臺灣博碩士論文加值系統

本研究以Parasuraman, et al.的E-S-QUAL服務品質量表與Kim, et al.之線上虛擬社群意識構面作為理論基礎，以台灣博客來及遠流博識網之會員為研究對象，探討網站服務品質及社群意識對顧客忠誠度之影響。本研究採網路問卷調查法，問卷置於優仕網網站上。以SPSS 12版本軟體進行信效度及迴歸分析。研究結果顯示網站服務品質顯著影響顧客滿意度，進而影響顧客忠誠度，此一結果與前人所作之研究相符，然在服務品質構面變數方面，本研究經因素分析僅萃取出三個構面，分別為「顧客服務」、「網站設計」與「履行/可靠性」而非如Parasuraman, et al.所提之7構面E-S-QUAL服務量表，顯示消費者對網站服務品質之概念似乎只在意網站能否穩定之運作及是否容易操作等所謂網站之功能面；網站對顧客承諾之履行程度等所謂交易面之因素；及網站對顧客售後服務與隱私保障等所謂顧客服務面向，而無法更進一步細分如所謂履行、回應、聯絡、隱私、效率等7 E-S-QUAL服務品質面向。
另在社群意識方面，本研究結果顯示社群意識與顧客忠誠度呈正向相關，此點呼應W.G.Kim, et al.之研究結果，然在構面變數方面，經因素分析結果，本研究採用Y.Wang, et al.所提之「資訊價值」、「互動關係」及「心理需求」，而「互動關係」這個變數對顧客忠誠度之影響，被其他二變數之相關部分所涵蓋。

The primary object of this study was to explore the combined effects of online service quality and virtual community on customer loyalty. The reduced dimensions of e-service quality model developed by Parasuraman, et al. (2005), which included virtual community construct suggested by Kim, et al. (2004) had been proposed in this study. This model was tested with an online survey of users of two bookstore websites in Taiwan, i.e. YLib.com and books.com.tw. The results of the regression analysis indicated that the reduced dimensions: website design, customer service and fulfillment/dependability of e-SQ had a positive effect on customer satisfaction, which in turn affected customer loyalty. The regression results also indicated that in order to increase the customer loyalty, the website should provide the following features: simulate level of member’s participation such as chat room and bulletin board where members can share their previous experience, increase member’s interest, and provide more opportunities to suggest individual ideas. Finally, this study implied that the concept of virtual community should be addressed based on the Relationship & interactivity of community members.

第一章 緒論

第一節 研究背景 ------------------------ 1
第二節 研究動機 ------------------------ 4
第三節 研究目的 ------------------------ 4
第四節 研究流程 ------------------------ 5

第二章 文獻探討

第一節 圖書出版業及行銷通路業經營概況 - 7
第二節 服務品質 ------------------------ 12
第三節 虛擬社群 ------------------------ 23
第四節 顧客滿意度 ---------------------- 29
第五節 顧客忠誠度 ---------------------- 31

第三章 研究設計與方法

第一節 研究架構 ------------------------ 33
第二節 研究假說 ------------------------ 33
第三節 各變數之操作型定義與衡量問項 --- 35
第四節 研究對象與抽樣方法 ------------- 40
第五節 資料分析方法 -------------------- 40





第四章 資料分析與實證研究

第一節 敘述統計分析 -------------------- 43
第二節 效度分析 ------------------------ 47
第三節 信度分析 ------------------------ 51
第四節 相關分析 ------------------------ 53
第五節 迴歸分析 ------------------------ 53
第六節 資料分析結果彙整說明 ------------ 56

第五章 研究結論與建議

第一節 研究結論 ------------------------ 57
第二節 研究建議 ------------------------ 58

參考文獻 --------------------------------- 60

附錄
附錄一 本研究問卷 ---------------------- 74

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