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研究生:陳瀅竹
研究生(外文):Ying-Chu Chen
論文名稱:TheEffectsofWebsiteQualityonOnlineBrowseIntentionandE-loyalty
論文名稱(外文):The Effects of Website Quality on Online Browse Intention and E-loyalty
指導教授:陳家祥陳家祥引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:英文
論文頁數:70
中文關鍵詞:website qualityonline browse intentionE-loyalty
外文關鍵詞:website qualityonline browse intentionE-loyalty
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More and more companies strive to create complete and wonderful website quality to their consumers. Furthermore, some studies begin discussing the effects and implications of website quality on the virtual environment. However, there are few studies put the focus on quality of online browse intention.
This study suggests that managers can adopt website quality elements to design consumers’ virtual experiences. In addition, this study indicates four important elements --- pleasure, trust, design, and presentation quality---of website quality and demonstrates the effects on the website quality toward the online browse intention.
In order to examine the framework, this study designs a questionnaire and collects 524 samples via an online survey system. The study uses AMOS 5.0 to estimate the structure model. The results indicate that pleasure, trust, design and presentation quality are all have positive effects on online browse intention. And online browse intention also has positive effect on E-loyalty.
More and more companies strive to create complete and wonderful website quality to their consumers. Furthermore, some studies begin discussing the effects and implications of website quality on the virtual environment. However, there are few studies put the focus on quality of online browse intention.
This study suggests that managers can adopt website quality elements to design consumers’ virtual experiences. In addition, this study indicates four important elements --- pleasure, trust, design, and presentation quality---of website quality and demonstrates the effects on the website quality toward the online browse intention.
In order to examine the framework, this study designs a questionnaire and collects 524 samples via an online survey system. The study uses AMOS 5.0 to estimate the structure model. The results indicate that pleasure, trust, design and presentation quality are all have positive effects on online browse intention. And online browse intention also has positive effect on E-loyalty.
ABSTRACT i
Acknowledgement ii
Table of Contents iii
List of Tables v
List of Figures vi
Chapter 1 Introduction 1
1.1 Research Background and Motivations 1
1.2 Research Purpose 3
1.3 Research Procedure 4
Chapter 2 Literature Review and Hypotheses Development 5
2.1 Information System and E-Service Quality 5
2.1.1 Information System 5
2.1.2 E-Service Quality 6
2.2 Website Quality 9
2.2.1 Dimensions of Website Quality 9
2.2.2 Relationship Between Website Quality and Behavioural Intention 11
2.2.3 Pleasure 11
2.2.4 Trust 12
2.2.5 Design 13
2.2.6 Presentation Quality 13
2.3 Online Browse Intention 14
2.3.1 Theory of Planned Behavior 14
2.3.2 Theory of Reasoned Action 15
2.3.3 Definition of Online Browse Intention 16
2.4 E-Loyalty 16
2.4.1 Definitions of E-Loyalty 16
2.4.2 Behavioral Consequences of E-Loyalty 17
2.4.3 Related Issues of E-Loyalty 18
2.5 The Correlations of Constructs and Hypotheses 19
2.6 Research Framework 22
Chapter 3 Methodology 23
3.1 Instrument Design and Measures 23
3.1.1 Instrument Design 23
3.1.2 Measures 23
3.2 System Design 25
3.2.1 Development Environment 25
3.2.2 Case Diagram 26
3.2.3 The Element of the Interface Design 27
3.3 Sample and Data Collection 37
3.4 Analysis Method 38
3.4.1 Descriptive Statistics 38
3.4.2 Exploratory Factor Analysis (EFA) 39
3.4.3 Reliability and Validity Test 39
3.4.4 Correlation Analysis 39
3.4.5 Structure Equation Model (SEM) 39
Chapter 4 Data Analysis and Result Discussion 40
4.1 Descriptive Statistics (Characteristics of sample players) 40
4.2 Exploratory Factor Analysis and Reliability (α) 42
4.3 Instrument Reliability and Validity 44
4.3.1 Cronbach’s alpha (α) 45
4.3.2 Confirmatory Factor Analysis (CFA) and Average Variance Extracted (AVE) 45
4.4 Correlation Analysis 47
4.5 Structural Equation Model (SEM) 47
4.5.1 Structural Model 47
4.5.2 Hypothesis Test 49
Chapter 5 Discussion and Conclusion 52
5.1 Discussion and Conclusion 52
5.1.1 The Effects of Website Quality on the Online Browse Intention 54
5.1.2 The Effect of Online Browse Intention on E-Loyalty 55
5.2 Managerial Implication 55
5.3 Limitation 56
5.4 Direction for Future Research 57
References 58
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