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研究生:羅裕傑
研究生(外文):Yu-Chueh Lo
論文名稱:消費者衡量網站權益因素之探討-以YAHOO!奇摩網站為例
論文名稱(外文):Exploration of the factors that consumer evaluate web equity-an example of YAHOO! website
指導教授:李小梅李小梅引用關係蔡明宏蔡明宏引用關係
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:2005
畢業學年度:93
語文別:中文
論文頁數:65
中文關鍵詞:信任隱私網站瀏覽網站權益
外文關鍵詞:trustprivacynavigationweb equity
相關次數:
  • 被引用被引用:2
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隨著最近幾年網際網路的蓬勃發展,網際網路的使用者日益增加,使得每個企業無不爭相的加入此行列之中,成為企業最重要的議題之一。然而在如此眾多的競爭者中,為何只有少數網站能夠成功,而大多數都失敗?網站能吸引消費者的主要原因為何?什麼原因又使得消費者持續光顧這個網站?過去許多文獻都曾探討哪些因素會影響網站的使用以及怎樣的網站設計才是消費者所偏愛的。而本研究採用Page and Lepkowska-White(2002)所提出的「網站權益」來討論。「網站權益」為兩個構面所構成,一個是網站知名度,另一個則為網站形象。因此本研究希望透過資料分析與驗證去了解影響網站知名度與網站形象的因素,進而提供給實務界在規劃網站上的一種參考指標。
本研究以消費者的觀點來探討影響網站權益之因素,並以YAHOO!奇摩網站為例。經由文獻的整理採用了: 「口碑」、「網站瀏覽」、「下載速度」、「隱私」、「信任」,以及「產品選擇」等六個因素來探討。
本研究以網際網路使用者為研究對象,透過實體問卷與網路問卷為媒介,共回收294份,有效問卷計有202份,使用LISREL來分析路徑關係並進行模型配適度的檢驗,得到的實證結果如下:
1. 口碑對於網站知名度與網站形象有正向影響。
2. 網站瀏覽與下載速度對於網站形象有正向影響。
3. 隱私與信任對於網站形象有正向影響。
4. 產品選擇對於網站形象有正向影響。
5. 在所有影響網站形象的因素中,網站瀏覽是最重要的因素,其次是網站值不值得信任與隱私的保護。
基於上述發現,本研究提出幾點建議供網站業者參考,期望能在管理實務上有所助益,此外也提供未來對於網站權益的研究方向。
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 5
第一節 網站權益 5
第二節 口碑 13
第三節 網站設計 16
第四節 隱私 18
第五節 信任 21
第六節 產品選擇 24
第參章 研究方法 27
第一節 研究架構 27
第二節 研究假設 27
第三節 變數定義與衡量 31
第四節 研究設計 34
第五節 前測信度分析結果 36
第肆章 資料分析與結果 37
第一節 樣本結構分析 37
第二節 信度與效度 38
第三節 線性結構方程式 41
第伍章 結論與建議 48
第一節 研究結論 48
第二節 實務意涵 49
第三節 研究限制與未來建議 50
參考文獻 53
附錄一:研究問卷 62
中文文獻
1李定家,網路購物之降低風險研究,中央大學資訊管理研究所碩士論文,民國89年
2李信勇,以資源基礎理論探討電子商務經營之成功要素—策略矩陣分析法之應用,朝陽科技大學企業管理系碩士論文,民國90年
3林怡安,運用線性結構模式探討化妝水購買涉入、品牌權益、知覺風險、顧客忠誠度與消費者生活型態關係之研究,國立東華大學企業管理研究所碩士論文,民國93年
4高銘鴻,廣告網站選擇考量因素之研究,國立中山大學企業管理學系碩士論文,民國89年
5游立光,網路設計與實用性評估,東吳大學企業管理學系碩士論文,民國90年
6費翠,網路市場行家理論驗證與延伸---其網路資訊搜尋、口碑傳播、線購物行為及個人特質研究,國立政治大學廣告學系碩士論文,民國89年
7黃兆震,網路購物意願之研究─以電腦通訊產品為例,國立台灣科技大學資訊管理系碩士論文,民國89年
8羅宇倫,實體商品類型、科技消費者類型與網路購物意願關係之研究,國立台北科技大學商業自動化與管理研究所碩士學位論文,民國90年
9羅強生,網站品牌權益影響因素之研究-以入口網站為例,國立台灣科技大學企業管理研究所碩士論文,民國88年

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