跳到主要內容

臺灣博碩士論文加值系統

(18.204.48.64) 您好!臺灣時間:2021/08/04 18:59
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:林義庭
研究生(外文):Lin,Yi-Ting
論文名稱:網站品牌與網站服務品質對顧客忠誠度影響之研究-以PChome線上購物為例
論文名稱(外文):The Impact of Internet Brand and Electronic Service Quality on the Customer Loyalty-The Case of PChome Online
指導教授:翁淑緣翁淑緣引用關係
指導教授(外文):Wong,Shu-Yeng
學位類別:碩士
校院名稱:大葉大學
系所名稱:資訊管理學系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:75
中文關鍵詞:網站品牌網站服務品質顧客忠誠度
外文關鍵詞:Internet BrandElectronic Service QualityCustomer Loyalty
相關次數:
  • 被引用被引用:7
  • 點閱點閱:459
  • 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:8
本研究探討電子商務網站的網站品牌與網站服務品質對顧客忠誠度的影響,研究目的在於了解網路顧客重視的是什麼,藉以了解企業網站行銷的重心所在。

本研究針對有使用過PChome線上購物的消費者,進行問卷調查,問卷於2007年4月4日透過網路,開始發放至2007年5月20日,問卷總回收335份,扣除亂填以及重複填寫的無效問卷後,有效問卷為266份,有效問卷回收?達79.4%。

本研究發現,在網路購物的消費者49.6% 是學生,以女性居多佔了63.2% 。在忠誠行為上,女性消費者數較男性消費者高,教育程度在大學以下的消費者數較大學以上的消費者高。功能性的網站服務品質和顧客的忠誠行為沒有顯著相關外,網站品牌、網站服務品質、忠誠態度與忠誠行為這四個變項都有顯著的正相關。網站品牌對顧客的忠誠態度及忠誠行為有影響,但是它的影響可以被網站服務品質所取代,因此網站服務品質是影響忠誠態度和忠誠行為最重要的變項。
This study examines the relationship between internet brand and electronic service quality that effects customer loyalty. In addition, the purpose of this study is to understand what internet customers want, and let the business know the focus of internet marketing.

This study is amid on customers that have ever shopped on Pchome Online to fill out questionnaires of survey. The survey period lasted from 2007/4/4 to the 2007/5/20 and had a total of 335 questionnaires returned. After deleting invalid questionnaires, the number of valid questionnaires is 226 with a valid returned rate of 79.4%.

The results indicated that customers on the internet were mostly students (49.6%) and females (63%). On the customer loyalty, female consumers shopped more frequently than males, and consumers that had education levels below college were the majority. Functional service quality had no obvious correlation to customer loyalty. Website brand, website service quality, loyalty attitude and loyalty behavior were all positively related. Website brands have an effect on consumer loyalty attitude and loyalty behavior, but its effect can be intervened by website service quality. Therefore website service quality is a major factor affecting loyalty attitude and loyalty behavior.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭 ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究目的............... 5
  第三節  研究流程............... 6
  第四節  研究範圍............... 7
第二章  文獻探討................. 8
  第一節  電子商務............... 8
  第二節  品牌的型態與購物網站個案介紹..... 11
  第三節  服務品質的型態............ 18
  第四節  顧客忠誠度與衡量指標......... 23
第三章  研究方法................. 26
  第一節  研究架構............... 26
  第二節  操作型定義.............. 28
  第三節  研究假設............... 31
  第四節  取樣設計............... 33
  第五節  問卷設計與回收............ 33
  第六節  問卷測量工具............. 37
  第七節  統計分析方法............. 40
第四章  資料分析結果............... 42
  第一節  樣本特性分析............. 42
  第二節  網站品牌與網站服務品質與顧客忠誠度相關分析 48
  第三節  網站品牌與網站服務品質對顧客忠誠度迴歸分析 49
第五章  結論與建議................ 54
  第一節  結論................. 54
  第二節  討論與建議.............. 58
參考文獻 ..................... 63
附錄  研究問卷.................. 73
一、中文部份

PChome Online網路家庭(2004),認識PChome Online〔線上資料〕,來源:http://event.pchome.com.tw/ipo/business_ec.htm

PChome Online網路家庭(2004),關於PChome Online〔線上資料〕,
來源:http://event.pchome.com.tw/ipo/about_us.htm

