臺灣博碩士論文加值系統

近年來台灣的網路服飾網站如雨後春筍般出現，不論是原本在實體通路就有店面的，或是以虛擬通路起家的，都紛紛加入了這個戰場。但是由於進入門檻低、且不論是小型的個人服飾創業或是大型的服飾品牌，在網路上都隨處可見，而由於這樣的競爭激烈，導致近年很多網路服飾經營業者都面臨營業額成長趨緩，或甚至營業額下降的情況。本研究旨在探討哪些消費者在網路服飾消費時，網路服飾經營業者所須在意的有哪些層面，以提供消費者良好的消費體驗。
本研究採用線性結構模式分析方式來做因素分析、信效度分析，以及假設的推論。分析結果顯示，使用者涉入和網站服務品質之間有顯著正向關係、網站服務品質和顧客信任之間有顯著正向關係、網站服務品質和顧客滿意之間有顯著正向關係、顧客信任和顧客滿意有顯著正向關係、顧客滿意和顧客忠誠有正向關係；最後，顧客信任和顧客忠誠之間則無顯著關係。
　 就本研究的結果，使用者涉入會影響消費者所體驗到的網站服務品質，因此網路服飾業者針對此部分，可往加強消費者涉入程度的方向做努力，讓消費者對於服飾網站更有認同感、涉入程度更高，進而提升他們對網站服務品質的評估，最後提升消費者對服飾商店的忠誠度。

In recent years, due to the popularity of on-line shopping, the number of apparel stores on the Internet has been increasing rapidly. Many entrepreneurs choose to set up an on-line store as their first step in starting a new business.
However, due to the low entry barrier of on-line store, the market has become much more difficult for the on-line stores owner to survive. The aim of this study is to discuss what kind of factors will affect customers’ decision when they are conducting on-line shopping, and provide some management-related advices to the on-line stores owner. Therefore, help the on-line stores owner to create a better shopping environment on the internet.
　 In this research, I used linear structural model, factor analysis, reliability and validity to analyze the data which were collected by questionnaire.
After analyzing, this research comes to the following conclusions:
1. A significant relationship exists between user involvement and website service quality.
2. A significant relationship exists between service quality and customer trust website.
3. A significant relationship exists between website service quality and customer satisfaction.
4. A significant relationship exists between customer trust and customer satisfaction.
5. A significant relationship exists between customer satisfaction and customer loyalty.
6. There was no significant relationship between customer trust and customer loyalty.
On the results of this research, the involvement of user will affect customers’ experience on the on-line stores. Therefore, we suggest the on-line stores owner can put more efforts on enhancing the involvement of user, to make customers have a higher degree of involvement will lead to a better assessment of service quality, therefore, create customers loyalty to on-line stores.

摘要 i
Abstract iii
表目錄 iii
圖目錄 iv
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 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 網路購買 7
第二節 使用者涉入 9
第四節 顧客信任 14
第五節 顧客滿意度 15
第六節 顧客忠誠度 17
第三章 研究方法 20
第一節 研究架構 20
第二節 研究假設 20
第三節 研究變數操作型定義 24
第四節 問卷設計 25
第五節 研究對象與方法 29
第四章 研究結果與分析 32
第一節 樣本結構 33
第二節 敘述性統計分析 35
第三節 驗證性因素分析 39
第四節 線性結構競爭模式分析 42
第五節 研究結果 44
第五章 結論與建議 45
第一節 結論 45
第二節 管理意涵 47
第三節 研究限制與未來研究建議 47
參考文獻 50
附錄一 正式問卷 58

一、網站資訊
1. 全球網路數據統計機構，Internet World Stats
2. 國際研究暨顧問機構，Gartner
3. 財團法人台灣網路資訊中心，TWNIC
4. 資策會產業情報研究所，MIC
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