臺灣博碩士論文加值系統

根據資策會的調查顯示，2006年網友最常拜訪的零售通路，購物網站超越百貨公司與3C賣場，躍居到第四名，表示網路購物已經成為網友另一種新的購物選擇。而民眾在家從事線上購物與線上拍賣的人數，也有逐年增加的趨勢。由此可知，網路購物確實有其發展空間，潛力不容忽視。因此，本研究將針對台灣的網路購物市場進行相關探討。
本研究目的有三，將探討台灣網購市場中：
一、功能價值與情感價值分別對於網購忠誠的影響。
二、網購滿意對於網購忠誠的影響。
三、網購滿意是否為功能價值、情感價值與網購忠誠之間的中介變數。
本研究將針對曾經有網購經驗的消費者做為研究對象，但是不包括經由網路拍賣 (C2C)購買產品。對於研究對象進行人員紙本發放或網路問卷的施測。並且使用SPSS10.0版以及LISREL8.7版作為資料分析的工具。
經由結構方程模式驗證研究假說，得知功能價值與情感價值無法直接影響網購忠誠；再次驗證網購滿意確實為網購忠誠的前因變數；並且網購滿意也是功能價值、情感價值與網購忠誠之間重要的中介變數。

Over these years, more and more people are trying to purchase what they want through the Internet. According to the researches from MIC, the market of electronic commerce, especially in online shopping, is now growing up with a stunning speed.
The research use 18-item measure, SPSS and LISREL, that can be used to assess the e-customer value, satisfaction, and loyalty in online shopping environment. Two value dimensions emerged that were termed functional and emotional.
There are two findings from this research:
(1)In Taiwan online shopping market, e-store operators should emphasis either functional or emotional value.
(2)The base of a success e-store is the investigate of satisfaction.

目 錄 I

表目錄 III

圖目錄 V

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 7
第四節 研究範圍與對象 8
第五節 研究流程 9

第二章 文獻回顧與探討 10
第一節 電子商務 10
第二節 功能價值與情感價值 14
第三節 網購滿意 21
第四節 網購忠誠 23
第五節 國內外相關研究 28

第三章 研究方法 31
第一節 觀念架構 31
第二節 研究假說 32
第三節 研究變數之定義與衡量項目 34
第四節 研究設計 38
第五節 資料分析方法 39

第四章 資料分析與結果 42
第一節 敘述性統計分析 42
第二節 信度分析 54
第三節 結構方程模式分析 56

第五章 研究結論與發現 67
第一節 研究結論 67
第二節 研究發現 68
第三節 研究限制與未來研究建議 69

參考文獻 70

附錄 研究問卷 79

表目錄
表1-1 網路使用者在家中所使用的連網應用項目 2
表2-1 Kalakota and Whinston對電子商務定義之彙整表 11
表2-2 顧客價值定義之彙整表 15
表2-3 顧客價值衡量構面之彙整表 18
表2-4 功能價值定義之彙整表 20
表2-5 情感價值定義之彙整表 20
表2-6 顧客滿意定義之彙整表 22
表2-7 顧客忠誠定義之彙整表 24
表2-8 顧客忠誠衡量構面之彙整表 25
表2-9 顧客忠誠衡量構面指標之彙整表 27
表3-1 功能價值之操作性定義與衡量項目 34
表3-2 情感價值之操作性定義與衡量項目 35
表3-3 網購滿意之操作性定義與衡量項目 36
表3-4 網購忠誠之操作性定義與衡量項目 37
表3-5 問卷回收情況分析表 38
表3-6 整體配適度指標與理想評估準則 41
表4-1 較常在網路上購買的產品 43
表4-2 較常在網路上購買的產品--針對「其他」類別分析 44
表4-3 最常使用的購物網站 45
表4-4 最常使用的購物網站--針對「其他」類別分析 45
表4-5 平均每個月在網路上購買產品的次數 46
表4-6 平均每個月在網路上購買產品的費用 47
表4-7 有效問卷之性別資料 48
表4-8 有效問卷之年齡資料 49
表4-9 有效問卷之教育程度資料 50
表4-10 有效問卷之居住所在地資料 50
表4-11 有效問卷之婚姻狀況資料 51
表4-12 有效問卷之職業資料 51
表4-13 有效問卷之每個月平均可支配所得資料 52
表4-14 有效問卷之網購經驗資料 53
表4-15 本研究各構面之Cronbach''s α 54
表4-16 結構方程模式之參數說明 58
表4-17 整體配適度指標評估結果 60
表4-18 基本配適度指標分析結果 61
表4-19 模式之研究假說與驗證結果 63
表4-20 模式之路徑效果分析 66

