臺灣博碩士論文加值系統

　　身處在這個大量使用通訊網路設備的世代，國人使用網路的習慣已融入在日常生活中，台灣各大電子商務平台已發展到一定的規模，越來越多的消費者願意透過網路來購買商品，使用路購物成為普遍消費者所採用的購物模式，本研究為探討一間傳統經營模式之商店，主要販售保健、天然、有機食品及用品等相關產品，為了開拓更多客源，開始朝電子商務經營，針對商品特性的不同來做探討。
　　本研究採網路問卷調查，樣本主要為曾購買保健、天然、有機食品及用品等相關產品之消費者，共回收230份有效問卷，透過SPSS統計分析後結果顯示，服務品質、顧客關係管理對信任影響顯著，信任對顧客滿意度、顧客忠誠度及再購意願影響顯著；服務品質、互動及顧客關係管理與信任之間有顯著相關，信任與顧客滿意度、顧客忠誠度及再購意願之間也有顯著相關。

Being in the era of massive communication network device, Taiwanese people’s habit of using internet has been blended into our everyday lives. E-commerce platform development in Taiwan is in a huge progress, thus there are more customers willing to purchase through internet, and this becomes a pattern that a majority of consumer follows.
This research explores traditionally-operated store, which mainly sells healthy, natural, organic food and products, starting to adopt E-commerce system to manage their business in order to expand the customer base. Through the questionnaire of study from 230 consumers, we got the result of study after the analysis of SPSS, which indicates as following:
1. There are significantly positive relationship between Service Quality, Customer Relationship Management and Trust.
2. There are significantly positive relationship between Trust, Customer Satisfaction, Customer Loyalty and Repurchase Intention.
3. There are correlated relationship among Service Quality, Interaction, Customer Relationship Management and Trust.
4. There are correlated relationship among Trust, Customer Satisfaction, Customer Loyalty and Repurchase Intention.

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 viii
一、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
二、 文獻探討 6
2.1 電子商務 6
2.2 行動商務 9
2.3 服務品質 10
2.4 互動 14
2.5 顧客關係管理 16
2.6 信任 18
2.7 顧客滿意度 23
2.8 顧客忠誠度 25
2.9 再購意願 28
三、 研究方法 32
3.1 研究架構 32
3.2 研究假設 33
3.3 研究變項之操作型定義及題項 33
3.3.1 服務品質 33
3.3.2 互動 34
3.3.3 顧客關係管理 35
3.3.4 信任 36
3.3.5 顧客滿意度 36
3.3.6 顧客忠誠度 37
3.3.7 再購意願 37
3.4 資料蒐集方法與工具 38
3.4.1 前測 38
3.4.2 正式問卷 39
四、 統計分析結果 40
4.1 問卷發放與回收 40
4.2 樣本結構之敘述性統計分析 40
4.3 效信度分析 45
4.3.1 因素分析 45
4.3.2 信度分析 49
4.4 相關分析 51
4.5 迴歸分析 51
4.6 資料分析結果彙整 55
五、 結論與建議 58
5.1 結論 58
5.2 管理意涵 60
5.3 學術意涵 62
5.4 研究限制與後續研究建議 62
參考文獻 64
附錄 71

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