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研究生:陳慧君
研究生(外文):Huei-Jyun Faye Chen
論文名稱:網路品質、知覺易用性、知覺有用性、信任及滿意度對顧客忠誠度影響之分析-以電子零售商為例
論文名稱(外文):The Impact of Web Quality, Perceived Ease of Use, Perceived Usefulness, Trust and Satisfaction on Customer Loyalty of E-retailers
指導教授:何建達何建達引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:電子商務研究所
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
畢業學年度:97
語文別:英文
論文頁數:52
中文關鍵詞:顧客關係管理顧客忠誠度網路品質電子零售商線性結構化模型
外文關鍵詞:CRMcustomer loyaltyweb qualitye-retailingSEM
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對於現今的消費者來說,電子零售商平台的存在不再僅是為了取得更低廉的價格或是達到資訊透明化的效果;由於電子零售商較一般傳統的商家提供了更多的服務以及其重視顧客關係的管理,漸漸地被顧客視為一個以顧客需求服務為導向的購物平台。因此,基於研究的產業背景不同於一般的實體產業,本研究將以資訊系統的使用者角度來切入並檢視其平台顧客忠誠度的影響因子。研究中透過文獻分析,解析並建構加入了「網站品質」,「使用者的知覺有用性」、「易用性」,「信任度」,「顧客滿意度」以及「顧客忠誠度」六大構面,並以問卷調查的實證研究方式來探討各影響因子之間以及對顧客忠誠度之影響。
本研究針對台灣最大之電子佈告欄系統-批踢踢實業坊中的網路購物版之版友進行電子問卷調查,實際發出815份問卷,回收696份問卷,回收率85.3%。
研究結果顯示網站品質(包括系統、資訊內容與服務品質三個子構面)對知覺有用性、知覺易用性與信任都有顯著的影響,電子零售商業者在建置網站時可將這些因素考慮進去。我們也發現易用性、有用性、信任、顧客滿意度與忠誠度之間,都有正向且高度相關。最後,本研究以網站品質與顧客關係管理的相關構面為基礎,提供一個整合且平衡的架構,用以幫助電子零售網站從業者與研究者更充分地了解線上購物的使用者行為。
E-retailing is no longer just a place for bargain hunting and information exchanging for customers. Moreover, it is increasingly being viewed to provide better service and enhanced customer relationships. Thus, the main purpose of this research is to stand on an integration perspective to combine web quality, user belief, i.e. perceived ease of use (PEOU) and usefulness (PU), trust, customer satisfaction and loyalty in order to see if there were any interaction or effect important to customer’s purchasing behaviors.
A survey of 815 users of Taiwan’s biggest bulletin board system (BBS) –“E-shopping billboard” is conducted to test this model, and the response rate is about 85.3%.
Results of this research find that Web quality, categorized into system, information, and service quality, have a significant impact on the PEOU, PU and trust; thus, it encourages website practitioners to take it into account in the context of online retailing. Also, the author investigates that relationships among PEOU, PU, trust, customer satisfaction and loyalty are all positive and highly relevant. This study thus provide a balanced and integrated framework to combine Web quality and traditional CRM main constructs both of which could help Web practitioners and researchers better understand user behavior in e-retailing.
CHAPTER 1 INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 4
1.3 Research Organization 5
CHAPTER 2 LITERATURE REVIEW 8
2.1 Web Quality 10
2.1.1 System Quality 11
2.1.2 Information Quality 12
2.1.3 Service Quality 13
2.2 Perceived Ease of Use and Usefulness 15
2.3 Customer Satisfaction 16
2.4 Trust 17
2.5 Customer Loyalty 18
CHAPTER 3 RESEARCH METHODOLOGY 22
3.1 Measures and Procedure 22
3.2 Questionnaire Design and Data Collection 23
3.3 Data Analysis Approaches 26
CHAPTER4 DATA ANALYSIS AND RESULTS 27
4.1 Descriptive Statistics 27
4.2 Analysis of Measurement Reliability and Validity 29
4.3 Model Testing Results 31
CHAPTER 5 CONCLUSION 36
5.1 Discussion and Suggestion 36
5.2 Conclusion 39
5.3 Managerial Implication 39
5.4 Limitation and Future Research 40
Appendix 1. Questionnaire: Respondent background information 41
Appendix 2. Questionnaire items 41
REFERENCE 45
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