臺灣博碩士論文加值系統

　　因打破時間與空間的限制，使得愈來愈多人加入網路購物的行列。根據資策會產業情報研究所（MIC）統計，2011年台灣網購市場規模約為新台幣3,256億元，顯示出網購市場發展潛力無窮。而近期出現了一種符合消費者精打細算需求的新電子商務模式：團購網站，其經營模式創造買賣雙方互惠雙贏的局面，使得團購市場規模成長快速，2011年臺灣團購網站的商機可達90億元。面對如此龐大的商機，許多團購網站如雨後春筍般的成立。但隨著消費糾紛頻傳，使得消費者對於團購網站的挑選愈趨謹慎。
　　本研究希望以曾在團購網站上購物的消費者作為研究對象，探討影響團購網站之再購意願的各種因素，從知覺風險、服務品質、顧客滿意度構面來分析其對再購意願之影響，並以研究結論為基礎，找出其中的管理意涵，供團購網站業者在擬定行銷策略時作為參考。
　　本研究以網路問卷的方式取得215份有效問卷，運用敘述性統計分析、因素分析、信度分析與效度分析、差異性分析與迴歸分析方法，進行統計分析以及假說驗證。研究結果顯示：
1. 知覺風險對再購意願不具有顯著影響性。
2. 服務品質對顧客滿意度具有顯著影響性。
3. 服務品質對再購意願具有顯著影響性。
4. 顧客滿意度對再購意願具有顯著影響性。
5. 知覺風險、服務品質與顧客滿意度對再購意願具有顯著影響性。

Because of the break of time and space limitations, more and more people join the ranks of online shopping. According to the statistics of Market Intelligence and Consulting Institute in Institute for Information Industry, Taiwan's market scale of online shopping is about NT $ 325.6 billion in 2011. This shows the potential of online shopping market. The recent emergence of a new e-business model to meet consumer's demand of strict budgeting is group-buying websites. Because the business model creates win-win situation for buyers and sellers, the market scale of group-buying grows fast. Taiwan's commercial possibility of group-buying is up to 9 billion in 2011. Faced with such a huge commercial opportunity, many group-buying websites have mushroomed. However, consumers select group-buying websites more and more cautiously with more and more consumer disputes.
The consumers who have shopped on group-buying websites are taken as the object of the research. The purpose of this research is to explore the effect on repurchase intention including perceived risk, service quality and consumer satisfaction, and to provide some references of marketing strategies for group-buying websites based on the results and findings.
In this research, 215 valid internet questionnaires are obtained for descriptive statistic analysis, factor analysis, reliability analysis, validity analysis, difference analysis and regression analysis to verify the hypothesis. The result of this research shows that:
1. Perceived risk does not have a significant effect on repurchase intention.
2. Service quality has a significant effect on consumer satisfaction.
3. Service quality has a significant effect on repurchase intention.
4. Consumer satisfaction has a significant effect on repurchase intention.
5. Perceived risk, service quality and consumer satisfaction have a significant effect on repurchase intention.

摘要 I
Abstract II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 IX
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 2
第四節　研究流程 3
第二章　文獻探討 5
第一節　知覺風險 5
第二節　服務品質 8
第三節　顧客滿意度 15
第四節　再購意願 19
第五節　各構面間之關係 21
第三章　研究方法 24
第一節　研究架構 24
第二節　研究假說 24
第三節　研究變數之操作性定義 25
第四節　問卷設計 27
第五節　資料蒐集 30
第六節　資料分析方法 31
第四章　資料分析 33
第一節　樣本結構分析 33
第二節　敘述性統計分析 36
第三節　因素分析 40
第四節　信度分析與效度分析 45
第五節　差異性分析 51
第六節　迴歸分析 59
第五章　結論與建議 66
第一節　研究結論 66
第二節　管理意涵 68
第三節　研究限制 69
第四節　後續研究建議 70
參考文獻 71
附錄 82

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