(34.226.234.102) 您好!臺灣時間:2021/05/12 08:57
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

: 
twitterline
研究生:王姿云
論文名稱:網路拍賣公平性與消費者忠誠度關係之研究
論文名稱(外文):A Study on the Relationship between Online Auction Fairness and Consumer Loyalty
指導教授:陳月香陳月香引用關係
口試委員:陳月香梁佳玲蕭志清
口試日期:2017-01-18
學位類別:碩士
校院名稱:高苑科技大學
系所名稱:資訊科技應用研究所
學門:電算機學門
學類:電算機應用學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:78
中文關鍵詞:網路拍賣
外文關鍵詞:網拍詐騙公平性忠誠度徑路分析
相關次數:
  • 被引用被引用:0
  • 點閱點閱:146
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:34
  • 收藏至我的研究室書目清單書目收藏:0
在實體行銷中公平性對於消費者忠誠具有正向顯著關係,網路行銷公平性大部運用在網路購物的服務補救,鮮少有網路拍賣論文運用公平性探討消費者忠誠之關係。本研究以消費者心理知覺為出發點,驗證防治詐騙方案對消費者的有效性,並說明哪種防治詐騙手段可以成立較多之消費者忠誠。故本研究動機在探討網路商店提供的服務對於顧客的公平知覺具有影響性?在網路行銷中公平知覺對於顧客忠誠的影響又如何?研究目的在說明公平性與消費者忠誠關聯性,並以消費者的滿意度及信任做為中介變數,期望降低網拍詐騙。
本研究運用徑路分析找出可恢復較多消費者忠誠度,依據實證分析發現,買方保護之防治詐騙方案有較多之消費者忠誠路徑成立,表示買方保護可以幫助網路商店恢復較多之消費者忠誠。另外,在任何情境下,若要達成消費者忠誠必須通過中介變數─消費者滿意與消費者信任,意即在網路行銷,中介變數具有良好中介效果。未來拍賣網站解決詐騙問題,應採取買方保護之類似方案(對商品投保),給予消費者賠償,使消費者有較好的知覺感受。
本研究成果將可提供網路商店從事關係行銷策略時參考,期以對欲從事網路商店經營者達到網路商店成長及永續經營目的有所助益。

The important issue of fairness is a positive significant relationship of fairness perceived and customer loyalty in the physical marketing. Most of network marketing studies of perceived fairness have happened in the Internet shopping service recovery, and little internet marketing papers explore the relationships of fairness perceived and customer loyalty. In this study, the motivations in the explore network store offers services for the customer perception of fairness is affected? in fairness perceptions impact on customer loyalty in Internet marketing and how? The psychological perception of the customer as a standpoint, to validate the effectiveness of customers in preventing fraud program of Online Auction, and describe which preventing defraud measures can be established more loyalty.
In this study, a SEM is applied to find more recoverable customer loyalty. The results confirm that scenario-B of the preventing fraud has more customer loyal paths are established, namely paypal protection program can help to recover more customer loyalty of network. Also, it has a positive significant relationship of payment fairness and loyalty. In addition, any scenario wants to achieve customer loyalty must be intervening variables, customer satisfaction, and customer trust, namely the auction site and online store must pay attention to the affective loyalty phase (customer satisfaction and customer trust).
The results of this study will provide a Web store reference in relationship marketing strategies, to the online shop operator achieve online store growth and sustainable development will be helpful.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 網路商店與拍賣網站 5
第二節 顧客忠誠架構與態度之關係 8
第三節 公平知覺與態度之關係 9
第四節 網路詐騙手段與公平知覺 12
第五節 各變數之關係 18
第三章 研究設計 31
第一節 研究架構 31
第二節 研究假設 32
第三節 變數操作性定義與衡量 32
第四節 問卷設計說明 34
第五節 資料蒐集 36
第六節 前測 37
第七節 資料分析方法 39
第四章 研究結果與分析 42
第一節 敘述性統計量 42
第二節 信度分析 46
第三節 效度分析 52
第四節 徑路分析 58
第五章 結論與建議 67
第一節 研究結論與發現 67
第二節 研究建議 69
參考文獻 71
附錄 76

