臺灣博碩士論文加值系統

購物網站是指藉由網際網路技術，提供消費者商品搜尋、付款流程、商品配送、
線上諮詢與服務等功能，且具有全球化、多媒體資訊呈現、不受時空限制、即時人際互動等經營特色。
購物網站如果能夠提升自身良好的顧客滿意度，就有機會進一步提升顧客的忠誠度，
使網站與舊有的顧客維持良好的忠誠關係，並能降低公司的成本並提升公司的獲利，
而達到利潤極大化的目的。
本研究將以農產品網站使用者為實證對象，探討網站品質對使用者滿意度及效益影響的關聯性，
期望能提供業者做為經營網路商店與調整行銷策略時的參考。

本研究目的包括：

一、探討農產品網站品質與使用、使用者滿意度之關係
二、使用、使用者滿意度及使用者效益之關係

研究結果顯示資訊品質是影響顧客對農產品購物網站中最重要的因素，
其次則是系統品質與服務品質。農產品購物網站提供的系統品質對顧客滿意度也有顯著影響力，
亦即強化農產品購物網站所提供的各項系統操作功能，有助於提昇顧客對網站的滿意度。
農產品購物網站業者對網站服務品質的持續維護，如切實回應與處理顧客提出的請求、
提供顧客安心的服務(獲得顧客的信任)、關切每位顧客的特定需求(顧客關係管理)等，
將有助於促進顧客對購物網站的滿意度與重複拜訪意願。另外顧客對農產品購物網站服務品質的感受，
會因顧客的性別差異，而影響其對於購物網站之滿意度。

Shopping websites refer to the Internet using technology to provide consumers goods search, payment processes, goods distribution, consulting and services online and other functions, and with operating characteristics, such as globalization, multi-media information displaying, free from time and space constraints, real-time interaction.
If shopping websites can enhance their own good customer satisfactions, they’ll have the opportunity to further enhance customers’ loyalty and well maintain loyal relations between shopping websites and original customers; moreover, they can reduce costs and improve a company's profitability to achieve the objective of profit maximization.
In this study, agricultural products shopping websites users will be empirical objects to explore the user satisfactions with the effectiveness of the impact of the websites quality relevance, look forward to providing the industry operating online store and adjusting business marketing strategy as a reference.
The purpose of this study include:
First, explore the relationships between quality and the use of agricultural products websites and user satisfactions. Second, the relationships between use, user satisfactions and user benefits.
The results showed that the most important factor influence customers of agricultural products shopping websites is information quality, second are system quality and service quality.
The system quality provided by agricultural products shopping websites also has a significant influence for customer satisfactions, that is, to strengthen each function of the system offered by agricultural products shopping websites will help to improve customer satisfactions with the websites.
Websites operators of agricultural products continue maintaining the websites service quality will help to promote customer satisfactions and willingness to repeat visit with the shopping websites, such as answering effectively, dealing with customers’ requests, providing customers with peace of mind service(obtaining the trust of customers), concerning the specific needs of each customer (customer relationship management), etc.

In addition, customers experience the service quality of agricultural products websites will influence the satisfactions of shopping websites because of gender differences.

第一章 緒論1
第一節 研究動機與背景2
第二節 研究目的與重要性3

第二章 文獻探討6
第一節 農業購物網站6
第二節　網路消費行為7
第三節　網路購物10
第四節　購物網站品質13
第五節　顧客滿意及購物網站利用效益18

第三章　研究方法21
第一節 研究架構21
第二節 研究假說22
第三節 構面定義與衡量23
第四節 問卷設計與預試27
第五節 資料蒐集方法30
第六節 資料分析與研究方法31

第四章 資料分析結果與討論32
第一節 樣本結構敘述性分析32
第二節 變項特性分析與多變量變異數分析33
第三節 假設檢定42

第五章 結論與建議56
第一節 實證結果與討論56
第二節 實務建議58
第三節 研究限制與後續研究58

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