(3.236.122.9) 您好!臺灣時間:2021/05/12 20:48
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:張惟智
研究生(外文):CHANG WEI-CHIH
論文名稱:以科技接受模式探討Z世代青少年在電商平台購物滿意度對忠誠度、口碑、再購意圖之影響
論文名稱(外文):An Exploration with the Approach of Technology Acceptance Model into the Impact of Customer Satisfaction with Electronic Commerce Platform on Loyalty, Word-of-Mouth and Repurchase Intention of Generation Z
指導教授:張義杰張義杰引用關係
指導教授(外文):CHANG,YI-CHIEH
口試委員:張義杰高銘淞林佳琪
口試委員(外文):Chang,Yi-ChiehKao,Ming-SungLin,Jia-Chi
口試日期:2017-06-23
學位類別:碩士
校院名稱:聖約翰科技大學
系所名稱:企業管理系碩士班
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:2017
畢業學年度:105
語文別:中文
論文頁數:84
中文關鍵詞:電商平台科技接受模式Z世代
外文關鍵詞:Electronic Commerce PlatformTechnology Acceptance Model(TAM)Generation Z
相關次數:
  • 被引用被引用:10
  • 點閱點閱:1259
  • 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:509
  • 收藏至我的研究室書目清單書目收藏:2
Davis (1989)提出科技接受模型(Technology Acceptance Model, TAM)解釋科技產品消費行為,受到後續研究者熱烈回響,並經由許多學者實證研究驗證接受科技模型對於科技產品消費行為確實具有相當高的解釋力。近年消費者行為快速改變,網路購物通路重要性日益增長,電子商務平台是網路購物的主要銷售通路,因此了解消費者在電商平台的購物行為乃是企業成功行銷關鍵議題。本研究嘗試以Davis (1989)提出的科技接受模式解釋電子商務平台行為,本研究在原有架構下,考量電商平台特性,新增「取貨速捷性」與「退貨便利性」兩個影響使用態度的解釋變數,來增強模型解釋能力。本研究以Z世代年輕人為研究對象進行實地紙本問卷調查,共蒐集437份有效樣本。經由結構方程模型(SEM)進行相關假說檢定,大多數假說獲得實證資料支持。研究結果發現:Z世代年輕人在接受電子商務平台服務過程,「認知有用性」、「取貨速捷性」、「退貨便利性」等因素對「滿意度」有顯著正向影響,而「滿意度」同時對「忠誠度」、「口碑」及「再購意圖」等因素具顯著正向影響。「認知易用性」因素對「滿意度」的影響效果則未達顯著影響效果。透過本文研究實證結果發現,當電商平台取貨速捷性及退貨便利性愈高時,Z世代年輕人對該平台滿意度會愈高,就學術上而言,此研究發現可以擴增科技接受模型原有解釋範圍。本研究根據研究結果,提出電商平台成功的關鍵點在於出貨速度保證或對於問題商品退貨的協調整合與處理能力,建議電商平台業者及線上拍賣賣家可朝此方向發展,如此便可接觸更廣的顧客,對商家的名聲與滿意度都有所助益。
Davis (1989) proposed the technology acceptance model (TAM) to explain the consumer behavior toward technology products. The enthusiastic response of the follow-up researchers and their empirical research substantially explain this phenomenon. The rapid change of consumer behavior in recent years has made the access to online shopping more important. E-commerce platform is the main online shopping access. Therefore, to understand consumer shopping behavior on e-commerce platform is the key to success for every business.
In light of the features of e-commerce platform, this study, under the original framework(structure) of Davis (1989), attempts to better explain the model with the two variables of "Rapid Delivery of Merchandise" and "Convenient Return of Merchandise"
This study uses the Generation Z as the research subjects and questionnaires are issued to them. There are 437 valid questionnaires retrieved. The structural equation models (SEM) is used to verify the related hypotheses, most of which are supported by empirical data.
The outcomes are as follows: Perceived Usefulness, Rapid Delivery of Merchandise and Convenient Return of Merchandise have significant positive effects on satisfaction, which has in turn influenced Brand Loyalty, Word of Mouth and Repurchase Intention significantly and positively. However, Perceived Ease of Use has no significant effect on satisfaction.
Also, the more rapidly and conveniently the Generation Z can get and return merchandise respectively, the more satisfied they become with the shopping platform.
Academically, this research broadens the original explanation of TAM.
