臺灣博碩士論文加值系統

近幾年來許多零售紛紛投入許多資源於發展電子商務相關的應用當中，加上COVID-19(新型冠狀肺炎)的疫情關係，使得許多業者更加碼投入電子商務線上市場的研發，例如：百思買(Best Buy)。而臺灣在本次的疫情當中，雖然防疫的工作進行得相當出色，但對於線上的服務(Online Service)提供與線下的實體店面(Offline Store)整合絲毫不敢懈怠。尤其在臺台灣的便利商店，除了擁有多樣化的服務外，其店面位置也遍布國內的大街小巷。同時也發展出許多知名的便利商店的品牌，其中有有店家也順應了世界的潮流，紛紛推出了自家的服務應用程式(Application，App)，來提供顧客更多元的服務，並進而轉向O2O(online to offline)的延伸商業模式發展。自從2010年O2O商業模式被提出以來，這些年皆有相關的專家學者研究圍繞在O2O的議題上，O2O是一種透過資通訊的科技，將顧客從線上瀏覽引導至線下消費的一種商業模式。而這一種商業模式與當前的網真(telepresence)樣態密不可分。而本研究的貢獻在於：(1) 確認O2O商業模式底下，服務品質、品牌印象、知覺信任度、顧客滿意度以及再訪意願之間之因果關係；(2)在O2O的商業模式中，透過服務品質可以提升品牌的再訪意願以及(3)在O2O的商業模式中，網真在服務滿意度與品牌形象中存在干擾效果。

In recent years, many retailers have invested numerous resources in the development of e-commerce-related applications. Due to the COVID-19 (Coronavirus disease 2019) pandemic, many businesses have become more involved in the research and development of e-commerce markets, such as Best Buy. In the case of Taiwan, the provisions of online services and offline stores, like convenience stores, have been ensured because the epidemic prevention work carried out very well. Besides having diversified services, the density of convenience stores is high. Many well-known convenience store brands developed their applications to provide more services to customers and then turn to O2O (online to offline) model that extends further business development. O2O is a business model that guides customers from online browsing to offline consumption through informatics technology and becomes popularly discussed after proposed in 2010. And this business model is inseparable from the current telepresence that refers to users are allowed to experience real services from virtual reality. Customers can use websites or apps as an agent to conduct online browsing and shopping behaviors. This research will analyze the relationship between the quality of online services and offline physical purchases. This research find that (1) there is relationship among service quality, brand image, perceived trust, customer satisfaction, and intention to revisit under the O2O business model; (2) the service quality can enhance the intention of revisit and (3) the Interference effect of the telepresence can enhance the effect of the service quality to the perceived trust and the brand image.

目錄
摘要 i
Abstract ii
誌謝 iv
圖目錄 vi
表目錄 vii
壹、緒論 1
1.1、研究背景 1
1.2、研究動機、目的與問題 4
貳、文獻探討與回顧 7
2.1、線上/線下商業模式(Online to Offline) 7
2.2、服務品質 10
2.3、品牌形象 11
2.4、知覺信任 12
2.5、滿意度 13
2.5、網真 14
參、研究方法 16
3.1、研究架構 16
3.2、研究假設 18
3.3、研究變數和操作型定義 21
肆、資料結果分析 28
4.1、基本資料描述性分析 28
4.2、資料分析與描述 30
伍、結論與建議 43
5.1、研究發現 43
5.2、研究貢獻 45
5.2、研究限制與未來建議 47

[1]eMarker(2019年6月27日)，取自：https://www.emarketer.com/content/global-ecommerce-2019
[2]Rampell A (2020年10月1日)，取自：http://techcrunch .com/2010/08/07/why-onlin e2offline-comme rce-is-a-trill ion-dolla r-oppor tunity
[3]經濟部統計處(2020年8月20日)，取自：
https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=7590
[4]Abroud, A., Choong, Y. V., Muthaiyah, S., & Fie, D. Y. G. (2015). Adopting e-finance: decomposing the technology acceptance model for investors. Service Business, 9(1), 161-182.
[5]Aghekyan-Simonian, M., Forsythe, S., Kwon, W. S., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325-331.
