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研究生:林英佐
研究生(外文):Linyingtso
論文名稱:從提升服務品質之角度探討社會臨場感與信任程度對消費者再購意願之影響
論文名稱(外文):Investigation of the factors influence the consumes loyalty from the perspectives of service quality, social presence and consumer trust
指導教授:傅振瑞傅振瑞引用關係
指導教授(外文):Jen-Ruei Fu
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
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:76
中文關鍵詞:服務品質信任信任傾向社會臨場感知覺價格顧客滿意度顧客忠誠度
外文關鍵詞:Service qualityTrustTrust propensitySocial presencePrice consciousnessCustomer satisfactionCustomer loyalty
相關次數:
  • 被引用被引用:4
  • 點閱點閱:801
  • 評分評分:
  • 下載下載:64
  • 收藏至我的研究室書目清單書目收藏:2
由於網路的發展,網路拍賣已成為重要的購物管道。網拍業者關心如何在眾多的賣場中獲得消費者的青睞,而消費者則必須從商家提供的資訊來判斷並做出決定。由於網路購物虛擬的特性,使得消費者承受了很高的風險,商家如何建立消費者的信任與忠誠度,是網路購物的一個重要議題。本研究從服務品質的角度,探討社會臨場感與信任,如何影響消費者對商家的忠誠度。本研究將從網路商店所提供的服務的資訊建構服務品質的構面,並以內容分析法的方式來進行該商店的服務品質分析,接著本研究探討社會臨場感的高低是否會影響消費者對於網拍商店的信任,並且由於不同的產品類型消費者將會有不同的購物策略,因此本研究在不同商品的類型下,來探討消費者對於知覺價格、信任、滿意度和忠誠度態度上的改變。
本研究發現在網路購物中影響信任最重要的因素為社會臨場感,並且服務品質的可靠性、回應性以及確實性分別的影響消費者對於不同類型產品的信任程度,此外消費者的知覺價格越低確實會增加顧客的滿意度以及忠誠度。
As a result of the development of network, Internet auction becomes an important channel of shopping. However, the fierce competition in Internet auction makes it hard for retailers to attract and retain customers. The virtual characteristic of Internet auction enables consumers to bear high risks. How to establish consumer trust and loyalty for businesses is a critical topic of internet auction.

Built on the perspective of service quality, we explore how social presence and consumer trust affect the consumer-to-business (C2B) loyalty. In this study, we construct a framework and use content analysis to analyze the service quality of the auction store on internet. In this framework, we investigate how the level of social presence influence consumer trust and in turn , the loyalty toward the auction stores. We also analyze how different types of product moderate the relationships between consumers’ price consciousness, trust, satisfaction, and loyalty.

Results of this study show that the most important factor impacting consumer confidence in online shopping is social presence. Also, the reliability, responsiveness and certainty of service quality impact consumer confidence separately for different types of products. Furthermore, the price-consciousness negatively relates to customer satisfaction and loyalty.
中文摘要 I
Abstract II
目錄 III
圖目錄 V
表目錄 VI
一、緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 4
二、文獻探討 5
2.1拍賣網站 5
2.2社會臨場感 6
2.3知覺價格 6
2.4服務品質 7
2.5 產品類型 12
2.6信任 13
2.6.1信任的定義 13
2.6.2信任的產生 13
2.6.3信任傾向 15
2.7顧客滿意度 15
2.8顧客忠誠度 16
2.8.1顧客忠誠度定義 16
2.8.2 顧客忠誠度構面 17
三、研究模型與研究假說 19
3.1研究架構 19
3.2 研究假說 20
四、研究設計 24
4.1問卷部分研究變數之定義與操作化 24
4.1.1依變數 25
4.1.2自變數 27
4.2 內容分析法部分 29
4.2.1有形性 (Tangible) 29
4.2.2可靠性(Reliability) 31
4.2.3回應性(Responsiveness) 32
4.2.4確實性(Assurance) 33
4.2.5關懷性(Empathy) 34
4.2.6商譽 35
五、資料分析與結果 37
5.1資料蒐集 37
5.2資料分析 37
5.2.1 敘述統計 37
5.2.2 效度(Convergent validity) 40
1. 收斂效度(Convergent validity) 40
2. 區別效度(Discriminant validity) 43
5.2.3 信度 45
表 19_ Pearson 相關 46
5.2.4假說檢定 47
六、結論與建議 56
6.1研究結果與討論 56
6.1.1社會臨場感對於消費者信任的影響 56
6.1.2體驗性產品網路商店服務品質影響消費者信任的影響 56
6.1.3搜尋性產品網路商店服務品質影響消費者信任的影響 57
6.1.4知覺價格對於顧客忠誠度、滿意度的影響 57
6.1.5信任傾向對於信任的影響 57
6.1.6信任、顧客滿意度對於忠誠度的影響 58
6.2 管理實務建議 58
6.3研究限制 59
6.4未來研究方向 59
參考文獻 60
附錄一 63
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