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研究生:黃品沂
研究生(外文):Pin-Yi Huang
論文名稱:電子商務服務創新、品牌權益與顧客知覺價值對購買意願之影響
論文名稱(外文):The Effects of Service Innovation, Brand Equity and Customer Perceived Value on Purchase Intention in E-Commerce
指導教授:林良陽林良陽引用關係
指導教授(外文):Liang-Yang Lin
學位類別:碩士
校院名稱:國立高雄師範大學
系所名稱:事業經營系
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:2015
畢業學年度:103
語文別:中文
論文頁數:134
中文關鍵詞:電子商務服務創新品牌權益顧客知覺價值購買意願
外文關鍵詞:E-CommerceService innovationBrand equityPerceived valuePurchase intention
相關次數:
  • 被引用被引用:11
  • 點閱點閱:450
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
全球電子商務市場成長穩定發展,唯中國市場從2012年開始急遽成長,直至2014年亞太地區的市場規模取代北美地區成為全球最大電子商務市場。除了行動網路進展的影響之外,新網路時代的電子商務與過去有許多不同,不論是交易金流創新、買賣通訊方式創新、交易管道創新,抑或是跨境電商時代,無一不屬於服務創新的一環,因此本研究認為網站的品牌管理的作法上應加入服務創新的觀點重新思考,以建立一個受顧客青睞的網站品牌。本研究以網路購物使用者為研究對象,探討購物網站的服務創新與品牌權益對顧客知覺價值與購買意願的影響。另外,PChome於2007年推出全球首創的「PChome 24h購物」服務而成為台灣電子商務的服務創新標竿,因此本研究之量表建立以PChome為例,對網路購物使用者進行三個階段的研究,並使用統計工具SPSS與AMOS統計套裝軟體進行研究結果分析。研究結果發現:(1)服務創新對品牌權益與顧客知覺價值有顯著正面影響。(2)品牌權益對顧客知覺價值有顯著正面影響。(3) 品牌權益在服務創新與顧客知覺價值間有中介效果。(4)顧客知覺價值在品牌權益與購買意願間有中介效果。(5)顧客知覺價值在服務創新與購買意願間有中介效果。從研究結果來看,提供有別於過去的服務創新做法,可以有助於顧客觀點的品牌權益提升與顧客知覺價值及購買意願提升,因此建議網站經營者應關注此創新焦點,以期能提供更符合顧客需求之創新服務。
Global e-commerce market growth stably, only Chinese e-commerce market growth rapidly from 2012. The market of the Asia-Pacific region that replaced the North America has become the largest market in the world on 2014. The new e-commerce is different from the past, whether it is innovation of trading cash flow, innovation of communication, innovation of channel, or cross-border e-commerce, belong to a part of service innovation. Therefore this study suggests that website’s brand management should be redefined by innovation views. This study surveyed online shopping users for the study to clarify the impact of customer perceived value and purchase intention of service innovation and brand equity. In addition, PChome published the world's first "PChome 24h shopping" service 2007 and become Taiwan's e-commerce service innovation benchmark, so the scale of this study to establish by PChome as an example, and this study had three phases research and use statistical tools by SPSS and AMOS statistical software to analysis result. Therefore this study results showed that: (1) service innovation have significant positive effects on brand equity and customer perceived value. (2) There was a significant positive impact on brand equity customer perceived value. (3) Brand equity between service innovation and customer perceived value has intermediary effect. (4) Customer perceived value between brand equity and purchase intention intermediary effect. (5) Customer perceived value between service innovation and purchase intention intermediary effect. From the research results, providing innovative service approaches different from the past, and help enhance the brand equity and perceived value elevated and increase customer’s purchase intention, it is recommended that website’s operators should be focused on service innovation, to provide more innovative services to meet customer’s real needs.
目錄
第一章 緒論 ................................ ................................ ................................ ................. 1
第一節 研究背景與動機 ................................ ................................ .................... 1
第二節 研究目的與問題 ................................ ................................ ............ 5
第三節 研究範圍與流程 ................................ ................................ .................... 7
第二章 文獻探討 文獻探討 ................................ ................................ ................................ ......... 9
第一節 品牌權益 ................................ ................................ ................................ 9
第二節 服務創新 ................................ ................................ .............................. 18
第三節 顧客知覺價值 ................................ ................................ ...................... 23
第四節 購買意願 ................................ ................................ .............................. 27
第五節 假說推演................................ ................................ .............................. 30
第三章 研究設計與方法 ................................ ................................ ........................... 35
第一節 研究架構圖................................ ................................ .......................... 36
第二節 量表發展階段與流程................................ ................................ .......... 37
第三節 研究對象與工具................................ ................................ .................. 39
第四節 研究變項之操作型定義與衡量方法................................ .................. 41
第五節 資料分析方法................................ ................................ ...................... 47
第四章 實證研究結果 ................................ ................................ ............................. 49
第一節 專家效度檢視 ................................ ................................ ...................... 50
第二節 第一階段研究 ─探索性因素分析 ................................ ....................... 51
第三節 第二階段研究 ─驗證性因素分析 ................................ ....................... 61
第四節 第三階段研究 ................................ ................................ ...................... 67
第五章 研究發現與綜合討論 ................................ ................................ ................. 85
第六章 結論與建議 ................................ ................................ ................................ . 93
第一節 管理意涵................................ ................................ .............................. 93
第二節 理論貢獻與建議 ................................ ................................ .................. 94
第三節 研究限制 ................................ ................................ .............................. 97
參考文獻 ................................ ................................ ................................ ...................... 99
中文獻 ................................ ................................ ................................ .............. 99
英文獻 ................................ ................................ ................................ ............ 101
附錄一................................ ................................ ................................ ........................ 107
附錄二 ................................ ................................ ................................ ........................ 119119
附錄三 ................................ ................................ ................................ ........................ 125
附錄四 ................................ ................................ ................................ ........................ 131