[6]Al-Ansi, A., Olya, H. G., & Han, H. (2019). Effect of general risk on trust, satisfaction, and recommendation intention for halal food. International Journal of Hospitality Management, 83, 210-219.
[7]Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., & Algharabat, R. (2018). Examining factors influencing Jordanian customers’ intentions and adoption of internet banking: Extending UTAUT2 with risk. Journal of Retailing and Consumer Services, 40, 125-138.
[8]Ali, M. (2018). Determinants and consequences of board size: conditional indirect effects. Corporate Governance: The international journal of business in society.
[9]Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of marketing, 58(3), 53-66.
[10]Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & marketing, 20(2), 123-138.
[11]Arslan, F. M., & Altuna, O. K. (2010). The effect of brand extensions on product brand image. Journal of Product & Brand Management.
[12]Budiman, A. (2015). Social media and brand image: a study on UNKL347 clothing comp. Image: Jurnal Riset Manajemen, 4(1).
[13]Butt, M. M., & Aftab, M. (2013). Incorporating attitude towards Halal banking in an integrated service quality, satisfaction, trust and loyalty model in online Islamic banking context. International Journal of Bank Marketing.
[14]Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review.
[15]Carrillat, F. A., Jaramillo, F., & Mulki, J. P. (2009). Examining the impact of service quality: a meta-analysis of empirical evidence. Journal of Marketing Theory and Practice, 17(2), 95-110.
[16]Chang, W.-J. (2020). Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal.
[17]Chen, C.-C., Hsiao, K.-L., & Hsieh, C.-H. (2019). Understanding usage transfer behavior of two way O2O services. Computers in Human Behavior, 100, 184-191.
[18]Chen, D., Lai, F., & Lin, Z. (2014). A trust model for online peer-to-peer lending: a lender’s perspective. Information Technology and Management, 15(4), 239-254.
[19]Chen, H.-B., Yeh, S.-S., & Huan, T.-C. (2014). Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants. Journal of Business Research, 67(3), 354-360.
[20]Chen, J., Zhang, C., & Xu, Y. (2009). The role of mutual trust in building members' loyalty to a C2C platform provider. International Journal of Electronic Commerce, 14(1), 147-171.
[21]Chen, L., Li, Y.-Q., & Liu, C.-H. (2019). How airline service quality determines the quantity of repurchase intention-Mediate and moderate effects of brand quality and perceived value. Journal of Air Transport Management, 75, 185-197.
[22]Chen, Y.-S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.
[23]Cheshin, A., Amit, A., & Van Kleef, G. A. (2018). The interpersonal effects of emotion intensity in customer service: Perceived appropriateness and authenticity of attendants' emotional displays shape customer trust and satisfaction. Organizational Behavior and Human Decision Processes, 144, 97-111.
[24]Chiang, C.-F., & Jang, S. S. (2007). The effects of perceived price and brand image on value and purchase intention: Leisure travelers' attitudes toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15(3), 49-69.
[25]Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2013). Applied multiple regression/correlation analysis for the behavioral sciences: Routledge.
[26]Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
[27]Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. Journal of marketing, 54(3), 68-81.
[28]Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289-300.
[29]Desmet, P., & Hekkert, P. (2007). Framework of product experience. International journal of design, 1(1), 57-66.
[30]Dide, A., & Basu, C. (1994). Customer Loyalty: Toward an integrated framework. Journal of the Academy of Marketing Science, 22(2), 99-105.
[31]Fernández-Sabiote, E., & Román, S. (2016). The multichannel customer’s service experience: building satisfaction and trust. Service Business, 10(2), 423-445.
[32]Firend, A. R., & Abadi, M. F. (2014). Impact of service quality, trust and perceived value on customer loyalty in Malaysia services industries. Procedia-Social and Behavioral Sciences, 164, 298-304.
[33]Fornell, C., & Larcker, D. F. (1981a). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
[34]Fornell, C., & Larcker, D. F. (1981b). Structural equation models with unobservable variables and measurement error: Algebra and statistics. In: Sage Publications Sage CA: Los Angeles, CA.
[35]Gefen, D., Benbasat, I., & Pavlou, P. (2008). A research agenda for trust in online environments. Journal of Management Information Systems, 24(4), 275-286.
[36]Gronroos, C. (1984). A service quality model and its marketing implications.
