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研究生:盧柏樺
研究生(外文):Po-Hua Lu
論文名稱:制度型信任機制、顧客知覺價值對顧客滿意度、顧客忠誠度影響之研究-以Yahoo!奇摩拍賣為例
論文名稱(外文):Research of how Institutional-Based Trust, Customer Perceive Value influence on Customer Satisfaction and Customer Loyalty ---Yahoo! Kimo Auction as an example
指導教授:張俊陽張俊陽引用關係
指導教授(外文):Chun-Yang Chang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:資訊管理系碩士在職專班
學門:電算機學門
學類:電算機一般學類
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:90
中文關鍵詞:制度型信任機制顧客忠誠度對網路拍賣賣家的信任顧客知覺價值顧客滿意度
外文關鍵詞:Institutional-Based Trust MechanismTrustPerceive ValueCustomer SatisfactionCustomer Loyalty
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制度型信任機制、顧客知覺價值對顧客滿意度、顧客忠誠度影響之研究-以Yahoo!奇摩拍賣為例
摘要
本研究以Pavlou & Gefen(2004)的研究為基礎,結合Monroe & Krishnan(1985)的知覺價值模式與Oliver(1980)的期望-確認理論(ECT),提出一整合性架構,藉以探討制度型信任機制、對網路拍賣賣家的信任、顧客知覺價值、顧客滿意度與顧客忠誠度間之影響與關聯性。
本研究採用隨機問卷抽樣進行調查,總共發出250份問卷,剔除上網購物次數為0次、填答不全及回答問卷答案完全一樣者,有效樣本為150份,有效問卷回收率為60﹪。根據研究之目的,利用SPSS12.0與PLS套裝軟體來執行適當之統計分析,研究結果發現:
1. 制度型信任機制中的資訊仲介商及交易保障制度與對於C2C交易保障機制對網路拍賣賣家的信任影響不顯著。
2. 制度型信任機制中的評價與購後評語及產品資訊知覺效果對網路拍賣賣家的信任有正向顯著的影響。
3. 制度型信任機制中的評價與購後評語及產品資訊知覺效果對顧客知覺價值有正向顯著的影響。
4. 顧客知覺價值與對網路拍賣賣家的信任有正向顯著的影響。
5. 對網路拍賣賣家的信任與顧客滿意度有正向顯著的影響。
6. 顧客知覺價值對顧客滿意度有正向顯著的影響。
7. 顧客滿意度對顧客忠誠度有正向顯著的影響。
本研究的結果,在學術上,可釐清制度型信任機制、顧客知覺價值、網路拍賣賣家的信任對顧客滿意度、顧客忠誠度的互動關係。在實務上,可提供資訊仲介商、網路拍賣賣家及顧客做為參考。
關鍵詞:制度型信任機制、對網路拍賣賣家的信任、顧客知覺價值、顧客滿意度、顧客忠誠度
Research of how Institutional-Based Trust, Customer Perceive Value influence on Customer Satisfaction and Customer Loyalty ---Yahoo! Kimo Auction as an example
Student:Po-Hua Lu Advisors:Dr. Chun-Yang Chang
Institute of Information Management
National Kaohsiung University of Applied Sciences
ABSTRACT
The research is based on the research of Pavlou & Gefen(2004) to discuss the influence & relevance among system trust mechanism, trust to on-line auction sellers, Perceive Value, the customer satisfaction and customer loyalty by the Perceive Value of Monroe & Krishnan(1985) & the expectation-confirmation theory of Oliver(1980).
The research investigated with convenience sampling survey. Totally two hundred fifty-five surveys were issued. Surveys with incomplete answers & with all the same answers were eliminated. The effective samples are one hundred fifty copies. The percentage of effective samples retrieve is 60%. According to the purpose of the research, we analyzed the proper statistics with the packaged software SPSS12.0 & PLS. The research result reveals:
1. The evaluation, Information intermediary agent and C2C don’ t have significant positive effect on the trust to on-line auction sellers. In Institutional-Based Trust mechanism.
2. The evaluation, judgement after purchase and product information have significant positive effect on trust in Institutional-Based Trust mechanism.
3. The evaluation, judgement after purchase and product information have significant positive effect on Perceive Value in Institutional-Based Trust mechanism.