圖目錄
圖1-1 研究流程 9
圖2-1 Yang and Peterson (2004)觀念架構圖 28
圖2-2 Lee and Overby (2004)觀念架構圖 28
圖2-3 Wang et al. (2004)觀念架構圖 29
圖2-4 陳進成 (2003)觀念架構圖 29
圖2-5 Anderson and Srinivasan (2003)觀念架構圖 30
圖3-1 本研究之觀念架構 31
圖4-1 本研究模式之線性結構關係圖 57
圖4-2 本研究模式之線性結構關係路徑分析圖 64

一、中文部份
官振華 (1997)，「WWW使用者運用電子購物意願之研究-以人格特質、購買涉入與網路使用行為探討」，中央大學資訊管理研究所碩士論文。

周文賢 (2002)，多變量統計分析：SAS/STAT 使用方法，台北：智勝文化。

林柏宏 (2005)，「線上購物滿意度與偏好之研究-SERVQUAL Model觀點」，淡江大學國際企業研究所碩士論文。

梁定澎 (2002)，電子商務理論與實務，台北：華泰文化。

資策會系統工程處 (1997)，電子商店經營管理指引，台北：經濟部商業司。

陳進成 (2003)，「電子商務顧客價值、滿意度與忠誠度之研究-以電子商店為例」，中原大學資訊管理研究所碩士論文。

二、英文部份
Albrecht, K. (1992), “The Only Thing Matters,” Executive Excellence, 9(11), 7.

Albrecht, K. (1994), “Customer Value,” Executive Excellence, 11(9), 14-15.

Anderson, E. W. and C. Fornell (2000), “Foundations of American Customer Satisfaction Index,” Total Quality Management, 11(7), 869-882.

Anderson, E. W., C. Fornell, and R. R. Lehmann (1994), “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden,” Journal of Marketing, 58(3), 53-66.

Anderson, R. E. and S. S. Srinivasan (2003), “E-Satisfaction and E-Loyalty: A Contingency Framework,” Psychology and Marketing, 20(2), 123-138.

Babin, B. J. and M. Griffin (1998), “The Nature of Satisfaction: An Updated Examination and Analysis,” Journal of Business Research, 41(2), 127-136.

Babin, B. J., W. R. Darden, and M. Griffin (1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, 20(4), 644-656.

Bagozzi, R. P. and Y. Yi (1988), “On The Evaluation of Structural Equation Models,” Journal of The Academy of Marketing Science, 16(1), 74-94.

Bentler, P. M. (1990), “Comparative Fit Index in Structure Models,” Psychological Bulletin, 107(2), 238-246.

Bentler, P. M. and D. G. Bonett (1980), “Significance Tests and Goodness of Fit in Analysis of Covariance Structure,” Psychological Bulletin, 88(3), 588-606.

Bojanic, D. C. (1996), “Consumer Perception of Price, Value and Satisfaction in The Hotel Industry: An Exploratory Study,” Journal of Hospitality and Leisure Marketing, 4(1), 5-22.

Bolton, R. N. and J. H. Drew (1991), “A Longitudinal Analysis of The Impact of Service Changes on Customer Attitudes,” Journal of Marketing, 55(1), 1-9.

Boulding, W., A. Kalra, R. Staelin, and V. A. Zeithaml (1993), “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions,” Journal of Marketing Research, 30(1), 7-27.