Yahoo!奇摩(2001),關於Yahoo!奇摩〔線上資料〕,來源:http://tw.promo.yahoo.com/aboutcompany/

Yahoo!奇摩購物中心(2007),關於興奇〔線上資料〕,來源:http://buy.yahoo.com.tw/help/helper.asp?p=company_about

周君妍(2005),整合行銷傳播、旅遊意象、知名度、滿意度及忠誠度關係之研究-以古坑華山咖啡為例,南華大學旅遊事業管理研究所。

洪建宇(2003),電子商店印象屬性之研究,輔仁大學管理學研究所碩士論文。

財團法人台灣網路資訊中心(2003),台灣寬頻網路使用調查
〔線上資料〕,來源:http://www.twnic.net.tw/download/> 200307/9601a.doc

翁翠鍰(1998),網際網路服務品質構面之探討-以專業財經資料庫為例,台灣大學商學研究所碩士論文。

張秀珍(2004),拍賣網站之研究-信任之前因與後果模型,逢甲大學企業管理研究所碩士論文。

創市際市場研究顧問(2006),ARO網站表現綜合指標
〔線上資料〕,來源:http://tw.emarketing.yahoo.com/ems/
ad_yahoo/performance/01_aro.php

創市際市場研究顧問(2006),購物/拍賣 網站品牌印象調查
〔線上資料〕,來源:http://www.insightxplorer.com/news/
news_11_13_06.html

資策會資訊市場情報中心(2006),2006年台灣網路消費行為調查
〔線上資料〕,來源:http://mic.iii.org.tw/intelligence/ member_login.asp http://mic.iii.org.tw/intelligence/member_login.asp>?sid=0&iid=0&did=20203

資策會資訊市場情報中心(2006),eshopping 從消費行為探索線上購物商機〔線上資料〕,來源:http://mic.iii.org.tw/intelligence/ member_login.asp?sid=0&iid=0&did=35137

資策會資訊市場情報中心(2007),台灣電子商店發展現況與趨勢
〔線上資料〕,來源:http://mic.iii.org.tw/pop/> micnews2_op_new.asp? sno=155&cred=2007/4/9


經濟部商業司(2006),2006?B2C電子商店經營調查
〔線上資料〕,來源:http://gcis.nat.gov.tw/ec/service/publish/>
publish_download.asp?PubID=72

鄒宜真(2004),運用線性結構模式探討網路商店之服務品質、顧客滿意度、顧客忠誠度與消費者生活型態關係之研究,國立東華大學企業管理研究所碩士論文。

葉華容(2001),顧客關係、服務品質與顧客忠誠度之研究-以網路購物為例,東吳大學企業管理研究所碩士論文。

劉慶志(2002),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。

賴宜君(2004),網路商店屬性對顧客價值與忠誠度之影響,國立中興大學行銷學系碩士論文。


二、英文部份

Alba, J., John, L., Barton, W., Chris, J., Richard, L., Alan, S., & Stacy, W. (1997). Interactive home Shopping:Consumer, Retailer,and Manufacturer Incentives to Participate in Electronic marketplaces. Journal of Marketing, 61(7), 38-53.

Alexandris, K., Dimitriadis, N., & Markata, D. (2002). Can perceptions of service quality predict behavioral intentions? An exploratoary study in the hotel sector in Greece. Managing Service Quality, 12(4), 224-231.

Ba, S., & Pavlou, P. A. (2002) Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior. MIS Quarterly, 26(3), 243-268.

Berthon, P., Pitt, L.F., & Watson, R.T. (1996). The World Wide Web as an advertising medium:Toward an understanding of conversion efficiency. Journal of Advertising Research, 36(1), 43-52.

Berry, L. L. (2000). Cultivating Service Brand Equity. Journal of Academy of Marketing Science , 28(1), 128-137.

Carpenter, P. (2000). eBrands: Building an Internet business at breakneck speed. Boston: Harvard Business School Press.


Chang, M. K., Cheung, W., & Lai, V. S. (2005). Literature derived reference models for the adoption of online shopping. Information and Management, 42(4), 543-559.

Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance:The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.

Chernatony, L., & McWilliam, G. (1989). Branding Terminology: The Real Debate. Marketing Intelligence and Planning, 7(7/8), 29-32.

