臺灣博碩士論文加值系統

　　針對Yahoo！奇摩拍賣網站的使用者(買家與賣家)進行問卷調查，研究Yahoo！奇摩拍賣網站收費後，服務品質、商品品質與商品價格對於顧客滿意度關聯性之研究。
　
　　問卷資料經由因素分析、信度分析、簡單廻歸分析及逐步迴歸檢定後，研究結果發現，服務品質、商品品質與顧客(買、賣家)滿意度有正向的影響。商品價格對顧客(買、賣家)滿意度沒有正向的影響。
　
　　最後，本研究建議拍賣網站在服務積極度與糾紛協調上要多加用心；建議商品賣家，好的拍賣商品品質是重要的。好的服務品質與商品品質可以吸引更多的顧客參與拍賣網站和保留原有的顧客繼續參與網路的拍賣。

　　A procedure is adopting the questionnaire to investigate the users who participated the online auction. Analysis the relationship among service quality, product quality, and good price on customer satisfaction.
　
　　The data were analyzed by factor analysis、reliability analysis 、regression analysis and stepwise regression analysis, the study finding that the service、product quality have influenced on customer satisfaction； the quality of product price has not influenced on customer satisfaction.
　
　　Finally, this study suggests that the auction website must be more concerning for the actively service and the argue coordinating；suggests to seller that the best product is important. The best service and product quality can attract more customers participating the auction website and retain the customer continuing to participating the auction website.

書名頁………………………………………………………………… i
論文指導教授推荐書………………………………………………… ii
論文口試合格證明………………………………………………… iii
誌謝…………………………………………………………………… iv
中文摘要……………………………………………………………… v
英文摘要……………………………………………………………… vi
目錄………………………………………………………………… vii
圖目錄………………………………………………………………… ix
表目錄………………………………………………………………… x

第一章 緒論…………………………………………………………1
　第一節 研究背景與動機……………………………………………1
　第二節 研究目的……………………………………………………4
　第三節 研究架構……………………………………………………5
　
第二章 文獻探討……………………………………………………6
　第一節 拍賣網站……………………………………………………6
　第二節 服務品質……………………………………………………9
　第三節 產品品質……………………………………………………17
　第四節 價格…………………………………………………………18
　第五節 顧客滿意度…………………………………………………18
　第六節 服務品質、商品品質、價格與顧客滿意度之關係………22
　
第三章 研究方法……………………………………………………24
　第一節 概念性架構…………………………………………………24
　第二節 變數定義……………………………………………………25
　第三節 研究對象……………………………………………………27
　第四節 研究假說……………………………………………………27
　第五節 問卷設計……………………………………………………28
　第六節 資料分析方法………………………………………………29
　
第四章 研究結果與分析……………………………………………31
　第一節 人口統計基本資料之次數分配……………………………31
　第二節 服務品質構面分析…………………………………………38
　第三節 商品品質構面分析…………………………………………41
　第四節 商品價格構面分析…………………………………………43
　第五節 顧客滿意度構面分析………………………………………43
　第六節 服務品質對顧客滿意度的影響……………………………44
　第七節 商品品質對顧客滿意度的影響……………………………46
　第八節 商品價格對顧客滿意度的影響……………………………47
　第九節 逐步迴歸分析………………………………………………48
　
第五章 結論與建議…………………………………………………57
　第一節 研究結論……………………………………………………57
　第二節 研究貢獻與建議……………………………………………60
　第三節 研究限制……………………………………………………61
　第四節 後續研究建議………………………………………………61
　
參考文獻………………………………………………………………63
　中文文獻……………………………………………………………63
　西文文獻……………………………………………………………64
　
附錄……………………………………………………………………68
　附錄一 Yahoo!奇摩拍賣網站收費實施後之研究問卷…………68

中文部份：
　
1.王裕生，「西式速食連鎖店行銷組合與服務品質滿意度對顧客滿意度之影響」，國立中正大學企業管理研究所未出版碩士論文，2003年。
　
2.王祖健，「網站技術、服務品質及購買成本對網路商店顧客滿意度與忠誠度之影響」，國立成功大學國際企業研究所出版碩士論文，2003年。
　
3.江文達，「顧客描述期望對顧客滿意度評量與購後意向關係之研究」，私立中國文化大學國際企業管理研究所未出版碩士論文，2001年。
　
4.李永年，「商品品質與服務品質對顧客滿意度及忠誠度之影響—以加油站為例」，國立政治大學企業管理研究所未出版碩士論文，1998年。
　
5.周書華，「拍賣仲介者經營拍賣網站之關鍵成功因素—基於使用者觀點」，私立義守大學資訊管理研究所未出版碩士論文，2004年。
　
6.柯宜君，「消費者認知之產品品質、服務品質及價格對滿意度及　忠誠度之影響—於三種有行性比重不同服務業之比較」，國立政治大學企業管理研究所未出版碩士論文，2000年。
　
7.洪嘉蓉，「服務品質、滿意度與忠誠度關係之研究—以中華電信　公司ADSL顧客」，私立大葉大學資訊管理研究所未出版碩士論文，2003年。
　
8.洪芳芷，「線上拍賣網站市場分析與經營策略之研究」，國立台灣大學資訊管理研究所未出版碩士論文，2000年。
　
9.張紹勳，「電子商店之關係品質模式—融合交易成本理論及科技接受模式的觀點」，國立政治大學資訊管理研究所未出版碩士論文，2002年。
　
10.劉靜宜，「網路商店消費者滿意度與再惠顧意願之研究—以實驗　網路花店為例」，國立中央大學資訊管理研究所未出版碩士論文，2000年。
　
11.陳建民，「服務便利性與服務品質對顧客滿意度(以顧客再回修意願為指標)之研究—以維修服務委外為例」，私立銘傳大學資訊管理研究所未出版碩士論文，2003年。
　
12.陳文華，「掌握顧客，就掌握一切！」，管理雜誌品質管制月刊，2002年12月號，342期。
　
13.武田哲男著作，林玉珮 翻譯，顧客滿意經營，洪建全教育文化基金會出版，1994年。
　
14.李雅萍，「2003年我國家庭資訊通信技術應用概況」，資策會，http://www.find.org.tw/0105/howmany，2003年。
　
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