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研究生:張皓詠
研究生(外文):CHANG, HAO-YUANG
論文名稱:O2O服務品質與品牌形象對於再訪意願之影響及網真的干擾效果:以台灣便利商店為例
論文名稱(外文):The influence of O2O service quality and brand image on intention revisit and the interference effect of telepresence: case study of Taiwan convenience store
指導教授:周棟祥周棟祥引用關係
指導教授(外文):CHOU, TUNG-HSIANG
口試委員:王貞淑李慶章周棟祥魏裕珍
口試委員(外文):CHEN-SHU WANGCHING-CJANG LEETUNG-HSIANG CHOUYU-CHEN WEI
口試日期:2021-01-18
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:資訊管理系
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:2021
畢業學年度:109
語文別:中文
論文頁數:67
中文關鍵詞:O2O網真服務品質零售業
外文關鍵詞:O2OTelepresenceService qualityRetail
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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


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