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研究生:陳進成
研究生(外文):Chin-Cheng Chen
論文名稱:電子商務顧客價值、滿意度與忠誠度之研究-以電子商店為例
論文名稱(外文):The Study of Customer Value、Customer Satisfaction and Customer Loyalty Based on E-Shop
指導教授:皮世明皮世明引用關係
指導教授(外文):Shih-Ming Pi
學位類別:碩士
校院名稱:中原大學
系所名稱:資訊管理研究所
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:2003
畢業學年度:91
語文別:中文
論文頁數:107
中文關鍵詞:顧客滿意度顧客忠誠度電子商務顧客價值
外文關鍵詞:customer loyaltycustomer satisfactionelectronic commercecustomer value
相關次數:
  • 被引用被引用:20
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  • 下載下載:393
  • 收藏至我的研究室書目清單書目收藏:38
摘 要
無論從消費者或企業角度來看,網際網路上從事電子商務其關係已是密不可分的。在1992年,全球網際網路上的使用者約有7百萬人,根據eTForecasts和eMarketer的估計2002年全球上網人口將在5-6億之間,而2006年將可成長至13億3千多萬人,這樣大的使用人口成長率,潛藏的商機不容忽視。
電子商務之經營成敗,必須要由兩個構面進行,一是技術面;二是策略面,其中技術面是要達成策略面的方法手段。技術面的問題包括網站的設計技術、網路傳輸速率、產品和服務呈現方式、交易成功率等,這些因素往往都會影響消費者上網消費的意願。在策略面上,企業除了必須衡量所提供的商品和服務是否適合在網路銷售,同時對於行銷手法以及產品價格與供應鏈體系、網站環境等多方面思考。
對於許多在網際網路上進行電子商務交易的企業而言,往往將其經營重心放在吸引新的顧客,強調顧客的成長率,並提供各種利益吸引顧客上網消費,而忽略了顧客所考量其他有形與無形價值,更不用說如何去維繫顧客的忠誠度。因此,建立線上顧客之顧客忠誠度,留住現有顧客,對於線上企業而言實有其必要性。本研究試圖從電子商務交易中的顧客價值的觀點出發,進一步探討其與顧客滿意度及顧客忠誠度的關係,希望藉此提供線上企業更多管理上的意涵及參考方向。
研究結果顯示消費者認知網站的「品質價值」、「成本價值」、「感受績效」對於「滿意度」皆有正面的影響。從影響效果來看,消費者認知網站的「感受績效」對於「滿意度」有最高的影響力,遠高於「品質價值」、「成本價值」。針對消費者的忠誠度進行分析,其結果顯示消費者認知網站的「滿意度」、「成本價值」對於「忠誠度」皆有正面的影響,然而「品質價值」對於忠誠度的影響卻沒有實證資料的支持。
Abstract
E-business is an irresistible general trend for consumers or companies to trade over Internet. There were more than 7 million Internet users over the world. According to eTForecasts and eMarketer’s forecast, there would be 5-6 billion Internet users in 2002 and would grow up to 13.3 billion in 2006. This shows a potential business in Internet is not ignorable.
A successful E-business over Internet would be based into two factors: technical and business strategy. Technical is the means to achieve goals of business strategy. However, technical factors in Internet environment include Web design, network transmission performance, product/service representations, transaction successful rate, etc. One of the above technical factors does not do well for customers, it will affect and stop consumers shopping in Web. For business strategy factor, companies have to evaluate their products/services strategies that are suitable selling in Web. Good promotion ideas, product price strategy, supply chain systems and web environment creation are also required.
Many E-business companies are looking for new customers, they emphasize on the number of consumer growth rate. Companies develop many promotion campaigns to attract new customers. But they forget to keep customer’s loyalty. Customer’s loyalty is very important for sales revenue. In this research, customer satisfaction and loyalty from the viewpoint of customer value in E-business over Internet are discussed.
The result of this research shows that consumer’s satisfaction is positively affected by customer perceive web’s “quality value”, “cost value”, and “performance outcomes”. In terms of impact effect, customer perceived “performance outcomes” is higher than “quality value” and “ cost value”. The research result also depicts that consumer’s loyalty is positively affected by customer perceive web’s “satisfaction” and “cost value”, but there is no evidence to support “quality value” has affect “consumer’s loyalty”.
