臺灣博碩士論文加值系統

根據資策會的調查，2004年台灣網路購物市場規模為三百八十九億新台幣，到了2005年達到五百九十六億，成長幅度高達53％。另外，過去一年曾經透過網路消費的網路使用者，平均年消費次數為3.95次，平均年網路購物金額為9,854元，每次購物的花費則大約是2,495元。至於沒有網路購物經驗的消費者，更有73.5％的消費者未來想嘗試網路消費。在了解國內網路使用近況和線上購物之概況後，可以知道網路市場在未來的發展性是非常樂觀的，無論是數據的調查亦或市場的反應，都展現了市場未來的發展性。

由於資訊科技的迅速發展，使網際網路成為商家用來銷售商品的另一個銷售管道，對於許多在網際網路上進行網路購物交易的經營者而言，往往將其經營重心放在吸引新的顧客，強調顧客數量的成長率，只單靠提供折扣利益來吸引新顧客到其網站上消費，而忽略了顧客所考量之其他有形與無形價值，更不用說如何去維繫與顧客間的關係。因此，為了滿足更高的顧客需求以賺取更多的商業利潤，與顧客建立良好的顧客關係來留住現有顧客，對網路購物業者而言是非常重要的。本研究試圖從網路購物交易中的顧客價值觀點出發，並進一步探討其與關係品質間的關係，希望藉此提供網路購物業者更多管理上的意涵及參考方向。

研究結果顯示，網路購物消費者認為成本價值、品質價值及感受績效都對關係品質有顯著正向的影響，而這三種價值變數下所包含的九個顧客價值對關係品質亦皆有顯著正向的影響。從影響效果來看，成本價值中以節省時間花費價值對關係品質的影響力最大，感受績效中以交易安全價值對關係品質有最大的影響力。且研究也發現，網路購物消費者對交易安全價值、產品品質價值以及隱私權重視價值的重視度與感受度差異均相當大，顯示網路購物經營者在這些方面需要投注更多的心力。

中文摘要..................................................Ⅰ
英文摘要…………………………………………………………………Ⅱ
誌謝………………………………………………………………………Ⅲ
目錄………………………………………………………………………Ⅳ
表目錄……………………………………………………………………Ⅴ
圖目錄…………………………………………..………………………Ⅵ
一、緒論………………………………………………………………1
1.1 研究背景與動機……………………………………………1
1.2 研究目的……………………………………………………4
1.3 研究範圍與對象……………………………………………4
1.4 研究步驟……………………………………………………5
二、文獻探討…………………………………………………………6
2.1 顧客價值文獻………………………………………………6
2.2 關係品質文獻………………………………………………20
2.3 線上購物文獻………………………………………………27
三、研究模型與方法…………………………………………………33
3.1 研究架構……………………………………………………33
3.2 研究架構之衡量變數………………………………………35
3.3 研究假說……………………………………………………38
3.4 問卷設計……………………………………………………44
3.5 前測…………………………………………………………47
3.6 資料搜集……………………………………………………47
3.7 統計分析方法………………………………………………48
四、資料分析…………………………………………………………49
4.1 樣本基本資料分析…………………………………………49
4.2 問卷的信效度分析…………………………………………52
4.3 驗證假說……………………………………………………56
4.4 各構面之整合性分析………………………………………58
4.5 深入探討……………………………………………………60
五、結論與建議………………………………………………………71
5.1 研究結論……………………………………………………71
5.2 研究建議……………………………………………………75
5.3 研究限制……………………………………………………77
5.4 未來研究方向………………………………………………78
參考文獻………………………………………………………………79
附錄一：正式研究問卷………………………………………………88
附錄二：深入探討之各資料表………………………………………93

一、中文部份：

1. 大前研一　著，楊燦煌　編譯，企業家的戰略頭腦：尋求主動攻擊的訣竅，書泉出版，台北，民國78年。
2. 方世榮，行銷管理學，第七版，東華書局，民國84年。
3. 方世榮，「關係價值、關係品質與忠誠度之探討－零售銀行業的實證研究」，管理學報，第十九卷，第六期，1097-1130頁，民國91年。
4. 古永嘉譯，企業研究方法，第八版，華泰文化事業公司，台北，民國94年6月。
5. 林震岩，多變量分析－SPSS的操作與應用，初版，智勝文化事業有限公司，台北，民國95年1月。
6. 吳明隆，SPSS統計應用學習實務－問卷分析與應用統計，第三版，知堿數位科技股份有限公司，台北，民國95年2月。
7. 吳明隆、涂金堂，SPSS與統計應用分析，初版，五南圖書出版股份有限公司，台北，民國94年5月。
8. 吳昭樂，「消費者對網路購物實體商品收貨方式偏好之研究」，東海大學，碩士論文，民國89年。
9. 吳思華，策略九說：策略思考的本質，初版，臉譜出版社，台北，民國89年9月。
10. 吳勇德，「關係行銷方式對於顧客忠誠度的影響－以資訊教育業為例」，國立台灣科技大學，碩士論文，民國91年。
11. 吳萬益、林清河，企業研究方法，初版，華泰文化事業公司，台北，民國94年2月。
12. 周昌筠，「壽險業務員關係行銷之研究」，國立政治大學，碩士論文，民國80年。
13. 邱彩鳯，「關係品質、滿意度與忠誠度關係之研究－以嘉義市證券商為例」，南華大學，碩士論文，民國93年。
14. 洪煜昌，「網站信任及其影響因素評估模式」，國立台灣科技大學，碩士論文，民國91年。
15. 陳進成，「電子商務顧客價值、滿意度與忠誠度之研究－以電子商店為例」，中原大學，碩士論文，民國92年。
16. 陳琬真，「以後設分析探討顧客貢獻價值、關係品質及顧客忠誠度之關聯性」，國立清華大學，碩士論文，民國94年。
17. 陳淑慧，「通路衝突對連鎖體系關係品質影響之研究」國立高雄第一科技大學，碩士論文，民國91年。
18. 莊景弼，「我國網路銀行關係品質模式之研究」，大業大學，碩士論文，民國89年。
19. 程瑞南，「網路購物之顧客價值對關係品質之影響」，國立嘉義大學，碩士論文，民國91年。
20. 葉席吟，「電子商務之顧客價值研究」，中原大學，碩士論文，民國89年。
21. 黃營杉、汪志堅譯，研究方法，第四版，華泰文化事業公司，台北，民國91年9月。
22. 黃繼震，「大專學生網路購書行為決定因素之研究」，國立台灣大學，碩士論文，民國90年。
23. 黃賢章，「網路購物付費方式與消費者知覺風險之研究」，立德管理學院，碩士論文，民國93年。
24. 張劭勳，「企業對消費者電子商務之關係品質模式」，廣告學研究，16集，民國90年。
25. 溫石松，「顧客價值與網路忠誠度之關係」，國立中興大學，碩士論文，民國91年。
26. 劉俊宏，「服務業銷售過程中，關係品質之研究－以台灣地區廣告代理商為例」，國立中正大學，碩士論文，民國84年。

參考網站
1. 全球線上統計網
http://www.glreach.com
2. 資策會推廣處網際網路資訊情報中心
http://www.find.org.tw

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