二、中文部分
1. 方世榮,2002,關係價值、關係品質與忠誠度之探討-零售銀行業的實證研 究”,管理學報,19 卷,6 期,頁 1097~1130。
2. 方世榮、黃美卿,2001,銀行業關係價值-忠誠度模式之實證研究”,輔仁管

理評論,8 卷,2 期,頁 47~21。

3. 林榮禾、戴如君、莊淳淩、戴如君,2006,入口網站的服務品質、顧客滿意及 顧客忠誠度關係之研究”,電子商務學報,8 卷,4 期,頁 533~556。
4. 林義屏、董玉娟、李勇輝,2007,顧客關係管理在網路銀行服務的應用:網路 服務品質對顧客忠誠度的影響”,交通大學學報,27 卷,1 期,頁 57~85。
5. 林素呤、丁學勤,2004,產品屬性、程序屬性與顧客滿意度的關係模式”,管

理評論,23 卷,2 期,頁 29~43。

6. 吳萬益,2000,企業研究方法,二版,華泰文化公司,台北。

7. 施錦村,2008,公平知覺對顧客忠誠的影響-中介變數的角色”,東吳經濟學

報,60 期,頁 39~66。
8. 施錦村,2008,公平知覺與顧客忠誠關聯之驗證:關係品質的角色”,科技管 理期刊,13 卷,3 期,頁 60~86。
9. 陳弘、丘昌其,2007,企業管理 100 重要觀念,四版,鼎茂圖書出版社,台北。

10. 黃士銘、洪育忠、傅新彬,電子商務概論,一版,,美商麥格羅.希爾國際出版 公司,台北。
11. 張淑青,2005,顧客忠誠驅動因子之研究-顧客知覺價值的關鍵角色即顧客滿
意與信任的中介影響”,輔仁管理評論,13 卷,1 期,頁 107~132。

12. 張瑞芬總編譯,2008,電子商務管理與技術,五版,華泰文化公司,台北。
13. 黃家齊,2003,人力資源管理與活動、雇用關係與員工反應之關聯性研究-心 理契約觀點”,管理學報,20 卷,3 期,頁 483~514。
14. 樓永堅、蔡東峻、潘志偉、別蓮蒂,1993,消費者行為,初版,國立空中大學發 行,台北。
15. 謝文雀譯,行銷管理亞洲觀點,四版,華泰文化公司,台北。
二、英文部分
1.Anderson, J. C. and Narus, J. A.(1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,” Journal of Marketing, 54(3), 42-58.
2.Anderson, R. E and Srinivasan S. S.(2003), “E-Satisfaction and E-Loyalty: A

Contingency Framework,” Psychology & Marketing, 20(2), 123–138.
3.Bell, G.G., Oppenheimer, R.J., and Bastien, A.(2002), “Trust Deterioration in an International Buyer-Supplier Relationship,” Journal of Business Ethics, 36, 65-78.
4.Chiou, J.S., Droge, C., and Hanvanich, S.(2002),“Does Customer Knowledge

Affect How Loyalty is Formed?”Journal of Service Research, 5(2), 113-124.

5.Davidow , M.( 2003),“Have You Heard The Word? The Effect of Word of Mouth

on Perceived Justice, Satisfaction and Repurchase Intention Following Complaint
Handling,”Journal of Consumer Satisfaction, Dissatiafaction and Complaining Behavior, 16, 67-80.
6.Flavian, C., Guinaliu, M., and Gurrea, R.(2006),“The Role Played by Perceived

Usability, Satisfaction and Consumer Trust on Website Loyalty, ”Information and Management, 43, 1-14.
7.Hosmer, L. T.(1995),“Trust: the Connecting Link between Organizational Theory

and Philosophical Ethics, ”The Academy of Management Review, 20(2), 379-386

8.Hoffman, D. L., Novak, T.P. and Chatterjee, P(. 1996) ,“Commercial scenarios for

the web : opportunities and challenges, ”Journal of Computer - Mediated Communicatio, 1(3), 1-21.
9.Holloway, B. B. and S. E. Beatty.(2003), “Service Failure in Online Retailing:A