目 錄
第一章緒論
1.1研究背景………………………………………………………………1
1.2研究動機………………………………………………………………3
1.3研究目的與研究問題…………………………………………………5
1.4研究重要性……………………………………………………………5
第二章文獻探討
2.1電子商店特性與市場概況……………………………………………7
2.2顧客價值文獻…………………………………………………………14
2.3顧客滿意度文獻………………………………………………………22
2.4忠誠度文獻……………………………………………………………30
第三章研究模型與方法
3.1模型推導過程…………………………………………………………35
3.2研究模型構念之衡量變數……………………………………………38
3.3研究假設………………………………………………………………42
3.4問卷設計………………………………………………………………44
3.5前測……………………………………………………………………46
3.6研究進行方式…………………………………………………………46
3.7統計分析分法…………………………………………………………47
第四章資料分析
4.1樣本基本資料分析…………………………………………………….49
4.2問卷信度與效度分析………………………………………………….54
4.3假說驗證……………………………………………………………….59
4.4各構面之綜合分析…………………………………………………….64
4.5探索性分析…………………………………………………………….69
第五章結論與建議
5.1研究結論……………………………………………………………….75
5.2研究貢獻……………………………………………………………….78
5.3對實務上的貢獻……………………………………………………….79
5.4研究限制……………………………………………………………….80
5.5未來研究方向………………………………………………………….81
文獻參考………………………………………………………………………83
附錄一:正式問卷……………………………………………………………...89
附錄二:探索性之資料分析………………………………………………...…93

圖 目 錄
圖2-1 Global Reach全球2002各語系上網人口比例……………………..12
圖2-2 Kolter的顧客價值模型…………………………………………...….15
圖2-3 吳思華的價值說……………………………………………………...16
圖2-4 顧客價值矩陣…………………………………………………………18
圖2-5 Keeney 電子商務顧客價值模型……………………………………..21
圖2-6 Oliver對於價值與滿意六種關係…………………………………….26
圖2-7 Oliver消費者價值模型……………………………………………….29
圖2-8  消費者滿意與消費者忠誠度之關係…………………………………34
圖3-1 消費者價值模型(Oliver, 1999)………………………………………..36
圖3-2 修改後研究模型………………………………………………………37
圖3-3 本研究之研究架構…………………………………………………….38
圖3-4 研究假設結構說明圖…………………………………………………..43
圖4-1 本研究模型之分析結果………………………………………………..66
圖4-2 SARS對本研究模型的影響……………………………………………73

表 目 錄
表2-1 第一代與第二代電子商務主要不同點………………………………….9
表2-2 NetValue瀏覽購物網站的主要族群比例……………………………….13
表2-3 Oliver與Keeney價值分類………………………………………………29
表3-1 消費者滿意度之衡量問項……………………………………………….41
表3-2 忠誠度之衡量問項……………………………………………………….42
表3-3 變數操作化彙整表……………………………………………………….45
表4-1 問卷來源分佈…………………………………………………………….49
表4-2 性別分佈………………………………………………………………….50
表4-3 購買產品分佈…………………………………………………………….50
表4-4 年齡分佈………………………………………………………………….50
表4-5 教育程度分佈…………………………………………………………….51
表4-6 職業分佈………………………………………………………………….51
表4-7 每月可支配開銷分佈…………………………………………………….52
表4-8 接觸網站時間分佈……………………………………………………….52
表4-9 每週上網時間份佈……………………………………………………….52
表4-10 網路消費頻率分佈………………………………………………………53
表4-11 運送方式分佈…………………………………………………………….53
表4-12 付款方式分佈…………………………………………………………….53
表4-13 本研究之各構面信度檢定……………………………………………….54
表4-14 品質價值因素分析表…………………………………………………….55
表4-15 成本價值因素分析表…………………………………………………….56
表4-16 感受績效因素分析表…………………………………………………….57
表4-17 滿意度因素分析表……………………………………………………….57
表4-18 忠誠度因表分析表……………………………………………………….58
表4-19 Person相關係數表………………………………………………………..59
表4-20 品質價值對於整體滿意度的迴歸分析表……………………………….60
表4-21 成本價值對於整體滿意度的迴歸分析表……………………………….60
表4-22 感受績效對於整體滿意度的迴歸分析表……………………………….61
表4-23 整體滿意度對於忠誠度的迴歸分析表………………………………….62
表4-24 品質價值對於忠誠度的迴歸分析表…………………………………….62
表4-25 成本價值對於忠誠度的迴歸分析表…………………………………….63
表4-26 各構面對於整體滿意度的迴歸分析表………………………………….64
表4-27各構面對於忠誠度的迴歸分析表………………………………………..65
表4-28各構面對於忠誠度的迴歸分析表………………………………………..66
表4-29本研究假說驗証結果……………………………………………………..67
表4-30 7-11群體與非7-11群體滿意度對成本價值迴歸分析結果……………69
表4-31 7-11群體與非7-11群體短期忠誠度對成本價值迴歸分析結果………70
表4-32 7-11群體與非7-11群體長期忠誠度對成本價值迴歸分析結果………70
表4-33 各群體對於忠誠度的迴歸分析結果…………………………………….72
表4-34各群體對於短期忠誠度的迴歸分析結果….…………………………….72
表4-35各群體對於長期忠誠度的迴歸分析結果…..…………………………….72
表4-36 SARS回應分佈…………………………….…………………………….73
表4-37 SARS購物意願與年齡之迴歸分佈……………………………………..74
表4-38 SARS購物意願與性別之迴歸分佈……………………………………...74
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