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研究生:黃怡菁
研究生(外文):Yi-jing Huang
論文名稱:影響線上拍賣購物者忠誠度之研究
論文名稱(外文):The Research of Online Auction Shoppers Loyalty
指導教授:黃華山黃華山引用關係王怡舜王怡舜引用關係
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:資訊管理學系所
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:80
中文關鍵詞:C2C線上拍賣線上因素非線上因素忠誠度
外文關鍵詞:C2C online auctiononline factoroffline factorloyalty
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本研究以Yahoo!奇摩拍賣網站之購物者為對象,探討影響C2C線上拍賣滿意度及忠誠度之因素。研究以「線上因素」及「非線上因素」為分類,線上因素之衡量項目包含資訊品質和服務品質,非線上因素之衡量項目包含商品供應、遞送服務、交付便利、價格,以此做一問卷調查研究。研究結果發現:每個衡量項目對線上拍賣之滿意度及忠誠度皆有正向影響。其中以非線上因素之商品供應和遞送服務影響最顯著,其次為服務品質、價格合理性,最後才是交付便利和資訊品質。整體而言,「非線上因素」比「線上因素」之影響更為顯著。
In this study, Yahoo! auction site targeted at shoppers to explore the impact of C2C online auction satisfaction and loyalty factors. Study of "online factor" and "offline factor" for the classification, the online factor measured by project quality and service quality, offline factor measured by the project include commodity supply, delivery service, delivery convenience, reasonable price, to make a questionnaire investigation and research. The results were as follows: Each measure project on online auction of satisfaction and loyalty have positive effects. Among them, the factor for the commodity supply, delivery service the most significant, followed by service quality, reasonable price, and finally the delivery convenience and project quality. Overall, the "offline factor" than the "online factor" even more significant impact.
摘要............................i
Abstract.....................ii
誌謝................iii
目錄.................iv
圖目錄.......................... vi
表目錄.......................... vii
第一章 緒論.....................1
第一節 研究背景...................1
第二節 研究動機...................2
第三節 研究目的...................5
第四節 研究流程...................5
第五節 研究範圍與限制..............6
第二章 文獻探討..................9
第一節 線上拍賣..................9
第二節 影響線上拍賣的因素........11
第三節 顧客滿意度….............24
第四節 顧客忠誠度….............26
第三章 研究設計與方法...........31
第一節 研究架構.................31
第二節 研究變數之操作性定義與衡量.35
第三節 問卷設計.................41
第四節 資料分析法...............44
第四章 研究分析與結果...........47
第一節 人口統計資料描述..........47
第二節 信效度分析..............50
第三節 變異數分析..............53
第四節 相關分析..................59
第五節 迴歸分析..................61
第六節 研究發現..................64
第五章 結論與建議..............67
第一節 研究結論.................67
第二節 研究建議.................68
參考文獻........................69
附錄............................77
圖目錄
圖1-1 台灣C2C市場規模.............3
圖1-2 2006-2008年台灣網友至各C2C網站到達率....4
圖1-3 本研究流程圖................6
圖2-1 影響網路購物的使用態度.......12
圖2-2 資訊系統有效模式............14
圖2-3 線上滿意度之組成因素........25
圖2-4 網路顧客滿意度.............28
圖3-1 本研究架構圖...............31
圖4-1本研究模式之路徑分析結果.....63
表目錄
表2-1 E-S-QUAL構面及其定義......16
表3-1 資訊品質之衡量項目.........36
表3-2 服務品質之衡量項目.........37
表3-3 商品供應之衡量項目.........37
表3-4 遞送服務之衡量項目.........38
表3-5 交付便利之衡量項目.........38
表3-6 價格之衡量項目.............39
表3-7 滿意度之衡量項目...........39
表3-8 忠誠度之衡量項目...........40
表3-9 本研究問項1................41
表3-10 本研究問項2................42
表3-11 本研究問項3................42
表3-12 本研究問項4................43
表4-1 有效樣本人口資料統計........49
表4-2 各構面因素之信度分析........51
表4-3 性別於各構面之變異數檢定.....53
表4-4 年齡於各構面之變異數檢定.....54
表4-5教育程度於各構面之變異數檢定...55
表4-6月平均支配所得於各構面之變異數檢定56
表4-7接觸線上拍賣活動於各構面之變異數檢定表.57
表4-8 參與線上拍賣次數於各構面之變異數檢定58
表4-9 居住地區於各構面之變異數檢定......59
表4-10 各構面相關分析矩陣..............60
表4-11 研究假說檢定....................61
表4-12 徑路係數表...................62
一、中文部份
王信文、何巧齡(2006)。影響網路購物行為之關鍵因素分析,《經營管理論叢》,第2卷,第1期,第1-28頁。
王祖健(2003)。網站技術、服務品質及購買成本對於網路商店顧客滿意度與忠誠度之影響,國立成功大學國際企業學系博士論文。
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吳有龍、陶幼慧、鍾沛原、鄭心怡、周書華等(2005)。以使用者觀點探討經營拍賣網站之關鍵成功因素,工研院創新與科技管理研討會,工業技術研究院,2005.09。
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林政瑩(1999)。影響拍賣網站使用者到拍賣網站購物意願因素之研究,中山大學企業管理學系研究所碩士論文。
黃于真(2008)。網路商店品牌忠誠度影響因素,國立中山大學傳播管理研究所碩士論文。
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謝順金、黃雅鳳 (2005)。拍賣網站服務品質與信任認知對顧客忠誠度關係之研究,《資訊管理展望》,第七卷,第二期。
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蕭文龍(2007)。多變量分析最佳入門實用書,碁峯資訊。
二、英文部分
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Tseng, YC, CJ Huang, JCH Chang, WY Teng, O Baba, MJ Fann, PP Hwang. (2007)Glycogen phosphorylase in glycogen-rich cells is involved in the energy supply for ion regulation in fish gill epithelia. Am. J. Physiol. Regul. Integr. Comp. Physiol. 293: R482-R491.
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Zeithaml, V. A. and Parasuraman, A. and Malhotra, A.,(2000) “e-service Quality: Definition, Dimensions and Conceptual Model,” Working Paper, , Marketing Science Institute, Cambridge, MA.
Zeithaml, V. A. and Parasuraman, A. and Malhotra, A., (2002) “Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge,” Academy of Marketing Science, 30 (4), pp.362-375.
Zhilin, Y. and T. P. Robin, (2004) “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs,” Psychology & Marketing, 21(10), 2004, pp. 799-822.
三、參考網站
財團法人台灣網路資訊中心網站,www.twnic.net.tw
資策會FIND 網站,www.find.org.tw
Internet World Stats,www.internetworldstats.com
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