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研究生:江謝鎮同
研究生(外文):Chiang Hsieh, Chen-Tung
論文名稱:網站服務品質與網站體驗對關係品質及行為意向之影響
論文名稱(外文):The Effects of Web Service Quality and Users' Experience on Relationship Quality and Behavioral Intention
指導教授:江義平江義平引用關係蔡坤宏蔡坤宏引用關係
指導教授(外文):Chiang, I-PingTsai, Kuen-Hung
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
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:86
中文關鍵詞:網站服務品質網站體驗關係品質網路行銷
外文關鍵詞:Web Service QualityWeb Users'' ExperienceRelationship QualityInternet Marketing
相關次數:
  • 被引用被引用:20
  • 點閱點閱:1483
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:17
本研究將Schmitt(1999)所提出之體驗行銷的內涵融入於網際網路服務中,提出「網站體驗」的概念,並試圖探討「網站體驗」與「網站服務品質」、「關係品質」與「行為意向」間之關係。根據上述研究動機,本研究提出以下幾項研究目的:1.透過文獻蒐集,歸納出網站服務品質、網站體驗、關係品質與行為意向的內涵與組成構面。2.提出網站服務品質、網站體驗、關係品質與消費者行為意向關係之實證研究架構。3.驗証網站服務品質、網站體驗、關係品質與消費者行為意向理論架構模型。

本研究以旅遊電子商務網站為例,針對消費者在旅遊網站瀏覽與消費過後的服務品質知覺與體驗知覺,及對此網站的關係品質與後續之行為意向進行實證研究。研究設計分為兩階段,前測部分經由驗證性因素分析確認問卷各量表的題項均與理論適配後,再以網路問卷進行正式施測,共計回收了352份有效問卷,並使用結構方程模式進行模式檢定與因果路徑分析。

實證研究結果顯示,「網站服務品質」會產生正向的「網站體驗」與「關係品質」;「網站體驗」亦會對「關係品質」產生正向影響;而「關係品質」則會產生消費者正向的「行為意向」。本研究最後根據實證研究結果提出了研究上的發現與管理意涵,並提供後續研究者未來研究方向之相關建議。
The purpose of this research tries to add Schmitt’s “Experiential Marketing” into internet service to expand a new idea called “Web Users’ Experience”, and explore the relationship among web users’ experience, web service quality, relationship quality, and behavioral intention. This research has main three research objectives: (1) Based on the literature review, This research summarizes the contents of web service quality, web users’ experience, relationship quality, and behavioral intention. (2) Propose a conceptual framework and hypotheses to explain the relationship among web service quality, web users’ experience, relationship quality, and behavioral intention. (3) Test our proposed model to find out the relationship among web service quality, web users’ experience, relationship quality, and behavioral intention.

The research surveys consumers who had ever browsed and bought any commodities on travel websites, and investigated consumers’ perceptions of website’ services and experience and their subsequent relationship quality and behavioral intentions after purchases. The research has two stages: first, we use pre-test and analyze by confirmatory factor analysis to confirm all factors are correspondent with our conceptual framework. Second, after we revise our questionnaires by pre-test results, we execute our empirical study. 352 qualified samples are collected and we use structure equation model to test our proposed hypotheses.

The results reveal web service quality has positive effects on both web users’ experience and relationship quality; web users’ experience also has positive effects on relationship quality; and relationship quality has positive effects on behavioral intention. Besides the findings of our empirical study, conclusions and future research suggestions are also provided.
謝辭 I
中文摘要 II
英文摘要 III
目錄 V
圖次 VI
表次 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 4
第三節 研究流程 5
第二章 文獻回顧 6
第一節 服務品質 6
第二節 網站體驗 16
第三節 關係品質 23
第四節 行為意向 26
第五節 網站服務品質、網站體驗、關係品質與行為意向之關係 28
第三章 研究設計 34
第一節 架構與假說 34
第二節 變數定義與衡量 36
第三節 資料蒐集與問卷設計 42
第四節 資料分析方法 43
第五節 前測分析 46
第四章 資料分析 51
第一節 樣本結構 51
第二節 敘述性統計 53
第三節 信度與效度分析 57
第四節 模型檢定結果 63
第五節 討論 67
第五章 結論與建議 70
第一節 研究發現 70
第二節 管理意涵 72
第三節 貢獻與限制 73
第四節 後續研究方向 74
參考文獻 75
附錄一 正式問卷 83
中文部份

