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研究生:曾雅芬
研究生(外文):Ya-Fen Tseng
論文名稱:網路商店形象、顧客價值、知覺風險與再購買意圖之關係-以奇摩與PChome購物網站為例
論文名稱(外文):The relationship between the online store image, the customer value, the perceived risk and repurchase intention-the case of Yahoo and PChome websites
指導教授:吳信宏吳信宏引用關係
指導教授(外文):Hsin-Hung Wu
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
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:108
中文關鍵詞:網路商店形象顧客價值知覺風險再購買意圖
外文關鍵詞:online store imagecustomer valueperceived riskrepurchase intention
相關次數:
  • 被引用被引用:9
  • 點閱點閱:1133
  • 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:1
在網路的使用與購物風氣逐漸成熟的情況下,電子商務被企業視為能替消費者創造或提供價值的新管道,越來越多的企業將網際網路作為從事商業交易的通路,並藉由網際網路提供購物的服務給消費者,所以,網際網路被視為是企業競爭力的角力場。
網路購物業者若想透過網際網路以不同於傳統的方式為顧客創造價值,以追求更好的績效,就必須了解消費者的需求並藉由品質改善及減少顧客的成本為顧客提昇價值。但是,顧客在網路商店購物環境下缺乏實際接觸商品以判斷商品品質的環境,因此較難從商品方面來判斷其品質。因此顧客在網路購物的考慮因素上,商店本身的形象就比實體商店重要,所以,對網路購物業者而言,發展消費者所知覺的有利形象將使消費者偏愛在該網路商店購物。
此外,顧客做購買決策時總會面對一些因為產品的未來績效表現資訊不充分而擔心產品績效的憂慮。顧客在形成知覺價值時所擔心的這些問題都是構成知覺風險的因素。過去研究指出知覺風險對於顧客價值有直接的、負面的影響;因此,企業降低知覺風險可以提高顧客價值,進而增進消費者的再購買意圖。
總而言之,在網際網路使用愈來愈普及與消費者使用網路購物的比例日益增加的情況下,了解消費者在意的顧客價值、盡力滿足顧客的需求以及解決顧客所知覺到的風險,對於網路購物業者建立企業競爭力而言,是一件相當重要的事情。
本研究之目的在探究網路商店形象與再購買意圖之間的關係並探討顧客價值的中介效果;換言之, 本研究旨在探討「網路商店形象」對「顧客價值」之影響與「顧客價值」對「再購買意圖」之影響,以及知覺風險是否會調節顧客價值對於再購買意圖的關係。
本研究採用問卷調查的方式取得332位曾在奇摩或PChome購物網站購物的受訪者資料,以SPSS統計軟體進行因素分析、信度分析,再以AMOS統計軟體進行路徑分析。結果發現:
1、網路商店形象會透過顧客價值此一中介變項影響再購買意圖。換句話說,網路商店形象能影響再購買意圖是因為受訪者認為奇摩與PChome購物網站所提供的商店形象要素符合他們在網路購物中所尋找的價值,因此,未來他們會持續在這兩個網站上購物。
2、知覺風險不會調節顧客價值與再購買意圖之關係。本研究推論這是因為受訪者在這兩個購物網站所花費的金額低以及他們十分熟悉網路購物。
ABSTRACT
When the technology for the Internet and online shopping matures, the e-business can be regarded as the new way for companies to create and provide values for customers. More and more companies utilize the Internet as a new channel both for dealing with transactions and for providing customer services. Therefore, the Internet has become the battlefield for companies eager to build competitive edge.
To achieve better performance through the Internet, the online retailer has to understand consumer’s needs and provide these customers with better values through improve quality and reduce customers’ shopping costs. However, consumers lack direct contacts with the product in the online shopping environment so that it is difficult to judge product quality. Therefore, consumers might consider store image is more important for online stores than
for the brick-and-mortar store. For online retailers, this means that developing positive store image will create the consumer’s preference towards the specific online store.
Meantime, the consumer will worry that their purchase may not be functional because of the information asymmetry when making the purchase decision. These worried are linked to the consumer’s perceived risks. Past studies show that perceived risks directly and negatively affect the customer’s perceived value. Therefore, the online store has to decrease perceived risks in order to increase the customer value and repurchase intention. In summary, when the penetration rate of the Internet and the online shopping increase, it is imperative for the competitive online retailer to understand the consumer’s perceived values, to understand the consumer’s needs and reduce the consumer’s perceived risks. The purpose of this study is to investigate the relationships between the online store image and the online repurchase intention, while onsidering the consumer’s perceived value as a mediating variable. In other words, this study aims to explore the effects of the online store image on the customer value and in turn the effects of the customer value on the consumer’s online repurchase intention. This study also considers the moderating effect of perceived risks on the relationships between the customer value and repurchase intention.
This study surveyed 332 customers who have shopped at Yahoo or PChome websites. The data were analyzed using SPSS for reliability and factor analysis and AMOS for path analysis. The analyses lead to the following conclusions:
1. The relationships between the store image and repurchase intention are mediated by the perceived value. In other words, store image influences repurchase intention because respondents consider the elements of store image provided by these two websites fit the values they are looking for
in online shopping and thus they like to shop on these two websites again in the future.
2. Perceived risk does not moderate the relationships between the customer’s perceived value and repurchase intention. This may be due to the low amount of money respondents spent in these two websites and
they are quite familiar with the Internet shopping.
目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第三節 研究流程 3
第二章 文獻探討 5
第一節 網路商店形象 5
第二節 顧客價值 23
第三節 知覺風險 32
第四節 再購買意圖 43
第五節 各變數關係 44
第六節 電子商務 46
第三章 研究方法 51
第一節 研究架構 51
第二節 研究假設 51
第三節 研究範圍與研究對象 52
第四節 研究變數與操作性定義 52
第五節 問卷設計 53
第六節 資料分析方法 54
第七節 前測 55
第八節 正式問卷 57
第四章 資料分析 59
第一節 受測者基本資料描述 59
第二節 因素分析與信度分析 61
第三節 驗證性因素分析 65
第四節 結構方程式分析 68
第五節 假設檢定 72
第五章 結論與建議 74
第一節 研究結論 74
第二節 研究貢獻 75
第三節 研究限制 76
參考文獻 77
中文部分 77
英文部分 80
網站資料 89
附錄一 90
附錄二 94


