臺灣博碩士論文加值系統

近年來網際網路已是人們生活中不可分割的一部分，因此金融機構也結合網際網路推行網路銀行，而網路銀行也逐漸成為金融業不可或缺的一項服務。
本論文研究主要探討網路銀行之善因行銷、顧客忠誠度、服務品質與知覺風險之關聯性。研究方法是以問卷調查法進行調查，調查對象為使用網路銀行之顧客。採用便利抽樣方式進行，共回收322份有效問卷。
本研究發展出七個研究假說，使用SPSS20.0統計分析軟體進行敘述性統計分析、效度分析、信度分析與多元逐步迴歸分析，以瞭解研究變項間的關聯性。研究結果：1.網路銀行實施善因行銷對顧客忠誠度與服務品質皆具有正向影響；2.網路銀行實施善因行銷對知覺風險具有負向影響；3. 服務品質對顧客忠誠度具有正向影響；4.知覺風險對顧客忠誠度具有負向影響；5.服務品質對網路銀行實施善因行銷與顧客忠誠度具有部分中介效果；6.知覺風險對網路銀行實施善因行銷與顧客忠誠度具有部分中介效果。
根據本研究結果提供具體研究結論與建議，以供銀行遇顧客與研究參考之依據。

In recent years, the Internet is an inseparable part of people's lives, so financial institutions with the Internet to implement Internet banking. Internet banking has become an indispensable service to the bank.
This paper mainly discusses the relationship between internet banking implementation of Cause-Related Marketing, customer loyalty, service quality and perceived risk. The study was conducted by survey techniques for consumers using Internet banking.The survey was conducted by convenience sampling, and 322 valid questionnaires were be recovered.
In this study, seven research hypotheses were developed, and descriptive statistical analysis, validity analysis, reliability analysis and multiple stepwise regression analysis were performed using SPSS20.0 statistical analysis software to understand the association between the variables. The results of the study are as follows: 1. Internet banking implementation of Cause-Related Marketing for the quality of service and customer loyalty have a positive impact; 2. Internet banking implementation of Cause-Related Marketing risk perception has a negative impact; 3. Service quality has a positive customer loyalty The impact of perceived risk on customer loyalty has a negative impact; 5. Service quality on the implementation of online banking for Cause-Related Marketing and customer loyalty with some intermediary effect; 6. Perceived risk of online banking for Cause-Related Marketing and customer Loyalty has intermediary effect. The results provide the reference direction for Internet banking to implement Cause-Related Marketing and future research.

目錄
摘要 i
Abstract ii
目錄 iv
圖次 vi
表次 vii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍與限制 6
第四節 重要名詞釋義 8
第貳章 文獻探討 9
第一節 網路銀行 9
第二節 善因行銷 11
第三節 顧客忠誠度 15
第四節 服務品質 18
第五節 知覺風險 21
第六節 網路銀行、善因行銷、顧客忠誠度、服務 品質與知覺風險之相關研究 24
第參章 研究設計與實施 28
第一節 研究方法 28
第二節 研究架構與研究假說 29
第三節 研究變項之操作型定義 32
第四節 研究流程 36
第五節 問卷與抽樣設計 39
第六節 測量工具 41
第七節 資料處理與分析 49
第八節 信度與效度分析 51
第肆章 研究結果與討論 56
第一節 回收問卷之樣本資料分析 56
第二節 各變項之描述性統計分析 61
第三節 研究變項之關聯性分析 63
第四節 多元逐步迴歸分析 69
第五節 服務品質與知覺風險對善因行銷與顧客忠誠度的中介效果分析 85
第五章 結論與建議 92
第一節 研究結論 92
第二節 研究建議 94
參考文獻 98
附錄 ………………………………………………………..….111
一、 問卷專家名單……………………………..………111
二、 專家效度問卷…………….……………………….112
三、 專家效度問卷修正表…………………………… 123
四、 正式問卷…………………………………….……. 128

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