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研究生:王祖健
研究生(外文):Tsu-Chien Wang
論文名稱:網站技術、服務品質及購買成本對於網路商店顧客滿意度與忠誠度之影響
論文名稱(外文):The Influence of Website Technology, Service Quality and Purchasing Cost on the Customer Satisfaction and Loyalty in Internet Store
指導教授:杜富燕杜富燕引用關係
指導教授(外文):Fu-Yann Duh
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所碩博士班
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:2003
畢業學年度:91
語文別:中文
論文頁數:76
中文關鍵詞:購買成本網路顧客滿意度服務品質網站技術網路顧客忠誠度
外文關鍵詞:Purchasing costService qualityWebsite technologye-satisfactione-loyalty
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網際網路的興起,無論對於企業的經營方式或消費者的生活形態,都造成相當大的衝擊。運用網際網路來從事行銷活動,並藉此獲取競爭優勢,已成為目前所有企業都必須考慮的途徑。因此,對於網路商店之經營者而言,瞭解提升網路消費者滿意度與忠誠度的關鍵因素,是一個刻不容緩的重要議題,
過去在實體通路上對於顧客滿意度與忠誠度的探討已相當豐富且完整,然而對於網路商店的相關研究則較為有限。目前已有部分學者發展出專屬於網路商店的服務品質構面,並以此作為網路顧客滿意度或忠誠度的前置影響因素,然而對於網路顧客滿意度與忠誠度的影響因素,除了網路商店的服務品質之外,本研究認為必須加入在技術與成本面的考量,這是過去大多數的研究所未曾提及的。在網站技術方面,本研究以「網站設計」與「交易安全性」作為網路商店技術面之因素;在網路商店的服務品質方面,本研究廣泛參考過去國內外的相關研究,篩選出「購物便利性」、「服務可靠性」及「個人化服務」三個最具代表性的項目;在購買成本方面,則以「商品/服務價格」與「系統反應時間」兩因素為代表。
本研究之主要目的,即在探討此三構面各因素對於網路顧客滿意度與忠誠度之影響,而各因素影響之重要性是否會由於網路商店類型與消費者特性之不同而有所差異,以及網路顧客滿意度與忠誠度間之關係。所得之重要結論分述如下:
(一)網路商店所提供的網站技術、服務品質及購買成本三構面之各因素,除了「系統反應時間」對於忠誠度並無顯著影響之外,其餘因素皆對於網路消費者之滿意度與忠誠度均有顯著的正向或負向影響。
(二)無論是對於網路顧客滿意度或忠誠度的影響上,「購物便利性」因素之影響皆最為重要。
(三)網路顧客滿意度對於忠誠度有顯著性的正向影響,然對於其中「價格容忍」之影響程度大幅低於「再購意願」與「口碑推薦」之影響程度。
(四)不同的網路商店類型僅在「商品/服務價格」對於忠誠度之影響關係上造成干擾效果,顯示出價格因素對於「實體商品型」網路商店消費者忠誠度的影響上,較「轉介服務性」網路商店消費者為高。
(五)在網站技術、服務品質、滿意度及忠誠度各構面上,經常性購買的消費者所認知的水準均顯著地高於嘗試性與初期購買者。
The emergence of World Wide Web (WWW) has brought dramatic changes to both business operations and consumer lifestyles. It has been an inevitable trend for companies to do the marketing activities on the Internet and try to gain the competitive advantages by doing this. Therefore, how to improve the customer satisfaction and loyalty on the Internet has been a crucial issue for companies doing business online.
The studies of service quality, customer satisfaction and customer loyalty have been complete in the physical retail environment. However, in Internet channel, empirical studies of these issues are quite limited so far. Still, most of the previous studies on the issues consider online stores’ service quality construct as the only antecedent of customer satisfaction or loyalty. In our study, we propose that not only service quality, but also other important constructs may lead to customer satisfaction and loyalty on the Internet environment (e-satisfaction and e-loyalty). In addition to service quality, we take technology and cost aspects into consideration.
The main purposes of this study are to investigate how the factors of website technology (“Website Design” and “Transactional Security”), service quality (“Shopping Convenience”, “Service Reliability” and “Personalized Service”) and purchasing costs (“Product/Service Price” and “Response Time”) influence e-satisfaction and e-loyalty, the relationships between and e-satisfaction and e-loyalty, and the moderating and controlling effects of different Internet store types and consumer experiences. The major findings of this study are as follows:
(1) All the factors of the website technology, service quality and purchasing cost have significantly positive or negative effects on e-satisfaction and e-loyalty, excluding the effect of “Response Time” on e-loyalty.
(2) No matter on e-satisfaction or e-loyalty, the influence of “Shopping Convenience” is of the utmost importance.
(3) E-satisfaction has significantly positive effect on e-loyalty. However, the effect of e-satisfaction on “Price Tolerance” is greatly smaller than “Repurchase intention” and “Positive word-of-mouth”.
(4) Internet store type only has moderating effect on the influence of “Product/Service Price” on e-loyalty.
(5) The perception on website technology, service quality, e-satisfaction and e-loyalty of “repeated purchaser” are significantly higher than those of other consumers.
第一章緒論……………………………………………………………1
第一節研究背景與動機………………………………………………1
第二節研究目的………………………………………………………3
第三節論文結構………………………………………………………4
第二章文獻探討………………………………………………………5
第一節網路行銷與網路購物…………………………………………5
第二節服務品質………………………………………………………9
第三節顧客滿意………………………………………………………15
第四節顧客忠誠………………………………………………………21
第五節影響網路顧客滿意與忠誠之因素……………………………26
第六節網路顧客滿意與忠誠之關係…………………………………33
第七節網路商店類型的影響…………………………………………34
第八節消費者購買經驗的影響………………………………………37
第三章研究方法………………………………………………………38
第一節研究架構………………………………………………………38
第二節研究假設………………………………………………………38
第三節研究範圍與對象………………………………………………40
第四節各變數之操作性定義及衡量問項……………………………40
第五節資料分析方法…………………………………………………45
第四章 實證結果與分析………………………………………………47
第一節樣本回收與基本特徵描述……………………………………47
第二節本研究各構面之信度檢驗……………………………………48
第三節各構面因素對於網路消費者滿意度影響之探討……………48
第四節各構面因素對於網路消費者忠誠度影響之探討……………49
第五節網路消費者滿意度與忠誠度之關係…………………………50
第六節網路商店類型干擾效果之檢測………………………………51
第七節購買經驗在各構面因素之差異分析…………………………53
第八節整體研究架構之路徑分析……………………………………54
第五章 結論與建議……………………………………………………56
第一節研究結論………………………………………………………57
第二節學術上貢獻……………………………………………………60
第三節實務上建議……………………………………………………61
第四節研究限制與後續研究建議……………………………………62
參考文獻…………………………………………………………………64
附錄 正式問卷……………………………………………………………73
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