臺灣博碩士論文加值系統

網際網路和電子商務對民眾經濟和醫療行業有深刻變革，許多國家紛紛立法，逐漸開放藥店零售商在互聯網上的經營。近年中國地區電子商務活動發展已超越美國位居世界第一，再加上其十三五政策規劃“互聯網+藥品流通”，致使大量的醫藥類電商行業競爭者湧現，擴大醫藥電商規模，亦加劇市場競爭，故本研究選擇該市場為研究場域。然而目前醫藥電子商務相關研究多屬平台建置與安全之考量，尚未針對顧客之忠誠度研究，而保持顧客忠誠度是企業決定競爭優勢與長期成功的關鍵因素，因此本研究引用電子商務環境下之研究基礎，包括顧客、電子零售商與第三方物流品質，再加上與藥品屬性相關之信任和主觀規範等變數，建立影響B2C醫藥電子商務顧客之忠誠度因素的初步模式，經由焦點團體法收集中國地區網路購藥之重度使用者經驗，並以德菲法諮詢專家該初步模式之適當性，修正研究模式後，以問卷調查法及中國地區醫藥電子商務網站購藥的顧客為對象，驗證本研究模式。本研究預期結果可供中國地區B2C醫藥電子商務經營者提高顧客忠誠度，落實十三五之便民政策，與後續相關學術研究參考。

The Internet and e-commerce changed peoples' economy and healthcare behavior profoundly. Many countries legitimated the e-commerce of healthcare and medicine retailers gradually. In the recent years, the activities of e-commerce in China has surpassed those of the United States and made China e-commerce rank the top one throughout the world. Furthermore, the thirteen-five policy to encourage the Internet and circulation of medicine promoted many e-commerce of healthcare and medicine retailers to join the market and increase competition among them. Therefore, we chose the China pharmaceutical e-commerce as our study area. The studies related to e-commerce of healthcare and medicine retailers are mostly in the areas of establishing the e-commerce platforms or considering the security and privacy issues and rarely in the area of customer loyalty. Since customer loyalty is a key factor in gaining business competitive advantage and long-term success, we adopted the past research model of e-commerce including variables related to customers, e-retailers and the third-party logistics as the base of our research model. Other variables related to pharmaceutical e-commerce, such as trust and subjective norm are added to establish the draft of our research model. Then, through the Delphi method to collect experts opinion’s and experiences of focus group of the China pharmaceutical e-commerce, we would modify our research model and questionnaire to explore the impact of critical factors on customers' B2C pharmaceutical e-commerce loyalty. The Questionnaire method targeted at customers of pharmaceutical e-commerce in China will be used to validate our research model. The results of this study can be used by B2C pharmaceutical e-commerce managers to improve their customer loyalty, implement the thirteen-five policies, and by related researchers to conduct future studies.

