臺灣博碩士論文加值系統

　　本研究主要是探討網路購物服務品質對顧客滿意度之影響，並以購物平台品質、結果品質及補救服務三個構面來衡量網路購物服務品質。本研究是以從事網路購物之消費者為研究對象，共回收有效問卷531份。
　　以SPSS統計方法經探索性因素分析、驗證性因素分析及結構方程式模型分析進行實證分析，其結果發現如下：
　　購物平台品質對顧客滿意度的影響不顯著，購物平台品質對結果品質有正向影響，結果品質對顧客滿意度有正向影響，而補救服務對顧客滿意度有正向影響。

　　This study is mainly on discussion e-service quality and its influence of customer satisfaction. We measure e-service quality in three dimensions of website service quality, outcome quality and recovery service. This research is focus on the online comsumers. The effective samples were 531.
　　Base on the SPSS statistic method, exploratory factor analysis, comfirmatory factor analysis and structural equation modeling, the actual findings are as below:
　　Website service quality has no direct influence on customer satisfaction. Website service quality has a positive influence on outcome quality. Outcome quality has a positive influence on customer satisfaction. Recovery service has a positive influence on customer satisfaction.

　　　　　　　　　　內 容 目 錄
中文摘要．．．．．．．．．．．．．．．．．．．．．．．． iii
英文摘要．．．．．．．．．．．．．．．．．．．．．．．． iv
誌謝　　．．．．．．．．．．．．．．．．．．．．．．．． v
內容目錄．．．．．．．．．．．．．．．．．．．．．．．． vi
表目錄　．．．．．．．．．．．．．．．．．．．．．．．．viii
圖目錄　．．．．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．．．． 1
　　第二節　　研究問題與目的．．．．．．．．．．．．．． 3
　　第三節　　研究範圍與對象．．．．．．．．．．．．．． 4
　　第四節　　研究流程．．．．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．．．． 6
　　第一節　　服務品質．．．．．．．．．．．．．．．．． 6
　　第二節　　網路購物服務品質．．．．．．．．．．．．． 9
　　第三節　　顧客滿意度．．．．．．．．．．．．．．．． 15
第三章　　研究方法．．．．．．．．．．．．．．．．．．． 17
　　第一節　　研究架構．．．．．．．．．．．．．．．．． 17
　　第二節　　研究假設．．．．．．．．．．．．．．．．． 19
　　第三節　　研究變數操作型定義與衡量．．．．．．．．． 20
　　第四節　　問卷設計與抽樣方法．．．．．．．．．．．． 22
　　第五節　　資料分析方法．．．．．．．．．．．．．．． 23
第四章　　資料分析．．．．．．．．．．．．．．．．．．． 25
　　第一節　　敘述性統計分析．．．．．．．．．．．．．． 25
　　第二節　　信度分析．．．．．．．．．．．．．．．．． 34
　　第三節　　探索性因素分析．．．．．．．．．．．．．． 34
　　第四節　　變異數分析．．．．．．．．．．．．．．．． 39
　　第五節　　常態性檢定．．．．．．．．．．．．．．．． 53
　　第六節　　驗證性因素分析．．．．．．．．．．．．．． 54
　　第七節　　假設檢定．．．．．．．．．．．．．．．．． 57
第五章　　結論與建議．．．．．．．．．．．．．．．．．． 62
　　第一節　　研究結論．．．．．．．．．．．．．．．．． 62
　　第二節　　建議．．．．．．．．．．．．．．．．．．． 64
　　第三節　　研究限制．．．．．．．．．．．．．．．．． 65
參考文獻．．．．．．．．．．．．．．．．．．．．．．．． 66
　　中文部分．．．．．．．．．．．．．．．．．．．．．． 66
　　英文部分．．．．．．．．．．．．．．．．．．．．．． 67
附錄A　　 問卷．．．．．．．．．．．．．．．．．．．．． 74

