honestbee誠蜂業者推出O2H新興代購模式，標榜生活更便利，幫你採買生鮮、日用、洗衣收送與資源回收，並建立以機車快遞快速到貨的全新消費模式城市物流(Urban Logistics)，2015進軍大台北都會區，只做代購，沒貨源、沒倉儲，卻有信心搶攻台灣電商市場。
對於大小賣場、便利商店密度高的台灣，不論商品齊全度，在物流、供應鏈、零售也發展平穩競爭之下，honestbee誠蜂是否能坐穩台灣生鮮電商市場，消費者對此知覺上是否能感受到其價值與服務的便利性是值得探討的議題。
本研究以消費者對honestbee誠蜂所提供服務為方向，探討使用者對該產品的知覺價值、服務便利性與滿意度、購買意願的關係，並以行銷角度更全面解釋消費者購買意願。
本研究以honestbee誠蜂會員為研究對象，透過線上Google 表單進行問卷調查，並將線上問卷連結放在honestbee誠蜂粉絲頁，正式問卷收回429份，33份為無效問卷，有效問卷396份，有效問卷回收率92.3%。研究結果發現，本研究之知覺價值、服務便利性對顧客滿意度具部份顯著影響，顧客滿意度對購買意願具部份顯著影響。

Honestbee-based apiculture launched O2H emerging purchasing model, advertised more convenient to help you buy fresh, daily, laundry and recycling and the establishment of a rapid arrival of locomotive express new consumption model Urban Logistics (Urban Logistics), 2015 Into the Greater Taipei Metropolitan Area, only purchasing, no supply, no storage, but there is confidence in Taiwan's electricity market.
For the size of the store, to facilitate the high density of stores in Taiwan, regardless of commodity range, in the logistics, supply chain, retail development is also under steady competition, honestbee be able to sit tight in Taiwan, fresh consumer market, consumers are aware of this Can feel its value and convenience of service is worthy of discussion.
This study examines the consumer's perception of the product's perceived value, service convenience and satisfaction, and purchase intention, and gives a more comprehensive explanation of the consumer's willingness to buy.
This study, honestbee was used as the object of study, and the online questionnaire was used to conduct the online questionnaire. The online questionnaire was placed on the honestbee fan website, 429 copies were received from the formal questionnaire, 33 were invalid questionnaires, 396 valid questionnaires Questionnaire recovery rate of 92.3%. The results show that the perceived value and service convenience of this study have a significant effect on customer satisfaction, and customer satisfaction has a significant effect on purchase intention.

摘要 I
謝誌 III
目次 IV
表目錄 VII
圖目錄 IX
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究流程 2
第二章 文獻探討 4
2.1知覺價值 4
2.2服務便利性 9
2.3顧客滿意度 12
2.4購買意願 19
2.5HONESTBEE誠蜂 22
2.5.1.簡介 22
2.5.2.服務項目 23
第三章 研究方法 26
3.1研究架構 26
3.2各研究構面之假說 27
3.2.1知覺價值和滿意度之關係 27
3.2.2服務便利性和滿意度之關係 28
3.2.3顧客滿意度和購買意願之關係 29
3.3研究假說 30
3.4研究設計 31
3.4.1研究範圍與對象 31
3.4.2抽樣設計 31
3.4.3問卷設計 31
3.5資料收集與分析方法 35
3.5.1問卷資料收集 35
3.5.2資料分析方法 35
3.5.3 問卷前測分析與修正 37
第四章 研究分析結果 47
4.1樣本分析 47
4.2敘述性統計分析 49
4.3因素分析 53
4.3.1知覺價值之因素分析 53
4.3.2服務便利性之因素分析 55
4.3.3顧客滿意度之因素分析 58
4.3.4購買意願之因素分析 59
4.4信度與效度分析 61
4.4.1信度分析 61
4.4.2效度分析 65
4.5相關分析 66
4.5.1知覺價值與顧客滿意度之相關分析 67
4.5.2服務便利性與顧客滿意度之相關分析 68
4.5.3顧客滿意度與購買意願之相關分析 69
4.6迴歸分析 69
4.6.1知覺價值各組成因素對整體滿意之影響 69
