臺灣博碩士論文加值系統

本研究目的主要是以性別差異去探討，在現今如此激烈的線上服飾網站中，是否不同性別對於服飾網站偏好的特性會有所不同。如女性多偏好透過購物時所帶來的樂趣提升網站忠誠度; 男性則偏好從快速購物來提升對網站之忠誠度。本研究模型架構為探討網站忠誠度之形成並以性別做調節變數。將沈浸體驗與系統品質作為影響顧客忠誠度的內外在動機，加入滿意度與轉換成本為中介影響，來探討網站忠誠度之形成。
本研究使用網路問卷調查方式，以曾有網購服飾經驗的消費者做為調查對象，回收有效問卷為402份進行結構方程式分析。結果發現，就沉浸體驗來看，男性相較於女性更容易從愉悅與時間扭曲性中獲得滿意度，且從專注中提高對該網站之轉換成本。就系統品質來看，女性偏好從網頁設計與感知安全性而提高滿意度，且從感知安全性中提高對該網站之轉換成本，男性則偏好從便利性提高其滿意度。

This study is aim to disscuss the gender difference on today competetive online clothing market. In the past study, gender difference leads to different website loyalty. Such as woman get loyalty from shopping enjoyment and man from fast shopping. Also, website loyalty is proved to be the key to make website profitable and long-tern living. Our study model talks about which factors forming the website loyalty and using gender as moderater. We use flow experience as the intrinsic motive and use system quality as the extrinsic motive of customer. This study collects 460 samples in total by using internet questionnaires. Analyzing upon 402 usable responses by SPSS21、AMOS21 reveals that the measurement model has good reliability and validity. Based on the structural equation modeling, the result reveals that, in terns of flow experience, man tends to get satisfaction from enjoyment and tends to get more switching cost from focus. Man tends to get satisfaction from time distortion and woman tends to get more switching cost from time distortion. In terns of system quality, woman tends to get satisfaction from web design& perceived security ; Man tends to get satisfaction from convenience. Woman will have more switching cost due to perceived security but man don’t.

摘 要 ii
Abstract iii
誌 謝 iv
第一章 緒論 1
1-1 研究背景 1
1-2 研究動機 3
1-3 研究目的 6
1-4 研究流程 7
第二章 文獻探討 8
2-1 網站忠誠度 8
2-1-1 網站忠誠度之定義 8
2-2 滿意度 9
2-2-1 滿意度定義 9
2-2-2 滿意度相關研究與應用 10
2-3 轉換成本 12
2-3-1 轉換成本定義 12
2-3-2轉換成本定義彙總表 13
2-3-3 轉換成本之相關應用 14
2-4 沈浸理論 16
2-4-1沈浸理論定義與內涵 16
2-4-2沈浸理論操作概念與彙整 17
2-5 系統品質 19
2-5-1系統品質定義與內涵 19
2-5-2系統品質操作概念彙整 21
2-6 性別差異 22
2-6-1性別差異相關文獻彙整 24
第三章 研究方法 26
3-1 研究架構 26
3-2 研究假設 27
3-2-1沈浸體驗與滿意度 27
3-2-2沈浸體驗與轉換成本 28
3-2-3系統品質與滿意度 29
3-2-4系統品質與轉換成本 31
3-2-5滿意度、轉換成本與網站忠誠度 32
3-2-6性別差異 33
3-3 研究變數操作型定義及問項設計 34
3-4 研究對象與資料蒐集 37
3-5 統計分析方法 37
3-5-1 樣本資料分析 37
3-5-2 信度檢定 38
3-5-3 效度檢定 38
3-5-4 假設驗證 39
第四章 資料分析與研究驗證 41
4-1 敘述性統計 41
4-1-1基本資料敘述性統計分析 41
4-1-2使用狀況分析 43
4-1-3構面敘述性統計分析 44
4-2 信度分析 46
4-2-1組合信度 47
4-3 效度分析 50
4-3-1收斂效度 50
4-3-2區別效度 51
4-4 結構模型路徑分析 52
4-4-1 研究模型假設與模型配適度檢定 52
4-4-2 路徑分析結果 53
4-4-3研究假說結果彙總 59
第五章 結論與建議 60
5-1研究結論 60
5-2研究意涵 65
5-3研究限制與後續研究建議 68
參考文獻 69
附錄一 問卷 84

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