　　　　　　　　　　表　目　錄
表 4-1 樣本基本資料次數分配表．．．．．．．．．．．．．．26
表 4-2 三家購物平台樣本次數分配表．．．．．．．．．．．．30
表 4-3 各變項敘述性統計．．．．．．．．．．．．．．．．．33
表 4-4 三家購物平台在各變項敘述性統計．．．．．．．．．．33
表 4-5 信度分析．．．．．．．．．．．．．．．．．．．．．34
表 4-6 KMO與 Bartlett 檢定．．．．．．．．．．．．．．．． 35
表 4-7 購物平台品質因素分析表．．．．．．．．．．．．．．36
表 4-8 結果品質因素分析表．．．．．．．．．．．．．．．．37
表 4-9 補救品質因素分析表．．．．．．．．．．．．．．．．38
表 4-10 性別獨立樣本t檢定．．．．．．．．．．．．．．．． 39
表 4-11 婚姻變異數分析．．．．．．．．．．．．．．．．． 40
表 4-12 目前居住地變異數分析．．．．．．．．．．．．．． 41
表 4-13 年齡變異數分析．．．．．．．．．．．．．．．．． 42
表 4-14 教育程度變異數分析．．．．．．．．．．．．．．． 43
表 4-15 職業變異數分析．．．．．．．．．．．．．．．．． 45
表 4-16 個人平均月收入變異數分析．．．．．．．．．．．． 46
表 4-17 每週上網天數變異數分析．．．．．．．．．．．．． 47
表 4-18 使用網路購物經驗變異數分析．．．．．．．．．．． 49
表 4-19 上網購物頻率變異數分析．．．．．．．．．．．．． 51
表 4-20 三家購物平台變異數分析．．．．．．．．．．．．． 52
表 4-21 常態性檢驗表．．．．．．．．．．．．．．．．．． 53
表 4-22 測量模型配適度指標標準值．．．．．．．．．．．． 54
表 4-23 整體模型配適度指標檢核表．．．．．．．．．．．． 55
表 4-24 驗證性因素分析表．．．．．．．．．．．．．．．． 56
表 4-25 整體模型配適度指標檢核表．．．．．．．．．．．． 57
表 4-26 整體模型參數估計表．．．．．．．．．．．．．．． 58
表 4-27 路徑關係檢定表．．．．．．．．．．．．．．．．． 61
表 4-28 研究假設驗證結果．．．．．．．．．．．．．．．． 62

　　　　　　　　　　圖　目　錄
圖 1-1 研究流程圖．．．．．．．．．．．．．．．．．．．． 5
圖 2-1 Parasuraman, Zeithaml, and Berry服務品質模式．．．．7
圖 3-1 研究架構．．．．．．．．．．．．．．．．．．．．．18
圖 4-1 整體模型配適圖．．．．．．．．．．．．．．．．．．60

一、中文部分
梁雯玟(2001)，顧客導向、服務補償與服務品質之關係研究-以國際觀光旅館為例，國立成功大學企業管理研究所碩士論文。

張元馨(2006)，影響消費者網路購物購買意圖關係之探討，國立東華大學未出版之碩士論文。

楊錦洲(2001)，顧客需求與滿意度調查，台北：台灣檢驗科技股份有限公司。

蔣惠蓮(2003)，網站環境特性與產品特性對消費者網路購物行為影響之研究，高苑科技大學未出版之碩士論文。

衛南陽(2003)，顧客滿意學(初版)，台北：牛頓出版股份有限公司。

盧西鵬(2005)，網路行銷，台北市：雙葉書廊。


二、英文部分
Ajzen, I. & Fishbein M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, New Jersey: Prentice-Hall.

Anderson, E. W. & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143.

Babakus, E., & Boller, G. W. (1992). An Empirical Assessment of the SERVQUAL Scale. Journal of Business Research, 24(3), 253-268.

Blodgett, J. G., Hill D. J., & Tax, S. S. (1997). The Effects of Distributive, Procedural, and Interactional Justice on Postcomplaint Behavior. Journal of Retailing, 73(2), 185-210.

Bollen, K. A. (1989). Structural Equations with Latent Variables. New York: Wiley.

Cadotte, E. R., Woodruff, R. B., & Jenkins, R. L. (1987). Expectations and Norms in Models of Consumer Satisfaction. Journal of Marketing Research, 24(3), 305-314.

Cardozo, R. N. (1965). An Experimental Study of Customer, Effort, Expcetation and Satisfaction. Journal of Marketing Research, 2(3), 244-249.

Carman, J. M. (1990). Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions. Journal of Retailing, 66(1), 33-55.

Churchill, J. G. A. (1979). A Paradigm for Developing Better Measure of Marketing Constructs. Journal of Marketing Research, 16(1), 64-73.

Collier, J. E., & Bienstock, C. C. (2006). Measuring Service Quality in E-Retailing. Journal of Service Research, 8(3), 260-275.

Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environment. Journal of Retailing, 76(2), 193-218.

Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68.

Eighmey, J. (1997). Profiling User Responses to Commercial Web Site. Journal of Advertising Research, 37(3), 59-66.

