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研究生:鄭紹宏
研究生(外文):Cheng Shao-Hung
論文名稱:線上拍賣制度之資訊流呈現方式與顧客忠誠度關係之探討-以南部大專院校學生為例
論文名稱(外文):The survey of relationship between the information flow in online auction and customers’loyalty - Based on the college students in the south Taiwan
指導教授:龔千芬龔千芬引用關係
指導教授(外文):Kung Chien-Fen
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:人力資源發展系
學門:商業及管理學門
學類:其他商業及管理學類
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:94
中文關鍵詞:電子商務線上拍賣資訊流顧客信任感顧客滿意度顧客忠誠度
外文關鍵詞:E-commerce、online auction、information flow、customers’trust、customers’satisfaction、customers’loyalty
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摘 要
隨著網路的發展,提供了電子商務的興起,而在電子商務模式中,又以線上
拍賣的成長最為快速且隱含龐大的潛力,這表示線上拍賣有很大進步空間,其原
因在於顧客上網購物時仍有所顧忌,會缺乏對線上拍賣網站的信任感。因此本研
究目的是探討線上拍賣機制所提供的資訊種類方式中,有那些會影響顧客信任感
的建立,而當顧客建立信任感時,如何進一步使顧客產生忠誠度的過程來加以探
討。

本研究結果發現線上拍賣機制所提供的討論區、賣家評價、資訊搜尋機制對
於顧客信任感的建立,有顯著且正向的影響,而當顧客建立信任感時,對於其滿
意度與忠誠度也會有顯著且正向的影響;此外在顧客滿意度方面,雖然顯示與向
他推人推薦以及交叉性購買兩者間為有顯著,但在關係上卻是呈現負相關的影響
力。本研究貢獻在提供線上拍賣經營者能藉由那些資訊種類的方式,建立顧客的
信任感使之願意在線上購買,同時如何再進一步地與顧客發展良好的關係。
Abstract
The development of internet provides opportunity for E-commerce to grow up; moreover,on-line auction has being grown up fast and implied huge potential in E-commerce model.It means that on-line auction still has huge space to grow up,for the scruple of customers when shopping on-line and the absence of trust in on-line
auction websites.Therefore,the research discusses which information flow that on-line auction websites provide would influence customers to establish trust and later the process of customers building loyalty to on-line auction.

The research reveals that discussion forum,seller reputation and information search mechanism those on-line auction provides have remarkable positive influence on customers establishing trust; moreover,after customers establishing trust, they also have remarkable positive influence on customers’satisfaction and loyalty. In the aspect of customers’satisfaction, there is close relationship between recommending to others and the will of cross-buying, but the relationship is negative influence.The research provides the information flow for on-line auction managers to make
customers establish trust to buy products on-line and develop nice relationship further with customers.
目 錄
中文摘要.......................,..................I
英文摘要..........................................II
謝辭..............................................III
目錄..............................................IV
圖目錄.............................................VI
表目錄.............................................VII
第一章 緒 論........................................1
第一節 研究背景與動機................................1
第二節 研究目的.....................................8
第三節 研究流程.....................................9
第二章 文 獻 探 討..................................11
第一節 電子商務.....................................11
第二節 線上拍賣.....................................13
第三節 資訊流方式...................................18
第四節 顧客信任感...................................24
第五節 顧客滿意度...................................28
第六節 顧客忠誠度...................................30
第三章 研 究 方 法..................................32
第一節 研究架構.....................................32
第二節 研究假設.....................................34
第三節 變數定義與操作化..............................36
第四節 研究設計.....................................39
第五節 資料分析方法..................................41
第四章 資 料 分 析...................................45
第一節 敘述性統計分析................................45
第二節 信度分析(Reliability)........................54
第三節AMOS 線性結構分析.............................57
第五章 結 論 與 建 議...............................66
第一節 研究結果與討論...............................66
第二節 研究建議....................................68
第三節 研究限制....................................69
第四節 未來研究方向................................70
參 考 文 獻.......................................71
一、中文部分......................................71
二、英文部分......................................73
附錄一 正式問卷...................................78
附錄二 本研究假設之AMOS 結構模型....................84
圖 目 錄
圖1-1 全球各地區上網人口比例...........................1
圖1-2 台灣家戶連網普及率...............................2
圖1-3 台灣家戶寬頻普及率...............................3
圖1-4 台灣電子商務市場規模.............................5
圖1-5 研究流程圖......................................10
圖3-1 研究架構圖......................................33
圖4-1 受測者之性別比例調查.............................46
圖4-2 受測者之年級別分佈狀況...........................47
圖4-3 受測者所就讀學院之分佈狀況比較圖..................48
圖4-4 受測者年齡的分佈狀況............................49
圖4-5 受測者平均予每月的可支配金額.....................51
圖4-6 受測者予線上拍賣網站的瀏覽經驗...................52
圖4-7 受測者予線上拍賣網站的實際購買經驗...............54
圖4-8 本研究模式假設實證分析結果示意圖.................61

表 目 錄
表1-1 2005~2006 年網友不放心網拍原因排名比較表.........6
表2-1 電子商務(Electronic commerce)的定義............12
表2-2 電子商務架構定義...............................18
表2-3 賣家評價影響顧客建立信任感之研究.................23
表2-4 信任感相關定義.................................25
表2-5 信任的發展程序.................................26
表2-6 信任在電子市場中的重要性........................27
表3-1 本研究假設整理.................................36
表3-2 潛在變項衡量之設定.............................43
表4-1 受測者之性別資料...............................45
表4-2 受測者之年級別分佈狀況..........................46
表4-3 受測者所就讀之學院調查..........................48
表4-4 受測者年齡的分佈狀況............................49
表4-5 受測者平均予每月的可支配金額.....................50
表4-6 受測者瀏覽線上拍賣網站的經驗.....................52
表4-7 受測者予線上拍賣網站的實際購買行為................53
表4-8 問卷信度分析...................................55
表4-9 本研究模式的配適度評鑑分析結果...................59
表4-10 本研究模式係數估計值表.........................60
表4-11 本研究假設之 AMOS 檢驗分析結果.................64
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