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研究生:劉智華
研究生(外文):Jyh-Hwa Liou
論文名稱:網站體驗與上站忠誠度之關係研究-以資訊提供型網站為例
論文名稱(外文):A Study of the Relationship between Web User''''s Experience and Loyalty-The Case of Content Provider Sites
指導教授:吳肇銘吳肇銘引用關係
指導教授(外文):Jimmy Wu
學位類別:碩士
校院名稱:中原大學
系所名稱:資訊管理研究所
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:2001
畢業學年度:89
語文別:中文
論文頁數:94
中文關鍵詞:網際網路顧客忠誠度體驗
外文關鍵詞:Customer LoyaltyInternetExperience
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隨著網際網路的蓬勃發展,網際網路的消費人口正以驚人的速度成長。然而自從美國科技股泡沫破滅的影響,網際網路發展逐漸冷卻。近年來「體驗行銷」此一透過建立顧客體驗進而贏得顧客忠誠的做法,已在許多服務業中獲得肯定。因此,本研究特別將此一概念引入網站忠誠度之研究,針對資訊提供型網站來探討「網站體驗」與顧客「上站忠誠度」之間的關係,並進一步探討可能影響「網站體驗」的關鍵因素。
本研究採用Pine and Gilmore(1999)所提出之「體驗模型」做為本研究發展研究模型之理論基礎,該模型主要是以「教育性」、「娛樂性」、「美感」及「逃離現實性」做為「體驗」的四個來源。此外,由於網站本身提供了一個大家可以社交、互動的環境,讓網站使用者得以藉由「虛擬社群」的參與,因而產生一種社交相關的「體驗」。故本研究加入「社群性」來測量其與顧客「網站體驗」間的關係。因此,本研究之模型共包括「上站忠誠度」、「網站體驗」、「教育性」、「娛樂性」、「美感」、「逃離現實性」及「社群性」七個重要構念。
經由結構化方程式模型之建構與實證,本研究之主要研究結論如下:
1.「體驗模型」將可用於解釋「上站忠誠度」;
2.網站使用者的「上站忠誠度」會受其「網站體驗」所正面影響;
3.網站使用者的「網站體驗」會同時受其知覺到之網站「教育性」、「娛樂性」、「美感」、「逃離現實性」所正面影響;
4.網站使用者的「網站體驗」與其知覺網站之「社群性」間的關係未獲支持。
本研究針對發展出之研究模型進行實證,其結論將有助於網站經營業者從顧客「體驗」的角度來規劃、設計與經營網站,進而提高顧客的上站忠誠度,提昇經營績效。此外,本研究之結論對學界從「體驗」的角度來建立「網站忠誠度」模型,亦有相當之參考價值。
關鍵詞:顧客忠誠度、體驗、網際網路
As the quick expanding of Internet, people get on-line growing rapidly and the competition among cyber-business is intense. Due to American High-tech stock are bubblized, Dot.com is hardly to attract the investors’ attention. Recently many service industries adapt “experiential marketing” to win customer’s experience and loyalty. This study intents to find the relationship between web user’s experience and their loyalty. And to find the influencing factors with web user’s experience.
This study develops a research model based on the “Experience Model” addressed by Pine and Gilmore. The “Experience Model” advocates that the experience comes from four key aspects, educational, entertainment, esthetic and escapist aspect. Besides, Cyberspace is an environment that can provide people social contact and interact with each other. People can enjoy a social experience by involving in virtual community. So this study adds “community-ship” as the fifth aspect of experience and the research model includes seven constructs: loyalty, web user’s experience, the educational、the entertainment、the esthetic、the escapist and the community-ship perception of the web.
Through structural equation model for statistic analysis, the summary and the results are listed briefly as follows:
1.The “Experience Model” can be explained for “web user’s loyalty”.
2.The web user’s experience has positive effect to loyalty.
3.The perceived educational、entertainment、esthetic and escapist aspect of the web all have significantly positive effect to online experience.
4.The relationship between customer’s online experience and community-ship is not supported.
The result of this study will help enterprises to plan, design and operate the website from the “experience” view. And it will improve customer’s loyalty and make the website’s performance well. In addition the conclusion also can help the academics to build the “Web- loyalty Model” from the “experience” view.
Keywords: Customer Loyalty, Experience, Internet
論文摘要I
AbstractII
誌謝III
目錄IV
表目錄V
圖目錄VI
第一章緒論1
1.1研究背景與動機1
1.2研究目的與問題5
1.3研究範圍6
1.4論文結構7
第二章文獻探討8
2.1顧客關係管理8
2.2顧客忠誠度16
2.3體驗行銷21
2.4虛擬社群與社會支持34
第三章研究模型與方法38
3.1研究模型38
3.2研究假說39
3.3變數定義與操作化43
3.4問卷設計50
3.5研究設計53
3.6資料分析方法與工具55
第四章資料分析56
4.1基本資料說明56
4.2測量模型之檢測58
4.3假說檢定62
第五章結論與建議68
5.1研究結果與討論68
5.2對實務界的建議75
5.3研究貢獻77
5.4研究限制及未來之研究方向78
參考文獻79
附錄一:研究問卷91
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