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研究生:張榮森
研究生(外文):Jung-sen Chang
論文名稱:行動購物APP服務品質、顧客滿意度與顧客忠誠度關係之研究
論文名稱(外文):A Study of Relationships Among Service Quality,Customer Satisfaction and Customer Loyalty for Mobile Shopping APP
指導教授:郭倉義郭倉義引用關係
指導教授(外文):Tsuang -Yi Kuo
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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
中文關鍵詞:APP行動購物顧客忠誠度顧客滿意度服務品質
外文關鍵詞:Service QualityAPPMobile ShoppingCustomer SatisfactionCustomer Loyalty
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電子商務市場的蓬勃發展迅速,根據資策會研究預估指出,2015年臺灣電子商務市場產值將突破兆元新台幣,預估在2015年台灣電子商務市場產值可達約1兆零69億元新台幣之規模。資策會並預估2016年台灣電子商務市場規模較2015年成長12%,產值達到1兆1,277億元。預估至於2017年再成長11%,達到1兆2,515億元。
本研究整合各學者在電子商務的服務品質構面,發展出針對行動購物APP服務品質之量表,以分析消費者對於使用行動購物APP進行消費時對於服務品質之認知,並由服務品質中探討對於顧客滿意度及顧客忠誠度之影響。本研究以曾使用行動購物APP消費過之顧客為分析對象,以便利抽樣方式得到有效問卷共計211份,運用量化分析研究方法,結合人口統計變數,實證分析行動購物APP服務品質各構面與顧客滿意度及顧客忠誠度之顯著相關因素,提供業者在管理上得以更聚焦問題,進而發展改善之道。
研究結果顯示在行動購物APP服務品質構面中「隱私性/安全」、「個人化/客製化」、「有形性」、「保證性」對顧客滿意度有顯著正向影響;而行動購物APP服務品質構面中「隱私性/安全」、「個人化/客製化」、「保證性」對顧客忠誠度有顯著正向影響;顧客滿意度對顧客忠誠度有顯著正向影響。由「人口統計變數」之差異性分析知,年齡、每個月以APP購物的次數對顧客忠誠度具顯著差異性;學歷、每個月以APP購物的次數對個人化/客製化具顯著差異性;平均月收入、透過行動APP購物的經驗對隱私性/安全具顯著差異性;平均月收入、每個月以APP購物的次數對保證性具顯著差異性。
According to the research estimation of Institute for Information Industry pointed out about the rapidly emerging e-commerce market, that in 2015 the output value of Taiwan''s e-commerce market will breakthrough trillion NT dollars, and the output value of Taiwan''s e-commerce market in 2015estimated that will beup to the scope about 1 trillion 6.9 billion. Institute for Information Industry estimated the growth of Taiwan''s e-commerce market in 2016 will be 12 percent compared in 2015, and the output value will reach 1 trillion 1,277 billion. As forecast will have the growth of more 11 percent in 2017, reaching 1 trillion 2,515 trillion.
This study integrated the scales of researchers developedfor mobile shopping APP service quality in all facets of e-commerce service qualityin order to analyze consumer awareness of the mobile shopping APPservice quality, and explore the effect on mobile shopping APP service quality for customer satisfaction and customer loyalty. The study took consumers who had used mobile shopping APP as research objects, and obtained 211 valid questionnaires with the method of convenience sampling. Using quantitative analysis methods, and combined with demographic variables to analyze empirically about the significant related factors of mobile shopping APP service quality on customer satisfaction and customer loyalty to provide businesses more focus on management issues, and develop improvement.
The results showed that there was a significant positive impact on customer satisfaction in mobile shopping APP service quality dimensions, which were &;quot;privacy/security&;quot;, &;quot;personalized/customization&;quot;, &;quot;tangibility&;quot;, &;quot;reliability&;quot;; there was a significant positive impact on customer satisfaction; and mobile shopping APP service quality dimensions in &;quot;privacy/security&;quot;,&;quot;personalized/customization&;quot;,&;quot;reliability&;quot; there was a significant positive impact on customer loyalty; customer satisfaction was a significant positive impact on customer loyalty. Difference Analysis from &;quot;demographic variables&;quot; on age and the number of times a month to shop by APP was significant to&;quot;customer loyalty&;quot;; education and the number of times a month to shop by APP has significant difference on &;quot;personalized/customization&;quot;; the average monthly income and experience of APP shopping has significant difference on &;quot;privacy/security&;quot;; the average monthly income and the number of times a month to shop by APP has significant difference on &;quot; reliability&;quot;.
論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
目錄 v
圖次 viii
表次 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究對象與目的 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 服務品質 5
第二節 網際網路服務品質 6
第一節 行動購物APP服務品質 8
第二節 顧客滿意度 10
第三節 顧客忠誠度 12
第三章 研究設計 15
第一節 研究架構 15
第二節 研究假設 16
第三節 研究變項之操作型定義及衡量方法 17
第四節 研究對象與抽樣計畫 23
第五節 前測 24
第六節 資料分析方法 37
第四章 資料分析與討論 40
第一節 有效樣本之結構分析與敘述統計 40
第二節 信度與效度分析 53
第三節 因素分析 56
第四節 相關分析 62
第五節 迴歸分析與平均數檢定 68
第五章 結論與建議 81
第一節 研究結論 81
第二節 管理意涵 86
第三節 研究限制 89
第四節 後續研究建議 90
參考文獻 91
一、 中文文獻 91
二、 英文文獻 92
附錄一 97
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