Recovery Opportunity ,” Journal of Service Research, 6(1), 92-105.
10.Hsu Li-Chang. and Wang Chao-Hung.(2008),“A Study of E-trust in Online Auctions, ”Journal of Electronic Commerce Research, 9(4), 310-321.
11.Jin, B. Park, J. Y and Kim, J.(2008 ), “Cross-cultural examination of the relationships among firm reputation, e-satisfaction, e-trust and e-loyalty,” International Marketing Review, 25(3), 324-337.
12.Jones, T.O., and Sasser, W.E., Jr.(1995), “Why Satisfied Customers Defect,”

Harvard Business Review, November, 88-99.

13.Keller, K. L. (1993) , “Conceptualizing, measuring, and managing customerbased brand equity,” Journal of Marketing, 57, 1–22.
14.Lutz, R. J.(1991),“The Role of Attitude Theory in Marketing,” Perspective in

Customer Behavior, 4th ed., 317-339.
15.Moorman, D., Deshpande, R. and Zaltman, G.,(1992), “Relationships between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organization,” Journal of Marketing Research, 29(8), 315-328.
16.Morgan, R.M. and Hunt, S.D. ( 1994 ) , “The Commitment-trust Theory of

Relationship Marketing,” Journal of Marketing, 58(3), 20-38.

17.Oliver, R.L., “Satisfaction: A Behavioral Perspective on the Consumer, ” McGraw-Hill, New York, 1997.
18.Oliver, R.L.(1999),“Whence Consumer Loyalty? ”Journal of Marketing, 63,

33-44.

19.Olsen, L. L. and M. D. Johnson(. 2003),“Service Equity, Satisfaction, and Loyalty:

From Transaction-Specific to Cumulative Evaluations, ” Journal of Service Research, 5(3) , 184-195.
20.Ramon, S.(2010), “Relational Consequences of Perceived Deception in Online

Shopping: The Moderating Roles of Type of Product,Consumer’s Attitude Toward the Internet and Consumer’s Demographics,” Journal of Business Ethics, 95, 373-391.

21.Ribbink, D., Allard, C, R, V, R., Liljander, V. and Sandra, S. (2004),“Comfort

your online customer: quality, trust and loyalty on the internet, ” Managing Service Quality, 14(6), 446-456.
22.Singh, J., and Sirdeshmukh, D. (2000), “Agency and Trust Mechanisms in

Customer Satisfaction and Loyalty Judgements,” Journal of Marketing Science, 28(1), 150-167.
23.Sindhav, B., Holland, J., Rodie, A. R., ,Adidam P. T. and Pol, L. G.(2006), “The Impact of Perceived Fairness on Satisfactiom:Are Airport Security Measures Fair? Does It Matter? ” Journal of Marketing Theory and Practice, 14(4), 323-335.
24.Srinivasan, S., R. Anderson and K. Ponnavolu.(2002), “Customer Loyalty in E-Commerce:An Exploration of Its Antecedents and Consequences, ” Journal of
Retailing, 78, 41-51.
25.Tax, S. S., Brown, W. S and Chandrashkaran, M. (1998), “ Customer Evaluation of Sevice Complaint Experiences : Implications for Relationship Marketing,” Journal of Marketing, 62(2), 60-76.
26.Verhoef, P. C., Franses. P. H. and Donkers B. (2002), “ Changing Perceptions and

Changing Behavior in Consumer Relationship, ”Marketing Letters, 13(2), 121-134.
27.Yesil, M.(1997),“Creating the Virtual Store, ”New York: John Wiley & Sons.

28.Zuker, L.G.(1986),“Production of Trust: Institutional Sources of Economic Structure, ”1840-1920, in B. M. Staw & L.L. L.

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