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研究生:朱家廣
研究生(外文):Gu-Guang Zhu
論文名稱:影響消費者在O2O商務平台下再購意願因素之研究
論文名稱(外文):Influencing factors on Consumers' Repurchase Intention of O2O Commerce Platforms
指導教授:吳金山吳金山引用關係
指導教授(外文):Chin-Shan Wu
口試委員:吳金山鄭菲菲張榮庭
口試委員(外文):Chin-Shan WuFei-Fei ChengJung-Ting Chang
口試日期:2019-07-16
學位類別:碩士
校院名稱:東海大學
系所名稱:資訊管理學系
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:2019
畢業學年度:107
語文別:中文
論文頁數:84
中文關鍵詞:線上到線下服務品質線上服務品質消費體驗價值顧客滿意度再購意願
外文關鍵詞:O2O,Service QualityE-Service QualityConsumption experience ValueConsumption experience ValueCustomer SatisfactionRe-purchase Intention
相關次數:
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隨著社會環境變遷以及科技進步,人們的消費行為受到影響,當人們經歷過農工業、商品、服務經濟時代之後,體驗經濟時代即將來臨。而體驗經濟時代的來臨,消費者行為逐漸地重視購買過程中所體驗到商品或服務所產生的價值,進而影響消費者的購買決策。Nielsen (2017)調查研究報告顯示台灣的受訪者之中,高達85%的消費者願意在網路下單再到線下實體商店進行體驗或領取商品,發現從 2012 年至 2016 年使用虛擬與實體通路購物的消費者從 22%成長到31%。因此,本研究以消費價值理論為基礎來進行探討,針對226份有效樣本進行評估消費者在使用O2O平台或商店之因素對於體驗價值與消費價值之影響,進而影響消費者滿意度與再購意願。結果顯示線下服務品質之有形性與同理心對體驗價值具顯著之影響;線下服務品質之保證性對消費價值具顯著之影響;線上服務品質之效率對體驗價值具顯著之影響;線上服務品質之效率與系統可用性和隱私對消費價值具顯著之影響;體驗價值對再購意願具有顯著之影響;消費價值對顧客滿意度與再購意願具顯著之影響;顧客滿意度對再購意願具有顯著之影響。
With the changes of the social environment and the advancement of science and technology, people's consumption behavior was affected. When people have experienced the era of agro-industrial, commodity, and service economy, the era of experience economy is coming. With the advent of the experience economy era, consumer behavior gradually pays attention to the value of goods or services experienced in the purchase process, which in turn affects consumers' purchasing decisions. The survey result from Nielsen (2017) showed that up to 85% of Taiwanese respondents are willing to go online to offline stores for experience or receive goods. Thus, this study was grounded on theory of consumption values. The effective sample of 226 is used to evaluate the impact of consumers' use of the O2O website platform on consumption values, which in turn affected consumer satisfaction and repurchase intention. The results show that the tangible and empathy of offline service quality have a significant impact on the experience value, assurance of offline service quality has a significant impact on the consumption values, efficiency of online service quality has a significant impact on the experience values, efficiency of online service quality and system availability and privacy have a significant impact on consumption values, experience value has a significant impact on repurchase intention; consumption value has a significant impact on customer satisfaction and repurchase intention, customer satisfaction versus repurchase Will has a significant impact.
摘  要 I
ABSTRACE II
目  錄 III
圖  次 V
表  次 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 O2O商務模式 5
第二節 服務品質 12
第三節 線上服務品質 17
第四節 消費者體驗價值 22
第五節 顧客滿意度 33
第六節 再購意願 35
第三章 研究方法 38
第一節 研究架構 38
第二節 研究假說之推論 39
第三節 操作性定義 43
第四節 問卷設計 45
第四章 資料分析方法與結果 52
第一節 問卷發放與回收 52
第二節 資料分析方法 52
第三節 敘述性統計 54
第四節 信效度之分析 58
第五節 區別效度 61
第六節 結構模型分析與假說驗證 63
第五章 研究結論與建議 65
第一節 研究結果與討論 65
第二節 實務之建議 68
第三節 研究限制與未來建議 69
參考文獻 71



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