IV
表次
表 1-1 研究範圍 ................................ ................................ ................................ ........... 7
表 2-1 品牌權益相關定義演進綜合整理 ................................ ................................ . 13
表 2-2 服務創 新定義與衡量方式整理 ................................ ................................ ..... 20
表2-3 資訊管理領域顧客知覺價值相關研究整理 ................................ ................. 24
表 2-4 購買意願 ................................ ................................ ................................ ......... 28
表3-1 購買意願變項衡量與題項說明 ................................ ................................ ..... 41
表3-2 服務創新操作型定義與PChome創新服務做法分析 ................................ . 41
表3-3 購物網站之品牌權益變項衡量 ................................ ................................ ..... 43
表3-4 顧客知覺價值變項衡量 ................................ ................................ ................. 45
表3-5 控制變項說明 ................................ ................................ ................................ . 46
表 4-1 本研究之構念在各階段處理流程(資料來源:) ..................... 49
表 4-2 第一階段研究樣本資料描述表 ................................ ................................ ..... 52
表 4-3 服務創新之 KMO and Bartlett KMO and Bartlett KMO and Bartlett KMO and BartlettKMO and Bartlett KMO and Bartlett 檢定 ................................ .............................. 53
表 4-4 創新服務之因素分析 ................................ ................................ ..................... 54
表 4-5 品牌權益之 KMO KMO and Bartlettand Bartlett and Bartlettand Bartlett and Bartlett 檢定 ................................ .............................. 55
表 4-6 品牌權益之因素分析 ................................ ................................ ..................... 56
表4-7 顧客知覺價值之KMO與Bartlett檢定 ................................ ........................ 57
表 4-8 顧客知覺價值之因素分析 ................................ ................................ ............. 58
表 4-9 顧客購買意願之 KMO and Bartlett KMO and Bartlett KMO and Bartlett KMO and BartlettKMO and Bartlett KMO and Bartlett 檢定 ................................ ...................... 59
表 4-10 顧客購買意願之因素分析 ................................ ................................ ........... 59
表 4-11 11 前測問卷 信度分析結果 信度分析結果 ................................ ................................ ............... 60
表 4-12 問卷樣本資料描述表 ................................ ................................ ................... 62
表 4-13 樣本信度分析結果 ................................ ................................ ....................... 66
表 4-14 正式施測問卷樣本 資料描述表 ................................ ................................ ... 68
表 4-15 相關分析結果 ................................ ................................ ............................... 69
表 4-16 正式施測問卷之信度分析表 ................................ ................................ ....... 71
表 4-17 迴歸分析 結果(中介變項為品牌權益) ................................ ................... 73
表 4-18 迴歸分析結果(中介變項為品牌權益) ................................ ................... 76
表 4-19 迴歸分析結果(中介變項為顧客知覺價值) ................................ ........... 78
表 4-20 迴歸分析結果(中介變項為顧客知覺價值) ................................ ........... 80
表 4-21 迴歸分析結果(中介變項為顧客知覺價值) ................................ ........... 83
表 4-22 假說驗證摘要表 ................................ ................................ ........................... 84

V
圖次
圖 1-1 研究流程圖 ................................ ................................ ................................ ....... 8
圖 2-1 Aaker 1 Aaker 1 Aaker1 Aaker1 Aaker(1991 )品牌權益模型 )品牌權益模型 ................................ ................................ ......... 15
圖 2-2 Keller 2 Keller 2 Keller2 Keller(2009 )以消費者觀點為基礎的品牌權益金字塔 )以消費者觀點為基礎的品牌權益金字塔 ............................ 15
圖 2-3 Mathwick, Malhotra, and Rigdon 3 Mathwick, Malhotra, and Rigdon 3 Mathwick, Malhotra, and Rigdon 3 Mathwick, Malhotra, and Rigdon 3 Mathwick, Malhotra, and Rigdon 3 Mathwick, Malhotra, and Rigdon 3 Mathwick, Malhotra, and Rigdon 3 Mathwick, Malhotra, and Rigdon (2001 )顧客經驗價值類型 )顧客經驗價值類型 ..................... 25
圖 2-4 Cai, S,. & Xu, Y. (2006) 4 Cai, S,. & Xu, Y. (2006)4 Cai, S,. & Xu, Y. (2006) 4 Cai, S,. & Xu, Y. (2006) 4 Cai, S,. & Xu, Y. (2006) 4 Cai, S,. & Xu, Y. (2006)4 Cai, S,. & Xu, Y. (2006) 4 Cai, S,. & Xu, Y. (2006)4 Cai, S,. & Xu, Y. (2006) 線上購物顧客知覺價值三點模型............................ 26
圖 2-5 EKB 5 EKB消費者決策模式 消費者決策模式 ................................ ................................ ..................... 28
圖3-1 研究架構圖 ................................ ................................ ................................ ..... 36
圖 4-1 服務創新、品牌權益與顧客知覺價值的關係圖 ................................ ......... 72
圖 4-2 服務創新的三個次構面、品牌權益與顧客知覺價值關係圖 ................. 74
圖 4-3 品牌權益、顧客知覺價值與購買意願的關係圖 ................................ ......... 77
圖 4-4 服務創新、顧客知覺價值與購買意願的關係圖 ................................ ......... 79
圖 4-5 服務創新的三個次構面與顧客知覺價值、購買意願關係圖 81
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其他參考資料
財團法人台灣網路資訊中心公開資料。取自http://www.twnic.net.tw/
財團法人資訊工業策進會。取自http://www.iii.org.tw/service/3_1_4.aspx

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