[37]Hahn, S.-E., Sparks, B., Wilkins, H., Jin, X. J. J. o. H. M., & Management. (2017). E-service quality management of a hotel website: A scale and implications for management. 26(7), 694-716.
[38]Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis (Vol. 5): Prentice hall Upper Saddle River, NJ.
[39]Hewer, P., Brownlie, D., & Kerrigan, F. (2013). ‘The exploding plastic inevitable’:‘Branding being’, brand Warhol & the factory years. Scandinavian Journal of Management, 29(2), 184-193.
[40]Hsu, M.-H., Chuang, L.-W., & Hsu, C.-S. (2014). Understanding online shopping intention: the roles of four types of trust and their antecedents. Internet Research.
[41]Hwang, S., & Kim, S. (2018). Does mIM experience affect satisfaction with and loyalty toward O2O services? Computers in Human Behavior, 82, 70-80.
[42]Kao, T.-W., & Lin, W. T. (2016). The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach. Computers in Human Behavior, 57, 208-218. doi:https://doi.org/10.1016/j.chb.2015.12.006
[43]Kaplan, S. E., & Nieschwietz, R. J. (2003). An examination of the effects of WebTrust and company type on consumers’ purchase intentions. International Journal of Auditing, 7(2), 155-168.
[44]Kim, T., & Biocca, F. (1997). Telepresence via television: Two dimensions of telepresence may have different connections to memory and persuasion. Journal of computer-mediated communication, 3(2), JCMC325.
[45]Klem, L. (1995). Path analysis.
[46]Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110.
[47]Kotler, P. (1997). Marketing management: Analysis, planning, implementation and control.
[48]Kotler, P., Saliba, S., & Wrenn, B. (1991). Marketing management: Analysis, planning, and control: Instructor's Manual: Prentice-hall.
[49]Ku, E. C., Chen, C.-D. J. B., & Technology, I. (2015). Cultivating travellers' revisit intention to e-tourism service: the moderating effect of website interactivity. 34(5), 465-478.
[50]Kuan, H.-H., & Bock, G.-W. (2007). Trust transference in brick and click retailers: An investigation of the before-online-visit phase. Information & Management, 44(2), 175-187.
[51]Kumar, V., & Ayodeji, O. G. (2020). E-retail factors for customer activation and retention: An empirical study from Indian e-commerce customers. Journal of Retailing and Consumer Services, 102399.
[52]Kuo, Y.-F., Wu, C.-M., & Deng, W.-J. J. C. i. h. b. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. 25(4), 887-896.
[53]Kusumawati, A., Yanamandram, V. K., & Perera, N. (2010). University marketing and consumer behaviour concerns: the shifting preference of university selection criteria in Indonesia.
[54]Kwon, W.-S., & Kim, H. (2018). Telepresence and Aesthetic Experiences on Online Stores: A Brand-Website Image Congruence Perspective. Paper presented at the International Textile and Apparel Association Annual Conference Proceedings.
[55]Lee, G. G., Lin, H. F. J. I. J. o. R., & Management, D. (2005). Customer perceptions of e‐service quality in online shopping.
[56]Lee, H. M., Lee, C. C., & Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European journal of marketing.
[57]Lee, K. C., Kang, I., & McKnight, D. H. (2007). Transfer from offline trust to key online perceptions: an empirical study. IEEE Transactions on Engineering Management, 54(4), 729-741.
[58]Lee, M., & Cunningham, L. F. (2001). A cost/benefit approach to understanding service loyalty. Journal of services Marketing.
[59]Lee, Y.-C., Seo, D.-H., & Song, S.-H. (2017). Classification and evaluation of service quality factors of O2O delivery applications using Kano model. Journal of Industrial Convergence, 15(2), 27-36.
[60]Levine Daniel, J., & Kim, M. (2018). The scale of mission-embeddedness as a nonprofit revenue classification tool: Different earned revenue types, different performance effects. Administration & Society, 50(7), 947-972.
[61]Lim, J., & Ayyagari, R. (2018). Investigating the determinants of telepresence in the e-commerce setting. Computers in Human Behavior, 85, 360-371. doi:https://doi.org/10.1016/j.chb.2018.04.024
[62]Lim, J., Grover, V., & Purvis, R. L. (2011). The consumer choice of e-channels as a purchasing avenue: an empirical investigation of the communicative aspects of information quality. IEEE Transactions on Engineering Management, 59(3), 348-363.