According to the results of this study, the key to the success of the platform lies in its guarantee of rapid delivery of merchandise and its ability to deal with and coordinate the return of merchandise. It is suggested that the operators of e-commerce platform and online auction sellers can develop in this direction, which will be beneficial to the range of the customers and their satisfaction and ultimately, the reputation of the business.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍及對象 4
第四節 研究步驟 5
第二章 文獻探討 7
第一節 網路購物的定義 7
第二節 世代的定義 10
第三節 科技接受模型 11
第四節 科技接受模型對滿意度的影響 18
第五節 滿意度對忠誠度、口碑與再購意圖的關係 24
第三章 研究方法 34
第一節 研究架構與研究假設 34
第二節 研究變數之操作性定義 36
第三節 研究對象與抽樣設計 38
第四節 問卷設計 39
第五節 資料分析方法 44
第四章 研究結果 46
第一節 敘述性統計分析 46
第二節 測量模型分析 55
第三節 研究假說檢定 63
第四節 分析結果討論 65
第五章 結論與建議 69
第一節 結論 69
第二節 管理意涵 70
第三節 研究限制與未來研究方向 72
參考書目 73
中文部分 73
英文部分 76
附件1:問卷 82

中文部分:
王亞東、馮喜飛、秦進(2015)。U形還是線性?網路情境下服務補救對口碑傳播的影響研究。行銷科學學報,11(4),91-103。
朱玉如(2014)。口碑傳播在社交化電子商務網站中的應用分析。今傳媒,2014(2),121-122。
江明樺(2006)。旅行社從業人員涉入程度,滿意度與再購意願關係之研究-以旅遊網站為例(碩士論文)。朝陽科技大學休閒事業管理學系研究所,台中市。
吳萬益(2011)。企業研究方法第四版。台北:華泰。
呂培仕(2010)。口碑定義架構的發展-口碑文獻回顧1950-2008(碩士論文)。台灣科技大學企業管理學系研究所,台北市。
宋揚、唐輝軍、楊孝(2015)。電子商務中的評價口碑資料分析關鍵技術研究。現代電腦,中旬刊(5),50-53.
李碧瑜(2003)。以公平理論觀點探討網路商務模式之服務補救-以網路購物退換貨為例(碩士論文)。逢甲大學企業管理學系研究所,台中市。
沈景衡(2001)。企業導入電子商務評估模式之建立-以B2C網站為例(碩士論文)。中國文化大學資訊管理學系研究所,台北市。
周恬怡(2005)。網路商店服務品質對消費者滿意度與再購意願影響之研究(碩士論文)。中原大學企業管理學系研究所,桃園市。
邵宜傑、林淑瓊(2015)。網購平台快速到貨服務之顧客忠誠度研究(碩士論文)。大同大學資訊經營研究所,台北市。
孫瑩、杜建剛、李文忠(2011)。基於網路購物的服務品質與顧客滿意及忠誠度研究。統計與決策,1,95-97。
徐玉芯(2015)。關於網路購物顧客忠誠度影響因素的文獻述評。商,23,284-284。
海倫娜•博斯基、唐曉麗(2016)。Z世代登場。商業評論,2016(7),68-76。
馬小紅(2015)。網店客戶忠誠度培育分析。中國商論,31,75-77。
馬岳琳、白詩瑜(2013年10月29日)。謝振豊創業,尹衍樑心動投資。天下雜誌,534,46。
張宛如(2015)。電子商務平台的服務策略對消費者衝動性購物後產生後悔心理之影響(碩士論文)。中山大學資訊管理學系研究所,高雄市。
張長森(2015)。基於顧客感知視角的網路購物忠誠度實證檢驗。商業經濟研究,3,60-62。
張家銘、蘇智鈴、曾明郎、呂宗元(2014)。科技接受模式影響大學生網路購買運動商品行為。運動休閒餐旅研究,9(2),30-40。
張靜(2016)。品牌如何與最善變的Z世代消費群共成長。成功行銷,4,72-73。
莊書怡(2016年5月23日)。台灣Z世代之手機娛樂行為解密。取自http://www.find.org.tw/market_info.aspx?n_ID=8857#
陳均輔(2015年8月13日)。2014年3月底止台灣上網人口。取自http://www.find.org.tw/market_info.aspx?k=2&n_ID=8510#
陳怡安(2008)。口碑基本概論:以口碑領域文獻為依據(碩士論文)。台灣科技大學企業管理學系研究所,台北市。
陳錕隆(2002)。動機與滿意度對教師參與網路進修影響之研究(碩士論文)。高雄師範大學資訊教育研究所,高雄市。
創市際IX專欄(2012年10月3日)。網路購物,消費者最在意的不是價格,是時間【新聞群組】。取自https://buzzorange.com/techorange/2012/10/03/ix-time-is-more-important-
than-price-of-internet-shopping/
喬紅(2014)。網路口碑在服裝網購中的應用分析。決策與資訊,23,74-74。
楊文超(2013)。服務品質,顧客滿意度與顧客忠誠度研究。經濟論壇,11,124-129。
楊雅惠、彭佳玲(2015)。我國數位落差縮減成效評估研究。資訊社會研究,29,27-47。
董琰(2016)。網路口碑對消費者的影響與網路口碑的塑造。湖北工程學院學報,36(4),121-124。
廖述賢、鐘鈺鈞、蕭婉玲(2009)。顧客價值、顧客滿意度、口碑與再購意願之關聯性研究(碩士論文)。淡江大學管理科學研究所,新北市。
廖惠珍、李婷(2007)。行動網路服務顧客滿意度及顧客忠誠度影響因素之研究(碩士論文)。元智大學資訊管理學系研究所,桃園市。
劉文良(2010)。電子商務與網路行銷第三版。台北市:碁峰資訊。
盧師林(2014)。網路購物平臺品牌忠誠度探索。黑龍江教育學院學報,33(6),203-204。
英文部分:
Agustin, C., & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, 42(1), 96-108.
Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & marketing, 20(2), 123-138.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of marketing Research, 291-295.
Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea. Journal of Services Marketing, 19(3), 133-139.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Bailey, J. E., & Pearson, S. W. (1983). Development of a tool for measuring and analyzing computer user satisfaction. Management science, 29(5), 530-545.
Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience.Journal of marketing, 66(3), 1-17.
Brown, L. G. (1989). The strategic and tactical implications of convenience in consumer product marketing. Journal of Consumer Marketing, 6(3), 13-19.
Brown, L. G. (1990). Convenience in services marketing. Journal of Services Marketing, 4(1), 53-59.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation,and satisfaction. Journal of marketing research, 2(3), 244-249.
Castaeda, J. A., MuozLeiva, F., & Luque, T. (2007). Web acceptance model (WAM): Moderating effects of user experience. Information & Management, 44(4), 384-396.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Cina, C. (1989). Creating an effective consumer satisfaction program. Journal of Business and Industrial Marketing, 4, 33-42.
Copeland, M. T. (1923). Relation of consumers' buying habits to marketing methods. Harvard business review, 1(3), 282-289.
Craft, S. H. (1999). Marketers gain by measuring true loyalty. Marketing News, 10, 33.
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The Journal of Marketing, 56(3), 55-68.
Czepiel, J. A., & Gilmore, R. (1987). Exploring the concept of loyalty in services. In J.A. Czepiel, C.A. Congram, & J. Shanahan (Eds.),The services challenge: Integrating for competitive advantage (pp. 91–94). Chicago, IL: American Marketing Association
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3), 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management science, 35(8), 982-1003.
Day, G. S. (1971). Attitude change, media and word of mouth. Journal of Advertising Research, 11(6), 31-40.
Dellarocas, C. (2003). The digitization of word of mouth: promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407-1424.
Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: validating e-commerce metrics. Information systems research, 13(3), 316-333.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
East, R., Hammond, K., & Wright, M. (2007). The relative incidence of positive and negative word of mouth: A multi-category study. International journal of research in marketing, 24(2), 175-184.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior (8th ed.). Fort Worth, TX: Dryden Press.
File, K. M., Judd, B. B., Prince, R., (1992). Interactive marketing: the influence of participation on positive word-of-mouth and referrals. Journal of Services Marketing, 6(4), 5-15.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Boston, MA: Addison-Wesley.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. The Journal of Marketing, 56(1), 6-21.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Glenn, N. D. (2005). Cohort analysis (Vol. 5). California CA: Sage.
Gillett, P. L. (1970). A profile of urban in-home shoppers. The Journal of Marketing, 34(3), 40-45.
Guilford, J. P. (1965). Fundamental statistics in psychology and education, New York: McGraw-Hill.
Gupta, S., & Kim, H. W. (2007). The moderating effect of transaction experience on the decision calculus in on-line repurchase. International Journal of Electronic Commerce, 12(1), 127-158.