Brown, G. H. (1952), “Brand Loyalty-Fact or Fiction?,” Advertising Age, 23, 53-55.

Butz Jr., H. E. and L. D. Goodstein (1996), “Measuring Customer Value: Gaining The Strategic Advantage,” Organizational Dynamics, 24(3), 63-77.

Butz Jr., H. E. and L. D. Goodstein (1998), “Customer Value: The Linchpin of Organizational Change,” Organizational Dynamics, 27(1), 21-34.

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

Chang, T. Z. and A. R. Wildt (1994), “Price, Product Information, and Purchase Intention: An Empirical Study,” Journal of The Academy of Marketing Science, 22(1), 16-27.

Churchill Jr., G. A. and C. Surprenant (1982), “An Investigation into The Determinants of Customer Satisfaction,” Journal of Marketing Research, 19(4), 491-504.

Cronin Jr., J. J., M. K. Brady, and G. T. M. Hult (2000), “Assessing The Effects of Quality, Value, and Customer Satisfaction on Customer Behavioral Intention in Service Environments,” Journal of Retailing, 76(2), 193-218.

Day, G. S. (1990), Market Driven Strategy: Processes for Creating Value, New York: Free Press.

Day, G. S. (1994), “The Capabilities of Market-Driven Organizations,” Journal of Marketing, 58(4), 37-52.

DeVellis, R. F. (1998), Scale Development: Theory and Applications, Newbury Park, CA: Stage.

Dodds, W. B., K. B. Monroe, and D. Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28(3), 307-319.

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

Fornell, C., M. D. Johnson, E. W. Anderson, J. Cha, and B. E. Bryant (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings,” Journal of Marketing, 60(4), 7-18.

Gale, B. T. (1994), Managing Customer Value-Creating Quality and Service That Customers Can See, New York: Free Press.

Griffin, J. (1997), Customer Loyalty: How to Earn It, How to Keep It, Lexington Book, New York.

Grønholdt, L., A. Martensen, and K. Kristensen (2000), “The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences,” Total Quality Management, 11(4/5/6), 509-514.

Holbrook, M. B. (1994), “The Nature of Customer’s Value: An Axiology of Service in Consumption Experience,” in Rust, R. T. and R. L. Oliver eds., Service Quality: New Direction in Theory and Practice, Thousand Oaks, CA: Sage Publication.

Howard, J. A. and J. N. Sheth (1969), The Theory of Buyer Behavior, John Wiley and Sons, New York.

Hunt, H. K. (1977), “CS/D-Overview and Future Research Directions,” in Hunt, H. K. eds., Conceptualization and Measurement of Customer Satisfaction and Dissatisfaction, Marketing Science Institute, Cambridge.

Jones, T. O. and W. E. Sasser Jr. (1995), “Why Satisfied Customer Defect,” Harvard Business Review, 73(6), 88-91.

Kalakota, R. and A. B. Whinston (1996), Frontiers of Electronic Commerce, 1st ed., Addison-Wesley.

Kalakota, R. and A. B. Whinston (1997), Electronic Commerce: A Manager’s Guide, Addison-Wesley.

Kotler, P. (2003), Marketing Management, 11th ed., Prentice Hall, New Jersey.

Lee, E. J. and J. W. Overby (2004), “Creating Value for Online Shoppers: Implication for Satisfaction and Loyalty,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 17, 54-67.

Marsh, H.W. and D. Hocevar (1985), “Application of Confirmatory Factor Analysis to The Study of Self-Concept: First-and Higher Order Factor Models and Their Invariance Across Groups,” Psychological Bulletin, 97(3), 562-582.

Mulaik, S. A., L. R. James, J. Van Alstine, N. Bennett, S. Lind, and C. D. Stilwell (1989), “Evaluation of Goodness-of-Fit Indices for Structural Equation Models,” Psychological Bulletin , 105(3), 430-445.

Newman, J. W. and R. A. Werbel (1973), “Multivariate Analysis of Brand Loyalty for Major Household Appliances,” Journal of Marketing Research, 10(4), 404-409.

