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研究生:張文彥
研究生(外文):Wen-Yen Chang
論文名稱:網站特性、顧客價值與顧客忠誠度之間的關係
論文名稱(外文):The Research on the Relationship among Website Characteristics, Customer Value and Customer Loyalty
指導教授:胡秀華胡秀華引用關係
指導教授(外文):Hsiu-Hua Hu
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士班
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:2006
畢業學年度:94
語文別:中文
論文頁數:91
中文關鍵詞:網路商店網站特性顧客價值及顧客忠誠度
外文關鍵詞:website characteristiccustomer value and customer loyalty.Network store
相關次數:
  • 被引用被引用:19
  • 點閱點閱:755
  • 評分評分:
  • 下載下載:231
  • 收藏至我的研究室書目清單書目收藏:6
隨著網路的蓬勃發展,網路商店在近年來一種新興的零售通路,資策會預測台灣線上購物市場今年達到893億元且明年更可以高達1,311億元。這種,伴隨著Internet發展而快速成長的電子商務,逐漸的改變了人類的生活習慣,也創造了新的商業行為、經濟模式及顧客價值,因此如何在這龐大網路商機脫穎而出成為近年來企業經營的熱門話題。

本研究之主要探討網站特性與與顧客忠誠度之相關性,並以顧客價值為中介變數,探索顧客價值在上述兩者之間的關聯性。本研究採用便利抽樣方式,得有效問卷268 份。研究發現:顧客價值可有效預測忠誠度、網站特性與顧客價值具有相關性且網站特性會透過顧客價值對顧客忠誠度產生間接效果。最後,本研究針對實證結果提出管理上實務意涵之建議。
With the quick development of online store, it became a new consumer channel. MIC forecasts Taiwan on-line shopping market this year to achieve NT$893 hundred million and next year will reach as high as NT$1,311 hundred million. The fast growth electronic commerce, the gradual change of habits and customs, have created new business behaviors, along with economic model and the customer values. Thus, it is important for enterprise to grasps the opportunity.
This research focus on website characteristic with customer loyalty relevance, and take the customer value as the mediate variable, also it explores the website characteristic whether it can affect the customer value to have the indirect effect to the customer loyalty. This research selects the convenience sampling method, and the effective sample is 268. The research results showed that the customer value may effectively forecast the loyalty, the website characteristic can affect the customer value and website characteristic can penetrate the customer value to have the indirect effect to the customer loyalty. Finally in this research, it will make suggestions to management of online store.
中文摘要…………………………………………………………………………… 1
英文摘要…………………………………………………………………………… 2
目錄………………………………………………………………………………… 3
表目錄……………………………………………………………………………… 5
圖目錄……………………………………………………………………………… 7
第一章 緒論…………………………………………………………………………8
第一節 研究背景與動機…………………………………………………………8
第二節 研究目的…………………………………………………………………10
第三節 研究流程…………………………………………………………………11
第二章 文獻回顧……………………………………………………………………12
第一節 網路商店…………………………………………………………………12
第二節 網站特性…………………………………………………………………12
第三節 顧客價值…………………………………………………………………15
第四節 顧客忠誠度………………………………………………………………20
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 操作性定義………………………………………………………………34
第四節 資料分析方法……………………………………………………………42
第五節 資料收集方法……………………………………………………………44

第四章 實證結果與分析……………………………………………………………46
第一節 敘述性統計分析…………………………………………………………46
第二節 信度與效度分析…………………………………………………………48
第三節 相關分析…………………………………………………………………50
第四節 迴歸分析…………………………………………………………………52
第五章 結論與建議…………………………………………………………………64
第一節 研究結論…………………………………………………………………64
第二節 研究貢獻…………………………………………………………………69
第三節 研究限制…………………………………………………………………70
參考文獻 ……………………………………………………………………………71
研究問卷 ……………………………………………………………………………86

表目錄
表2-1 顧客價值分類表…………………………………………………………19
表2-2 顧客忠誠度的衡量表……………………………………………………23
表2-3 顧客忠誠度的衡量表……………………………………………………24
表3-1 網站特性之操作性定義…………………………………………………34
表3-2 問卷設計之網站特性構面與題向對照…………………………………35
表3-3 問卷設計之網站特性構面與題向對照…………………………………36
表3-4 顧客價值之操作性定義…………………………………………………37
表3-5 問卷設計之網站特性構面與題向對照…………………………………38
表3-6 顧客忠誠度之操作性定義………………………………………………39
表3-7 問卷設計之顧客忠誠度構面與題向對照………………………………40
表3-8 問卷設計之人口統計變數題向對照……………………………………41
表3-9 前測問卷之信度分析……………………………………………………45
表4-1 人口統計變數之分佈表…………………………………………………47
表4-2 人口統計變數之分佈表…………………………………………………48
表4-3 正式問卷之信度分析……………………………………………………49
表4-4 相關分析表………………………………………………………………51
表4-5 MODEL1之迴歸分析 ……………………………………………………52
表4-6 MODEL2之迴歸分析 ……………………………………………………53
表4-7 MODEL3之迴歸分析 ……………………………………………………54
表4-8 MODEL4之迴歸分析 ……………………………………………………55
表4-9 MODEL5之迴歸分析 ……………………………………………………56
表4-10 MODEL6之迴歸分析 ……………………………………………………57
表4-11 中介變數之迴歸分析-1…………………………………………………59
表4-12 中介變數之迴歸分析-2…………………………………………………61
表4-13 中介變數之迴歸分析-3…………………………………………………62
表5-1 本研究之假設驗證………………………………………………………64

圖目錄
圖1-1研究流程圖…………………………………………………………………11
圖3-1研究架構圖…………………………………………………………………25
圖4-1中介變數說明圖……………………………………………………………58
一、中文部分
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(二)網際網路:
1.網路新聞:MIC:線上購物市場 明年破千億元
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2.中國大百科智慧藏
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4.技術性協助研究計劃之二 http://www.enspyre.com/htmlpages/articles/article_53_%20complain_customer.htm
5.相關分析之說明
http://www.istis.sh.cn/updata/editor/UploadFile/20041019132627372.pdf

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