Guseman, D.S. (1981). Risk perception and risk reduction in consumer services, in Donnelly, J.H. and George, W.R. (Eds), Marketing of Services (pp. 200–204), Chicago, IL. American Marketing Association.
Hair, J. F, Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed), Upper Saddle River, NJ:Prentice-Hall.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior (Vol. 14). New York, NY: Wiley.
Hsu, C. L., & Lu, H. P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management, 41(7), 853-868.
Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. New York, N.Y.: Wiley
Jacoby, J., Chestnut, R. W., & Fisher, W. A. (1978). A behavioral process approach to information acquisition in nondurable purchasing. Journal of Marketing Research, 15(4), 532-544.
Jarvenpaa, S. L., & Todd, P. A. (1997). Is there a future for retailing on the Internet. Electronic marketing and the consumer, 1(12), 139-154.
Jones, T. O. & Sasser, W. E., (1995), Why satisfied customer defect. Harvard Business Review, 73(6), 88-99.
Kalakota, R., and Whinston, A. B. (1997). Frontiers of Electronic Commerce, NY: Addison-Wesley.
Kim, T. T., Kim, W. G., & Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism Management, 30(1), 51-62.
Kotler, P. (2000). Marketing management (10th ed.). Upper Saddle River, NJ: Prentice Hall.
Kuo, Y. F., & Yen, S. N. (2009). Towards an understanding of the behavioral intention to use 3G mobile value-added services. Computers in Human Behavior, 25(1), 103-110.
Lee, M. C. (2010). Explaining and predicting users’ continuance intention toward e-learning:An extension of the expectation-confirmation model. Computers & Education, 54(2), 506-516.
Legrisa, P., Inghamb, J. and Collerette, P. (2003). Why do people use information technology?A critical review of the technology acceptance model. Information & Management, 40(3), 191-204.
Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 140, 5-55
Mangold, W. G., Miller, F., & Brockway, G. R. (1999). Word-of-mouth communication in the service marketplace. Journal of Services Marketing, 13(1), 73-89.
May, E. G. (1979). The growth of non-store retailing: implication for retailers, manufacturers, and public policy makers. New York: Institute of Retail Management, 1, 6-18.
McDougall, G. H., Levesque, T., & VanderPlaat, P. (1998). Designing the service guarantee: unconditional or specific? Journal of Services Marketing, 12(4), 278-293.
Moon, J.W. & Y.G. Kim(2001), Extending TAM for a world-wide-web context. Information and Management, 38, 217-230.
Morganosky, M. A. (1986). Cost‐versus convenience‐oriented consumers: Demographic, lifestyle, and value perspectives. Psychology & Marketing, 3(1), 35-46.
Müller, W. (1991). Gaining competitive advantage through customersatisfaction. European Management Journal, 9(2), 201-211.
Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability. Psychometric theory, 3(1), 248-292.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research,17(4), 460-469.
Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York: Routledge
Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 63, 33-44.
Oliver, R., & Westbrook, R. (1993). Profiles of consumer emotions and satisfaction in ownership and usage. Emotion, 6, 12-27.
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61-67.
Priestley, M. N. (2003). Myths and fallacies in earthquake engineering, revisited. Pavia, Italy: IUSS press.
Reicheld, F.F. and Sasser, W.E. (1990). Zero defections: Quality comes to service. Harvard Business Review, 68(5), 105-111.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of marketing, 27(9), 19-35.
Selnes, F. (1998). Antecedents and consequences of trust and satisfaction in buyer-seller relationships. European Journal of Marketing, 32(3/4), 305-322.
Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: An initial examiniation. Journal of Retailing, 76(3), 309-322.
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144-176.
Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294-316.
Uncles, M., Ehrenberg, A., & Hammond, K. (1995). Patterns of buyer behavior: Regularities, models, and extensions. Marketing Science, 14(3), 71-78.
Van Heck, E., & Ribbers, P. M. (1997). Experiences with electronic auctions in the Dutch flower industry. Electronic Markets, 7(4), 29-34.
Venkatesh, V. and Davis, F.D. (2000), A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model. Information & Management, 41(6), 747-762.
Wong, N. Y. (2004). The role of culture in the perception of service recovery. Journal of Business Research, 57(9), 957-963.
Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of Marketing Research, 20(3), 296-304.
Yoon, C., & Kim, S. (2007). Convenience and TAM in a ubiquitous computing environment:The case of wireless LAN. Electronic Commerce Research & Applications, 6(1), 102-11
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