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研究生:許淑梅
研究生(外文):Shu-mei Hsu
論文名稱:網路拍賣零售個體戶經營長期關係對再購意願之影響研究
論文名稱(外文):THE IMPACT OF MAINTAINING LONG-TERM RELATIONSHIP ON REPURCHASE INTENTIONFOR ONLINE AUCTION ENTERPRISE
指導教授:林淑瓊林淑瓊引用關係
指導教授(外文):Shu-Chiung Lin
學位類別:碩士
校院名稱:大同大學
系所名稱:資訊經營學系(所)
學門:商業及管理學門
學類:一般商業學類
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:222
中文關鍵詞:長期關係滿意度服務實務黏著力網路拍賣
外文關鍵詞:Long-Term RelationshipSatisfactionService Pr
相關次數:
  • 被引用被引用:11
  • 點閱點閱:941
  • 評分評分:
  • 下載下載:342
  • 收藏至我的研究室書目清單書目收藏:8
綜觀國內外相關文獻,現今以網拍賣場經營觀點進行討論的研究較少,因此本研究即以網
拍賣場得以長久經營之關鍵因素進行探究。研究中先以理論文獻為基礎建立研究架構,再以個案研究法進行探討,並以Yahoo!奇摩拍賣之七家高評價且長久經營之資深賣家為研究對象,進行深入訪談。研究結果說明顧客接觸與感受到的賣場特質及資訊內容與服務品質是影響賣場經營之源頭,亦是維繫與顧客間長期關係與滿意度的重要元素,其中尤以賣場經營之服務實務最為影響顧客整體滿意度,使顧客具有滿意的交易經驗更是維繫長期關係及再購意願的不二法門,並且賣場與顧客間維繫的長期關係是增加顧客黏著力的重要因素。可知,在競爭激烈的環境中,賣家為提升經營績效,用心經營賣場不可少,並且與買家維持長期關係是促使買家對賣家展現支持的動能,也是持續與買家互動的重要緣由。
The more the online auction sellers are, the less the attention to each individual store is paid, which makes it more difficult to achieve the goal of long-term business management. In view of both domestic and international related bibliography, there is relatively less research on the online auction from the management perspectives, thus this research focus on the key factors contributing to online auction’s long-term business management. The research
first establish a framework based on theory and bibliography, and engaged in discussion by case study methodology, and set the 7 Yahoo auction sellers that full of experienced with high reputation as this research subjects for insight interviews. The results of the research concludes that the origins that influence online business management are mainly the store characteristics, information context, and service quality provided to and actually felt by the customers, which are also the important elements that connect with customer’s
Long-Term relationship and satisfaction. Among all, service practices hava the significant experiences is the only way to maintain Long-Term relationship and lead to their willingness to repurchase, and the Long-Term relationship maintained between the store and customers is the important factor that increases customer attachment to the store.
Thus, amid the competitive environment, sellers have to devote great efforts to managing the stores to promote business performance, moreover, maintain Long-Term relationship with the buyers contributes to the motivation for the buyers that demonstrates seller's support, and also the important reason for the buyers to continue interaction with sellers.
論文口試合格證明 i
誌謝 ii
摘要 iv
ABSTRACT v
目錄 vii
圖目錄 viii
表目錄 ix
壹、緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 5
1.4研究議題與步驟 6
貳、文獻探討 10
2.1網路拍賣發展及賣家角色 10
2.2資訊內容 20
2.3服務品質 25
2.4長期關係 32
2.5顧客滿意度 41
2.6忠誠度 49
2.7再購意願 49
參、研究方法 50
3.1初步理論觀念研究架構 50
3.2研究設計與研究流程 51
3.3研究對象 58
3.4資料搜集工具 62
肆、個案資料分析 68
4.1賣家基本資料描述 68
4.2單一個案分析 70
4.3跨個案綜合分析 154
伍、理論研究架構調整 184
5.1構面調整 184
5.2研究命題擬定 190
陸、結論及未來建議與管理意涵 199
6.1研究結論與管理意涵 199
6.2未來研究建議與限制 204
柒、參考文獻 208
附件一 個案訪談問卷 217
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