臺灣博碩士論文加值系統

現今的消費者講求效率，網路購物提供了許多實體商店不易取得的資訊及便利性。許多學者和零售業者關注網路購物的高度可行性與未來發展性，紛紛加入線上購物的研究與行銷的行列。因此，這個研究旨在探討網路購物的關鍵因素，包括網站設計因素、顧客購物情緒、購物價值和滿意度等。本研究從探討影響消費者網路購物最主要的因素這方面切入，深入了解一個網路購物網站的設計良窳，會影響到顧客購物時的情緒狀態，包括產生愉悅及情緒的激發等，從而影響其購物時所感受到的價值。實用價值與享樂價值是其中最重要的兩個部份，對顧客滿意度有著相當深刻的影響。此研究模型包含了Stimulus-Organism-Response (SOR) 理論和消費者的實用與享樂價值等理論。經過問卷的資料調查與SEM分析，先前的假設均得到統計上的支持。結果證實網站設計、顧客情緒、購物價值及顧客滿意度此一模型是有其研究價值的。

On-line retailing has attracted a great deal of attention in recent years due to its potential for both buyers and sellers. Because of consumers’ emphasis on efficient use of time, with technology improvements that provide greater convenience and more information than traditional retailing, more retailers are considering going on-line a good way of doing business. Therefore, this research discussed the key factors that might influence consumers’ shopping decisions on on-line shopping: on-line design factors, aroused emotional states, customer shopping values, and customer satisfaction. In addition, we integrate relevant literature to construct a comprehensive model of electronic marketing. In the framework of this study, the S-O-R model, utilitarian shopping value and hedonic shopping value are used to be the key theories of the study. The interrelationship among on-line design factors, aroused emotional states, customer shopping values, and customer satisfaction are also discussed. This study adopts a quantitative research. A questionnaire survey and a SEM test are used. All of the hypotheses of the study are supported, showing that on-line design factors have significant impact on customer aroused emotional states, which influence customer shopping values and then eventually have significant impact on customer satisfaction.

CHAPTER 1 INTRODUCTION 1
1.1. RESEARCH BACKGROUND AND MOTIVATION 1
1.2. RESEARCH IMPORTANCE 3
1.3. RESEARCH OBJECTIVES 3
1.4. RESEARCH PROCEDURE 4
1.5. RESEARCH STRUCTURE 6
CHAPTER 2 LITERATURE REVIEW 7
2.1. ON-LINE DESIGN FACTORS 8
2.2. CONSUMER EMOTIONAL STATES 12
2.3. UTILITARIAN VALUE AND HEDONIC SHOPPING VALUE 15
2.4. CUSTOMER SATISFACTION 17
CHAPTER 3 RESEARCH HYPOTHESES AND METHODOLOGY 18
3.1. RESEARCH HYPOTHESES 18
3.2. RESEARCH FRAMEWORK 24
3.3. RESEARCH METHODOLOGY 26
CHAPTER 4 RESEARCH ANALYSIS AND RESULTS 29
4.1 TEST OF HOMOGENEITY 29
4.2 CHARACTERISTICS OF RESPONDENTS 29
4.3 RELIABILITY ANALYSIS 31
4.4 STRUCTURAL EQUATION MODEL (SEM) 36
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS 41
5.1. RESEARCH CONCLUSIONS AND MANAGERIAL IMPLICATIONS 41
5.2. RESEARCH CONTRIBUTIONS 44
5.3. RESEARCH LIMITATIONS AND FUTURE RESEARCH 45
REFERENCE 47
APPENDIX: SURVEY QUESTIONNAIRE 53

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