臺灣博碩士論文加值系統

本研究探討網路商店關鍵因素之研究，藉由相關文獻DeLone and McLean(2003)所建構的更新統資訊成功模式為理論基礎，以小英韓式泡菜商行網站(www.xiaoying.com.tw)作為網路問卷調查，共計完成有效問卷214份。探討網路品質構面對顧客滿意度與顧客忠誠度之影響，驗證其研究架構。並分析單因子變數、T檢定與迴歸分析是否有明顯差異。

實證分析顯示，以性別樣本結構作分析，得到的結果發現網站資訊品質與顧客滿意度有明顯的顯著差異。在變異數分析方面，使用網路購物經驗、下單頻率、下單金額、年齡、職業與教育程度不同的消費者在系統品質、資訊品質、服務品質以及顧客滿意度、忠誠度封面的認知亦存在顯著的差異。迴歸分析的結果顯示：網站系統品質、網站服務品質、以及網站資訊品質對於顧客滿意度的影響程度方面，則以網站系統品質的影響力最高；顧客滿意度對於顧客忠誠度的影響程度方面，網站消費者對於產品價格是滿意的，想購買該類產品就會聯想到特定網路商店且消費，讓消費者產生重複購買、推薦購買等行為。

The purpose of this study is to investigate the the critical factors of internet store success, based on DeLone and McLean’s updated information systems success model, this study investigate XiaoYing KIMICHI. With online survey of totally 214 valid samples, this study want to discuss the relationship between website information quality, website system quality, website service quality, customer satisfaction and customer loyalty. The statictic analytic methods are ANOVA、t test and regression analysis.

Empirical results showed that there existed perception difference between genders on website system quality and customer loyalty. In the meanwhile, respondents with different internet shopping expericnece、order freqency、order amount、age、occupation and education did have significant perception difference. Finally, regression analysis revealed that system quality is the most powerful construct that influence customer’s satisfaction; while information quality and service quality also have significant influence on customer satisfaction. Finally, as customer’s online shopping satisfaction fulfilled, customer loyalty generated, further leading to repurchase and recommend behavior.

謝 辭 i
摘 要 iii
Abstract iv
目 次 v
圖 次 vii
表 次 viii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 3
第二章 文獻探討 5
2.1 服務品質 5
2.1.1 服務品質定義 5
2.1.2 服務品質概念 6
2.1.3 實體的服務品質構面 6
2.1.4 網際網路的服務品質衡量構面 12
2.1.5 服務品質與顧客滿意度 16
2.1.6 服務品質與顧客忠誠度 18
2.2 資訊系統成功模式 20
2.2.1 網站品質構面 22
2.2.2 網站品質與顧客滿意度關係 23
2.3 電子商務 24
2.4 韓式泡菜的起源 32
第3章 研究方法 33
3.1 研究架構 33
3.2 研究假設 34
3.3 操作定義與衡量 35
3.4 問卷設計與研究對象 39
3.5 資料分析方法 40
3.6 信、效度分析 42
第4章 資料分析與結果 43
4.1 敘述性統計 43
4.2 研究T檢定與單因子變異數分析 46
4.2.1 性別差異分析與獨立樣本T檢定 46
4.2.2 使用網路購物經驗之單因子變異數分析 48
4.2.3 下單頻率之單因子變異數分析 50
4.2.4 下單金額之單因子變異數分析 51
4.2.5 年齡之單因子變異數分析 53
4.2.6 職業之單因子變異數分析 56
4.2.7 教育程度之單因子變異數分析 58
4.2.8 相關分析 60
4.3 迴歸分析 61
4.3.1 網站系統品質、網站服務品質以及網站資訊品質對於顧客滿意度的迴歸分析 61
4.3.2 顧客滿意度對於顧客忠誠度的迴歸分析 63
第5章 結論與建議 64
5.1 研究結論 64
5.2 管理意涵 66
5.3 研究建議 69
5.4 研究限制及後續研究建議 69
參考文獻 71
附錄 77

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