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研究生:潘韋樺
研究生(外文):PAN, WEI-HUA
論文名稱:應用服務便利性模式探討顧客於跨境電商平台之再購意願:關係品質為中介變數
論文名稱(外文):Applying Service Convenience Model to Explore Customer Repurchase Intention on Cross-border Electronic Commerce Platforms:Relationship Quality as a Mediator.
指導教授:許嘉霖許嘉霖引用關係
指導教授(外文):Hsu, Chia-Lin
口試委員:陳彥君葉承達
口試委員(外文):CHEN, YEN-CHUNYEH, CHENG-TA
口試日期:2018-06-05
學位類別:碩士
校院名稱:中國文化大學
系所名稱:行銷碩士學位學程碩士班
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:2018
畢業學年度:106
語文別:中文
論文頁數:68
中文關鍵詞:跨境電子商務服務便利性關係品質再購意願
外文關鍵詞:cross-border electronic commerceservice conveniencerelationship qualityrepurchase intention
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鑒於網際網路快速蓬勃發展,透過與零售業之結合,加上國際貿易之助力,促進跨境電子商務形成之現代趨勢。本研究之目的為探討顧客對於跨境電子商務平台之服務便利性之認知,以及此認知對該平台之承諾、信任與滿意度之影響,進而對其再購意願之影響。本研究主要以網路問卷方式進行調查,並採用便利抽樣蒐集資料。針對曾經於跨境電子商務平台上購物過之顧客為主要施測對象。最後,共計回收337份問卷,經刪除無效問卷後,321份有效問卷作為研究分析所用。接著,本研究利用SPSS 23.0進行樣本敘述性統計分析及信度分析,同時亦利用SPSS AMOS 22進行驗證性因素分析、結構方程模式分析及假說檢定。本研究之結果發現顧客於跨境電子商務平台上之服務便利性之認知顯著與正向地影響滿意度,進而顯著與正向地影響再購意願,而滿意度亦顯著與正向地影響信任與承諾,進而顯著與正向地影響再購意願。再者,本研究結果亦發現滿意度、信任與承諾於服務便利性及再購意願之間具有部分中介效果。最後,根據本研究之結果發現,提出實務建議予跨境電子商務平台經營業者作為決策參考依據。
As the rapid development of the Internet, the combination with the retail industry, and the help of international trade, the modern trend of cross-border electronic commerce is being promoted. The purposes of this study attempt to explore the impact of perceived service convenience on satisfaction, trust and commitment, and in turn, affects repur-chase intention after experiencing the cross-border electronic commerce platform. A web-based questionnaire is used to collect data through the convenient sampling. The customers that have experienced on the cross-border electronic commerce platform are the subjects. A total of 337 questionnaires are collected and 321 valid questionnaires are received after deleting the invalid questionnaires. Descriptive statistics and reliability analysis are conducted via SPSS 22.0 and confirmatory factor analysis and structural equation model are conducted via AMOS, with 238 valid questionnaires returned. The results confirm that the service convenience significantly and positively affects satisfac-tion, and in turn, significantly and positively affects repurchase intention on the cross-border electronic commerce platform. Satisfaction also significantly and positively affects trust and commitment, and in turn, significantly and positively affects repur-chase intention. In addition, the results also show that satisfaction, trust and commit-ment have the partially mediating effect on the link between service convenience and repurchase intention. Finally, according to these findings, practical suggestions are of-fered to the manager of cross-border electronic commerce platform.
第一章  緒論..........................1
第一節  研究背景與動機.................1
第二節  研究問題......................4
第三節  研究目的......................5
第二章  文獻回顧與假說發展.............6
第一節 電子商務與跨境電商之比較.......6
第二節  服務便利性模式.................7
第三節  關係品質......................12
第四節  再購意願......................16
第五節 服務便利性與滿意度之關係.......17
第六節 關係品質與再購意願之關係.......18
第三章  研究方法......................23
第一節  研究對象與抽樣方法.............23
第二節  研究變數的操作型定義與衡量項目..23
第三節  資料分析之統計工具及方法.......31
第四章  資料分析與結果................35
第一節  樣本描述性分析................35
第二節  信度與效度分析................38
第三節  結構方程模式分析...............44
第五章  結論與建議....................48
第一節  研究結論......................48
第二節  研究建議......................49
第三節  研究限制與未來研究方向.........50
參考文獻...............................52

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