臺灣博碩士論文加值系統

本研究主要是有鑒於網際網路的蓬勃發展及上網人口的不斷增加，對人們的生活造成許多革命性的影響，其中最重要的一項莫過於為企業及顧客提供一種全新的交易模式－網路商店購物。因應這種全新經營模式的發展，對所有網路商店購物網站而言，去找出成功網站經營的關鍵因素是非常重要的探討課題。因為從消費者或企業角度來看，建立線上顧客之顧客忠誠度，留住現有顧客，對於網路商店而言是越來越重要的。
本研究主要是藉由相關的文獻中，以量化分析方式找出網路商店經營的成功關鍵因素，主要包括顧客價值、網路商店的滿意度及忠誠度。並以這三項因素做為變項，設計出問卷，藉由問卷回收，進行相關統計分析；並以因素分析及迴歸分析之方式歸納出在顧客價值、網路商店的滿意度及忠誠度中最重要的網路商店的關鍵成功因素。
本研究以問卷調查法及便利抽樣，由網路、學校發放並回收問卷，總共發出問卷309 份，回收有效問卷215份，有效回收率為69.6%。研究結果驗證關於網路商店購物顧客價值的存在，節省時間價值對顧客滿意度之提升極具有影響力。研究亦發現，顧客價值中的安全隱私價值、節省時間價值與環境保護價值會影響網路商店的短期和長期忠誠度。此外，在本研究中，網路商店的顧客滿意度及忠誠度是有正向影響的關係。

This study project attempts to examine the revolutionary impacts on people’s life exerted by the Internet, which has bloomed tremendously in recent years and attracts more and more net users every second. Among the impacts, the most salient one seems to be the whole new buying-selling behavior. The e-Store shopping, which provides a novel transaction method between the businesses and the customers. To cope with this totally new mode of operation and its development, it seems to be essential for all the e-store owner to discover critical factors for successful operation. To keep and have customer’s loyalty is becoming more and more important of e-Store.
In this research, through reviewing related literature, the researcher intends to discover the critical factors for the e-Store successful operation , including: consumer’s value, e-Store’s satisfaction and loyalty. And use above three factors as variables, in order to design the questionnaire . With the returned questionnaires, related data analysis will be conducted, with factor analysis and regression analysis as methodology, to summarize the critical factors for the successful e-Store shopping among consumer’s value, e-Store’s satisfaction and loyalty.
We distributed questionnaires to Internet investigation and schools. There are 215 valid samples and the valid response rate is 69.6%.Results indicate that the consumer’s value for e-store shopping exist. The timesaving value has much significant influence in terms of improving consumer’s satisfaction. Our research also finds that the three aspects of consumer’s value can affect short-term and long-term loyalty, which included safey-privacy value, the timesaving value and environmental protection value.Besides, there is positive proof between consumer’s satisfaction and loyalty of e-store.

目錄
第一章 緒論
第一節 研究背景與動機............................1
第二節 研究問題和目的............................2
第二章 文獻探討
第一節 網路商店..................................4
第二節 顧客價值..................................11
第三節 顧客滿意度................................19
第四節 顧客忠誠度................................21
第五節 顧客滿意度與顧客忠誠度之關係..............24

第三章 研究方法
第一節 研究架構..................................25
第二節 變數定義及研究假設........................26
第三節 資料分析方法..............................38
第四節 研究對象與樣本選取.... ...................40
第五節 問卷設計..................................41
第六節 研究流程..................................42
第四章 資料分析結果
第一節 樣本基本資料分析結........................43
第二節 問卷的信度與因素分析......................49
第三節 假說驗證結果..............................53
第五章 結論與建議
第一節 結論......................................60
第二節 對學術上的貢獻............................62
第三節 對實務上的貢獻............................63
第四節 研究限制..................................64
第五節 未來研究方向及建議........................66
參考文獻 ..........................................69
附錄一
正式問卷...........................................77

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