4.6.2知覺價值各組成因素對產品滿意之影響 71
4.6.3知覺價值各組成因素對服務滿意之影響 72
4.6.4服務便利性各組成因素對整體滿意之影響 73
4.6.5服務便利性各組成因素對產品滿意之影響 74
4.6.6服務便利性各組成因素對服務滿意之影響 75
4.6.7顧客滿意度各組成因素對購買意願之影響 76
4.7研究結果 77
第五章 結論與建議 79
5.1研究結論 79
5.2實務管理意涵 81
5.3貢獻與限制 84
中文文獻 85
英文文獻 86
網路資源 92
附錄、問卷 93

中文文獻
1.李奇勳，蘇瑞蓮，服務品質、知覺價值、滿意度及遊後行爲意圖關係之探討-以休閒旅遊業爲例。顧客滿意學刊，2008。
2.李紋玲，網路書店服務品質對滿意度及購買意願之關係-－以台北市網路書店為例，大同大學事業經營學系所學位論文，2009。
3.李敬文、服務便利性、服務品質、知覺價值與顧客滿意度關之研究-以網路電話A公司為例。未出版碩博士論文，國立彰化師範大學，企業管理系國際企業經營管理，彰化縣，2008。
4.林宏曄，智慧型手機新聞類 APP 之滿意度與購買意願研究－以《 蘋果日報》 為例，政治大學廣播電視學研究所學位論文, 1-146，2011。
5.康桓甄，海鮮餐廳服務績效之衡量與改善-以澎湖 X 餐廳爲例。 運動休閒餐旅研究，3(4), 191-203，2008。
6.邵宜傑，網購平台快速到貨服務之顧客忠誠度研究。未出版碩士論文，大同大學，台北市，2014。
7.陳奇逸，服務便利性影響消費者滿意度之研究－以教育服務產業為例，中興大學科技管理研究所學位論文，2014。
8.陳建民，服務便利性與服務品質對顧客滿意度 (以顧客再回修意願為指標) 之研究-以維修服務委外為例. 未出版碩士論文, 銘傳大學資訊管理學系碩士在職專班, 台北市，2004。
9.曾倫崇、章玉如，顧客知覺品質, 體驗價值, 滿意度與忠誠度關係之研究-以高雄、台南地區飯店為例。嘉南學報 (人文類)，38期: P. 347-365，2012。
10.葉恩楊，購物網站特性及服務便利性對顧客滿意度與忠誠度影響之研究。未出版碩士論文，銘傳大學管理研究所，桃園縣，2006。
11.鄭聖潔，品牌形象與廣告代言人對女性購買化妝保養品之影響，樹德科技大學經營管理研究所學位論文，2006。
12.蕭晟亦，關係連結、影響策略與滿意度關係之研究－以資訊產業電腦經銷商為例，國立雲林科技大學企業管理系所學位論文，2004。

英文文獻
1.Adams, J. S. Inequity in social exchange. Advances in Experimental Social Psychology, 2, 267-299, 1965.
2.Anderson, W. T. Convenience orientation and consumption behavior. Journal of Retailing, 48(3), 49, 1972.
3.Babakus, E., Bienstock, C. C., & Van Scotter, J. R. Linking perceived quality and customer satisfaction to store traffic and revenue growth. Decision Sciences, 35(4), 713-737, 2004.
4.Bateson, J. E., & Hoffman, K. D. Managing services marketing: Text and Readings. London: Dryden Press, 1991.
5.Berry, L. L., Seiders, K., & Grewal, D. Understanding service convenience. Journal of Marketing, 66(3), 1-17, 2002.
6.Bolton, R. N., & Drew, J. H. A multistage model of customers' assessments of service quality and value. Journal of Consumer Research, 17(4), 375-384, 1991.
7.Brown, L. G. Convenience in services marketing. Journal of Services Marketing, 4(1), 53-59, 1990.
8.Brown, L. G., & McEnally, M. Convenience: Definition, structure, and application. Journal of Marketing Management (10711988), 2(2) , 1992.
9.Brown, L.G. and McEnally, M. Convenience: Definition, structure, and application. Journal of Marketing Management 2(3): 47-56, 1993.
10.Cardozo, R. N. An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 244-249, 1965.
11.Chang, T. Z., & Wildt, A. R. Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science, 22(1), 16-27, 1994.
12.Churchill Jr, G. A., & Surprenant, C. An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 491-504, 1982.
13.Colwell, S. R., Aung, M., Kanetkar, V., & Holden, A. L. Toward a measure of service convenience: multiple-item scale development and empirical test. Journal of Services Marketing, 22(2), 160-169, 2008.
