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研究生:黃韻佳
研究生(外文):Yun-chia Huang
論文名稱:網站服務品質對消費者信賴、滿意度及網路忠誠度之影響-以轉換成本為干擾變數
論文名稱(外文):The effect of e-service quality on trust, satisfaction and e-loyalty in online shopping - The moderating role of switching cost
指導教授:張心馨張心馨引用關係
指導教授(外文):Hsin-hsin Chang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
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
畢業學年度:96
語文別:英文
論文頁數:104
中文關鍵詞:轉換成本網路忠誠度滿意度信賴度網路服務品質
外文關鍵詞:E-service QualityTrustSwitching CostE-loyaltySatisfaction
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由於網際網路的應用快速發展,消費者透過網路世界滿足購物的需求與日俱增。因此,本文以網路服務品質為主體,探討網站效能、網站系統可用性,網站產品遞送滿足程度,以及網站隱私保護對於消費者的網站信賴,滿意度,以及忠誠度之影響,並且以轉換成本作為信賴、滿意度,及忠誠度之間的干擾變數。研究分析採結構方程模式檢驗網路服務品質與消費者網路忠誠度的關係,接著再以階層迴歸檢驗干擾效果。由資料分析結果發現,網站效能、網站產品遞送滿足程度,以及網站隱私保護會影響消費者對網站的信賴度和滿意度;但是消費者對網站的系統可用性認知不會影響其對此網站的信賴和滿意度;消費者對網站的信賴度和滿意度也會影響消費者的網路忠誠度。然而,線上購物網站的轉換成本並未影響消費者對網站的信賴、滿意度及忠誠度。所以,本篇研究建議線上購物網站業者,可針對其服務品質層面來加以改善網路服務品質,並以服務品質的特性來吸引和保留消費者,並且提高顧客的忠誠度,並針對網站的屬性來設計網路服務內容,以提升其服務品質,此外,網路業者應設法在競爭的環境裡,找尋新的方法來維續其顧客忠誠度,以取代轉換成本原本具有的優勢,即透過轉換成本的存在保留消費者。
The consumers fulfill their purchase needs through the internet increasingly as the rapid development of internet technology. This research is based on the essence of e-service quality to study the effects of efficiency, system availability, fulfillment and privacy on consumer’s trust, satisfaction and e-loyalty for online shopping websites. Moreover, the author uses the switching cost as the moderating variable for consumer trust, satisfaction and e-loyalty. The study uses structural equation model to test the relationships between e-service quality and e-loyalty, and further uses the hierarchical regression to examine the moderating effect of the switching cost on trust, satisfaction and e-loyalty. The data analyses found that except for system availability, all the variables including efficiency, fulfillment and privacy had influence on consumers’ trust and satisfaction for an online shopping website. Also, trust and satisfaction had influence on consumer’s e-loyalty to a website. However, the switching cost did not moderate the relationships among trust, satisfaction and e-loyalty. Therefore, this study suggests that the online shopping website retailers can improve their e-service quality based on their e-service quality dimensions, and use service quality to attract and retain consumers as to raise their e-loyalty. Besides, online retailers are supposed to design their e-service quality based on their website attributes to raise their quality. In such a competitive environment, online retailers should try to find new ways to replace the switching cost, which is advantageous for retaining consumers and maintaining the consumer e-loyalty.
Abstract……………………………………………………………………………………I
Abstract (Chinese) ………………………………………………………………………II
Acknowledge………………………………………………………...……………………III
Contents…………………………………………………………………………………IV
List of Tables and Figures……………………………………………………….………VI
Chapter 1 Introduction
1.1 Research Background and Motivation 1
1.2 Research Objectives 5
1.3 Research Procedure 7
Chapter 2 Research Background and Hypotheses Development 10
2.1 Service Quality 11
2.1.1 Service quality 13
2.1.2 E-service quality 14
2.2 Trust 19
2.3 Consumer Satisfaction 22
2.4 E-loyalty 26
2.5 Switching Cost 30
Chapter 3 Research Design and Methodology
3.1 Conceptual Framework 37
3.2 Constructs and Hypothesis Definition and Measurement 38
3.3 Instrument Development 40
3.4 Research Design and Methodology 42
Chapter 4 Data Analysis
4.1 Pre Test 43
(1) Data Collection 43
(2) The Assessment of Measures 44
(3) Results of Assessment 44
4.2 Data Analysis 47
4.3 Descriptive Analysis 48
4.4 Measurement Model Analysis 49
(1) Confirmatory Factor Analysis 50
(2) Convergent Validity and Reliability Analysis 52
(3) Discriminant Analysis 58
(4) Structural Model Analysis 59
(5) Moderating Effects: Hierarchical Regression 61
Chapter 5 Conclusions and Recommendations
5.1 Theoretical Implications 66
5.2 Managerial Implications 71
5.3 Research Limitations and Suggestions 73
Reference 75
Appendix I Measurement Scales 97
Appendix II Questionnaire 100
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