臺灣博碩士論文加值系統

根據資策會資訊市場情報中心 (MIC)發表「台灣網路消費行為趨勢觀察」的研究報告 (2007)中指出，2007年網友最常進行的網路活動，網購排名第五。另外，台灣整體線上購物市場規模於2007年將達到新台幣1,855億元，預估到2008年將達到新台幣2,530億元，成長率為36.4%。由此可知，網購市場正蓬勃的發展中，網友們也漸漸養成了透過網路來購物的習慣。由前述資料可知，整體網購市場規模逐年的在擴大，而透過網路商店來進行消費的比例也逐漸增加。因此，本研究將針對台灣的網路購物市場進行相關探討。
本研究係以修正後的ECSI模型做為本研究的研究架構，並針對曾經有從事網路購物經驗的消費者來進行研究，但不包括網路拍賣(C2C)。針對研究對象以網路問卷來進行測試，且主要以結構方程式模式(Structural Equation Modeling, SEM)進行資料分析。
本研究有三個重要的研究結論:
一、在台灣網購市場中，網購滿意是網購忠誠的重要前因。
二、在台灣網購市場中，顧客期望、服務品質以及知覺價值皆對網購滿意有影響，其中服務品質對網購滿意影響最顯著。
三、在台灣網購市場中，網購滿意是顧客期望、服務品質、知覺價值與網購忠誠之間的重要中介角色。

According to the research from MIC in 2007, the ranking of on-line shopping is No.5 of the all on-line activities in Taiwan. In addition, the market scale of on-line shopping will grow up to NT$253 billion in 2008, the growth rate is 36.4% comparing to 2007. Thus we can know the on-line shopping is becoming one of the important retail channels for customers, and this research focuses on the on-line shopping in Taiwan market.
This research presents the on-line shopping customer satisfaction in Taiwan, and the framework of this study is based on the revised ECSI Model (European Customer Satisfaction Index). The 209 samples were collected from the customers who have the purchasing experience through on-line stores (B2C). The data were analyzed by Structural Equation Modeling (SEM).
There are 3 results from this research: In Taiwan’s on-line shopping market
1.E-customer satisfaction is the important antecedent of e-customer loyalty.
2.E-customer expectation, service quality, perceived value influence e-customer satisfaction. Among them, e-service quality influences e-customer satisfaction the most.
3.E-customer satisfaction is the most important mediator among e-customer expectation, service quality, perceived value and loyalty.

目錄
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 3
第三節 研究目的 5
第四節 研究範圍與對象 6
第五節 研究流程 7
第二章 文獻回顧與探討 9
第一節 顧客期望 9
第二節 服務品質 13
第三節 知覺價值 17
第四節 網購滿意 20
第五節 網購忠誠 27
第六節 國內顧客滿意相關研究 30
第三章 研究設計 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 40
第五節 資料分析方法 41
第四章 資料分析與結果 44
第一節 敘述性統計 44
第二節 信度分析 56
第三節 結構方程模式分析 59
第五章 研究結論與發現 72
第一節 研究結論 72
第二節 研究發現 74
第三節 研究限制與未來研究建議 77
參考文獻 78
附錄一 2005-2007年台灣網友上網頻率分佈 87
附錄二 2005-2008年台灣、美國與歐洲網路購物市場規模 87
附錄三 研究問卷 88
表目錄
表2-1 顧客期望定義之彙整表 9
表2-2 服務品質定義之彙整表 13
表2-3 知覺價值定義之彙整表 17
表2-4 顧客滿意定義之彙整表 20
表2-5 顧客忠誠定義之彙整表 28
表3-1 顧客期望之操作性定義與衡量項目 34
表3-2 服務品質之操作性定義與衡量項目 35
表3-3 知覺價值之操作性定義與衡量項目 37
表3-4 網購滿意之操作性定義與衡量項目 38
表3-5 網購忠誠之操作性定義與衡量項目 39
表3-6 問卷回收情況分析表 40
表3-7 整體配適度指標與理想評估準則 43
表4-1 較常在網路上購買的產品 (可複選) 45
表4-2 較常在網路上購買的產品--針對「其他」類別分析 46
表4-3 最常使用的購物網站 47
表4-4 最常使用的購物網站--針對「其他」類別分析 47
表4-5 平均每個月在網路上購買產品的次數 48
表4-6 平均每個月在網路上購買產品的費用 48
表4-7 有效問卷之性別資料 49
表4-8 有效問卷之年齡資料 50
表4-9 有效問卷之教育程度資料 51
表4-10 有效問卷之職業資料 52
表4-11 有效問卷之每個月平均收入資料 53
表4-12 有效問卷之使用網購時間資料 54
表4-13 有效問卷之最常使用的取得產品方式資料 54
表4-14 有效問卷之最常使用付款方式資料 55
表4-15 本研究各構面之Cronbach’s α 57
表4-16 結構方程模式之參數說明 61
表4-17 整體配適度指標評估結果 65
