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研究生:郭瑤芬
研究生(外文):Yao-Fen Kuo
論文名稱:網站體驗對購物滿意的影響-以網路服飾購物為例
論文名稱(外文):A Study of Influence of Website Experiences on Purchase Satisfaction: Using Apparel Shopping as an Example
指導教授:周世玉周世玉引用關係卓信佑卓信佑引用關係
指導教授(外文):Shih-Yu ChouHsin-You Chuo
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
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:68
中文關鍵詞:體驗情緒購物滿意
外文關鍵詞:ExperienceEmotionPurchase Satisfaction
相關次數:
  • 被引用被引用:2
  • 點閱點閱:360
  • 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:0
購物網站不僅賣產品給消費者,也帶給消費者體驗。體驗會影響消費者的購物滿意度。購物網站可將體驗的層次提升,為消費者創造價值。

本研究以S-O-R(刺激-有機體-反應)理論為基礎,以網站所帶給消費者的娛樂、教育、脫離現實、美感體驗為刺激(S),正向及負向情緒為有機體(O),購物滿意為反應(R),組成研究模型架構,討論體驗、情緒與購物滿意之間的關聯性。

在實證調查部分,本研究以我國服飾購物網站的消費者為研究對象,來驗證研究模型。本研究利用網路問卷收集資料,採便抽樣方式,有效問卷共計529份。信度與效度分析結果皆顯示研究變數的衡量設計,均具有效、一致與可靠的程度。

路徑分析結果發現,本研究的10個研究假設,除假設H4及H6未獲支持外,其餘假設均獲支持。檢定結果顯示,娛樂、教育、脫離現實及美感體驗皆會對消費者的正向情緒產生正向顯著影響。在負向情緒方面,假設僅部分成立,娛樂與美感體驗會對消費者的負向情緒產生負向顯著影響,而教育與脫離現實體驗對負向情緒影響並不顯著。情緒對滿意部分,則是正向情緒對購物滿意具有正向顯著影響,負向情緒對購物滿意具有負向顯著影響。


Online store bring to customers both the products (or services) and the store experiences. Experiences can influence customer satisfaction with online shopping. Online stores should enhance experiences of customers in the store to create values for customers.

The proposed research model in this study is developed based on the S-O-R theoretical framework. In the model, Pine and Gilmore’s four experience realms are used as the stimulus variables, positive and negative emotion are used as the organism variables, and purchase satisfaction is used as the response variable. The purpose of this study is to examine the relationships among experience, emotion and purchase satisfaction.

The research model is tested against the sample of online apparel shoppers in Taiwan. The online questionnaire has collected 529 valid observations. The validity and reliability analyses indicate satisfactory effectiveness, consistency and stableness about the measurement of research variables.

The path analysis shows that all the research hypotheses are supported except H4 and H6. The entertainment, educational, escapist, and esthetic experiences are all significantly influence customers’ positive emotion while only the entertainment and esthetic experiences significantly influence customers’ negative emotion. The positive emotion significantly influence purchase satisfaction positively and the negative emotion significantly influence purchase satisfaction negatively.


摘要 i
Abstract ii
目次 iii
表目次 v
圖目次 vi
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 3
第四節 論文結構 3
第二章 文獻回顧與研究假設 5
第一節 刺激-有機體-反應(S-O-R)理論 5
第二節 體驗 8
第三節 情緒 14
第四節 滿意 17
第五節 研究假設 19
第三章 研究模型與方法 24
第一節 研究模型 24
第二節 研究變數之定義與衡量 25
第三節 問卷設計 27
第四節 研究對象與樣本來源 29
第五節 前測結果與資料收集 31
第六節 資料分析方法 32
第四章 實證資料分析 33
第一節 敘述性統計 33
第二節 信度分析 38
第三節 衡量構面效度分析 40
第四節 整體模型配適度分析 41
第五節 研究假說檢定結果 43
第五章 結論與建議 45
第一節 討論 45
第二節 研究結論 47
第三節 研究建議 48
第四節 管理實務意涵 49
第五節 研究限制與未來研究方向 50
參考書目 52
附錄 67

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