臺灣博碩士論文加值系統

隨著電子商務的日漸發達，消費者在網路上購物的比例愈來愈高，在網路上團購商品已經成為現在辦公室或是家庭購買商品的熱門方式之一，消費者可以在團購網站得到許多商品的優惠折扣，所以受到大眾的喜愛，但近期Groupon台灣宣布退出台灣市場，是否團購這種商業模式已經出現隱憂，值得我們深入探討。
本研究之研究方式採問卷調查方式進行，研究對象以曾經使用過團購網站的消費者為目標族群，並以SPSS18、Amos21作為統計分析工具，資料分析以結構方程式（SEM）進行假設驗證，進而執行研究結果分析與實證探討。
利用回收之有效問卷，對409位有網路團購經驗的消費者進行分析，得知網路口碑訊息特性和網站品質會透過滿意度的中介效果，對忠誠度有顯著正向的關係。其次，從眾行為和正面口碑會在網站品質和滿意度之間造成干擾效果。由以上所顯示的研究結果中，本研究發覺團購網站設計者可以透過營造出良好網路口碑訊息特性和網站品質進而提高回客率，以提供實務上之建議。

As e-commerce increasingly developed, comsumer buy goods on the Internet at home or office now has become a popular way to buy goods.Consumers can get discounts on many goods buying site are so adored by the masses. But what is surprising is that Groupon Taiwan announced its withdrawal from the market in September 2015, whether to buy groupon has emerged worry.
In this study, 409 participants who had experienced consumers buy on the network, the eWOM message characteristics and website quality will be through the satisfaction`s mediator effect, loyalty has a significant positive relationship. Secondly, conformity and positive word of mouth can cause moderator effects between website quality and satisfaction. This study sought to discover whether the buy site designers can further improve customer back rate through the network to create a good eWOM messaging characteristics and website quality, to provide advice on the practical.

摘要 i
Abstract ii
誌 謝 iii
目 錄 v
表目錄 viii
圖目錄 ix
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 4
1.4 研究流程 5
第二章 文獻探討 7
2.1 網路口碑訊息特性 7
2.1.1訊息互動性 7
2.1.2訊息生動性 8
2.1.3訊息專業性 10
2.1.4訊息娛樂性 11
2.2 網站品質 12
2.2.1系統品質 14
2.2.2資訊品質 15
2.2.3服務品質 15
2.3 滿意度 16
2.4 忠誠度 18
2.5 從眾行為 20
2.6 正面口碑 26
2.7 知覺風險 28
2.8 網路團購 31
2.9 研究假設 34
2.9.1 網路口碑訊息特性與網站品質的關係 34
2.9.2 網路口碑訊息特性與滿意度的關係 35
2.9.3 網站品質與滿意度的關係 36
2.9.4 滿意度與忠誠度的關係 37
2.9.5 從眾行為的干擾效果 38
2.9.6 正面口碑的干擾效果 39
第三章 研究方法 41
3.1 研究架構 41
3.2 研究假設 42
3.3 研究變數操作性定義 42
3.3.1 網路口碑訊息特性 45
3.3.2 網站品質 47
3.3.3 滿意度 48
3.3.4 忠誠度 48
3.3.5 從眾行為 49
3.3.6 正面口碑 50
3.3.7 知覺風險 50
3.3.8 人口統計變數 51
3.4 問卷與抽樣設計 52
3.4.1 研究對象與範圍 52
3.4.2 問卷設計 52
3.4.3 抽樣設計 53
3.5 資料分析 54
3.5.1 描述性統計 55
3.5.2 信度分析 55
3.5.3 效度分析 55
3.5.4 因素分析 56
3.5.5 Pearson 相關分析 57
3.5.6 結構方程模式 57
3.5.7 階層迴歸分析 59
第四章 研究分析與結果 60
4.1 樣本結構分析 60
4.1.1 基本資料分析 60
4.1.2 統計資料分析 62
4.2 信度分析 66
4.2.1 Cronbach’s α 66
4.3 因素分析 67
4.4 效度分析 69
4.4.1內容效度 70
4.4.2收斂效度 70
4.4.3區別效度 70
4.5 相關分析 71
4.6 AMOS架構分析 72
4.6.1競爭模式分析 72
4.6.2模式配適度 73
4.6.3整體模式路徑圖 76
4.6.4研究結果驗證 77
4.6.5路徑分析 78
4.7 階層迴歸分析 79
第五章 研究結論與建議 86
5.1 研究結論 86
5.2 理論貢獻與實務意涵 89
5.2.1 理論貢獻 89
5.2.2 實務意涵 90
5.3研究限制與未來研究建議 91
5.3.1 研究限制 91
5.3.2 未來研究建議 91
參考文獻 93
附錄 問卷 113

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