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研究生:許婉婉
研究生(外文):Laurencia Wanda Sugondo
論文名稱:外國消費者線上購物滿意度影響因素之研究-以蝦皮為例
論文名稱(外文):Factors Affecting the Foreign Customers Satisfaction in Online Shopping – An example of Shopee
指導教授:董正玫董正玫引用關係
指導教授(外文):Justine
口試委員:黃秀英王郁彬
口試委員(外文):Huang Xiu YingWang Yu Bin
口試日期:2019-12-19
學位類別:碩士
校院名稱:逢甲大學
系所名稱:商學專業碩士在職學位學程
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:16085
中文關鍵詞:資訊通訊服務品質期望系統品質知覺價值客戶滿意度
外文關鍵詞:Information CommunicationService QualityExpectationSystem QualityPerceived ValueCustomer Satisfaction
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為增加線上商店之收入,必須考慮互聯網用戶的網頁造訪率。因此,若要創建線上客戶滿意度,線上商店應有能力改善其資訊通訊,服務品質,系統品質和客戶期望。因此,需要考慮信息通信的維度,服務質量,系統質量和客戶期望,這些都是確定線上客戶滿意度知覺價值的決定因素。
先前的研究已經證實了資訊通訊、服務品質、系統品質和客戶的期望值都關係到客戶接收到的價值,意即線上客戶滿意度。本研究之目的係調查國外的顧客對 “ Shopee”購物網的滿意度為何。調查之受訪人數係263位,其為在台灣使用“ Shopee”購物網的外國客戶。本研究使用SPSS AMOS對收集之數據進行分析。本研究之分析技術為結構方程模型(SEM)分析。
結果顯示,期望對感知價值具有顯著影響;而服務品質和系統品質對知覺價值沒有影響。此外,研究結果還顯示,服務品質、期望和知覺價值對客戶滿意度有顯著的積極影響,而信息交流對客戶滿意度沒有影響。




關鍵字:資訊通訊,服務品質,期望,系統品質,知覺價值,客戶滿意度
It is necessary to consider the online visit rate of internet users to increase online shop revenue. Hence, to create online customer satisfaction, the online shop should be able to improve its information communication, service quality, system quality, and customer expectation. Accordingly, dimensions of information communication, service quality, system quality, and customer expectation as determinants of perceived value for the establishment of online customer satisfaction need to consider. The previous researches have confirmed that information communication, service quality, system quality, and customer expectation create online customer satisfaction with and without the mediation of customer perceived value. The objectives of this research are to examine how can foreign customer satisfaction against online shopping "Shopee". The number of respondents in this study is 263 foreign customers of online shopping "Shopee" in Taiwan. The data collected analyzed using SPSS AMOS. The analysis technique of this research is Structural Equation Modelling (SEM) analysis. The results show that expectation has a significant positive impact on perceived value, while service quality and system quality have no impact on perceived value. Moreover, the results also show that service quality, expectation, and perceived value have a significant positive impact on customer satisfaction, while information communication has no impact on customer satisfaction.


Keywords: Information Communication, Service Quality, Expectation, System Quality, Perceived Value, Customer Satisfaction
CHAPTER 1 1
INTRODUCTION 1
1.1. Research Background 1
1.2. Research Scope 4
1.3. Research Purpose 5
CHAPTER 2 6
LITERATURE REVIEW 6
2.1. Information Communication and Customer Satisfaction 6
2.2. Service Quality, Perceived Value, and Customer Satisfaction 8
2.3. Expectation and Customer satisfaction 12
2.4. System Quality, Perceived Value, and Customer Satisfaction 15
2.5. Perceived Value and Customer Satisfaction 16
2.6. Customer Satisfaction 19
CHAPTER 3 24
RESEARCH METHODOLOGY 24
3.1. Research Framework 24
3.2. Operation Definition 25
3.3. Hypothesis 25
3.4. Sample and population 26
3.5. Type of data 26
3.6. Analysis Technique 26
3.7. Questionnaire Design 26
CHAPTER 4 31
RESEARCH RESULTS AND ANALYSIS 31
4.1 Respondent Profile 31
4.2 Validity and Reliability Test 32
4.3 Descriptive Data 34
4.4 Correlation Analysis 36
4.5 Model Testing 37
4.6 Hypothesis Testing 38
CHAPTER 5 40
CONCLUSION AND RECOMMENDATION 40
5.1 Conclusion 40
5.2 Implication 42
5.3 Limitation and Future Research 43
References 48
APPENDIX………………………………….…………………………………………………………51
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