[63]Lin, X., Wang, X., & Hajli, N. (2019). Building E-commerce satisfaction and boosting sales: The role of social commerce trust and its antecedents. International Journal of Electronic Commerce, 23(3), 328-363.
[64]Lin, Y.-H., Lin, F.-J., & Wang, K.-H. (2020). The effect of social mission on service quality and brand image. Journal of Business Research.
[65]Marriott, H. R., & Williams, M. D. (2018). Exploring consumers perceived risk and trust for mobile shopping: A theoretical framework and empirical study. Journal of Retailing and Consumer Services, 42, 133-146.
[66]Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
[67]McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information systems research, 13(3), 334-359.
[68]McKnight, D. H., Lankton, N. K., Nicolaou, A., & Price, J. (2017). Distinguishing the effects of B2B information quality, system quality, and service outcome quality on trust and distrust. The Journal of Strategic Information Systems, 26(2), 118-141.
[69]Miniard, P. W., Alvarez, C. M., & Mohammed, S. M. (2020). Consumer acceptance of brand extensions: Is parental fit preeminent? Journal of Business Research, 118, 335-345.
[70]Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919-925.
[71]Moon, Y., & Armstrong, D. J. (2019). Service quality factors affecting customer attitudes in online-to-offline commerce. Information Systems and e-Business Management, 1-34.
[72]Moon, Y., Armstrong, D. J. J. I. S., & Management, e.-B. (2019). Service quality factors affecting customer attitudes in online-to-offline commerce. 1-34.
[73]Ng, P. F., Butt, M. M., Khong, K. W., & Ong, F. S. (2014). Antecedents of green brand equity: an integrated approach. Journal of Business Ethics, 121(2), 203-215.
[74]Nisar, T. M., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing? Journal of Retailing and Consumer Services, 39, 135-144.
[75]Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
[76]Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer: Routledge.
[77]Pan, Y., Wu, D., & Olson, D. L. (2017). Online to offline (O2O) service recommendation method based on multi-dimensional similarity measurement. Decision Support Systems, 103, 1-8.
[78]Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of marketing, 49(4), 41-50. doi:10.2307/1251430
[79]Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
[80]Pelet, J.-É., Ettis, S., & Cowart, K. (2017). Optimal experience of flow enhanced by telepresence: Evidence from social media use. Information & Management, 54(1), 115-128.
[81]Rahimnia, F., & Hassanzadeh, J. F. (2013). The impact of website content dimension and e-trust on e-marketing effectiveness: The case of Iranian commercial saffron corporations. Information & Management, 50(5), 240-247.
[82]Ribadu, M. B., & Rahman, W. N. W. A. (2019). An integrated approach towards Sharia compliance E-commerce trust. Applied computing and informatics, 15(1), 1-6.
[83]Ringle, C. M., Wende, S., & Will, A. (2005). Customer segmentation with FIMIX-PLS. Paper presented at the Proceedings of PLS-05 International Symposium, SPAD Test&go, Paris.
[84]Roh, M., & Park, K. J. I. J. o. I. M. (2019). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. 47, 262-273.
[85]Schröder, H., Zaharia, S. J. J. o. R., & Services, C. (2008). Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer. 15(6), 452-468.
[86]Selviaridis, K., Agndal, H., & Axelsson, B. (2011). Business services ‘in the making’: (De)Stabilisation of service definitions during the sourcing process. Journal of Purchasing and Supply Management, 17(2), 73-86. doi:https://doi.org/10.1016/j.pursup.2010.08.001
[87]Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125.
[88]Sharma, A., & Paudel, P. K. (2018). Determinants of Green Brand Trust and the Mediating Role of Green Brand Satisfaction. International Research Journal of Management Science, 3, 1-24.
[89]Shen, C.-w., Chen, M., & Wang, C.-c. (2019). Analyzing the trend of O2O commerce by bilingual text mining on social media. Computers in Human Behavior, 101, 474-483.
[90]Smith, R. W., & Keller, K. L. (2020). If all their products seem the same, all the parts within a product seem the same too: How brand homogeneity polarizes product experiences. International Journal of Research in Marketing.