表4-18 衡量模式之評估 66
表4-19 結構模式之研究假說與驗證結果 67
表4-20 模式之路徑效果分析 71
圖目錄
圖1-1 研究流程 7
圖2-1 顧客期望與知覺結論 10
圖2-2 顧客期望模型 11
圖2-3 瑞典顧客滿意度量表模型 22
圖2-4 美國顧客滿意度指標模型 24
圖2-5 歐洲顧客滿意度指標模型 25
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 60
圖4-2 本研究模式之線性結構關係路徑分析圖 69

一、中文部份
周文賢(2004)，多變量統計分析：SAS/STAT 使用方法，初版，台北：雙葉書廊有限公司。
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。
黃俊英(1999)，行銷研究：管理與技術，第六版，台北：華泰書局。
蔡晟權(2007)，「關係行銷結合方式、服務品質對顧客滿意度與忠誠度的影響」，國立成功大學管理學院高階管理碩士在職專班論文。
二、英文部份
Anderson, E. W. and M. W. Sullivan (1993), “The Antecendents and Consequences of Customer Satisfaction for Firms,” Marketing Science, Vol. 12(2), pp. 125-143.
Anderson, E. W. and C. Fornell (2000), “Foundations of American Customer Satisfaction Index,” Total Quality Management, Vol. 11(7), pp. 869-882.
Anderson, E. W. and Mittal, Vikas (2000), “Strengthening the Satisfaction-Profit-Chain,” Journal of Service Research, Vol. 3, pp. 107-120.
Anderson, E. W., C. Fornell, and D. R. Lehman (1994), “Customer Satisfaction, Market Share, and Profitability: Findings from Sweden,” Journal of Marketing, Vol. 58, pp. 53-66.
Anderson, R. E. and S. S. Srinivasan (2003), “E-Satisfaction and E-Loyalty: A Contingency Framework,” Psychology and Marketing, Vol. 20(2), pp. 123-138.
Andreassen, Tor Wallin (1997), “Customer Loyalty and Complex Services: The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise,” The International Journal of Service Industry Management, Vol. 8(4), pp. 1-33.
Bagozzi, R. P. and Y. Yi (1988), “On The Evaluation of Structural Equation Models,” Journal of The Academy of Marketing Science, Vol. 16(1), pp. 74-94.
Bateson, J.E. and K. G. Hoffman (2002), Essential of Service Marketing: Concept, Stragy, and Cases, New York: Harcourt, Inc..
Bentler, P. M. (1990), “Comparative Fit Index in Structure Models, “Psychological Bulletin,” Vol. 107(2), pp. 238-246.
Bentler, P. M. and D. G.. Bonett (1980), “Significance Tests and Goodness of Fit in Analysis of Covariance Structure,” Psychological Bulletin, Vol. 88(3), pp. 588-606.
Bloemer, J., Ruyter, K. D., and Kasper, Hans (1995), “The Complex Relationship between Customer Satisfaction and Brand Loyalty,” Journal of Economic Psychology, Vol. 16, pp. 311-329.
Bloemer, J., de Ruyter, K., and Wetzels, M. (1999), “Linking Perceived Service Quality and Service Loyalty: A Multi-Dimensional Perspective,” European Journal of Marketing, Vol. 33, pp. 1082-1106.
Bolton, R. N. and J. H. Drew (1991), “A Longitudinal Analysis of the Impact of Services Changes On Customer Attitudes,” Journal of Marketing, Vol. 55, pp. 1–9.
Bowen, J. T., S. Showemaker (1998), “Loyalty: A Strategtic Commitment,” Cornell Hotel and Restaurant Administration Quarterly, Vol. 39(1), pp. 12-25.
Cardozo, R. N. (1965), “An Experimental Study of Customer Effort, Expectation and Satisfaction,” Journal of Marketing Research, Vol. 2(3), pp. 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, Vol. 22, pp. 16–27.
