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研究生:王節昀
研究生(外文):Chieh-YunWang
論文名稱:探討網站設計評價與電子化服務品質對網路購物車放棄行為之影響
論文名稱(外文):The Effect of Website Design Assessment and E-Service Quality on Online Shopping Cart Abandonment
指導教授:張心馨張心馨引用關係
指導教授(外文):Hsin-Hsin Chang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際企業研究所碩博士班
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:2012
畢業學年度:100
語文別:英文
論文頁數:76
中文關鍵詞:評價理論顧客不滿意度網路服務品質網路購物車放棄購買行為
外文關鍵詞:appraisal theorydissatisfactionelectronic service qualityonline shopping cart abandonment
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隨著電子商務的快速發展,網路商家開始提供「網路購物車」這項功能幫助消費者線上購物,並且預期放入購物車的品項最終會被消費者購買。然而近年來網路商家開始發現消費者放在購物車的產品可能會被拋棄,最後並沒有完成結帳程序。這對網路店家而言是潛在利益的損失,所以必須重視購物車放棄率的問題,因此找出消費者放棄購買商品的原因成為一個重要的議題。本研究採用評價理論的認知評價過程來探討網頁設計、網路服務品質(認知評價)、不滿意(引發之情感)及網路購物車放棄購買(處理對策)之間的關係。網頁設計為消費者對店家產生服務品質認知之因素,並因此認知產生情緒,對網路商家不滿意的消費者很可能會選擇不買購物車裡的商品。本研究對象為網路消費者且必須有放棄購買購物車商品經驗者,總計共回收280份有效問卷。資料分析結果顯示網頁瀏覽指引設計及資訊內容為影響網路服務品質的前置因子,而消費者使用的效率知覺及賣家是否遵守配送承諾與消費者不滿意為負相關,感到不滿意的消費者最後很可能會放棄購買選入購物車內的產品。本研究發現網路消費者很可能因為網站設計上的缺失對此賣家的服務品質產生不滿意感,進而放棄購買選入購物車內的商品。最後,本研究建議網路商家應加強網頁瀏覽指引設計及資訊內容之呈現,以增進消費者對網路品質的正面觀感及滿意度,以減少購物車拋棄率。
Due to the rapid growth of e-commerce, online shopping cart is created to provide consumers a useful shopping tool. Yet online firms discovered that items being placed in the online shopping carts may be dropped and they started to pay attention to shopping cart abandonment rate. Identifying the causes for consumer non-buying behavior thus has become an important issue. This study uses cognitive appraisal process in appraisal theory to examine the relationship between website design assessment, e-service quality (cognitive appraisal), dissatisfaction (emotion elicitation), and cart abandonment (copying strategy). The goal is to identify website design as the determinant to dissatisfaction and abandonment result. Subjects of this study are online shoppers with online shopping cart abandonment experience. 280 valid questionnaires were collected. The analysis results show that navigation structure and information content are appropriate antecedents for electronic service quality. Efficiency and fulfillment are negatively related to dissatisfaction. Moreover, dissatisfaction will result in consumers’ cart abandonment behavior. The research discovers that website design failures lead to consumers’ negative perception of the online firm’s service quality and generate dissatisfaction which eventually results in online shopping cart abandonment. Finally, this study suggests that online retailers should improve their website design structure and information display because they influence perception of service quality and dissatisfaction, which lead to shopping cart abandonment.
摘要 I
Abstract II
誌謝 III
Table of Contents IV
List of Tables VI
List of Figures VI
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 4
1.3 Research Contributions 5
1.4 Research Procedure 6
Chapter 2 Theoretical Background and Hypotheses Development 8
2.1 Appraisal Theory 8
2.2 Website Design Assessment 11
2.3 E-Service Quality 13
2.4 Dissatisfaction 15
2.5 Online Shopping Cart 17
2.6 Conceptual Model and Hypotheses Development 19
2.6.1 Website design assessment and E-Service Quality 22
2.6.2 E-service quality and dissatisfaction 28
2.6.3 Dissatisfaction and online shopping cart abandonment 30
2.6.4 Control variables 31
Chapter 3 Research Design and Methodology 34
3.1 Measurement development 34
3.2 Data collection of pilot test 36
3.3 Pilot test analysis and results 36
Chapter 4 Results of Data Analysis 40
4.1 Sample characteristics 42
4.2 Measurement Assessment 44
4.2.1 Confirmation Factor Analysis 44
4.2.2 Reliability and Convergent Validity 47
4.2.3 Discrminate Validity 48
4.3 Structural Model Analysis 50
4.4 ANOVA 54
Chapter 5 Conclusion and Discussion 56
5.1 Research Findings 56
5.2 Theoretical Implications 61
5.3 Managerial Implications 63
5.4 Limitations and Directions for Future Research 64
References 66
Appendix 71

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