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研究生:呂世賢
研究生(外文):Shih-Hsien Lu
論文名稱:B2C網路黏著度之探討-以博客來為例
論文名稱(外文):A study on stickiness of B2C website- an empirical study of “books.com.tw”
指導教授:陳炫碩陳炫碩引用關係
指導教授(外文):Ken Chen
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:51
中文關鍵詞:投入程度滿意度投機行為承諾信任黏著度意圖
外文關鍵詞:TrustCommitmentOpportunistic BehaviorSatisfactionInvestment Size
相關次數:
  • 被引用被引用:1
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
現今電子商務蓬勃發展,網路上商家林立,競爭激烈,消費者的選擇可以更多,造成使用者易從這網站轉換到其他網站上,因此網站有能力來留住使用者,讓使用者長期關注與重複拜訪這個網站,而達到長期黏著在這個網站上是非常重要的,因此網站黏著度已被電子商務視為成功的的一個重要因素。

本研究是探討網路使用者透過投入程度、滿意度、網站投機行為、信任、承諾對博客來網路書店產生黏著度的意圖,以中央大學在校學生為研究對象,採用便利抽樣的方式進行,總計回收243份有效
問卷,在統計方法上則採用結構方程模式進行檢定與分析。

經由實證分析後,得出主要的研究成果為:(1)網路使用者「投入程度」會正向影響其對網站的「承諾」(2)網路使用者的「滿意度」會正向影響其對網站的「承諾」(3)網路使用者的「滿意度」會正向影響其對網站的「信任」(4)網站「投機行為」會負向影響其對網路使用者的「信任」(5)網路使用者的「承諾」會正向影響其對網站「黏著度意圖」(6)網路使用者的「信任」會正向影響其對網站「黏著度意圖」。
Nowadays e-Commerce is exuberant and becoming mature than ever. The competition of supplying goods and service becomes more and more fierce. Consumers have a variety of choices, and Internet makes user relatively easy to switch from one Website to another website. A website’s ability retained a customer. The longer a website can hold a customer''s attention, and the more repeat hits the website receives from that customer, the stickier the website is. Therefore, the website stickiness becomes an important factor of successful e-commerce.

The main purpose of this study is to examine factors of investment size, satisfaction, opportunistic behavior, and commitment-trust influence the stickiness intention in on-line “books.com.tw”. Samples were selected from the students of National Central University. With convenient sampling method, 243 effective questionnaires were collected, consisting 97.2% effective returning rate. Structural Equation Model''s technique is used to test the research hypotheses.

According to the results of statistic analyze, the conclusion are listed briefly as follows:(1) Investment size is positively associated with commitment; (2) Satisfaction is positively associated with commitment; (3) Satisfaction is positively associated with trust; (4) Opportunistic behavior is negatively associated with trust; (5) Commitment with a Web site is positively associated with stickiness intention; (6) Trust in a Web site is positively associated with stickiness intention.
摘要 i
Abstract ii
致謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
一、緒論 1
1-1 研究背景與動機 1
1-2 研究目的 2
1-3 研究流程 3
二、文獻探討 4
2-1 投資模式(investment model) 4
2-1-1 投入程度(investment size) 4
2-1-2 滿意度(satisfaction) 5
2-2 投機行為(opportunistic behavior) 5
2-3 承諾與信任理論 7
2-1-1 承諾(commitment) 7
2-1-2 信任(trust) 8
2-4 黏著度意圖(stickiness intention) 10
三、研究方法 12
3-1 觀念性架構 12
3-2 研究假說 13
3-3 研究變數與問卷設計 16
3-4 抽樣與研究設計 19
3-4-1 研究對象與抽樣方法 19
3-4-2 前測分析 19
3-4-3 資料分析及與統計方法 20
四、研究結果 23
4-1 樣本輪廓、敘述性統計分析 23
4-1-1 有效樣本敘述 23
4-1-2 敘述性統計資料分析 24
4-2 信度與效度分析 26
4-2-1 信度分析 26
4-2-2 效度分析 27
4-3 線性結構關係模式配適度分析 28
4-3-1 本研究的lisrel模型 28
4-3-2 模型適合度檢定 30
4-4 線性結構關係模式驗證結果 31
4-4-1 潛在變數與顯性變數關係 31
4-4-2 潛在變數間之因果關係估計值 33
4-4-3 研究假設檢定結果 36
五、結論與建議 39
5-1 研究結論 39
5-2 研究限制與後續研究之建義 41
參考文獻 42
附錄一、正式問卷 47
附錄二、相關係數矩陣 51
一、 中文部份
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