Deighton, J. (1996). The Future of Interactive Marketing. Harvard Business Review, 74(6), 151-161.

Dick, A. S., & Basu, K. (1994). Customer Loyal:Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science , 22(2), 99-113.

Drake, C., Gwynne, A., & Waite, N. (1998). Barclays Life: Customer Satisfaction and Loyalty Tracking Survey. International Journal of Bank Marketing, 16(7), 287-292.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA, Addison-Wesley.

Frederick, N. (2000). Loyalty:Customer relationship management in the new era of internet marketing. McGraw-Hill.

Griffin, J. (1997). Customer Loyalty:How to Earn It, How to Keep It. New York:Lexington Book.

Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between Customer Satisfaction and Loyalty: Cross-Industry different. Total, Quality Management, 11(4), 509-516.

Jones, T.O., & Sasser, W.E. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73(6), 88-99.

Kalakota, R., & Whinston, A.B. (1996). Frontiers of Electronic Commerce. Addision-Wesley.

Katerattanakul, P. (2002). Framework of Effective Web Site Design for Business-to-Consumer Internet Commerce. INFOE, 40(1), 57-70.

Kiely, T. (1997). The Internet:Fear and Shopping in Cyberspace. Harvard Business Review, 75(4), 13-14.

Kotler, P. (1994). Marketing Management Analysis Planning Implementation and Control. New Jersey Prentice Hall Englewood Cliffs.
Kotler, P. (1999). Marketing Management Millennium edition. New Jersey Prentice Hall Englewood Cliffs.

Kumar, V., & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80(4), 317-330.

Laudon, K.C., & Traver, C.G. (2004). E-Commerce:business, technology, society. Addison-Wesley.

Lee, M., & Cunningham, L. F. (2001). A Cost/Benefit Approach to Understanding Service Loyalty. Journal of services Marketing, 15(2), 113-130.

Lim, Kai H., Sia, C. L., Lee, Matthew K.O., & I. Benbasat. (2006). Do I Trust You Online, and If So, Will I Buy? An Empirical Study of Two Trust-Building Strategies. Journal of Management Information Systems, 23(2), 233-266.

Oliver, R. L. (1997). Satisfaction:A Behavioral Perspective on the Consumer. New York:Irwin/McGraw-Hill.

Parsuraman, A., Zeithaml, V.A., & Berry, L.L. (1985). A conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 44-50.


Parsuraman, A., Zeithaml, V.A., & Berry, L.L. (1988). Servqual:A multiple-item scale for measuring customer perceptions of service quality. Journal of Retailing, 64, 12-40.

Parsuraman, A., Zeithaml, V.A., & Berry, L.L. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67, 420-447.

Peltier, J.W., & Westfall, J.E. (2000). Dissecting the HMO-Benefits Managers Relationship:What to Measure and Why. Marketing Health Services, 20(2), 4-13.

Peppers, D., Rogers, M., & Dorf, B. (1999). Is Your Company Ready for One-to-One Marketing. Harvard Business Review, 77(1), 151-160.

Ries, A., & Ries, L. (2000). The 11 Immutable Laws of Internet Branding. New York:HarperCollins Publishers Inc.

Ross-Wooldridge, B., Brown, M.P., & Minsky, B.D. (2004). The Role of Company Image as Brand Equity. Corporate Communications, 9(2), 159-167.

Selnes, F. (1993). An examination of the Effect of Product Performance on Brand Reputation Satisfaction and Loyalty. Journal European of Marketing, 27, 19-35.

Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150-167.

Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer. Journal of Retailing, 74(2), 223-245.

Spar, D., & Bussgang, J.J. (1996). Ruling the Net. Harvard Business Review, 74(3), 125-133.

Stum, D. L., & Thiry, A. (1991). Building Customer Loyalty. Training and Development Journal, 45, 34-36.

Wigand, R. T. (1997). Electronic commerce:Definition, theory, and context. Information Society, 13(1), 1-16.

Yesil, M. (1997). Creating the Virtual Store. New York:John Wiley and Sons , 1-13.

Zeithaml, V. A. (2002). Service excellence in electronic channels. Managing Service Quality, 12(3), 135-138.

Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A Conceptual Framework for Understanding e-Service Quality: Implications for Future Research and Managerial Practice, Marketing Science Institute, Working paper, Report No. 00115.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.

Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top