14.Davis, M. M., & Vollmann, T. E. A framework for relating waiting time and customer satisfaction in a service operation. Journal of Services Marketing, 4(1), 61-69, 1990.
15.Day, R. L. Extending the concept of consumer satisfaction. NA-Advances in Consumer Research Volume 04, 1997.
16.Dodds, W. B., Monroe, K. B., & Grewal, D. Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 307-319, 1991.
17.Engel, B., & Blackwell, R. D. Miniard. Consumer Behavior, 8, 1995.
18.Farquhar, J. D., & Rowley, J. Convenience: a services perspective. Marketing Theory, 9(4), 425-438, 2009.
19.Festinger, L. A theory of cognitive dissonance: Stanford Univ Pr, 1957.
20.Fornell, C. A national customer satisfaction barometer: The Swedish experience. the Journal of Marketing, 6-21, 1992.
21.Geyskens, I., & Steenkamp, J. B. E. Economic and social satisfaction: measurement and relevance to marketing channel relationships. Journal of Retailing, 76(1), 11-32, 2000.
22.Grewal, D., Krishnan, R., Baker, J., & Borin, N. The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352, 1998.
23.Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. Customer repurchase intention: A general structural equation model. European journal of Marketing, 37(11/12), 1762-1800, 2003.
24.Hovland, C. I., Harvey, O. J., & Sherif, M. Assimilation and contrast effects in reactions to communication and attitude change. The Journal of Abnormal and Social Psychology, 55(2), 244, 1957.
25.Howard, J. A., & Sheth, J. N. The theory of buyer behavior (Vol. 14). New York: Wiley, 1969.
26.Hunt, H. K. (Ed.). Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction (No. 77-103). Marketing Science Institute, 1977.
27.Huppertz, J. W., Arenson, S. J., & Evans, R. H. An application of equity theory to buyer-seller exchange situations. Journal of Marketing Research, 250-260, 1978.
28.Kaufman-Scarborough, C., & Lindquist, J. D. Understanding the Experience of Time Scarcity Linking Consumer Time-Personality and Marketplace Behavior. Time & Society, 12(2-3), 349-370, 2003.
29.Kelley, E. J. The importance of convenience in consumer purchasing. The Journal of Marketing, 32-38, 1958.
30.Kotler, P. Marketing Management; Analysis, Planning, Implementation and Control (No. 658.8/K87), 1997.
31.Kotler, P., & Zaltman, G. Social marketing: an approach to planned social change. The Journal of Marketing, 3-12, 1971.
32.Kotler. Philip “Marketing Management. (11th ed)” Prentice-Hall Inc, 2003.
33.Lawler III, E. E. Motivation in work organizations, 1973.
34.Madill-Marshall, J. J., Heslop, L., & Duxbury, L. Coping With Household Stress in the 1990S: Who Uses &Quot; Convenience Foods & Quot; and Do They Help? NA-Advances in Consumer Research Volume 22, 1995.
35.Mayo, D. T., Richardson, L. D., & Simpson, J. T. The differential effects of the uses of power sources and influence strategies on channel satisfaction. Journal of Marketing Theory and Practice, 6(2), 16-25, 1998.
36.Monroe, K. B., & Krishnan, R. The effect of price on subjective product evaluations. Perceived Quality, 1, 209-232, 1985.
37.Morganosky, M. A. Cost‐versus convenience‐oriented consumers: Demographic, lifestyle, and value perspectives. Psychology & Marketing, 3(1), 35-46, 1986.
38.Morwitz, V. G., & Schmittlein, D. Using segmentation to improve sales forecasts based on purchase intent: Which" intenders" actually buy? Journal of Marketing Research, 391-405, 1992.
39.Mowen, J. C. Consumer behavior. Englewood Cliffs, NJ: Prentice-Hall, 1995.
40.Murphy, K. R., Philbin, T. A., & Adams, S. R. Effect of purpose of observation on accuracy of immediate and delayed performance ratings. Organizational Behavior and Human Decision Processes, 43(3), 336-354, 1989.
41.Nguyen, D. T., DeWitt, T., & Russell-Bennett, R. Service convenience and social servicescape: retail vs hedonic setting. Journal of Services Marketing, 26(4), 265-277, 2012.
42.Oliver, R. L. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 460-469, 1980.
43.Oliver, R. L. Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418-430, 1993.
