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研究生:張倩儀
研究生(外文):Chang Chien Yi
論文名稱:兩岸大型入口網站服務品質、個人涉入與關係價值對顧客忠誠度影響之研究
論文名稱(外文):The Study for the Influence of Customer Loyalty on E-Service Quality, Personal Involvement and Relationship Value on Major Portal Websites in Taiwan and Mainland China.
指導教授:高立箴高立箴引用關係
指導教授(外文):Lie-Jane Kao
學位類別:碩士
校院名稱:大葉大學
系所名稱:國際企業管理學系碩士在職專班
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:2008
畢業學年度:96
語文別:中文
論文頁數:77
中文關鍵詞:個人涉入服務品質關係價值關係品質忠誠度
外文關鍵詞:personal involvemente-service qualityrelationship valuerelationship valueloyalty
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本研究問題係以顧客關係的觀點思考,藉由兩岸入口網站的調查研究,配合行銷等各項理論,來發展出研究架構,以個人涉入為出發點,進而歸納出網站服務品質、關係價值、關係品質以及顧客忠誠度等可能的關係模型,期望能對未來的相關研究提出參考意見。
在經過文獻探討、研究架構建立、抽樣問卷與資料分析後,顯示個人涉入程度雖會影響顧客對該入口網站之服務品質及關係價值之評價,但影響不大。
入口網站業者應著重顧客的承諾,以加強顧客的再度使用意願。換言之,入口網站業者必須想辦法留住既有的客戶,擁有了既有顧客的承諾,才能促使原有使用者能有再度使用的意願,這是遠較顧客涉入程度的高低與否更重要。
This research issue thinks with the view of customer's relation, the investigations of websites of the entry between Taiwan and Mainland China, cooperate with several theories, such as marketing, etc., to develop out and study the structure, involve in en-tering the starting point with personal involvement, and then sum up possible relation models , such as quality, relation value, relation quality and customer's loyalty, etc., the ones that expected to be able to the future researched and proposed the suggestion of consulting relevantly.
After documents probe into, study the structure to set up, sample questionnaire and analysis, show that personal involvement in entering the degree will influence cus-tomer's service quality and appraisal of relation value of websites but influence is not big.
Entry website industry persons should focus on the customer's commitment, in or-der to strengthen using the will once again of the customer. In other words, entry web-site industry persons must try every possible means to keep the customer that has al-ready had here, already have the customer's commitments, could impel the original user to have will used once again, it is more important or not than the level that the customer involves in entering the degree that this is far.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
第二章  文獻探討................. 4
  第一節  個人涉入............... 4
  第二節  網站服務品質............. 5
  第三節  關係價值............... 7
  第四節  網站服務品質與關係價值之關係..... 9
  第五節  個人涉入與服務品質及關係價值之關係.. 10
  第六節  關係品質............... 10
  第七節  關係價值與關係品質之關係....... 12
  第八節  顧客忠誠度.............. 13
  第九節  關係價值與顧客忠誠度之關係...... 15
  第十節  關係品質與顧客忠誠度之關係...... 15
第三章  研究方法................. 17
  第一節  研究架構............... 17
  第二節  研究假設............... 18
  第三節  變項操作性定義與衡量問題....... 20
  第四節  研究設計............... 27
  第五節  資料分析方法............. 28
第四章  實證分析................. 30
  第一節  研究樣本描述性統計.......... 30
  第二節  因素分析與信度分析.......... 33
  第三節  相關分析............... 37
  第四節  迴歸分析............... 40
  第五節  路徑分析............... 44
  第六節  研究假設驗證彙總........... 47
第五章  結論與建議................ 49
  第一節  研究結論............... 49
  第二節  研究意涵............... 51
  第三節  研究限制............... 52
  第四節  後續研究之建議............ 53
參考文獻  .................... 55
附錄A  問卷設計版................ 66
附錄B  問卷設計版................ 73


表目錄
表 3- 1 服務品質之操作性定義............ 22
表 3- 2 各變項的問卷問項.............. 23
表 3- 3 網站服務品質之衡量問項........... 24
表 3- 4 關係價值之衡量問項............. 25
表 3- 5 關係品質之衡量問項............. 25
表 3- 6 顧客忠誠度之衡量問項............ 26
表 4- 1 樣本描述.................. 30
表 4- 2 各構面KMO與Barlett球形檢定顯著性效度分析.. 34
表 4- 3 台灣與大陸因素負荷量、特徵值、累積解釋量%效度分析表..................
35
表 4- 4 各構面信度分析............... 37
表 4- 5 各構面相關分析 1.............. 38
表 4- 6 各構面相關分析 2.............. 39
表 4- 7 個人涉入程度對網站服務品質與關係價值之迴歸分析.....................
41
表 4- 8 關係價值對關係品質之迴歸分析........ 42
表 4- 9 關係價值對顧客忠誠度之迴歸分析....... 43
表 4-10 關係品質各子構面對顧客忠誠度之迴歸分析... 44
表 4-11 品質與關係價值對顧客忠誠度的多元迴歸分析.. 46
表 4-12 關係品質分析各項效果分解說明........ 47
表 4-13 研究假設驗證表............... 47




圖目錄
圖 3- 1 研究架構.................. 18
圖 4- 1 台灣地區路徑分析參數估計圖......... 46
圖 4- 2 大陸地區路徑分析參數估計圖......... 46
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