers appear in the online shopping industry. Besides, the buyer’s switching costs are low because of the convenience of Internet. Buyers may easily select the seller who can provide more value between many sellers. The loyalty from the buyers to the sellers is very weak, causing online shopping industry into a fierce competition. Therefore, online sellers’ top priority is how to grow the customers and retain existing customers to improve operating performance. This research attempts to find whether service quality from online shopping pages affect online sellers’ operating performances. For this reason, this research references eTransQual scale that was advanced by Bauer, Falk and Hamerschmidt (2006) and use six variables to measure seller’s service quality from online shopping pages. The six pointer variables are goods update rate, availability of cash on delivery, shipping rate, diversity of goods, total number of goods and response rate. The variables measuring seller’s sales performance include seller’s total number of trading customers, repurchasing customers, and repurchase rate.
Crawler program is used in this research to collect the goods and sellers’ data that belong to “consumer electronics” or “women’s clothing” in the Ruten Online Shopping Website. After conducting partial least square (PLS) analysis, seller’s service quality from online shopping webpages has positive effect on his total number of people buying and repurchase number are verified. Moreover, diversity of goods, shipping rate, availability of cash on delivery, response rate have more significant effects in six variables. As result, this research suggests that the seller who wants to increase customers should increase his diversity of goods and shipping rate first.

目錄
摘要 .................................................................................................................................................. i
Abstract ........................................................................................................................................... ii
目錄 ................................................................................................................................................ iii
圖目錄 ............................................................................................................................................. v
表目錄 ............................................................................................................................................ vi
一、緒論 ......................................................................................................................................... 1
1-1 研究背景 ........................................................................................................................................... 1
1-2 研究動機 ........................................................................................................................................... 3
1-3 研究目的及問題 ............................................................................................................................... 4
二、文獻探討 ................................................................................................................................. 5
2-1 消費者行為模型 (EKB Model) ........................................................................................................ 5
2-1-1 需求確認 (Need Recognition) .................................................................................................. 6
2-1-2 資訊蒐集 (Search) .................................................................................................................... 7
2-1-3 方案評估 (Evaluation of Alternatives) ..................................................................................... 7
2-1-4 購買 (Purchase) ........................................................................................................................ 7
2-1-5 消費使用 (Consumption) ......................................................................................................... 7
2-1-6 消費後評估 (Post-Consumption Evaluation) ........................................................................... 7
2-2 電子商務服務品質 ........................................................................................................................... 8
2-2-1 eTailQ ....................................................................................................................................... 12
2-2-2 ES-Qual..................................................................................................................................... 12
2-2-3 eTransQual ............................................................................................................................. 13
2-3 忠誠度相關經營績效 ..................................................................................................................... 16
三、研究方法 ............................................................................................................................... 17
3-1 研究模型及假說推導 ..................................................................................................................... 17
3-1-1 享樂性 ...................................................................................................................................... 18
3-1-2 流程 ......................................................................................................................................... 18
3-1-3 可靠性 ..................................................................................................................................... 19
3-1-4 回應性 ..................................................................................................................................... 19
3-1-5 假說 ......................................................................................................................................... 20
iv
3-2 研究設計 ......................................................................................................................................... 20
3-2-1 商品更新速率 ......................................................................................................................... 21
3-2-2 是否提供貨到付款 ................................................................................................................. 22
3-2-3 問與答回應速率 ..................................................................................................................... 23
3-2-4 商品出貨速率 ......................................................................................................................... 24
3-2-5 商品種類數 ............................................................................................................................. 24
3-2-6 商品總數量 ............................................................................................................................. 25
3-2-7 總購買人數 ............................................................................................................................. 25
3-2-8 回購人數 ................................................................................................................................. 25
3-2-9 回購率 ..................................................................................................................................... 26
3-3 資料分析方式 ................................................................................................................................. 26
3-3-1 部份最小平方路徑分析法 ..................................................................................................... 27
四、資料分析與結果 ................................................................................................................... 29
4-1 樣本資料特性 ................................................................................................................................. 29
4-2 簡單分群比較 ................................................................................................................................. 30
4-2-1 賣家分群比較 ......................................................................................................................... 30
4.2.2 銷售量與商品類別之比較 ...................................................................................................... 38
4-3 模型驗證 ......................................................................................................................................... 39
五、結論 ....................................................................................................................................... 45
5-1 討論與結論 ..................................................................................................................................... 45
5-2 研究貢獻 ......................................................................................................................................... 48
5-2-1 學術貢獻 ................................................................................................................................. 48
5-2-2 實務貢獻 ................................................................................................................................. 48
5-3 研究限制 ......................................................................................................................................... 49
5-4 未來發展 ......................................................................................................................................... 50
參考文獻 ....................................................................................................................................... 51

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