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研究生:張森美
研究生(外文):Sen-Mei Chang
論文名稱:網路購物品牌識別影響因素之研究:以品牌態度為中介
論文名稱(外文):A Study on Factors Affecting Brand Identity of Online Shopping:Mediating by Brand Attitude
指導教授:陳綉里陳綉里引用關係
指導教授(外文):Hsiu-Li Chen
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
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:2010
畢業學年度:98
語文別:中文
論文頁數:121
中文關鍵詞:品牌識別科技接受因素網站服務品質知覺風險品牌態度顧客滿意度
外文關鍵詞:Brand Identity.Customer SatisfactionBrand AttitudeTechnology Acceptance FactorInternet Service QualityPerceived Risk
相關次數:
  • 被引用被引用:3
  • 點閱點閱:422
  • 評分評分:
  • 下載下載:1
  • 收藏至我的研究室書目清單書目收藏:3
網路無疑已成為重要的購物通路之一,網路購物的方式係一資訊科技演進結果,其關係到多個且不同的研究學科。本研究透過整合評估科技接受模式、網路服務品質與知覺風險等三個具有理論基礎的模式,得以瞭解網路消費者的行為。

據此,本文之本要研究目的為:第一,消費者之科技接受因素是否會對品牌態度有正面影響。第二,消費者之網站服務品質是否會對品牌態度有正面影響。第三,消費者之知覺風險是否會對品牌態度有負面影響。第四,消費者之品牌態度是否對品牌識別有正面影響。第五,消費者之品牌態度是否會透過顧客滿意度,進而影響購物網站之品牌識別。

本文之研究方法乃以LISREL技術來探討「科技接受因素」、「網站服務品質」、「知覺風險」對「網站品牌態度」之因果關係。實際上,以一般購物網站為測試目標,再以便利抽樣方法,分別實體問卷及網路問卷發放方式,進行樣本收集。共計發出437份,回收樣本刪除無效及遺缺值問卷,最後有效問卷為431份,有效問卷回收率為98.62%。

本文實證分析之主要結果為:(1)科技接受因素愈佳,消費者對購物網站之品牌態度愈好。(2)網站服務品質愈佳,消費者對購物網站之品牌態度愈好。(3)網站知覺風險愈差,消費者對購物網站之品牌態度愈好。(4)消費者之品牌態度愈正向,也會進一步對購物網站產生良好之品牌識別。(5)當消費者認為購物網站品牌態度高時,會透過顧客滿意度進而提升消費者心中對於此購物網站之品牌識別。
Online shopping is a result of information science and technology evolution which relates to multiple and different research subjects. This study combines Technology Acceptance Mode, Internet Service Quality, Perceived Risk toevaluate and understand the consumers’ behavior on the internet.

In accordance with the above discussion, the main purposes of this study are: (1) If consumer’s technology acceptance factor has positive relationship? (2) If consumer’s internet service quality has positive relationship? (3) If consumer’s perceived risk has negative relationship? (4) If consumer’s brand attitude has effects on brand identity of internet shopping? (5) If consumer’s brand attitude has impact on their customer satisfaction, and through the customer satisfaction to influence brand identity of internet shopping?

The hypothese of the research was tested by LISREL technique. The target product of the research is the internet shopping. The research used convenience sampling to gather the data. From a total of 437 respondents, 431 questionnaires were validated (98.62%).

