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研究生:王祥竹
研究生(外文):Hsiang-Chu Wang
論文名稱:廣告效果暨服務品質與關係品質對顧客忠誠度的影響-以拍賣網站為例
論文名稱(外文):Advertising Effect, Service Quality and CO-Relationship Affect Customer Loyalty-A Instance of Auction Website
指導教授:齊德彰齊德彰引用關係
指導教授(外文):Der-Jang Chi
學位類別:碩士
校院名稱:國立宜蘭大學
系所名稱:經營管理研究所碩士班
學門:商業及管理學門
學類:企業管理學類
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:71
中文關鍵詞:廣告效果服務品質關係品質顧客忠誠度
外文關鍵詞:Advertising EffectService QualityCo-RelationshipCustomer Loyalty
相關次數:
  • 被引用被引用:2
  • 點閱點閱:117
  • 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:4
從一九九五年網路正式進入人的生活後,網路所帶來的便利性與利益以整體而言就是不斷成長,網路商機處處可見,但是網路拍賣卻是一塊人人覬覦的處女地。雅虎奇摩從首月上架兩千件的商品到至今號稱每月超過三百萬件商品上架的拍賣網站,政府從無課稅至今「公正第三人認可及其公開拍賣程序辦法」的實施,可知曉網路拍賣的商機可說是無邊無涯。
綜合網路便利性、進入低門檻性,與時下企業最注重的客製化、顧客回應等觀念,加上國內外的相關文獻,經過因素負荷量分析,本研究遂以「廣告效果」、「服務品質」、「關係品質」、「顧客忠誠度」等四構面為架構來探討其對網路拍賣賣家經營模式的影響。
本研究發現廣告效果對服務品質以及顧客忠誠度有正向的影響關係、服務品質對關係品質及顧客忠誠度有正向的影響關係、關係品質對顧客忠誠度有正向的影響關係。
由於本研究只針對一般網路拍賣使用者做研究,並無將以網路拍賣為職業的使用者詳加區分。再者,網路拍賣課稅雖已於民國九十五年五月五日實施,但因其爭議仍多,故不列入本研究考慮範圍。
Since its first application for civil use in 1995, internet has consistently brought benefit and convenience to people’s life. It also created various business opportunities along its maturity. Internet auction is one of those opportunities that experienced fastest growing. Auctions in Yahoo.com have increased from two thousand in first month to more than three million today. On the other hand, internet auction used to be tax free business activities. But nowadays the Regulations Governing the Recognition of an Impartial Third Party and Its Public Auction Procedure was carried out. From the changes, we can tell the Internet auction has great potential to grow.
The study focuses on four aspects that influenced internet auction business model, advertising effect, service quality, co-relationship and customer loyalty. It also consolidated characteristics of internet usage, such as convenience, low entry barrier and concepts of products differentiation and customer feedbacks.
The study shows that the advertising would have positive influence to service quality and customer loyalty; Service quality has positive influence to co-relationship and customer loyalty; co-relationship has positive influence to customer loyalty.
The study only focuses on the general users of internet auction and does not separate users as professionals or non-professionals. Moreover, due to existing controversy to the tax act, influence created on internet auction is not a factor in the study though it has been executed since May 5, 2006.
目錄
致謝詞 ---------------------------------------------------------------------------------------i
中文摘要 ------------------------------------------------------------------------------------ii
英文摘要 ------------------------------------------------------------------------------------iii
目錄 ------------------------------------------------------------------------------------------iv
表次 ------------------------------------------------------------------------------------------v
圖次 ------------------------------------------------------------------------------------------vi

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

第二章 文獻回顧 --------------------------------------------------------------------------7
第一節 廣告介紹 --------------------------------------------------------------------------7
第二節 服務品質 --------------------------------------------------------------------------12
第三節 關係品質 --------------------------------------------------------------------------24
第四節 忠誠度 -----------------------------------------------------------------------------31

第三章 研究方法 --------------------------------------------------------------------------33
第一節 研究架構 --------------------------------------------------------------------------33
第二節 各變數的操作性定義與問項說明 --------------------------------------------40
第三節 前測說明 --------------------------------------------------------------------------43
第四節 調查對象選取與實施情形 -----------------------------------------------------43

第四章 資料分析 --------------------------------------------------------------------------45
第一節 驗證性因素分析 -----------------------------------------------------------------45
第二節 結構關係模式分析 --------------------------------------------------------------49

第五章 結論與建議 -----------------------------------------------------------------------52
第一節 研究結果 --------------------------------------------------------------------------52
第二節 管理意涵 --------------------------------------------------------------------------55
第三節 研究限制 --------------------------------------------------------------------------56
第四節 後續建議 --------------------------------------------------------------------------57

參考文獻 ------------------------------------------------------------------------------------58
附錄 ------------------------------------------------------------------------------------------70
表次
表1-1 連網民眾應用行為 ----------------------------------------------------------------1
表2-1 廣告定義歷史分歧 ----------------------------------------------------------------8
表2-2 服務品質的定義內涵 -------------------------------------------------------------13
表2-3 服務品質的構面 -------------------------------------------------------------------14
表2-4 服務品質缺口模式說明 ----------------------------------------------------------16
表2-5 服務品質衡量尺度 ----------------------------------------------------------------20
表2-6 期望品質與認知品質差異比較 -------------------------------------------------21
表2-7 修正後的期望、認知變項的正面表列 ----------------------------------------22
表2-8 各家學者對SERVQUAL量表的不同看法 ------------------------------------23
表2-9 各家學者對關係行銷的定義 ----------------------------------------------------24
表2-10 各家學者對關係品質的定義 --------------------------------------------------26
表2-11 各家學者對關係品質的衡量構面 --------------------------------------------27
表2-12 各家學者對滿意度的定義 -----------------------------------------------------28
表2-13 各家學者對信任的定義 --------------------------------------------------------29
表3-1 問卷問項 ----------------------------------------------------------------------------42
表4-1 觀察變項信度及潛在變項建構信度與平均變異抽取量 -------------------47
表4-2 相關與區別效度 -------------------------------------------------------------------48

圖次
圖1-1 研究流程圖 -------------------------------------------------------------------------6
圖2-1 服務品質的缺口模式 -------------------------------------------------------------17
圖2-2 服務品質的十項因子 -------------------------------------------------------------18
圖2-3 關係品質模式 ----------------------------------------------------------------------25
圖3-1 好廣告的雙載路徑—接觸目標 -------------------------------------------------34
圖3-2 研究架構圖 -------------------------------------------------------------------------39
圖4-1 本研究SEM最終結果 -------------------------------------------------------------49
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三、網路部份
1.http://www.find.org.tw/find/home.aspx?page=many&id=165上網日期民國九十六年五月十九日
2.http://www.find.org.tw/find/home.aspx?page=many&id=170上網日期民國九十六年五月十六日
3.http://www.cyberone.com.tw/ItemDetailPage/SearchResult/05SearchResultContent.asp?Keyword=拍賣&MMContentNoID=40929上網日期民國九十六年五月十六日
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