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研究生:謝文台
研究生(外文):Tai-Wen Hsieh
論文名稱:不同結帳程序圖形式對消費者購物流程滿意度的影響
論文名稱(外文):The effect of different format of checkout flow on satisfactionof purchase process
指導教授:蘇宏仁蘇宏仁引用關係
指導教授(外文):Eric Su
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理所
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:2009
畢業學年度:97
語文別:中文
論文頁數:42
中文關鍵詞:知覺控制感結帳程序圖購物流程滿意度
外文關鍵詞:perceived control、checkout flow、shopping process
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本研究目的在於討論知覺控制感高低對於不同結帳程序圖的形式與消費者的購物流程滿意度之間的關係之影響,以知覺控制感當作中介變數,建立一個結帳程序圖形式與知覺控制感高低的二因子實驗設計,衡量受試者對於購物網站的流程滿意度。本研究以中正大學館理學院的學生為研究樣本。經過實驗、回收、並分析126個有效樣本後,研究結果如下:

使用圖與文字的結帳流程圖的消費者流程滿意度會高於使用純文字的結帳流程圖,這代表了購物網站不只提供還要設計出清晰易懂的結帳流程圖,可以增加消費者網路購物的便利性。高知覺控制感的消費者進行網路購物,其流程滿意度會高於低知覺控制感的消費者,實驗結果證明消費者知覺控制感顯著的影響消費者購物流程滿意感;另一方面,經過實驗發現,在使用過不同的結帳程序圖網站後,高知覺控制感的消費者流程滿意度也會高於低知覺控制感的消費者的購物流程滿意度。
The purpose of this research is to find how perceived control moderates the relationship between the different forms of check out flow char and the satisfaction of purchase process. We defined the perceived control and the forms of check out flow chart as two factors, and established an experiment to measure the process satisfaction of respondents. The target respondents are students in National Chung Cheng University College of Management. After the experiment and analysis process , the study results are as follow:

The satisfaction of using the check out flow chart with words and pictures is better than the check out flow chart only with words. It means that the internet shop should provide more clear check flow chart to make shopping easier. On the other hand, high perceived control consumers have better process satisfaction than the low perceived control consumers. In conclusion the perceived control and the forms of check out flow chart have significant positive effect on shopping satisfaction. If internet shops can improve the perceived control of consumer and the check out flow chart, they will satisfy their consumers and operate much efficiently.
目錄
第一章 緒論...........................................1
第一節 研究背景與動機..................................1
第二節 研究目的........................................3

第二章 文獻探討........................................4
第一節 知覺控制........................................4
第二節 結帳程序圖......................................7
第三節 購物流程滿意度..................................12

第三章 研究方法........................................15
第一節 研究架構........................................15
第二節 研究變數之操作衡量..............................15
第三節 研究假設........................................18
第四節 研究設計........................................19
第五節 資料分析方法....................................21

第四章、研究結果.......................................22
第一節 問卷回收與樣本結構..............................22
第二節 知覺控制、程序圖形式與受試者流程滿意度之關係....24
第三節 消費者知覺控制感與消費者流程滿意度的關係........26
第四節 研究結果小結....................................28



第五章 結論與建議......................................30
第一節 研究結論........................................30
第二節 理論之貢獻......................................31
第三節 實務之貢獻......................................32
第四節 研究限制與未來研究建議..........................33

參考文獻...............................................35
附錄一:知覺控制問卷....................................40
附錄二:實驗流程說明書..................................41
附錄三:流程滿意度問卷..................................42

圖目錄
圖2-1 年代售票系統結帳程序.............................9
圖2-2 MOMO富邦購物網結帳程序圖.........................10
圖3-1 研究架構圖.......................................15

表目錄
表3-1 知覺控制感測量表.................................16
表3-2 流程滿意度量表題項...............................17
表3-3 實驗分組表.......................................19
表4-1 問卷回收整理表...................................22
表4-2 實驗樣本分配表...................................23
表4-3 網站類型敘述統計表...............................24
表4-4 知覺控制敘述統計表...............................25
表4-5 受試者間效應項的檢定.............................25
表4-6 組別統計量:第二、四組...........................26
表4-7 獨立樣本t檢定:第二、四組........................26
表4-8 組別統計量:第一、第三組.........................27
表4-9 獨立樣本t檢定:第一、第三組......................27
表4-10 本研究假設檢定結果整理..........................28
中文部份
1.東方線上E-ICP消費者行銷資料庫 http://www.isurvey.com.tw/
2.台灣網路資訊中心 2008年「台灣寬頻網路使用調查」報告
http://www.twnic.net.tw/index4.php
3.財團法人資訊工業策進會資訊市場情報中心(MIC) 線上購物市場
規模調查http://mic.iii.org.tw/index.asp
4.MOMO富邦購物網http://www.momoshop.com.tw/main/Main.jsp
5.年代售票系統http://www.ticket.com.tw/
6.Yahoo!奇摩購物中心http://buy.yahoo.com.tw/
7.蕭銘雄,蔣惠蓮 (2005),消費者特性、網路企業特性、產品特
性、以及網路環境特性對網路購物行為影響之研究,資訊管理展
望,第7卷,第2期,71-90。


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