臺灣博碩士論文加值系統

在台灣，線上購物網站已經成為重要的購物方式。網路的發達與付費的便利，更加速了線上購物的發展以及線上購物的便利性。實體與虛擬商店的並存使顧客能有較多的選擇性，而線上購物的個人資訊與宅配服務特性，更是消費者忠於線上購物的重要因素。然而，線上購物雖已盛行許久，但仍有許多購物網站卻因經營不善而没落。對於成功獲利的購物網站而言，如何利用有效的網站經營管理策略以獲得顧客忠誠度則是本研究主要探討的議題。本研究認為影響消費者的忠誠度會受到個人理性與感性因子的雙重影響。為了具體瞭解相關因素的影響，本研究應用社會交換理論為核心，使用專屬觀點與限制觀點探討影響忠誠度的相關因素。本研究將以經濟效益、決策品質、IS服務價值為感知效益之因素，對於顧客忠誠度具有正向的影響。而購物網站之公正性將作為消費者之轉換成本的考量因素，本研究以互動公正性、過程公正性、分配公正性作為消費者的轉換成本，並發現前述之公正性對於轉換成本具有正面效果，對於顧客忠誠度也具有間接的影響。本研究主要以問卷調查法進行相關研究，為了讓本研究收集到更有效的問卷。本研究所採用的樣本為使用過具線上購物為主，收集到問卷549份，經過篩選及刪除無效問卷後，回收之有效問卷共368份。研究結果發現，虛擬的線上購物商店其具有一定的魅力和吸引力，消費者之感知效益將影響顧客忠誠度。

In Taiwan, online shopping has become an important way of shopping. Network, developed with the convenience of paying, accelerating the development of online shopping as well as the convenience of online shopping. The coexistence of physical and virtual stores so that customers can have a more selective, and personal information and online shopping delivery service features, loyal consumers shop online more important factor. However, although online shopping has been popular for a long time, but there are still many shopping sites because of poor management and decline. For successful profitable shopping sites, how to use effective web site management strategies to obtain customer loyalty is the subject of this study was to investigate. This study suggests that affect consumer loyalty will be rational and emotional factors in individual double impact. In order to understand the specific relevant factors, this study applied social exchange theory as the core, using dedication and constraint views Perspective related factors affecting loyalty. This study will be economic benefits, decision quality, IS service value perceived efficiency factors, for customer loyalty has a positive influence. Justice while shopping website will serve as a consumer switching costs considerations. In this study, interactional justice, procedural Justice, distributive justice as a consumer switching costs, and found that the aforesaid Justice has a positive effect for the conversion costs, but also to have an indirect impact on customer loyalty. This study conducted a questionnaire survey research in order to make this research collected more effective questionnaires. The sample used in this study is used mainly with online shopping, 549 questionnaires were collected after screening and remove invalid questionnaires, recovered a total of 368 valid questionnaires. The results showed that virtual online shopping store which has a certain charm and appeal, will affect consumers'' perception of effectiveness of customer loyalty.

目 錄
中文摘要------------------------------------------------------------------------------------------------I
英文摘要------------------------------------------------------------------------------------------II~III
致謝----------------------------------------------------------------------------------------------------IV
目錄---------------------------------------------------------------------------------------------- V~VII
表目錄-----------------------------------------------------------------------------------------------VIII
圖目錄-------------------------------------------------------------------------------------------------IX
壹、緒論---------------------------------------------------------------------------------------------1~8
(一) 研究背景-------------------------------------------------------------------------1~3
(二) 研究動機-------------------------------------------------------------------------3~4
(三) 研究目的----------------------------------------------------------------------------5
(四) 研究範圍----------------------------------------------------------------------------6
(五) 論文架構與研究程序---------------------------------------------------------7~8
貳、文獻探討 ------------------------------------------------------------------------------------9~25
　　 (一) 線上購物-----------------------------------------------------------------------9~10
　　 (二) 社會交換理論---------------------------------------------------------------10~11
　　 (三) 忠誠度-------------------------------------------------------------------------12~16
(四) 專屬觀點--------------------------------------------------------------------------16
　　　　1、經濟效益---------------------------------------------------------------------16~17
　　　　2、決策品質---------------------------------------------------------------------18~19
3、資訊系統的服務價值-----------------------------------------------------19~20
(五) 轉換成本---------------------------------------------------------------------21~22
(六) 限制觀點---------------------------------------------------------------------22~23
(七) 公正性-------------------------------------------------------------------------23~24
1、互動公正性-----------------------------------------------------------------------24
2、過程公正性------------------------------------------------------------------24~25
3、分配公正性-----------------------------------------------------------------------25
參、研究設計與方法---------------------------------------------------------------------------26~39
　　 (一) 研究模型說明及變項說明-----------------------------------------------26~30
1、研究模型說明--------------------------------------------------------------26~28
2、變相說明---------------------------------------------------------------------28~30
(二) 研究假說推導與建立-----------------------------------------------------30~34
1、經濟效益與忠誠度-------------------------------------------------------------30
2、決策品質與忠誠度---------------------------------------------------------30~31
3、資訊系統的服務價值與忠誠度----------------------------------------------31
4、互動公正性與轉換成本--------------------------------------------------31~32
5、過程公正性與轉換成本-------------------------------------------------------32
6、分配公正性與轉換成本--------------------------------------------------32~33
7、轉換成本與忠誠度-------------------------------------------------------------33
8、控制變數網站的可用性與忠誠度-------------------------------------33~34
9、控制變數產品資訊品質與忠誠度------------------------------------------34
　　 (三) 研究變數的操作型定義與衡量-----------------------------------------35~36
(四) 問卷設計---------------------------------------------------------------------36~38
(五) 研究設計與研究樣本----------------------------------------------------------39
1、研究對象--------------------------------------------------------------------------39
2、問卷調查方式-------------------------------------------------------------------39
3、研究調查時間-------------------------------------------------------------------39
4、資料分析方法-------------------------------------------------------------------39
5、研究樣本--------------------------------------------------------------------------39
肆、資料分析------------------------------------------------------------------------------------40~51
　　 (一) 研究樣本之資料收集說明-----------------------------------------------40~41
　　 (二) 資料收集與敘述------------------------------------------------------------41~43
(三) 測量模式分析---------------------------------------------------------------43~49
1、項目負荷量分析-----------------------------------------------------------43~45
2、信度分析---------------------------------------------------------------------45~46
3、效度分析---------------------------------------------------------------------47~49
(四) 結構模式分析與研究假說分析結果----------------------------------49~51
1、結構模式分析--------------------------------------------------------------49~50
2、研究假說分析結果--------------------------------------------------------------51
伍、結論------------------------------------------------------------------------------------------52~55
　　 (一) 研究發現---------------------------------------------------------------------52~53
　　 (二) 研究貢獻---------------------------------------------------------------------53~54
(三)研究限制-----------------------------------------------------------------------54~55
(四)未來研究方向---------------------------------------------------------------------55
陸、參考文獻-----------------------------------------------------------------------------------56~65
柒、附錄(研究問卷)-------------------------------------------------------------------------66~68

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