Evanschitzky, H., Iyer, G. R., Hesse, J. & Ahlert, D. (2004). E-satisfaction: A Re-examination. Journal of Retailing, 80(3), 239-247.

Fornell, C. (1992). A National Customer Satisfaction Barometer：The Swedish Experience. Journal of Marketing, 56(1), 6-21.

Fornell, C., & Larcker, D. (1981). Evaluating Structrual Equation Model with Unobservable Variables and Measurement Errors. Journal of Marketing Research, 18(1), 39-50.

Gooding, R. Z. & Kinicki, A. J. (1995). Interpreting Event Causes: The Complementary Role of Categorization and Attribution Processes. Journal of Management Studies, 32(1), 1-22.

Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 18(4), 36-44.

Hair, J. F., Anderson, R. E. , Tatham, R. L., & Black, W. C. (1988). Multivariate Data Analysis (5th ed.). Upper Saddle River, New Jersey: Prentice-Hall International.

Holloway, B. B. & Beatty, S. E. (2003). Service Failure in Online Retailing: A Recovery Opportunity. Journal of Service Research, 6(1), 92-105.

Kaiser, H. F. (1974). An Index of Factorial Simplicity. Psychometrika, 39, 31-36.

Katz, M. J. (2001). Avoiding Pitfalls in the Transition to E-commerce. Consulting to Management, 12(4), 34-48.
Kline, R. B. (1998). Principles and Practice of Stuctural Equation Modeling. New York: Guilford Press.

Lociacono, E., Watson, R. T., & Goodhue, D. (2000). WebQual: A Web Site Quality Instrument. Working Paper, Worcester Polytechnic Institute.

Mohr, L. A. & Bitner, M. J. (1995). The Role of Employee Effort in Satisfaction with Service Transactions. Journal of Business Research, 32(3), 239-252.

Morrall, J., & Katherine, S. (1994). Service Quality: The Ultimate Differentiator. Bank Marketing, 26(10), 33-38.

Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(6), 460-469.

Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retailing Setting. Journal of Retailing, 57(4), 25-48.

Oliver, R. L., & Desarbo, W. S. (1988). Response Determinants in Satisfaction Judgments. Journal of Consumer Research, 14(3), 495-507.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1991). Refinement and Reassessment of the SERVQUAL Scale. Journal of Retailing, 67(4), 420-450.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.

Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-33.

Rindfleisch, A. & Moorman, C. (2001). The Acquisition and Utilization of Information in New Product Alliances: A Strength-of-Ties Perspective. Journal of Marketing, 65(2), 1-18.

Semeijn, J., van Riel, A. C. R., van Birgelen, M. J. H., & Streukens, S. (2005). E-services and Offline Fulfillment How e-loyalty is Created. Managing Service Quality, 15(2), 182-194.

Singh, J. (1991). Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation Across Three Service Categories. Journal of the Academy of Marketing Science, 18(1), 1-15.

Szymanski, D. M. & Henard, D. H. (2001). Customer Satisfaction: A Meta-Analysis of the Empirical Evidence. Journal of the Academy of Marketing Science, 29(1), 16-35.

Van, D. T. P., Kappelman, L. A., & Prybutok, V. R. (1997). Measuring Information System Service Quality: Concerns on the Use of the SERVQUAL Questionnaire. MIS Quarterly, 21(2), 195-208.

Westbrook, R. A. (1981). Sources of Consumer Satisfaction with Retail Outlets. Journal of Retailing, 57(3), 68-54.

Wirtz, J. & Bateson, J. E. G. (1995). An Experimental Investigation of Halo Effects in Satisfaction Measures of Service Attributes. International Journal of Service Industry Management, 6(3), 84-102.

Wolfinbarger, M. & Gilly, M. C. (2003). eTailQ: Dimensionalizing, Measuring and Predicting eTail Quality. Journal of Retailing, 79(3), 183-198.

Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling Consumer Satisfaction Processes Using Experience-Based Norms. Journal of Marketing Research, 20(3), 296-304.

Woodside, A., Frey, G. L., & Daly, R. T.(1989). Linking Service Quality, Customer Satisfaction, and Behavioral Intention. Journal of Health Care Marketing, 9(4), 5-17.

Yoo, B., & Donthu, N. (2001). Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (Sitequal). Quarterly Journal of Electronic Commerce, 2(1), 31-46.

Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service Quality Delivery through Web Sites: A Critical Review of Extant Knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.

Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2001). A Conceptual Framework for Understanding e-Service Quality: Implications for Future Research and Managerial Practice. Working Paper, Cambridge, Massachusetts: Marketing Science Institute.