Chang Chih-Hon and Chia-Yu Tu (2005), “Exploring Store Image, Customer Satisfaction and Customer Loyalty Relationship: Evidence From Taiwanese Hypermarket Industry,” Journal of American Academy of Business, Cambridge, Vol. 7(2), pp. 197-202.
Churchill Jr., G. A. and C. Surprenant (1982), “An Investigation into The Determinants of Customer Satisfaction,” Journal of Marketing Research, Vol. 19(4), pp. 491-504.
Cox J. and B. G.. Dale (2001), “Service Quality and E-Commerce: An Exploratory Analysis,” Managing Service Quality, Vol. 11(2), pp. 121-131.
Craft, S. H. (1999), “Marketers Gain by Measuring Ture Loyalty,” Marketing News, Vol. 33, pp. 18.
Cronin, J. J. and S. A. Taylor (1992), “Measuring Service Quality: Reexamination and Extension,” Journal of Marketing, Vol. 56(3), pp. 55-68.
Day G. S. (1990), Market Driven Strategy: Processes for Creating Value, NewYork: Free Press.
DeVellis, R. F. (1998), Scale Development: Theory and Applications, Newbury Park, C. A.: Stage.
Dick A. S. and Kunal Basu (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of The Academy of Marketing Science, Vol. 22(2), pp. 99–113.
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, Vol. 28, pp. 307–319.
Dwyer, F. R., P. H. Schurr, and S. Oh (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, Vol. 51(2), pp. 11-27.
Engle, J. F., D. T. Kollat, and R. D. Blackwell (1984), Consumer behavior, 4th ed., Hinsdale, IL: Dryden Press.
Festinger, L. (1957), A Theory of Cognitive Dissonance, Standford University Press. Standford C. A..
Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol. 56(1), pp. 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, Vol. 60(4), pp. 7-18.
Frederick F. R. (1996), “Learning from customer defections,” Harvard Business Review, Vol. 74(2), pp. 57-69.
Garvin DA. (1988), Managing Quality: The Strategic and Competitive Edge, New York: The Free Press.
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, Vol.11 (4/5/6), pp. 509-514.
Gronrros, C. (1982), Strategic Management and Marketing in the Service Sector, Helsingfors: Swedish School of Economic and Business Administrion.
Gronrros, C. (1984), “A Service Quality Model and Its Markting Implication,” European Journal of Marketing, Vol. 18(4), pp. 36-44.
Gronrros, C. (1990), “Relationship Approach to Marketing in Service Context: Marketing and Organizational Behavior Interface,” Journal of Business Research, Vol. 20(1), pp. 3-12.
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.
Jones, T. O. and W. E. Sasser Jr. (1995), “Why Satisfied Customer Defect,” Harvard Business Review, Vol. 73(November/December), pp. 88-99.
Kettinger, W. J. and C. C. Lee (1994), “Perceived Service Quality and User Satisfaction with the Information-Services Function,” Decision Sci, Vol. 25(5-6), pp. 737-766.
Kotler, P. (1991), Marketing Management: Analysis Planing Implementation and Control, 7th ed., Prentice Hall, New Jersey, pp. 530.
Kristensen K., A. Martensen, and L. Gronholdt (2000), “Customer Satisfaction Measurement at Post Denmark: Results of Application of The European Customer Index Methodology,” Total Quality Management, Vol. 11(7), pp. 1007-1015.
Lehtinen, U. and J. R. Lehtinen (1982), “Service Quality: A Study of Quality Dimensions,” Unpublished Working Paper, Helsinking Service Management Institute Finland.
Lloyd C. Harris and Mark M.H. Goode (2004), “The Four Level of Loyalty and The Pivotal Role of Trust: A Study of Online Service Dynamics,” Journal of Retailing, Vol. 80, pp. 139-158.
Martensen Anne, L. Gronholdt, and K. Kristensen (2000), “The Drivers of Customers Satisfaction and Loyalty: Corss Industry Findings From Denmark,” Total Quality Management, Vol. 11(4/5/6), pp. 544-553.
Mittal, Vikas, Ross, William T., and Baldasare, Patrick M. (1998), “The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intention,” Journal of Marketing, Vol. 62, pp. 33-47.
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 , Vol. 105(3), pp. 430-445.
Neal, W. D. (1999), “Satisfaction is Nice, but Value Drives Loyalty,” Marketing Research, Vol. 11(1), pp. 20-23.
