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研究生:陳玥妃
論文名稱:代購模式之滿意度與購買意願研究- 以誠蜂電商為例
論文名稱(外文):The Research of Satisfaction and Purchase Intention in Purchasing Platform-A Case Study of “honestbee”
指導教授:王怡強王怡強引用關係
口試委員:陳天惠簡施儀
口試日期:2017-07-12
學位類別:碩士
校院名稱:南臺科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
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:97
中文關鍵詞:代購模式服務便利性
外文關鍵詞:Purchasing modeservice convenience
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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
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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。

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