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研究生:林士涵
研究生(外文):Lin, Shih Han
論文名稱:網路顧客關係管理、關係品質及再購意願之研究
論文名稱(外文):A Study of Relationship Internet-mediated Customer Relationship Management, Relationship Quality and Intention Continuance
指導教授:莊淑惠莊淑惠引用關係
指導教授(外文):Chuang, Shu-Hui
口試委員:林鴻南莊淑惠游雅雯
口試委員(外文):Lin, Hong-NanChuang, Shu-HuiYu, Ya-Wen
口試日期:2012-06-12
學位類別:碩士
校院名稱:亞洲大學
系所名稱:會計與資訊學系碩士班
學門:商業及管理學門
學類:會計學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:64
中文關鍵詞:網路購物網路顧客關係管理關係品質再購意願
外文關鍵詞:Online shoppingInternet-mediated Customer Relationship Managementrelationship qualityrepurchase intention
相關次數:
  • 被引用被引用:16
  • 點閱點閱:1853
  • 評分評分:
  • 下載下載:494
  • 收藏至我的研究室書目清單書目收藏:1
資訊管理領域雖然有探討顧客關係管理(Customer Relationship Management, CRM)與再購意願之間的影響,但在購物網站逐漸的發展與盛行,卻少有購物網站與消費者或客戶之間的關係研究,亦即網路的顧客關係管理(Internet-mediated Customer Relationship Management, I-CRM)方面的研究。因此,本研究目的引用過去的顧客關係管理概念,探討網站執行網際網路顧客關係管理帶來的價值能否提升顧客的滿意度、信任、承諾,是否能吸引顧客讓顧客更容易來網站購物,與顧客建立長久且信任的關係,進而增加他們的再購意願。本研究採取線上網路問卷方式填答,共回收有效問卷397份,並以SmartPLS統計軟體進行測量模型與結構模型檢測。統計分析結果顯示,購物網站導入網路顧客關係管理有正向顯著影響關係品質,而關係品質亦正向顯著影響再購意願。此結果,可給網站經營決策者及後續研究者提供一個重要的參考指標。
In information management, although there is study on relationship between Customer Relationship Management (CRM) and repurchase intention, with the development and prevalence of shopping websites, it lacks the research on relationship between shopping websites and the consumers or clients, which refers to studies on Internet-mediated Customer Relationship Management (I-CRM). Therefore, this study aims to cite the past concept of customer relationship management in order to find out if the value of the websites’implementation of I-CRM will enhance the customers’ satisfaction, trust and commitment, attract the customers, construct long-term and reliable relationship with the customers, and increase their repurchase intention. This study used online questionnaires and obtained 397 valid samples. The measurement model and structure model were tested by SmartPLS. According to statistical analysis, shopping websites’introduction of I-CRM positively and significantly influences relationship quality, while relationship quality also positively and significantly influences repurchase intention. The finding can serve as references for website decision makers and future researches.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 7
第二章 文獻探討 8
第一節 網際網路顧客關係管理 8
第二節 關係品質 13
第三節 滿意度 15
第四節 信任 17
第五節 承諾 20
第六節 再購意願 22
第三章 研究方法 25
第一節 研究假設與架構 25
第二節 變數定義與衡量工具 26
第三節 問卷設計 28
一、網路網路顧客關係管理 28
二、滿意度 31
三、信任 31
四、承諾 32
五、再購意願 32
六、問卷測試 33
第四節 資料蒐集與抽樣方法 34
第四章 實證結果 36
第一節 樣本敘述 36
第二節 模型檢定 38
一、測量模型 38
二、結構模型 41
第五章 結論與討論 43
第一節 討論 43
第二節 結論 45
一、學術貢獻 45
二、實務貢獻 47
第三節 研究限制 48
第三節 未來研究建議 49
參考文獻       50

中文
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英文

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