臺灣博碩士論文加值系統

由於電子商務市場之商機龐大，各企業皆競相投入這個市場，導致市場競爭激烈，使企業重心轉移到顧客身上，強調優越價值的創造、溝通和傳遞，也正好迎合重視顧客價值的潮流，提昇顧客的整體滿意度，進而加強顧客的再購意圖。

綜觀現今消費者對網路商店購物的需求，已不再單純考量商品是否具有價值，更重視能在購物過程中獲得良好的購物經驗。然而，過去之研究卻較少對購物網站的相關情境、環境因素及相關構面間進行進一步研究，所以究竟以消費者來說，再購意圖的產生是因是否會因為情境因素而影響顧客價值呢？抑或消費者是會否因為情境因素影響而對顧客滿意度產生變化進而選擇光顧某特定網路商店呢？。此外，一般對於情境因素的研究，多集中在其對「意圖」（intention）的影響，對於網路顧客滿意度影響也較少去探討，基於這些研究缺口，本研究應用電子商店購買環境之情境因素的氣氛塑造，牽引出購買者情境反應，並激發購買行動並探討再購意圖之牽連關係。

據上所述，本研究以網路商店實際購買行為之購物者為研究對象，以實證分析探討在網路購物的情境下，顧客價值、顧客滿意度與再購意圖間之關係。

本研究主要針對研究網站中之線上購物消費者進行便利抽樣，共發放283份問卷，回收後之有效問卷共250份。研究進行信度分析、因素分析、相關分析、變異數分析、t檢定與SEM模式等來驗證本研究之架構。

本研究主要針對研究網站中之線上購物消費者進行便利抽樣，共發放283份問卷，回收後之有效問卷共250份。研究進行信度分析、因素分析、相關分析、變異數分析、t檢定與SEM模式等來驗證本研究之架構。

研究結果顯示所有變數間之因果關係假設均獲得成立。包括：1.情境因素對顧客滿意度會產生正向影響。2.情境因素對再購意圖會產生正向影響。3.情境因素對顧客價值會產生正向影響。4.顧客價值對顧客滿意度會產生正向影響。5. 顧客滿意度對再購意圖會產生正向影響。6. 顧客價值對再購意圖會產生正向影響。

Due to the huge business opportunity of e-commerce, many enterprises invest in this market and let the competition becomes intensely. Enterprises transfer the focus to the customers and emphasize on the creation, communication and delivery of superid value. This also conforms to the trend of placing importance on costumer value. Therefore, companies can enhance customer satisfaction and reinforce customer repurchase intention.

Nowadays, consumers seek not only the value of goods, but also the experiences during the purchasing process. However, there were few advanced researches on internet relevant situation, situational factor and related constructs. In consumers’ perspective, will the repurchase intention be affected by the situational factor and then influence the customer value? Or will customer satisfaction be affected by the situational factor and then choose the specific e-store? Besides, common researches on situational factors often focus on the influence of intention,but don’t often discuss about internet customer satisfaction. Based on these gaps, this research is applied to the e-store purchasing environment factors. Forming a good e-store purchasing atmosphere to draw consumer purchasing reaction and stimulate purchasing behavior then, discussing about involved relationship among above constructs and repurchase intent.

This research investigates shoppers who actually have purchase behavior in e-stores. Using experimental analysis to discuss about the relationship among customer value, customer satisfaction and repurchase intent in the internet purchasing situation.

This research focuses on internet customer, and conducts the convenient sampling survey .The whole number of survey is 287, and the accurate surveys are 250 after collecting. The following methods of analysis were applied: Sample Descriptive Statistics, Reliability Analysis, Analysis of Variance, T test and SEM Model Analysis.

The conclusion shows all varieties cause effect relation presumption all being tenable. They include:
1. There is a significant relationship between situation factor and customer satisfaction.
2. There is a significant relationship between situation factor and repurchase intent.
3. There is a significant relationship between situation factor and customer value.
4. There is a significant relationship between customer value and customer satisfaction.
5. There is a significant relationship between customer satisfaction and repurchase intent.
6. There is a significant relationship between customer value and repurchase intent.

摘要 II
Abstract IV
致 謝 VI
目　　次 VII
表目錄 X
圖目錄 I
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 電子商店分類暨相關理論 7
一、電子商店的定義 7
二、電子商店的類型 8
三、網路商店設計 11
第二節 情境因素與商店氣氛 11
一、情境因素 11
二、商店氣氛 16
三、顧客滿意度 21
四、顧客價值 24
五、再購意圖 29
六、各構面之相互關係 30
第三章 研究方法 40
第一節 研究架構及假設 40
第二節 研究變數及構面操作性定義與衡量 41
一、變數操作性定義 41
二、構面間之操作性定義 42
第三節 問項設計與衡量 52
第四節 資料分析方法 53
第五節 預試分析 55
第六節 正式問卷分析 58
一、樣本描述 58
二、各構面之信度及效度分析 63
三、各構面之因素分析 66
第四章 研究結果與討論 72
第一節 人口統計變數對各構面之差異性分析 72
一、性別與各變項之差異檢定 72
二、教育程度與各變項之差異檢定 73
三、年齡與各變項之差異檢定 75
第二節 各構面之相關分析 78
第三節 各構面之迴歸分析 79
第四節 整體模式之關係分析 80
一、結構方程模式分析 80
二、模式之整體配適度 80
三、模式之直接效果與間接效果 83
四、假說驗證 84
五、實證結果 87
第五章 結論與建議 88
第一節 研究發現 88
第二節 研究貢獻 91
第三節 研究限制 93
第四節 未來研究方向 94
參考文獻 96
附錄一 本研究網站圖示 104
附錄二 本研究正式問卷 107

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網路資源部分

1.台灣網路資訊中心「TWNIC」，http://www.twnic.net.tw/。
2.資訊策進委員會網站，http://www.iii.org.tw。
3.資策會電子商務研究所（ACI）-FIND，2003年我國電子商店發展現況調查分析，http://www.find.org.tw。
4.網路商業應用資源中心， http://www.ec.org.tw。