4. Positive influence between Perceive Value and the trust to on-line auction sellers.
5. Positive influence between the trust to on-line auction sellers and Customer Satisfaction.
6. Positive influence between the Perceive Value and Customer Satisfaction.
7. Positive influence between the Customer Satisfaction and Customer Loyalty.
The conclusion of the research academically clarifies the relationship and influence among system trust mechanism, trust to on-line auction sellers, Perceive Value, customer satisfaction and customer loyalty. Practically it provides the reference for consumers & sellers when they are doing on-line auctions.
Keyword:Institutional-Based Trust Mechanism、Trust、Perceive Value、Customer Satisfaction、Customer Loyalty
目 錄
誌謝 --------------------------------------------------------------------------- i
中文摘要 --------------------------------------------------------------------------- ii
英文摘要 --------------------------------------------------------------------------- iii
目錄 --------------------------------------------------------------------------- iv
表目錄 --------------------------------------------------------------------------- vii
圖目錄 --------------------------------------------------------------------------- i
第一章 緒論--------------------------------------------------------------------- 1
1.1 研究背景、動機------------------------------------------------------ 1
1.2 研究目的--------------------------------------------------------------- 2
1.3 論文研究流程架構--------------------------------------------------- 3
第二章 文獻探討--------------------------------------------------------------- 4
2.1 顧客忠誠度之定義--------------------------------------------------- 4
2.2 顧客滿意度之定義--------------------------------------------------- 5
2.3 對網路拍賣賣家信任之定義--------------------------------------- 7
2.4 制度型信任------------------------------------------------------------ 8
2.4.1 制度型信任之定義--------------------------------------------------- 8
2.4.2 制度型信任之機制--------------------------------------------------- 9
2.5 顧客知覺價值之定義------------------------------------------------ 11
第三章 研究方法--------------------------------------------------------------- 14
3.1 研究模式--------------------------------------------------------------- 14
3.2 各構念間之關係及假說推論--------------------------------------- 15
3.2.1 制度型信任機制與對網路拍賣賣家的信任間之關係--------- 15
3.2.2 制度型信任機制與顧客知覺價值間之關係--------------------- 16
3.2.3 對網路拍賣賣家的信任與顧客滿意度間之關係--------------- 16
3.2.4 顧客知覺價值與顧客滿意度間之關係--------------------------- 17
3.2.5 顧客知覺價值與對網路拍賣賣家的信任間之關係------------ 17
3.2.6 顧客滿意度與顧客忠誠度間之關係------------------------------ 17
3.3 量表的發展------------------------------------------------------------ 20
3.3.1 操作型定義、衡量構面及問卷設計------------------------------ 20
3.3.2 對網路拍賣賣家的信任之操作型定義與衡量構面------------ 20
3.3.3 制度型信任機制之操作型定義與衡量構面--------------------- 21
3.3.4 顧客知覺價值之操作型定義與衡量構面------------------------ 28
3.3.5 顧客滿意度之操作型定義與衡量構面--------------------------- 30
3.3.6 顧客忠誠度之操作型定義與衡量構面--------------------------- 32
3.4 問卷設計--------------------------------------------------------------- 35
3.4.1 初稿設計--------------------------------------------------------------- 35
3.4.2 前測--------------------------------------------------------------------- 35
3.4.3 試測--------------------------------------------------------------------- 35
3.4.4 研究對象--------------------------------------------------------------- 36
3.4.5 資料蒐集--------------------------------------------------------------- 36
3.5 資料分析方法--------------------------------------------------------- 36
第四章 資料分析--------------------------------------------------------------- 38
4.1 樣本資料敘述性統計分析------------------------------------------ 38
4.1.1 網路拍賣行為資料分析--------------------------------------------- 38
4.1.2 個人基本資料分析--------------------------------------------------- 39
4.2 研究架構之信效度檢定--------------------------------------------- 40
4.3 假說檢定--------------------------------------------------------------- 43
第五章 討論與建議------------------------------------------------------------ 45
5.1 討論--------------------------------------------------------------------- 45
5.2 管理意涵--------------------------------------------------------------- 47
5.3 研究限制與後續研究建議------------------------------------------ 48
參考文獻 -------------------------------------------------------------------------- 50
附錄一 問卷初稿--------------------------------------------------------------- 62
附錄二 問卷初稿專家審查名單--------------------------------------------- 67
附錄三 專家問卷審查建議與處理結果------------------------------------ 68
附錄四 試測問卷--------------------------------------------------------------- 70
附錄五 正式問卷--------------------------------------------------------------- 75
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