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研究生:詹宜儒
研究生(外文):Yi-Ru Jhan
論文名稱:消費者在線上忠誠度因素之研究-以資訊服務業為例
論文名稱(外文):The loyalty factors of online consumer-a Practice study of information technology industry.
指導教授:林清同林清同引用關係
指導教授(外文):Ching-Torng Lin
學位類別:碩士
校院名稱:大葉大學
系所名稱:資訊管理學系碩士在職專班
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:89
中文關鍵詞:電子商務資訊服務業網站類型線上忠誠度
外文關鍵詞:e-commerceinformation service industrialscharacteristics of web siteon-line loyalty
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本研究的主要目的是要探討在資訊服務業類別網站中消費者線上忠誠度的因素,經由相關的文獻探討,透過以資訊與商務服務網站類型的需求劃分,經由商務服務網站類型文獻探討取得忠誠度因素量表,將來衡量資訊類型網站,觀察這些因素影響消費者的忠誠度,並經由問卷調查資料的分析結果,發現偏好性與方便性此兩因素,將是影響到此類網站消費者忠誠度最重要的層別,此將可做為網站經營對消費者衡量服務的參考指標。最後,本文對研究結果對於實務界的意涵解釋說明並且對學術界作出的一些後續性的研究建議。
The main purpose of this research is to study the factor of consumer's on-line loyalty about classified web sites of information service. The study gets the factor gage of loy-alty by means of relevant document discussion, the classified demand of information and commercial service web site type documents. This can measure web site of infor-mation type in the future, and observe the factors influenced by loyalty of consumers. Two important factors, consumer’s tendency and convenience, which influence web site consumer's loyalty can be dug out through the analysis result of the questionnaire survey materials. The result can be used as the reference index for web site service to consumers. Finally, the result of this research can also provide an important explana-tion to real practice circle and a correct direction for subsequent study.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... vi
內容目錄 ..................... vii
表目錄  ..................... ix
圖目錄  ..................... iii
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究動機............... 3
  第三節  研究目的............... 5
  第四節  研究流程............... 6
第二章  文獻探討................. 7
  第一節  消費者在線上的定義說明........ 7
  第二節  網站類型的相關文獻彙整........ 7
  第三節 忠誠度與線上忠誠度(e-loyalty) 彙整.. 14
第三章  研究方法................. 28
  第一節  研究模型架構............. 28
  第二節  問卷題項發展與研究變數定義...... 29
  第三節  統計分析方法............. 34
  第四節  信度與效度分析............ 35
  第五節  量表調整............... 39
  第六節  研究模型修正與假設.......... 46
第四章  研究結果與分析.............. 49
  第一節  問卷回收與樣本資料結構分析...... 49
  第二節  問卷的信度與效度分析......... 52
  第三節  驗證性因素分析............ 53
  第四節  分析與結果.............. 64
第五章  結論與建議................ 70
  第一節  研究結論............... 70
  第二節  管理實務上建議............ 72
  第三節  研究限制............... 73
  第四節  後續研究之建議............ 74
參考文獻 ..................... 75
附錄A  研究問卷.................. 86
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