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研究生:陳飛龍
研究生(外文):Fei-Long Chen
論文名稱:資訊品質、關係行銷、與安全性對電子商務績效之影響-以企業與顧客雙觀點比較之實證研究
指導教授:鄭明松鄭明松引用關係
指導教授(外文):Ming-Sung Cheng
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:2002
畢業學年度:90
語文別:中文
論文頁數:80
中文關鍵詞:資訊品質虛擬社群顧客關係管理安全性關係行銷績效
相關次數:
  • 被引用被引用:36
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  • 收藏至我的研究室書目清單書目收藏:17
安迪葛洛夫曾說過:「五年內每一家公司都是網路公司或電子化的企業、電子商務的公司」。網路的應用快速成長儼然是繼瓦特發明蒸氣機之後另一波的工業革命。對企業的行銷與顧客服務而言,網路提供企業有機會以極低的成本、極高的效率、最短的時間,與其廣大的客戶群進行一對一的互動與接觸。但雖然網路購物有容易使用的優點,然而目前使用網路購物的比率仍相當低,只佔上網人數的11.4%,且目前網路購物者以只曾購物一次者為最多,使得平均購物次數無法明顯提昇。由此可知網路商店已進入購買過程階段,但卻無法突破僵局成功邁入消費過程階段。所以不管實務界或學者都想知道如何將現有網路使用人口,由只是四處瀏覽的遊逛者,轉變成實際的消費者;並進一步引導消費者增加購買行為。

Shapiro(1992)認為商業關係中導致顯著利益的發生原因是來自信任。而Morgan和Hunt (1994)認為關係行銷是指建立、發展與維持長期成功之關係式交易的所有行銷活動。於是關係行銷在競爭激烈及科技快速變遷的環境中更突顯其重要性。網站若欲與顧客維持長期關係,必須促使顧客與網站緊密聯繫,這種經營方式能對線上使用者產生「套牢效果」(Hagel和Armstrong, 1997),透過關係建立而非靠折扣使顧客不會輕易轉移至其他網站,網站與顧客間長期關係得以建立。管理諮詢公司Bain&Mainspring進行的研究指出,若網站要從一位顧客身上獲取利潤,則該顧客至少要上此網站購物四次以上才能達到損益平衡。

網路因其互動性已成為企業與顧客之間的溝通與互動主要工具之一。同時亦影響了人際溝通與關係建立的方式,如E-mail的溝通功能,以及線上討論區或虛擬社群的建立(Armstrong和Hagel,1996)。在關係行銷被視為企業競爭優勢之時,如何利用以上工具與顧客進行有效的互動成為管理者所重視的問題。另一方面網路的諸多功能與特性顯示出其在關係行銷執行上的潛力。文獻中雖可見學者對於網路維繫顧客關係能力之肯定並呼籲思考如何應用網路來建立或強化關係,但目前仍少見此一議題之深入研究。因此,顧客與企業網站間的接觸互動經驗主要由哪些因素組成?這些因素對於顧客關係建立的關連性又為何?均值得進一步探討。另外當越來越多的安全問題發生在網路上,使用網路的安全性和可信任性的爭議也形成網路經營的重要議題。因此本研究將從資訊品質、關係行銷、與安全性的角度出發,探討上述因素是否會影響網站與顧客建立長期穩定的關係並進而影響網站的經營績效。另外採用結構化方程式模型的方法進行驗證以提供綜合性結果與建議。另外為增加研究的穩健性,本研究特別將本研究架構針對消費者和廠商作雙邊驗證,以了解雙方觀點之差異。

研究結論:樣本經由模式適合度比較檢定後顯示本研究整體理論模式可獲支持。此一發現更證實了學者們所討論的影響網路關係行銷與網站經營績效的相關因素與其之間的正向影響關係的論點(一)資訊品質會影響信任度,另外資訊品質必須先影響信任度後才會再影響忠誠度。(二)顧客關係管理會對忠誠度造成影響。不過另外從消費者角度則發現顧客關係管理會影響信任度,但廠商卻不這樣認為。這可能是將來廠商要注意的地方。(三)虛擬社群不會對信任度與忠誠度造成影響,但是都會直接對網站經營績效造成影響。(四)安全性會對網站經營績效造成影響。(五)網站信任度會對網站經營績效造成影響。(六)網站忠誠度都會對網站經營績效造成影響。

研究貢獻:(一)管理意涵:本研究支持關係行銷對於電子商務網站經營績效確實存有影響,其中無論是造成消費者信任度或忠誠度的提高都將有助於經營績效的提昇,所以廠商應盡力於提昇與消費者之間的關係,也就是加強消費者對網站的信任度與忠誠度。而針對提高網站經營績效的方式可從資訊品質、顧客關係管理、虛擬社群、以及安全性四方面著手,例如在資訊品質方面可以強化版面的設計或增加相關產品資訊的提供;在顧客關係管理方面可以增加一對一個人行銷或客戶服務;在虛擬社群方面可以增加社群知識的專業性與內容;在安全性方面則可利用第三團體保證的方式。(二)學術貢獻:本研究採用消費者與廠商之雙邊問卷對本研究架構進行驗證,使模型更具穩健性與說服力;另外建立網路關係行銷與績效之間的模型,此為網路關係行銷文獻中少見之做法;最後將虛擬社群、顧客關係管理、資訊品質、與安全性等四個網路上常見之議題作整合性研究也是過去網路研究中少見之做法。
~目錄~
第壹章研究緒論…………………………………………………….. 1
第一節研究背景……………………………………………………………1
第二節研究動機……………………………………………………………2
第三節研究目的與範圍……………………………………………………4
第四節研究流程……………………………………………………………5