44.Oliver, R. L. Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 1981.
45.Oliver, R. L., & Swan, J. E. Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. The Journal of Marketing, 21-35, 1989.
46.Ostrom, A., & Iacobucci, D. Consumer trade-offs and the evaluation of services. The Journal of Marketing, 17-28, 1995.
47.Parasuraman, A., & Grewal, D. The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the Academy of Marketing Science, 28(1), 168-174, 2000.
48.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. A conceptual model of service quality and its implications for future research. the Journal of Marketing, 41-50, 1985.
49.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12, 1988.
50.Patterson, P. G., & Spreng, R. A. Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination. International Journal of Service Industry Management, 8(5), 414-434, 1997.
51.Petrick, J. F. Are loyal visitors desired visitors. Tourism Management, 25(4), 463-470, 2004.
52.Petrick, J. F. Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119, 2002.
53.Ranaweera, C., & Prabhu, J. The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting. International Journal of Service Industry Management, 14(4), 374-395, 2003.
54.Reynolds, F. D., & Wells, W. D. Consumer behavior (2nd ed), New York: McGraw-Hill, 1977.
55.Ruekert, R. W., & Churchill Jr, G. A. Reliability and validity of alternative measures of channel member satisfaction. Journal of Marketing Research, 226-233, 1984.
56.Sasser, W. Earl, Leonard A. Schlesinger, and James L. Heskett. Service Profit Chain. Simon and Schuster, 1997.
57.Schiffman, L. G., & Kanuk, L. L. Consumer behavior, 7th. NY: Prentice Hall, 2000.
58.Seiders, K., Berry, L. L., & Gresham, L. G. Attention, retailers! How convenient is your convenience strategy. Sloan Management Review, 41(3), 79, 2000.
59.Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. SERVCON: development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science, 35(1), 144-156, 2007.
60.Shankar, V., Smith, A. K., & Rangaswamy, A. Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153-175, 2003.
61.Sheth, J. N., Newman, B. I., & Gross, B. L. Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170, 1991.
62.Singh, J. Understanding the structure of consumers' satisfaction evaluations of service delivery. Journal of the Academy of Marketing Science, 19(3), 223-244, 1991.
63.Sirdeshmukh, D., Singh, J., & Sabol, B. Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.2002.
64.Slater, S. F., & Narver, J. C. Intelligence generation and superior customer value. Journal of the Academy of Marketing Science, 28(1), 120-127, 2000.
65.Sweeney, J. C., Soutar, G. N., & Johnson, L. W. The impact of purchase involvement on the quality-value relationship. In Proceedings of the Australian and New Zealand Marketing Academy Conference, University of Otago, Dunedin (pp. 2545-2551), 1988.
66.Sweeney, J. C., & Soutar, G. N. Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220, 2001.
67.Taylor, S. A., & Baker, T. L. An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of Retailing, 70(2), 163-178, 1994.
68.Thaler, R. Mental accounting and consumer choice. Marketing Science, 4(3), 199-214, 1985.
69.Tse, D. K., & Wilton, P. C. Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 204-212, 1988.
70.Thornton, J., & White, L. Customer orientations and usage of financial distribution channels. Journal of services Marketing, 15(3), 168-185, 2001.
71.Vargo, S. L., & Lusch, R. F. Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science, 36(1), 1-10, 2008.
72.Weiner, B. An attributional theory of achievement motivation and emotion. Psychological Review, 92(4), 548, 1985.
73.Woodruff, R. B., & Gardial, S. F. Know Your Customer." New Approaches to Customer Value and Sati~ hction, 1996.
74.Woodside, A. G., Frey, L. L., & Daly, R. T. Linking Sort/ice anlity, Customer Satisfaction, and Behavioral Intention. Journal of Health Care Marketing, 9(4), 5-17, 1989.
75.Yale, L., & Venkatesh, A. Toward the construct of convenience in consumer research. NA-Advances in Consumer Research Volume 13, 1986.
76.Yoon, C., & Kim, S. Convenience and TAM in a ubiquitous computing environment: The case of wireless LAN. Electronic Commerce Research and Applications, 6(1), 102-112, 2007.
77.Yoon, Y., & Uysal, M. An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45-56, 2005.
78.Zeithaml, V. A. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.1988
79.Zeithaml, V. A., Parasuraman, A., & Berry, L. L. Problems and strategies in services marketing. The Journal of Marketing, 33-46, 1985.