The results show that: (1) The technology acceptance factor is related positively toward the brand attitude. (2) The internet service quality is related positively toward the brand attitude. (3) The perceived risk is related negatively toward the brnad attitude. (4) The consumer’s brand attitude toward online shopping is related positively toward the brand identity. (5) Brand attitude toward customer satisfaction played a significantly mediating role to influence brand identity of internet shopping.
目錄 I
圖目錄 II
表目錄 III
第一章 緒 論 1
第一節 研究背景、動機與目的 1
第二節 研究範圍 3
第三節 研究結構 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 科技接受因素(TAF) 5
第二節 網站服務品質(E-SQ) 10
第三節 知覺風險(PERCEIVED RISKS) 18
第四節 品牌態度(BRAND ATTITUDE) 27
第五節 顧客滿意度(CUSTOMER SATISFACTION) 32
第六節 品牌識別(BRAND IDENTITY) 34
第七節 網路購物(ONLINE SHOPPING) 43
第三章 研究架構與研究設計 50
第一節 研究架構 50
第二節 研究假設 52
第三節 變數衡量與操作 54
第四節 抽樣與問卷設計 61
第五節 資料分析方法 63
第四章 實證分析與假設檢定 65
第一節 基本資料彙整與分析 65
第二節 敘述性統計分析 67
第三節 信度及效度分析 71
第四節 結構模式之結果分析 77
第五節 本章小結 90
第五章 結論與管理意涵 91
第一節 結 論 91
第二節 研究貢獻與管理意涵 93
第三節 研究限制與未來研究之建議 95
參考文獻 96
附錄:研究問卷 110

圖目錄
圖1-1 本研究之研究流程 4
圖2-1 理性行為理論(TRA)架構圖 6
圖2-2 科技接受模型理論(TAM)架構圖 7
圖2-3 消費者決策模式 8
圖2-4 態度要素與要素展開 28
圖2-5 品牌態度、品牌忠誠度與品牌權益三者間的關係模式 30
圖2-6 品牌核心與品牌識別關係互動圖 39
圖2-7 品牌識別與品牌建立之間的關係 40
圖2-8 品牌識別的組成要素 41
圖2-9 品牌識別的規劃模式 42
圖3-1 本研究之研究架構 51
圖4-1 本研究之操作型模型圖 75
圖4-2 本研究之路徑分析圖 79
圖4-3 本研究之操作型模型圖 84
圖4-4 男性之路徑分析圖 87
圖4-5 女性之路徑分析圖 87

表目錄
表2-1 PZB服務品質之衡量構面與內容 10
表2-2 國外學者網站服務品質量表比較表 14
表2-3 服務品質定義與功能一覽表 16
表2-4 網站服務品質定義與功能一覽表 16
表2-5 國內學者對網站服務品質量表之相關研究 17
表2-6 知覺風險之定義 20
表2-7 知覺風險與風險類型彙整表 25
表2-8 知覺風險構面之比較彙整表 26
表2-9 品牌識別定義之整理 35
表2-10 品牌識別評估標準 36
表2-11 網路購物動機 46
表2-12 國內主要購物網站簡介 49
表3-1 科技接受因素之變數衡量問項 55
表3-2 網站服務品質之衡量構面 56
表3-3 知覺風險操作性定義與衡量 57
表3-4 品牌態度之衡量構面 58
表3-5 滿意度之衡量構面 58
表3-6 品牌識別之變數衡量問項 59
表3-7 變數衡量之操作型定義表 60
表3-8 問卷設計 62
表4-1 人口統計變數之次數分配狀況 66
表4-2 各構面問項衡量之敘述統計分析表 67
表4-3 交叉分析表-購物網站*性別 68
表4-4 科技接受要素之信、效度分析表 70
表4-5 網站服務品質之信、效度分析表 71
表4-6 知覺風險之信、效度分析表 72
表4-7 品牌態度之信、效度分析表 73
表4-8 顧客滿意度之信、效度分析表 73
表4-9 品牌識別之信、效度分析表 74
表4-10 圖4-1之隱藏變數與顯現(測量、觀察)變數彙整表 76
表4-11 測量模式之估計係數(Λ)表 77
表4-12 結構方程模型係數與模型契合度分析表 78
表4-13 結構方程模式之係數與檢定結果 81
表4-14 潛在變項路徑分析結構模型各項效果分解說明 83
表4-15 不同性別對各構面之分析 85
表4-16 結構方程模型係數與模型契合度分析表-以性別區分 86
表4-17 假設驗證結果彙整表 88
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