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5.邱皓政(2003),結構方程模式:LISREL的理論、技術與應用,台北:雙葉書廊。
6.邱媞(2003),「體驗行銷模式與其遊客行為之實證研究」,中國文化大學觀光事業研究所碩士論文。
7.林明遠(2003),「入口網站服務品質及顧客滿意之研究」,國立中山大學企業管理研究所碩士論文。
8.林佩蓉(2003),「旅遊網站服務品質對顧客關係利益影響之研究」,大葉大學工業關係學系碩士班碩士論文。
9.周家瑜(2003),「網站體驗對使用者信任、情感與行為意圖影響之研究」,國立高雄第一科技大學行銷與流通管理研究所碩士論文。
10.施淳瑄(2001),「台灣網路書店經營型態對服務品質、知覺風險、顧客行為意圖影響之探討」,國立政治大學企業管理研究所碩士論文。
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12.高少芸(2005),「不同類型咖啡連鎖店顧客消費體驗之研究」,世新大學觀光學研究所碩士論文。
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18.葉書芳(2002),「服務品質、關係品質以及服務補救與顧客行為意向關係之實證研究-以國內航空業為例」,國立成功大學工業管理科學系碩士班碩士論文。
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21.黃映瑀(2005),「體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究」,大葉大學事業經營研究所碩士論文。
22.黃瓊慧(2000),「從沈浸理論探討台灣大專學生之網路使用行為」,國立交通大學傳播研究所碩士論文。
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24.張金順(2003),「以成本與服務品質探討顧客價值對行為意圖的影響─以網路書店為例」,國立中央大學資訊管理研究所碩士論文。
25.張敬芝(2003),「網路購物服務品質衡量模式建構之研究」,元智大學企業管理研究所碩士論文。
26.張慶珍(2003),「從體驗行銷的觀點探討廣告的視覺符號─以女性雜誌服飾廣告為例」,銘傳大學設計管理研究所碩士論文。
27.彭淑芸(2003),「網路沉迷關聯模型之建構與連線遊戲中斷探討」,中原大學資訊管理研究所碩士論文。
28.陳汶楓(2004),「消費者體驗與購後行為關係之研究-以六福村主題遊樂園為例」,朝陽科技大學休閒事業管理學系碩士班碩士論文。
29.陳簾伃(2004),「體驗品質對情緒、價值、體驗滿意度、承諾及行為意圖影響之研究-以台灣現代戲劇演出為例」,輔仁大學管理學研究所碩士論文。
30.劉智華(2001),「網站體驗與上站忠誠度之關係研究」,中原大學資訊管理研究所碩士論文。
31.劉慶志(2001),「以關係行銷架構與沉浸理論探討消費者對網路店面的接受度」,逢甲大學企業管理研究所碩士論文。
32.董景福(2001),「國際運輸服務業關係品質、服務構面與服務價值關係之研究」,國立中山大學企業管理研究所碩士論文。
33.蔡杉源(2003),「百貨零售業體驗行銷策略運用之探索性研究:以漢神百貨開店慶暨母親節活動為例」,國立高雄第一科技大學行銷與流通管理所碩士論文。
34.蘇慧捷(2002),「從自助旅遊者資訊行為探討旅遊網站內容之規劃」,國立台灣大學圖書資訊學研究所碩士論文。

英文部分

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網路資源

1.資策會FIND網站,「新春開紅盤 消費者線上花費持續加碼」(2006) http://www.find.org.tw/find/home.aspx?page=news&id=4129
2.創市際市場研究顧問(2006) http://www.insightxplorer.com/index.html
3.創市際市場研究顧問(2005),「九成網友愛旅遊 旅行偏好自己來」http://www.insightxplorer.com/news/news_11_22_05.html
4.東森新聞報 記者蔡慧萱 (2006)「老公小孩靠邊站!姐妹淘一起渡假成美新趨勢」http://tw.news.yahoo.com/060416/195/31ft0.html
5.蕃薯藤網路調查(2006) http://survey.yam.com/index.html
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