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研究生:陳逸帆
研究生(外文):Yi-fan Chen
論文名稱:線上購物滿意度與忠誠度關係之探討
論文名稱(外文):A Study on the Relationship between Customer Satisfaction and Customer Loyalty in On-Line Shopping
指導教授:莊煥銘莊煥銘引用關係
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:資訊管理系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:158
中文關鍵詞:顧客滿意度顧客忠誠度線上購物顧客關係管理
外文關鍵詞:CRMcustomer satisficationcustomer loyaltye-shopping
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隨著網際網路與相關應用的高度發展與普及,台灣地區從事線上購物的人口比率從2004年的2.92%,竄升到2006年的12.64%,並維持持續成長趨勢。由於電子商店相較於傳統商店,不受時間與空間的限制,提供消費者更大的便利性,顯而易見將對買賣雙方關係帶來重大衝擊,而成為重要的研究議題。
根據顧客關係管理的文獻,顧客忠誠度是廠商獲利力的關鍵因素,而顧客滿意度則為顧客忠誠度的重要前置因子。不過兩者關係,據部份研究結論,並非單純的線性關係。因此針對線上購物環境,顧客滿意度與顧客忠誠度的關係值得深入探索。再者,線上交易雙方在實體互動上較為欠缺,且常需要提供個人與信用卡相關資料,信任成為促成交易的關鍵。而信任的建立,溝通是個不可或缺的工具,因此信任與溝通在線上交易中,對忠誠度的影響力也值得深入觀察。
本研究以歐洲滿意度指標(ECSI)模型為基礎,探討不同滿意度下,影響顧客忠誠度的重要因素,並加入信任與溝通兩個變數,分析其扮演角色與地位。主要的研究發現可列舉如下:(1)在線上購物環境中,信任與溝通顯著正向影響顧客忠誠度,(2)在線上購物環境中,顧客滿意度與顧客忠誠度的確存在非線性關係,(3) 企業形象在線上購物環境中,對顧客忠誠度之影響力不如預期。這些結論可協助電子商店業者,有效改善顧客忠誠度,而創造與持續其競爭優勢。
Due to the rapid developments and popularization of Internet and its related applications, percentage of online shoppers in Taiwan haveclimbed from 2.92% of 2004 to 12.64% of 2006. Since e-stores, confined less by time and space limitations, offer customers great convenience compared to traditional stores, there must exist significant impact toward the relationship between sellers and buyers, which is an important research issue.
According to literature from Customer Relationship Management, customer loyalty is an essential part for e-vendors’ profit and growth, and customer satisfaction is an critical antecedent factor to it in turn But the relationship between customer and customer loyalty is not so straightforward as there exists observations that they have nonlinear relationship. Consequently, the relationship between customer satisfaction and customer loyalty in online shopping worth deeply exploring. Besides, since there is fewer physical interaction involved in online shopping, and online shoppers often need to provide their personal and credit card related information, trust is indispensable for transactiom. In order to build enough trust, communication is requisite. Therefore the impact of trust and communication on customer loyalty worh deep investigation.
This study adopts a modified ECSI model, with two added factors: trust and communication, to explore important factors influence customer loyalty. Major findings can be listed as follows: (1) trust and communication indeed have significant influences on customer loyalty, (2) the relationship between customer satisfaction and customer has significant non-linear nature, (3) the image of e-store exihibits quite limited influence on customer loyalty. All these conclusions can help e-store vendors improve their customers’ loyalty to create and sustain their competitive advantages
目錄
中文摘要 I
英文摘要 II
誌謝 III
目錄 IV
表目錄 VII
圖目錄 IX
第一章、�頧� 1
1.1研究背景與動機 1
1.1.1台灣線上購物的蓬勃發展 1
1.1.2顧客忠誠度與滿意度之重要性 1
1.1.3線上滿意度與忠誠度之關係尚待釐清 2
1.2 研究目的 3
1.3 論文架構 3
1.4研究範圍與限制 4
第二章、文獻探討 6
2.1 線上購物 6
2.1.1電子商務 6
2.1.2線上購物之特性 8
2.1.3我國線上購物發展現況 11
2.2歐洲顧客滿意度指標 13
2.3顧客滿意度與顧客忠誠度 18
2.3.1顧客滿意度 18
2.3.2顧客滿意度之相關理論 20
2.3.3顧客滿意度之衡量尺度 21
2.3.4 顧客忠誠度 23
2.3.5 顧客忠誠度之相關理論 25
2.3.6 顧客忠誠度的衡量 26
2.3.7 顧客忠誠度與顧客滿意度之關係 27
2.4 顧客忠誠度與顧客滿意度之前置因子 29
2.4.1信任 29
2.4.2 溝通 35
2.4.3企業形象 40
2.4.4 顧客期望 43
2.4.5 知覺品質 45
2.4.6 知覺價值 49
第三章、研究方法 52
3.1研究架構 52
3.2研究對象與抽樣方法 53
3.3 問卷前測 54
3.4問卷設計 54
3.5研究構面以及衡量變項 57
3.6研究假設 62
3.7資料分析方法與工具 64
第四章、實證分析結果 66
4.1樣本結構�揚z性分析 66
4.2 信效度分析 69
4.2.1 信度分析 69
4.2.2效度分析 71
4.3各變項之變異數及基本統計分析 71
4.3.1顧客滿意度 72
4.3.2顧客忠誠度 74
4.3.3信任 77
4.3.4溝通 79
4.3.5企業形象 82
4.3.6期望 84
4.3.7知覺品質 86
4.3.8知覺價值 88
4.4整體模式衡量分析 90
4.4.1參數估計方法 91
4.4.2 一般模型內在結構配適度檢測 96
4.4.3一般模型之估計 98
4.4.4資料切割-滿意度分群 105
4.4.5高滿意度族群之模型估計 106
4.4.6中低滿意度族群之模型估計 111
4.4.7本章分析結果總結 117
第五章、結論與建議 121
5.1研究結論 121
5.2實務建議 123
5.3後續研究之建議 125
參考文獻 126
一、中文部分 126
二、英文部分 128
附錄 142
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