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研究生:鄧子維
研究生(外文):Tzu-wei Teng
論文名稱:實用性價值與享樂性價值對消費者在網路商店購物之態度與滿意度影響之研究
論文名稱(外文):The Effect of Utilitarian and Hedonic Value on Consumers’Attitude and Satisfaction in Online Stores
指導教授:李元恕李元恕引用關係
指導教授(外文):Yuan-shuh Lii
學位類別:碩士
校院名稱:逢甲大學
系所名稱:國際貿易所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:92
中文關鍵詞:實用性價值滿意度享樂性價值
外文關鍵詞:hedonic valueutilitarian valuesatisfaction
相關次數:
  • 被引用被引用:6
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  • 收藏至我的研究室書目清單書目收藏:1
現在社會隨著網路的普及,網路購物也隨之興起。消費者不需要出門,只需要待在家裡透過網路便可以買到所需的商品,網路購物的便利性是傳統通路所無法比擬的。許多人看準了這個新通路的力量,紛紛架起網路商店,希望隨著網路購物日益成長的趨勢,能成功經營一間不用店面、不用租金、固定成本少而來客數又多的網路商店,但是,很多業者無法如願。本研究希望能從消費者的角度,探討網路商店所提供的種種網站特性中(例如:網路商店聲譽、產品價格與資訊、網站氣氛與互動性),哪一個消費者所在乎的?消費者覺得什麼樣的網站特性對他們而言是有價值的(包括實用性價值與享樂性價值),並進而會使他們對這家網路商店產生正面態度及滿意度?消費者對於在網路商店購物感到滿意,將是網路商店成功的關鍵所在。
本研究發放問卷的方式有兩種,即紙本與網路問卷。主要目標對象為曾有網路購物經驗的消費者。
本研究實證結果顯示,網路商店聲譽相較於產品價格與產品資訊對於消費者的認知實用性價值影響最為顯著,而網站氣氛和網站互動性相比,網站氣氛對消費者的享樂性價值影響較為顯著。而實用性價值與享樂性價值對於消費者對該網路商店的態度都有顯著影響,而實用性價值會直接影響到消費者的滿意度,享樂性價值則是透過對網路商店的態度間接影響消費者滿意度。
As the internet becomes more popular, there are more online shoppers nowadays. The online shopping is much more convenience than the traditional channels. Many people want to take advantage of the new channel to do a business on the internet, but few of them can hold the new opportunity. In this study, we will examine what factors online stores provide are the concerns of online consumers. What kind of value (utilitarian or hedonic value) will make online consumers have more positive attitude toward the online store and more satisfaction? To understand what creates satisfying customer experiences is very critical.
There are two questionnaire forms of the study: paper and online questionnaires. The survey targets of the study are people who have online sopping experiences.
There are four major conclusions of this study. First, e-store reputation is more important than product price and product information in the utilitarian aspect. Second, site atmosphere has more influence than site interactivity on hedonic value aspect. Third, both utilitarian and hedonic value do positively influence the consumers’ attitude toward the e-store, and hedonic value takes the bigger weight. Fourth, in the e-satisfaction aspect, perceived utilitarian vale and attitude toward the e-store are positively related to the e-satisfaction, but perceived hedonic value is not. The perceived hedonic value will indirectly influence e-satisfaction through the attitude toward e-store.
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 研究流程.................... 4
第二章 相關理論與文獻探討........... 5
第一節 實用性價值部分.............. 5
第二節 享樂性價值部分.............. 16
第三章 研究方法..................... 25
第一節 研究架構.................... 25
第二節 研究假設.................... 26
第三節 研究範圍與研究對象.......... 28
第四節 各變數之操作型定義及衡量問項 29
第五節 資料分析方法................ 39
第四章 研究結果..................... 41
第一節 樣本回收情形................ 41
第二節 敘述性統計部份.............. 41
第三節 信度分析.................... 46
第四節 效度分析.................... 51
第五節 實證結果分析................ 54
第五章 結論與建議................... 66
第一節 研究結論.................... 66
第二節 管理意涵.................... 68
第三節 學術意涵.....................69
第四節 研究限制.....................70
第五節 未來研究建議.................70
附錄一 英文全文摘要..................78
附錄二 路徑分析......................92
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