第貳章文獻探討…………………………………………………….. 6
第一節網路與關係行銷……………………………………………………6
2.1.1 網路行銷…..………………………………………………………7
2.1.2 電子商務…………………………………………………………..8
2.1.3 關係行銷…………………………………………………………..11
2.1.4 小結………………………………………………………………..18
第二節影響網路關係行銷與績效之因素…………………………………19
2.2.1 資訊品質因素……………………………………………………..19
2.2.2 顧客關係管理因素……………..…………………………………20
2.2.3 虛擬社群因素……………………………………………………..23
2.2.4 安全性因素………………………………………………………..25

第參章研究方法…………………………………………………….. 27
第一節研究架構……………………………………………………………27
第二節研究假說……………………………………………………………28
第三節研究變項之操作型定義與衡量方式………………………………34
第四節研究設計……………………………………………………………38
第五節問卷設計與資料分析………………………………………………40

第肆章資料分析…………………………………………………….. 41
第一節無反應偏差檢定……………………………………………………41
第二節信度分析……………………………………………………………42
第三節效度分析……………………………………………………………46
第四節整體模式之假說驗證………………………………………………52
第五節假說驗證彙總………………………………………………………60

第伍章結論與建議……………………………………………………61
第一節研究結論……………………………………………………………61
第二節實務上的建議………………………………………………………64
第三節研究貢獻……………………………………………………………66
第四節研究限制與未來研究方向…………………………………………67

參考文獻…………………………………………………………….…68





~圖目錄~
圖1-1-1我國網際網路用戶數成長情形…….…………………………………….1
圖1-3-1國內網路消費者網路購物主要產品比例分析….……………………….4
圖1-4-1本研究論文架構………………………………….……………………….4
圖2-1-1本研究文獻架構圖………………….…………………………………….6
圖2-1-2顧客滿意因素與線上方法之關係圖.…………………………………….9
圖2-1-3電子商務網站內容分析………...….…………………………………….10
圖2-1-4信任整合模式…………………….………………………………………12
圖2-1-5網路顧客忠誠度關鍵因素……………………………………………….13
圖2-1-6信任發展階段與涉及之因素…….………………………………………15
圖2-1-7 本研究文獻邏輯概念圖………………………………………………….18
圖2-2-1顧客價值提昇方式…………….…………………………………………21
圖2-2-213個CRM應用類型…………..…………………………….…………..22
圖2-2-3安全審核標準架構……………………..……………………….………..26
圖3-1-1 本研究之研究架構…………………………………………………….…27
圖4-4-1消費者關係路徑圖…………………………………………………….…55
圖4-4-2廠商關係路徑圖…………….……………………………………………58




















~表目錄~
表2-1-1 關係行銷之相關文獻整理…………………………………………..…16
表2-1-2 網路關係之相關文獻整理…………………………………………..…18
表2-2-1 資訊因素之相關文獻整理…………………………………………..…20
表2-2-2 顧客關係管理之相關文獻整理………………………………………..23
表2-2-3 虛擬社群之相關文獻整理…………..…………………………………25
表2-2-4 安全性因素之相關文獻整理………………………………………..…26
表3-3-1 資訊因素量表……………..……………………………………………34
表3-3-2 顧客關係管理量表…..…………………………………………………35
表3-3-3 虛擬社群量表…..………………………………………………………36
表3-3-4 安全性量表……..………………………………………………………36
表3-3-5 信任度量表……..………………………………………………………37
表3-3-6 忠誠度量表…………………..…………………………………………37
表3-3-7 網站績效量表…………..………………………………………………37
表3-5-1 本研究統計分析方法…..………………………………………………40
表3-5-2 本研究統計顯著性代表符號一覽表……………………………………40
表4-1-1 本研究消費者無反應偏差之T-Test檢定………………………………41
表4-1-2 本研究廠商無反應偏差之T-Test檢定…………………………………41
表4-2-1 本研究消費者問卷信度分析表…………………………..…………..…42
表4-2-2 本研究廠商問卷信度分析表……………………………..…………..…44
表4-3-1 消費者資訊品質轉軸後之因素矩陣……………………………..……..46
表4-3-2 消費者顧客關係管理轉軸後之因素矩陣………………………………46
表4-3-3 消費者虛擬社群轉軸後之因素矩陣……………………………………47
表4-3-4 消費者安全性轉軸後之因素矩陣………………………………………47
表4-3-5 消費者信任度轉軸後之因素矩陣………………………………………48
表4-3-6 消費者忠誠度轉軸後之因素矩陣………………………………………48
表4-3-7 消費者績效轉軸後之因素矩陣…………………………………………48
表4-3-8 廠商資訊品質轉軸後之因素矩陣……………………………..………..49
表4-3-9 廠商顧客關係管理轉軸後之因素矩陣…………………………………49
表4-3-10 廠商虛擬社群轉軸後之因素矩陣………………………………………49
表4-3-11 廠商安全性轉軸後之因素矩陣…………………………………………50
表4-3-12 廠商信任度轉軸後之因素矩陣…………………………………………50
表4-3-13 廠商忠誠度轉軸後之因素矩陣…………………………………………50
表4-3-14 廠商績效轉軸後之因素矩陣……………………………………………51
表4-4-1 本研究隱藏變數表………………………………………………………52
表4-4-2 本研究顯現變數表.…………………………………………...…………53
表4-4-3 整體模式配適度…..………………….……………………………….…53
表4-4-4 消費者部分假設驗證表……….………………………………………...54
表4-4-5 廠商部分假設驗證表..…….………………………………………….…58
表4-5-1 假設結果驗證彙總表……………………………………………………60
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