臺灣博碩士論文加值系統

台灣網路機制的成熟，進入門檻低，平價服飾業者多選擇虛擬店面，加上實體店面多使用假人模特兒，反之線上平價服飾業者選擇真人模特兒，進而改變人們傳統購物的習慣，加上網路及智慧型手機應用程式的幫助下，愈來愈多人習慣網路購物模式，使得參與網路購物的人口不減，反而逐漸增多。電子商務業者開始重視潛在回流顧客，更了解消費者的線上再購行為，進而助於增加營收。

「開發一個新顧客的代價是留住一個既有顧客的五或六倍」，顯然已成為互動式行銷的一則格言。本研究針對台灣線上消費者對於再購意圖的研究，利用其中安全性、服務性與實用型及享樂型購物進行實證分析，探討影響平價服飾在惠顧的關鍵因素。實證數據顯示，安全性、服務性與實用型購物及享樂型購物顯著影響再購意圖。最後針對研究發現倒出結論並其提出管理意涵。

The internet mechanisms in Taiwan is mature , Cheap clothing industry more choices virtual channel, because barriers to entry are easily.
Virtual channel choose the real models take pictures online, but different than Virtual channel, most of physical channel use mannequin, so in this new generation many people choose the new shopping way, smart phone Conveniently Network , let every one Changes in way of shopping.Consideration of develop new customer the same old customer five or six multiple, so it’s become to interactive cooperation marketing category.
This research is against once more use the online shopping person intention in Taiwan.This research use safety, service, practical, hedonic shopping to do. Find out one more shopping cheap clothing reason.In this research data display in safety, service, Utilnitarian shopping, Hedonic shopping value all notable to one more shopping cheap clothing.
Finally, against about this research find conclusion and management meaning.

第一章 前言........................................................1
第一節 研究背景與動機..........................................1
第二節 研究目的................................................3
第三節 研究架構................................................4
第四節 論文結構................................................5
第二章 文獻探討....................................................6
第一節 安全性................................................6
第二節 服務性................................................7
第三節 實用型與享樂型購物....................................8
第四節 顧客滿意度.............................................9
第五節 再購意圖...............................................10
第三章 研究設計...................................................11
第一節 研究架構.........................................11
第二節 研究假設.........................................12
第三節 研究變項操作型定義與衡量...............................13
第四節 前側...............................................19
第五節 研究樣本與抽樣計畫......................................25
第六節 資料分析方式......................................26
第四章 實證分析...............................................28
第一節 敘述性統計.........................................28
第二節 量表信度分析...........................................46
第三節 因素分析..............................................51
第四節 研究構面之關聯分析....................................56
第五節 研究假設之驗證分析....................................60
第五章 結論與建議................................................69
第一節 研究結論...............................................69
第二節 管理意涵..............................................73
第三節 研究限制與建議........................................75
參考文獻..........................................................76
附錄..............................................................80
附錄一 問卷題項...............................................80

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