目錄

目錄 1
表目錄 6
圖目錄 8
第一章 緒論 9
第一節、 研究背景與動機 9
第二節、 研究目的與問題 14
第二章 文獻探討 15
第一節、 電子商務 15
一、 中國電子商務之興起 15
二、 中國醫藥電子商務之興起 16
三、 醫藥電子商務之介紹 18
(一) 天貓醫藥館 19
(二) 1藥網 20
(三) 健客網 21
第二節、 服務品質 22
一、 電子服務品質 24
二、 物流服務品質 26
第三節、 主觀規範 31
第四節、 滿意度 32
一、 對電子服務品質的滿意度 32
二、 對物流服務的滿意度 33
第五節、 信任 34
第六節、 忠誠度 40
一、 對物流服務的忠誠度 40
二、 對電子服務的忠誠度 41
第三章 研究方法 48
第一節、 初步研究模型架構 49
第二節、 研究假說 50
一、 電子服務品質 50
二、 物流服務品質 51
三、 顧客對電子服務的滿意度和顧客對網站的信任 52
四、 顧客對物流服務的滿意度 53
五、 主觀規範 54
六、 忠誠度 54
第三節、 研究變數定義 56
一、 操作型定義 56
(一) 電子服務品質 56
(二) 物流服務品質 56
(三) 顧客對物流服務滿意度 56
(四) 顧客對電子服務滿意度 57
(五) 顧客對網站的信任 57
(六) 主觀規範 58
(七) 顧客對電子服務忠誠度 58
(八) 顧客對物流服務忠誠度 59
第四節、 焦點團體 61
一、 形成研究問題 63
二、 確認研究對象 63
三、 選取樣本和進行團體會談 69
四、 進行團體會談 71
五、 資料分析與詮釋 74
第五節、 德菲法 76
一、 執行目的 76
二、 成立專家小組 76
三、 執行和評估方式 77
四、 德菲法執行結果 78
(一) 第一次專家德菲問卷統整結果 78
(二) 第二次專家德菲問卷統整結果： 80
五、 修正後研究模型架構 81
第六節、 衡量方式 83
一、 物流服務品質 83
二、 電子服務品質 85
三、 主觀規範 88
四、 對網站的信任 89
五、 顧客對物流服務滿意度 90
六、 顧客對電子服務的滿意度 91
七、 顧客對電子服務的忠誠度 91
第七節、 研究流程 93
第八節、 研究設計 94
一、 研究對象 94
二、 問卷設計 94
三、 問卷發放 95
第四章 統計分析 97
第一節、 問卷回收 97
第二節、 基本資料分析與敘述性統計 97
一、 基本特性 97
二、 測量題項描述性統計分析 99
(一) 測量題項 99
第三節、 PLS測量模式分析 102
一、 信度分析 104
二、 效度分析 105
第四節、 PLS結構模型分析 109
第五章 結論與建議 117
第一節、 研究結果與討論 117
一、 研究模式之探討 117
(一) 電子服務品質、物流服務品質、顧客對物流服務滿意度和主觀規範對顧客對電子服務的滿意度之影響 117
(二) 電子服務品質和顧客對電子服務滿意度對顧客對網站的信任之影響 118
(三) 物流服務品質對顧客對物流服務滿意的之影響 118
(四) 電子服務品質、物流服務品質、顧客對物流服務滿意度、顧客對電子服務滿意度、顧客對網站的信任和主觀規範對顧客對顧客對電子服務的忠誠度之影響 118
第二節、 研究貢獻 120
一、 產業面 120
二、政府機關 120
三、學術面 120
第三節、 研究限制 121
第四節、 未來研究方向 122
參考文獻 123
中文文獻 123
英文文獻 126
附錄一 150
附錄二 154
附錄三 159
附錄四 165

 
表目录

表 1中國對醫藥電子商務的政策整理 16
表 2物流服務品質構面及其構面意義 27
表 3研究忠誠度並用信任和滿意度之變數文獻 36
表 4國內對線上藥房的研究之文獻 42
表 5國外對線上藥房的研究之文獻 44
表 6初步假說整理表 55
表 7研究變數與操型性定義整理表 59
表 8焦點團體與其他質性研究法的比較 61
表 9篩選問卷基本資料 65
表 10正確用藥知識量 66
表11正確用藥知識量表分數分佈 68
表12基本問項和正確的用藥知識量表皮爾森積矩相關係數 68
表 13題項A12和正確的用藥知識得分 70
表 14焦點團體訪談描述 71
表 15訪談整理 74
表 16專家名單 76
表 17德菲問卷 77
表 18第一次專家德菲問卷統整結果 78
表 19第二次德菲問卷整理結果 80
表 20修正後研究架構假說整理表 82
表 21物流服務品質變項之問項 83
表 22電子服務品質變項之問項整理 86
表 23主觀規範變項之問項整理 88
表 25信任變項之問項整理 89
表 26顧客對物流服務滿意度變項之問項整理 90
表 27顧客對電子服務的滿意度變項之問項整理 91
表 28顧客對電子服務的忠誠度變項之問項整理 91
表 29專家名單 94
表 30網路問卷的缺點與限制及對應方案 95
表 31樣本基本特性 98
表 32各變數題項之敘述性統計 100
表 33問項因素負荷量表 102
表 34各變數之Cronbach's α值與組合信度（CR） 104
表 35收斂效度檢驗表 106
表 36構面AVE區別效度檢驗表 108
表 37路徑係數與R-square整理表 111
表 38各假說檢驗結果整理表 115


圖目錄

圖 1天貓醫藥館 20
圖 2 1藥網 21
圖 3健客網首頁 22
圖 4電子零售商、顧客和協力廠商物流供應商組成的電子零售供應鏈關係 30
圖 5初步研究架構圖 49
圖 6焦點團體步驟 62
圖 7修正後本研究架構圖 81
圖 8研究流程 93
圖 9本研究模型結構分析圖 110
圖 10本研究模型結構分析圖 116

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