Oliver, R. L. (1993), “Cognitive, Affective and Attribute Bases of the Satisfaction Response,” Journal of Consumer Research, Vol. 20, pp. 418–430.
Oliver, R. L. (1999), “Whence Customer Loyalty?,” Journal of Marketing, Vol. 63(4), pp. 33-44.
Oliver, R. L. and W. S. DeSarbo (1988), “Response Determinants in Satisfaction Judgments,” Journal of Consumer Research, Vol. 14, pp. 495–508.
Oliver, R. L., R. R. Rust, and S. Varki (1997), “Customer Delight: Foundations, Findings, and Managerial Insight,” Journal of Retailing, Vol. 73(Fall), pp. 311-336.
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, Vol. 28(1), pp. 168-174.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1985), “A Concept Model of Service Quality and Its Implications for Future Research,”Journal of Marketing, Vol. 49, pp. 41-50.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1988), “SERVQUAL: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality,” Journal of Retailing, Vol. 64(1), pp. 12-40.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1993), “The Nature of Determinats of Customer Expectation of Service,” Journal of Academy of Marketing Science, Vol. 21(1), pp. 1-21.
Raaij, W.V. and T.H. Pruyn (1998), “Customer Control and Evaluation and Service Validity and Reliability,” Psychology and Marketing, Vol. 15, pp. 811-832.
Reichheld, F. F. and P. Schefter, (2000), “E-Loyalty: Your Secret Weapon on the Web,” Harvard Business Review, Vol. 78, pp. 105–113.
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, Vol. 12(4), pp. 173-179.
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, Vol. 14(6), pp. 446-456.
Sarel, D. and H. Marmorstein (1998), “Managint the Service Encounter: The Role of Employee Action and Customer Prior Experience,” Journal of Service Marketing, Vol. 12(3), pp. 195-208.
Sasser, W. E. Jr. R. P. Olsen, and D. D. Wyckoff (1978), Management of Service Operations, Test and Cases, Boston: Allyn and Bacon.
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, Vol. 22, pp. 159-170.
Sirdeshmukh, D., J. Singh, and B. Sabol (2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges,” Journal of Marketing, Vol. 66, pp.15–37.
Slater S. F. (1997), “Developing a customer value-based theory of the firm,” Journal of the Academy of Marketing Science, Vol. 25, pp.162–167.
Smith, J. Brock and Mark Colgate (2007), “Customer Value Creation: A Practical Framework,” Journal of Marketing Theory and Practice, Vol. 15(1), pp. 7-23.
Solvang, B.K. (2007), “Satisfaction, Loyalty, and Repurchase: A Study of Norwegian Customers of Furniture and Grocery Stores,” Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 20, pp. 110-122.
Wang Yonggui, Hing-Po Lo, and Yongheng Yang (2004), “An Integration Framework for Service Quality, Customer Value, Satisfaction: Evidence from China’s Telecommunication Industry,” Information System Frontiers, Vol. 6(4), pp. 325-340.
Watson, R. T., L. F. Pitt, and C. B. Kavan (1995), “Service Quality: A Measure of Information-Systems Effectiveness,” MIS Quart., Vol. 19(2), pp.173-187.
Watson, R. T., L. F. Pitt, and C. B. Kavan (1998), “Measuring Information Systems Service Quality: Lessons from Two Longitudinal Case Studies,” MIS Quart., Vol. 22(1), pp. 61-79.
Wesbrook, R. A. (1980), “A Rating Scale for Measuring Product/Service Satisfaction,” Jorunal of Marketing, Vol. 44(4), pp. 68-72.
Woodall, T. (2003), “Conceptualising Value for the Customer: An Attributional, Structural and Dispositional Analysis,” Academy of Marketing Science Review, Vol. 12
Woodruff R. B. (1993), “Modeling Customer Satisfaction Porcess Using Experience Based Norms,” Journal of Marketing, Vol. 20, pp. 296-304.
Woodruff R. B. (1997), “Customer value: The next source of competitive advantage,” Journal of the Academy of Marketing Sciences; Vol. 25, pp.139–153.
Yang, Z. and R. T. Peterson (2004), “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs,” Psychology and Marketing, Vol. 21(10), pp. 799-822.
Zeithaml V. A. (1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, Vol. 52, pp. 2–22.
Zeithaml, V. A., L. L. Berry, and A. Parasuraman (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, Vol. 60(2), pp. 31-46.