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研究生:許夏維
研究生(外文):Hsia-Wei Hsu
論文名稱:網路購物不同退換貨模式對顧客忠誠度影響之研究
論文名稱(外文):The impact on various return/exchange model to customer loyalty in on-line shopping
指導教授:朱素玥朱素玥引用關係
指導教授(外文):Su-Yueh Chu
學位類別:碩士
校院名稱:國立屏東商業技術學院
系所名稱:行銷與流通管理系(所)
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:115
中文關鍵詞:忠誠度承諾信任退換貨系統品質滿意度
外文關鍵詞:Return/Exchang product qualityTrustSatisfactionCommitmentLoyalty
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本研究目的在比較兩種網路購物退換貨模式之資訊品質、系統品質與服務品質對滿意度、信任、承諾與忠誠度影響。本研究首先依據文獻建立研究模式與研究假設,其次採用問卷調查,在模式一收集到有效樣本151份,模式二為142份,並運用結構方程式(SEM)驗證模式之配適度及研究假設。研究結果發現:(1)本研究模式具有良好的配適度;(2)在模式一中資訊品質、系統品質與服務品質對滿意度為顯著正向影響,滿意度對信任、信任對承諾與忠誠度、承諾對忠誠度皆為顯著正向影響;(3)在模式二中資訊品質、系統品質與服務品質對滿意度為正向顯著影響,資訊品質滿意度與系統品質滿意度對信任正向顯著影響,但系統品質滿意度對信任不顯著,信任對承諾為正向顯著影響,信任對忠誠度不顯著,承諾對忠誠度不顯著。最後,本研究依據上述發現,提出具體的理論與實務意涵,以及後續研究建議。
The purpose of this study is to compare with the effects of information quality, system quality and service quality on satisfaction, trust, commitment and loyalty in different return/exchange product model. on-line shopping First, the study builds a model and hypothesis according to literatures; second, and then collects 293 valid questionnaires(151 in model 1 and 142 in model 2). Structural Equation Modeling(SEM) is applied to test the model fit and research hypothesis The results of research are as follows:(1)The proposed model in this study has acceptable goodness-of-fit;(2)In model one Information quality significant positive effects on satisfaction. System quality significant positive effects on satisfaction. Service quality significant positive effects on satisfaction. Satisfaction significant positive effects on trust. Trust significant positive effecst on commitment. Trust and commitment significant positive effects on loyalty;(3)In model two Information quality significant positive effects on satisfaction. System quality significant positive effects on satisfaction .Service quality significant positive effects on satisfaction. Information quality satisfaction significant positive effects on trust .System quality satisfaction no significant effects on trust .Service quality satisfaction significant positive effects on Trust .Trust significant positive effects on commitment. Trust no significant effects on loyalty. Commitment no significant effects on loyalty. Managerial implications and additional researchers are presented in final session.
摘要 I
Abstract II
謝 誌 III
目 錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 9
第一節 研究背景與動機 9
第二節 研究目的 17
第三節 研究流程 18
第二章 文獻探討 19
第一節 忠誠度 19
第二節 承諾 22
第三節 信任 24
第四節 滿意度 27
第五節 資訊品質 30
第六節 系統品質 32
第七節 服務品質 34
第八節 相關研究 37
第三章 研究方法 40
第一節 研究架構 40
第二節 研究假說 41
第三節 研究變數的操作性定義與衡量 45
第四節 問卷設計 50
第五節 抽樣設計 57
第六節 資料分析方法 58
第四章 資料分析 62
第一節 樣本資料分析 62
第二節 信度與效度分析 74
第三節 整體模式與假說驗證 85
第五章 結論與建議 92
第一節 研究結果 92
第二節 管理意涵 95
第三節 研究限制與未來研究建議 97
參考文獻 98
附錄一:本研究問卷 112
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