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研究生:王子杰
研究生(外文):WANG,ZI-JIE
論文名稱:團購網站信任與服務品質對再購意願影響之研究
論文名稱(外文):A Study of The Impact of Trust and Service Quality on Customer Repurchase Behaviors of Group Buying Website
指導教授:張毓騰張毓騰引用關係
指導教授(外文):ZHANG,YU-TENG
口試委員:羅智耀
口試委員(外文):LUO,ZHI-YAO
口試日期:2017-06-02
學位類別:碩士
校院名稱:育達科技大學
系所名稱:資訊管理所
學門:電算機學門
學類:電算機一般學類
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:62
中文關鍵詞:團購網站服務品質網站信任再購意願
外文關鍵詞:Group Buying WebsiteService QualityWeb TrustRepurchase Intention
相關次數:
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近年來,團購網站的消費型態已越來越貼近消費者之需求,消費者可透過經濟規模之方式強化與廠商議價之籌碼,能創造更大的議價空間;另一方面,對於廠商而言,亦能透過消費者大量訂購方式獲取訂單,創造雙贏的局面。因此本研究欲以團購網站的顧客為研究對象,探討團購網站內的網站服務品質與網站信任,是否會影響顧客的再購意願。
本研究以便利抽樣法針對在團購網站消費過的民眾進行調查,統計分析方法為敘述統計分析、信度分析、t檢定、單因子變異數分析與迴歸分析。本研究希望能藉此探討服務品質、網站信任及再購意願各構面彼此之間的關係,並探討團購網站的顧客,對於這些構面的認知是否有所差異,並探討背後的原因及現象。
研究結果發現:(1)女性對服務品質的認同度顯著高於男性,顯示網站的服務較為受到女性顧客之喜愛;網站的服務也會以此青壯年的顧客為主要客群做為主要方針,該客群對於服務品質的認同度自然也會跟著提高。(2)女性對網站信任的認同度顯著高於男性,因女性顧客對於網站的服務品質較為認同,故亦提高其網站信任;較年輕的顧客接觸網路的時間也比較長,也較習慣這種網路購物的模式,故對於網站的信任度也會較高。(3)女性對再購意願的認同度顯著高於男性,因此女性則更願意使用網站進行購物;較年輕的顧客更出自個人意願而使用網站進行購物,此亦呼應服務品質與網站信任之結果。
關鍵字:團購網站、服務品質、網站信任、再購意願
In recent years, the consumption on group buying website patterns have become more and more close to the needs of consumers, consumers can scale the way to strengthen the bargaining chip with manufacturers, can create greater bargaining space. The other hand, also through a large number of orders to obtain orders to create a win-win situation. Therefore, this study wants to customers as the object of study on group buying website, to explore the group buying website within the site service quality and website trust, will affect the customer's willingness to buy. In this study, the sampling method was used to investigate the people who had been consumed in the group buying website. The statistical analysis method was narrative statistical analysis, reliability analysis, t test, single factor analysis and regression analysis. This study explores the relationship between the quality of service, the trust of the website and the willingness of each part of the organization, and to explore the differences between the customers of the group buying website and the reasons for the differences and the phenomenon.
The results showed that: (1) The recognition degree of women's service quality was significantly higher than that of men, and the service of the website was more popular among female customers. The service of the website was the main policy of the young and middle- The customer group for the quality of service will naturally follow the degree of recognition. (2) Women's trust in the site of the degree of recognition was significantly higher than the male, because women's customers for the service quality of the site more agree, it also improve their website trust; younger customers contact the network time is longer, more accustomed to this Kind of online shopping model, so the trust for the site will be higher. (3) Women are more likely to reproduce the willingness than men, so women are more willing to use the site to shop; more young customers from the individual wishes to use the site to shop, which also echo service quality and website trust results.

Keyword: Group Buying Website, Service Quality, Web Trust, Repurchase Intention

指導教授推薦書 i
論文口試委員審定書 ii
誌謝 iii
摘要 iv
Abstract vi
目錄 vii
圖目錄 ix
表目錄 x
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5
第二章 文獻探討 7
2.1 服務品質 7
2.2 網站信任 12
2.3 再購意願 18
第三章 研究方法 22
3.1 研究架構 22
3.2 研究假設 22
3.3 研究對象與抽樣方法 24
3.4 問卷設計 24
3.5 統計分析方法 26
第四章 資料分析 28
4.1 信度分析 28
4.2 效度分析 28
4.3 受訪者背景分析 30
4.4 顧客背景變項對服務品質差異分析 31
4.5 顧客背景變項對網站信任差異分析 33
4.6 顧客背景變項對再購意願差異分析 36
4.7 構面迴歸分析 39
4.8 皮爾森相關分析 42
4.9 假設驗證彙整 43
第五章 結論與建議 45
5.1 研究結論 45
5.2 研究建議 47
參考文獻 50
附錄:問卷 60


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