[91]Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.
[92]Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.
[93]Suhaily, L., & Darmoyo, S. (2017). Effect of product quality, perceived price and brand image on purchase decision mediated by customer trust (study on japanese brand electronic product). Jurnal Manajemen, 21(2), 179-194.
[94]Sukoco, B. M., & Wu, W.-Y. (2011). The effects of advergames on consumer telepresence and attitudes: A comparison of products with search and experience attributes. Expert Systems with Applications, 38(6), 7396-7406.
[95]Tan, C.-W., Benbasat, I., & Cenfetelli, R. T. J. M. q. (2013). IT-mediated customer service content and delivery in electronic governments: An empirical investigation of the antecedents of service quality. 77-109.
[96]Tasci, A. D. (2018). Testing the cross-brand and cross-market validity of a consumer-based brand equity (CBBE) model for destination brands. Tourism management, 65, 143-159.
[97]Teixeira, T. S., & Piechota, G. (2019). Unlocking the customer value chain: How decoupling drives consumer disruption: Currency.
[98]Teo, T. S., & Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore and China. Omega, 35(1), 22-38.
[99]Trabelsi-Zoghlami, A., Berraies, S., & Ben Yahia, K. (2020). Service quality in a mobile-banking-applications context: do users’ age and gender matter? Total Quality Management & Business Excellence, 31(15-16), 1639-1668. doi:10.1080/14783363.2018.1492874
[100]Tran, L. T. T., Pham, L. M. T., & Le, L. T. (2019). E-satisfaction and continuance intention: The moderator role of online ratings. International Journal of Hospitality Management, 77, 311-322.
[101]Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of marketing, 67(4), 30-45.
[102]Vásquez, C., Sergi, V., & Cordelier, B. (2013). From being branded to doing branding: Studying representation practices from a communication-centered approach. Scandinavian Journal of Management, 29(2), 135-146.
[103]Wardi, Y. (2020). Effects of Service Quality, Halal Tourism, Brand Image, Tourist Satisfaction and E-WOM on Muslim Tourist Loyalty in West Sumatra. Paper presented at the The Fifth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-5 2020).
[104]Widjaja, A., & W., Y. G. (2018). Impact of Online to Offline (O2O) Commerce Service Quality and Brand Image on Customer Satisfaction and Repeat Purchase Intention. International Journal of Advanced Engineering, Management and Science, 4(3), 239975.
[105]Wu, C.-W., Huarng, K.-H., Fiegantara, S., & Wu, P.-C. (2012). The impact of online customer satisfaction on the yahoo auction in Taiwan. Service Business, 6(4), 473-487.
[106]Wu, L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33(1), 166-176.
[107]Xu, J., Benbasat, I., & Cenfetelli, R. T. J. M. q. (2013). Integrating service quality with system and information quality: an empirical test in the e-service context. 777-794.
[108]Yang, S.-K., & Shim, J.-H. (2018). The effects of service qualities on customer satisfaction, trust, and behavioral intention in smartphone shopping malls. The Journal of Industrial Distribution & Business, 9(12), 31-43.
[109]Ye, S., Lei, S. I., Shen, H., & Xiao, H. (2020). Social presence, telepresence and customers’ intention to purchase online peer-to-peer accommodation: A mediating model. Journal of Hospitality and Tourism Management, 42, 119-129.
[110]Zhang, S., Pauwels, K., & Peng, C. (2019a). The impact of adding online-to-offline service platform channels on firms' offline and total sales and profits. Journal of Interactive Marketing, 47, 115-128.
[111]Zhang, S., Pauwels, K., & Peng, C. J. J. o. I. M. (2019b). The impact of adding online-to-offline service platform channels on firms' offline and total sales and profits. 47, 115-128.
[112]邱郁文, 林玉婷, & 吳承哲. (2018). 網路購物平台行銷策略之研究－以烘焙業為例. [The Study of on Online Shopping Platform Marketing strategy of -Baking industry]. 休閒運動管理學刊, 4(2), 64-73.
[113]蔡政安, & 程雨萍. (2019). 探索大稻埕社區之實虛整合創新商業模式. 電子商務學報, 21(1), 121-146.