Oliver, R. L. (1981), “Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing, 57(3), 25-48.

Oliver, R. L. (1999), “Whence Customer Loyalty?,” Journal of Marketing, 63(4), 33-44.

Parasuraman, A. and D. Grewal (2000), “The Impact of Technology on The Quality-Value-Loyalty Chain: A Research Agenda,” Journal of The Academy of Marketing Science, 28(1), 168-174.

Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1994), “Alternatives Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria,” Journal of Retailing, 70(3), 201-230.

Pepper, D. and M. Rogers (1993), “The One to One Future: Building Relationships One Customer at A Time,” Strategy, 5(4), 4.

Prus, A. and D. R. Brandt (1995), “Understanding Your Customers,” Marketing Tools, 2(5), 10-14.

Reichheld, F. F., R. G. Markey Jr., and C. H. Hopton (2000), “E-Customer Loyalty- Applying The Traditional Rules of Business for Online Success,” European Business Journal, 12(4), 173-179.

Reichheld, F. F. and W. E. Sasser Jr. (1990), “Zero Defections: Quality to Services,” Harvard Business Review, 68(5), 105-111.

Ribbink, D., A. C. R. Van Riel, V. Liljander, and S. Streukens (2004), “Comfort Your Online Customer: Quality, Trust, and Loyalty on The Internet,” Managing Service Quality, 14(6), 446-456.

Rust, R. T. and R. L. Oliver (1994), “Service Quality: Insights and Managerial Implication from The Frontier,” in Rust, R. T. and R. L. Oliver eds., Service Quality: New Direction in Theory and Practice, London: Stage.

Selnes, F. (1993), “An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty,” European Journal of Marketing, 27(9), 19-35.

Sheth, J. N., B. I. Newman, and B. L. Gross (1991), “Why We Buy What We Buy: The Theory of Consumption Values,” Journal of Business Research, 22, 159-170.

Sirdeshmukh, D., J. Singh, and B. Sabol (2002), “Consumer Trust, Value, and Loyalty in Relational Exchange,” Journal of Marketing, 66(1), 15-37.

Sirohi, N., E. W. McLaughlin, and D. R. Wittink (1998), “A Model of Consumer Perceptions and Store Loyalty Intention for A Supermarket Retailer,” Journal of Retailing, 74(2), 223-245.

Slater, S. F. (1997), “Developing A Customer Value-Based Theory of The Firm,” Journal of The Academy of Marketing Science, 25(2), 162-167.

Smith, J. B. and M. Colgate (2007), “Customer Value Creation: A Practical Framework,” Journal of Marketing Theory and Practice, 15(1), 7-23.

Stum, D. L. and A. Thiry (1991), “Building Customer Loyalty,” Training and Development Journal, 45(4), 34-36.

Sweeney, J. C. and G. N. Soutar (2001), “Consumer Perceived Value: The Development of A Multiple Item Scale,” Journal of Retailing, 77(2), 203-220.

Van Riel, A. C. R., J. Liljander, and P. Jurriëns (2001), “Exploring Customer Evaluations of E-Services: A Portal Site,” International Journal of Service Industry Management, 12(4), 359-377.

Wang, Y., H. P. Lo, R. Chi, and Y. Yang (2004), “An Integrated Framework for Customer Value and Customer-Relationship-Management Performance: A Customer-Based Perspective from China,” Managing Service Quality, 14(2/3), 169-182.

Westbrook, R. A. (1987), “Product/Consumption-Based Affective Responses and Postpurchase Processes,” Journal of Marketing Research, 24(3), 258-270.

Woodruff, R. B. (1997), “Customer Value: The Next Source for Competitive Advantage,” Journal of The Academy of Marketing Science, 25(2), 139-153.

Yang, Z. and R. T. Peterson (2004), “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs,” Psychology and Marketing, 21(10), 799-822.

Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(3), 2-22.

Zeithaml, V. A., L. L. Berry, and A. Parasuraman (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, 60(2), 31-46.