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研究生:邱冠雲
研究生(外文):Chiu, Kuan-Yun
論文名稱:知覺價值與服務品質對使用代購服務行為意圖之研究
論文名稱(外文):A Research of Perceived Value and Service Quality on Behavior Intention of Buying Agent Services
指導教授:張銀益張銀益引用關係
指導教授(外文):Chang, Yin-Yih
口試委員:李慶長林淑瓊
口試委員(外文):LI,CHING-CHANGLIN,SHU-CHIUNG
口試日期:2018-06-08
學位類別:碩士
校院名稱:輔仁大學
系所名稱:資訊管理學系碩士在職專班
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:2018
畢業學年度:106
語文別:中文
論文頁數:98
中文關鍵詞:代購服務知覺價值服務品質保證機制購買意圖
外文關鍵詞:Buying AgentPerception ValueService QualityGuarantee MechanismPurchase Intention
相關次數:
  • 被引用被引用:10
  • 點閱點閱:294
  • 評分評分:
  • 下載下載:46
  • 收藏至我的研究室書目清單書目收藏:2
網路代購服務就是消費者付出部分金額當作是服務費,委託代購業者進行購買,代購業者採買完成後並透過國際物流將商品運送到消費者手上,以完成本次交易。代購業者幫忙解決消費者因為語言不熟悉,所造成之買賣雙方溝通上的落差、國外商品的運送不易、複雜的付款方式以及獨特僅在國外販售的商品等問題。本研究是想要了解知覺價值、服務品質與保證機制是否影響消費者使用網路代購服務的態度與意圖,研究結果發現:
1.知覺價值對態度具有正向顯著影響,根據研究結果顯示消費者很重視代購網站的聲譽,隨著知覺價值感受的提升,連帶影響消費者的態度,進而影響購買意圖。
2.服務品質對態度具有正向顯著影響,網站資訊豐富度、是否清楚標示所產生的運費及準時送達是消費者重視的,消費者會因為服務品質的提升,而影響整體的態度。
3.態度對購買意圖具有正向顯著影響,消費者對於外在因素的喜好,如:產品的品牌、價格、服務品質的好壞而影響到對事情的態度,進而關係到後續的行為動作,若抱持正面的態度,消費者會有更高的機率購買商品,也會增加購買意願。

Buying agent services refer to a type of service provided by buying agents who charge a service fee to purchase products that are only available overseas. The transaction is complete after the buying agent makes the purchase and delivers the product to the consumer by using international delivery services. Buying agents offer solutions to communication problems caused by language barriers between buyers and sellers, complex international shipping and payment methods, and issues related to the unavailability of products in the domestic market. This study is aimed at examining whether the perceived value, service quality, and guarantee mechanism of buying agent services have any impact on consumer attitude and intention toward the service. The research findings are as follows:
1.The perceived value of the service has a significantly positive effect on consumer attitude toward the service. The research results showed that consumers pay close attention to the credibility of buying companies’ websites.
Increased perceived value has a positive effect on consumer attitude toward the service, which influences purchase intention.
2.The service quality of the service has a significantly positive effect on consumer attitude toward the service. The availability of information on the website, such as the clear indication of shipping costs as well as on-time delivery, is highly important to consumers. An improvement in service quality affects consumers’ overall attitude toward the service.
3.The consumer attitude of the service has a significantly positive effect on purchase intention toward the service. The preferences of consumers, such as product brand, price, and service quality, have an impact on their attitude toward the services, thus affecting their subsequent behavior. Consumers with a positive attitude are more likely to purchase products, resulting in stronger purchase intention.
目錄 v
表次 vii
圖次 ix
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第貳章 文獻探討 4
第一節 代購的發展現況 4
第二節 委託代購意願 21
第三節 態度 24
第四節 知覺價值 26
第五節 服務品質 33
第六節 保證機制 40
第參章 研究方法 46
第一節 研究架構與假說 46
第二節 研究設計 49
第三節 資料分析方法 54
第四節 問卷前測 55
第肆章 研究結果與分析 56
第一節 基本資料分析 56
第二節 研究構面問項分析 63
第三節 信度與效度分析 66
第四節 假說檢定結果 70
第五節 小結 72
第伍章 結論與建議 74
第一節 研究結論 74
第二節 研究建議 75
第三節 研究限制與未來研究方向 76
參考文獻 77
附錄一 93

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網頁文獻
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4.Letao樂淘官方網站,無日期。2017/05/06取自︰https://www.letao.com.tw/。
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