臺灣博碩士論文加值系統

網路購物已經成為國內民眾使用網路動機的第四名，也是名次躍升最快的網路應用。對於網路商店經營者而言，吸引新顧客的成本遠高於留住舊顧客。因此，如何留住既有的顧客成為業者面臨的難題。
本研究從電子服務的角度出發，將電子商務網站視為服務消費者的媒介，而非單純的資訊系統。因此，本研究依消費流程的概念將網站服務品質分為：流程品質和結果品質，探討各個服務環節及價格認知對消費者滿意度的影響。電子服務的概念，是希望能透過提供令消費者滿意的服務來建立忠誠度。因此本研究以消費者忠誠度做為依變數，並探討信任對忠誠度的影響。
因此，本研究藉由網路問卷的方式，蒐集有使用網路商店消費者的樣本資料，經由資料的統計與分析發現：（1）流程品質與顧客價格認知對消費者滿意度有正面的影響；（2）網站服務的流程品質對消費者信任有正面的影響；（3）消費者滿意度以及「對網路商店的信任」對消費者忠誠度有正面的影響。
根據資料分析之結果，本研究對國內網路商店業者提出三點建議：（1）從網站的易用性、隱私性、設計性、資訊正確性、功能性等方面著手，提升網站服務的流程品質；（2）提升商品的價格競爭力；（3）跳脫商品本位思想，轉型成為電子服務提供者。

In Taiwan, online shopping has become the fourth reason for using the Internet service. Moreover, online shopping is the fastest growing network application. The cost of attracting a new customer is higher than the cost of retaining an old customer. Thus, how to retain their customer has become the vital issue for online stores.
From the aspect of e-service, website is not only a information system, but also a tool for business to deliver their service to customers. From the aspect of consumption system, we divided e-service quality into process quality and outcome quality to discuss the effect of each service encounter on overall customer satisfaction. In this research, we use loyalty as a dependent variable, and discuss the relationship between trust and loyalty.
In this research, we collected data by conducting a survey on the Internet. On the basis of statistical analysis, this research find out the following result：(1)process quality has a positive influence on satisfaction；(2) customer’s price perception has a positive influence on satisfaction；(3)customer satisfaction and trust have positive influence on customer loyalty.
According to the result, the author provides the following suggestion：(1) improve e-service quality by assuring ease of use, privacy, design, information accuracy, and functionality；(2) make the price level of online store more competitive；(3) transform from product seller to e-service provider.

中文摘要 i
英文摘要 ii
致謝辭 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 網站服務品質 6
第二節 價格 19
第三節 信任 27
第四節 滿意度與忠誠度 38
第三章 研究方法 47
第一節 研究架構 47
第二節 研究假設 49
第三節 變數定義與衡量 52
第四節 研究設計 58
第四章 資料分析 61
第一節 前測分析 61
第二節 敘述統計 64
第三節 信度與建構效度分析 67
第四節 假設檢定 70
第五章 結論與建議 74
第一節 研究結論 74
第二節 管理意涵 77
第三節 研究限制 80
第四節 後續研究建議 81
參考文獻 83

【中文部分】
李明樺（民95），「服務品質、價格認知、企業形象、顧客滿意與顧客忠誠關係之研究－以香料業為例」，東吳大學企業管理學系在職專班未發表的碩士論文。
杜炳麟（民90），「網路購物之信任模式與顧客忠誠度」，元智大學企業管理研究所未發表的碩士論文。
張金順（民90），「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未發表的碩士論文。
張敬芝（民91），「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未發表的碩士論文。
陳順宇（民93），「多變量分析」，台北：華泰出版社。
鄞國鏈（民95），「第三方保證標章對消費者行為意圖之影響」，國立中央大學資訊管理研究所未發表的碩士論文。
資策會市場情報中心（民96），「2006年台灣網路消費行為調查分析」。
劉沐雅（民95），「網路書店購書意願影響因素之研究」，國立中山大學企業管理研究所未發表的碩士論文。


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【參考網站】
波仕特線上市調網，民96年，http://www.pollster.com.tw。
蕃薯藤網路調查，民96年，http://survey.yam.com。
數位之牆，民96年，http://www.digitalwall.com。