表目錄
表2-1 國內外學者對商店形象定義一覽表 7
表2-2 商店形象構面 8
表2-3 商店形象構面 9
表2-4 商店形象構面 9
表2-5 商店形象構面 10
表2-6 商店形象構面 10
表2-7 商店形象構面 11
表2-8 商店形象構面 11
表2-9 商店形象構面 12
表2-10 商店形象構面 12
表2-11 商店形象構面 12
表2-12 商店形象構面 13
表2-13 商店形象構面 13
表2-14 國內外學者對商店形象構面研究一覽表 14
表2-15 網路商店形象構面 17
表2-16 網路商店形象構面 18
表2-17 網路商店形象構面 19
表2-18 國內外學者對網路商店形象之研究構面一覽表 19
表2-19 實體商店與虛擬商店的形象構面的屬性之異同 20
表2-20 商店形象衡量方式 23
表2-21 國內外學者對顧客價值的定義一覽表 25
表2-22 國內外學者對顧客價值的分類一覽表 27
表2-23 國內外學者對電子商務顧客價值的定義一覽表 28
表2-24 顧客價值分類 30
表2-25 顧客價值架構 31
表2-26 國內外學者對電子商務顧客價值類型一覽表 32
表2-27 國內外學者對知覺風險定義一覽表 35
表2-28 國內外學者對商品知覺風險之研究構面一覽表 38
表2-29 國外學者對商店知覺風險之研究構面一覽表 42
表2-30 國內外學者對再購買意圖定義一覽表 44
表3-1 網路商店形象項目分析指標判斷 56
表3-2 顧客價值項目分析指標判斷 57
表3-3 知覺風險項目分析指標判斷 57
表3-4 再購買意圖項目分析指標判斷 57
表4-1 研究樣本之基本資料一覽表 60
表4-2 網路商店形象因素分析結果摘要表 62
表4-3 顧客價值因素分析結果摘要表 63
表4-4 知覺風險因素分析結果摘要表 63
表4-5 再購買意圖因素分析結果摘要表 63
表4-6 網路商店形象問卷信度摘要表 64
表4-7 顧客價值問卷信度摘要表 64
表4-8 知覺風險問卷信度摘要表 64
表4-9 再購買意圖問卷信度摘要表 65
表4-10 網路商店形象、顧客價值、知覺風險與再購買意圖驗證性因素分析 67
表4-11 各構面平均萃取變異量與相關係數平方值 68
表4-12 整體模式配適度評鑑指標結果表 68
表4-13 整體模式適配度結果 69
表4-14 潛在變項與對應觀察變項間之標準化估計值 70
表4-15 潛在變項間之因果關係分析結果 70
表4-16 知覺風險分組 71
表4-17 單樣本模型適配度評估摘要表 72
表4-18 高知覺風險中各變項的效果分析 72
表4-19 低知覺風險中各變項的效果分析 72
表4-20 研究假設結果之彙整表 73

圖目錄
圖2-1 顧客價值模型 24
圖2-2 上網人口情況 47
圖2-3 上網普及率 47
圖2-4 2006年~2010年我國電子商店市場規模預測 48
圖2-5 2005年電子商店商品及服務類別市場規模 49
圖2-6 2006年電子商店商品及服務類別市場規模 49
圖3-1 研究架構 51
圖4-1 因素分析後之研究構面架構圖 65
圖4-2 路徑分析結果 70
圖4-3 知覺風險調節路徑分析圖 71
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網站資料
2007網路創業教戰手冊(二)--網路購物市場 ,2007年7月13日。http://www.web-time.com.tw/details/ec.aspx?id=215

全球華文行銷知識庫,2007年10月12日。
http://www.cyberone.com.tw/ItemDetailPage/SearchResult/05SearchResultContent.asp?Keyword=網路購物&MMContentNoID=45486

尼爾森2005年全球消費者線上調查 2005年11月1日。
http://tw.nielsen.com/news/20051101.shtml

波仕特線上市調,2007年6月24日~2007年6月26日。
http://www.pollster.com.tw/report/68/index.htm

電子商務時報,2007年5年28日。
http://www.ectimes.org.tw/shownews.aspx?id=9455

電子商務時報,2007年10月9日。
http://www.ectimes.org.tw/shownews.aspx?id=9875

資策會FIND/經濟部技術處「創新資訊應用研究計畫」, 2006年12月「台灣上網人口調查」報告。
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資策會MIC:明年網路購物將大幅成長36%,2007年10月8日。
http://www.ithome.com.tw/itadm/article.php?c=45645

資策會MIC:台灣網友上網購物行為模式以搜尋商品資訊與比價行為最普遍, 2007年7月20日。
http://tt.acesuppliers.com/news/new_1_13495.html#
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