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研究生:蔡俊男
研究生(外文):Chun Nan Tsai
論文名稱:大學生網路購物信任與知覺價值對顧客滿意度之影響研究
論文名稱(外文):A Study of Trust and Perceived Value Affecting Customer Satisfaction on Online Shopping of Undergraduates
指導教授:吳淑敏吳淑敏引用關係
指導教授(外文):Dr. Shwu Ming Wu
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:2011
畢業學年度:99
語文別:中文
論文頁數:109
中文關鍵詞:網路購物信任知覺價值顧客滿意度
外文關鍵詞:Online ShoppingTrustPerceived ValueCustomer Satisfaction
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網路購物為新興的購物方式。目前龐大的上網人口促使網路購物蓬勃發展且商機無限。在快速發展的網路市場中提昇消費者滿意度,是網路商店在經營上所需面對的挑戰。
本研究主要目的在於比較不同個人背景變項之大學生在網路購物中信任、知覺價值與顧客滿意度之表現差異情形,並瞭解信任、知覺價值與顧客滿意度之關聯性,以及探討信任與知覺價值對顧客滿意度之影響。本研究以具有網路購物經驗之大學生201人為研究對象。
經由統計方法分析,本研究發現,背景變項中不同「性別」、「月收入所得」及「打工經驗」之大學生在信任、知覺價值及顧客滿意度上達顯著差異,代表大學生以女性、所得較高及不具打工經驗者在信任、知覺價值與顧客滿意度之感受度較高。信任、知覺價值與顧客滿意度呈顯著正相關;信任與知覺價值對顧客滿意度具顯著影響力。因此,本研究建議網路商店管理應注重消費者信任感與強調網路商品創新。
Online shopping is the new way to shop. Nowadays, a huge online population is flourishing which promotes online shopping business. To enhance customer satisfaction is full of challenge for managing online stores.
The main purpose of this study is to compare the personal background difference of undergraduates on trust, perceived value, and customer satisfaction. It is also to examine the relationships among trust, perceived value, and customer satisfaction, then to explore the impact of trust and perceived value on customer satisfaction. The research subjects were 201 undergraduates with online shopping experience.
Through statistical analyses, the findings of this study were different gender, monthly income, and part-time job experience of undergraduates were significantly different on trust, perceived value, and customer satisfaction, indicating female and higher income and those who did not have part-time job experience undergraduates demonstrated higher trust, perceived value, and customer satisfaction. Furthermore, the relationships among trust, perceived value, and customer satisfaction were statistically significant correlated, especially, the trust and perceived value had significant impact on customer satisfaction. Based on the above findings, the implications of this study were to strengthen consumer trust for online store management as well as online product innovation.
目錄
國立高雄應用科技大學人力資源發展係碩士班 I
中文摘要 I
ABSTRACT II
誌謝 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究問題 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 信任 7
第二節 知覺價值 13
第三節 顧客滿意度 22
第四節 不同背景變項在信任、知覺價值與顧客滿意度之表現 28
第五節 信任、知覺價值以及顧客滿意度之間的關聯 29
第三章 研究方法 33
第一節 研究架構 34
第二節 研究假設 35
第三節 變數定義與衡量工具 38
第四節 研究對象與資料收集 42
第五節 統計方法 42
第六節 量表預試與項目分析、信度分析、因素分析 44
第四章 研究結果與討論 50
第一節 敘述性統計分析 50
第二節 不同背景變項在信任、知覺價值與顧客滿意度的差異分析 55
第三節 相關分析 70
第四節 多元逐步迴歸分析 72
第五節 研究假設之驗證 74
第五章 結論與建議 76
第一節 結論 76
第二節 建議 81
參考文獻 83
一、中文部分 83
二、英文部分 85
附錄一:預試問卷 93
附錄二:正式問卷 97

表目錄
表2-1 信任定義之文獻整理 8
表2-2 定義構面之相關文獻整理 11
表2-3 各學者對知覺價值的定義 15
表2-4 知覺價值相關研究構面整理 18
表2-5 顧客滿意度相關文獻定義 20
表3-1 信任之量表 33
表3-2 知覺價值之量表 34
表3-3 顧客滿意度之量表 35
表3-4 信任量表之信度分析 38
表3-5 信任量表之因素分析 38
表3-6 知覺價值量表之信度分析 39
表3-7 知覺價值量表之因素分析 40
表3-8 顧客滿意度量表之信度分析 41
表3-9 顧客滿意度量表之因素分析 42
表4-1 性別分佈 43
表4-2 年級分佈 44
表4-3 居住地分佈 44
表4-4 月支配所得分佈 45
表4-5 打工經驗分佈 45
表4-6 每月網站花費分佈 46
表4-7 購買時間分佈 46
表4-8 購買頻率分佈 47
表4-9 性別變異數分析 47
表4-10 年級變異數分析 48
表4-11 居住地變異數分析 49
表4-12 月支配所變異數分析 51
表4-13 打工經驗變異數分析 52
表4-14 月網站花費變異數分析 53
表4-15 購買時間之變異數分析 55
表4-16 購買頻率變異數分析 56
表4-17 不同背景變項在信任、知覺價值與顧客滿意度之表現顯著差異情形 58
表4-18 信任、知覺價值與顧客滿意度之相關矩陣 62
表4-19 信任與知覺價值各構面對顧客滿意度之多元逐步迴歸分析表 63
表4-20 信任與整體知覺價值對滿意度之多元逐步迴歸分析表 64
表4-21 研究假設成立與否整理表 65
圖目錄
圖1-1 研究流程圖 6
圖2-1 知覺價值形成模式 12
圖2-2 價格、品質與知覺價值模型 13
圖2-3 網站品質三構面與顧客滿意度 23
圖2-4 美國顧客滿意度指標 ASCI模型 26
圖3-1 研究架構圖 29
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