臺灣博碩士論文加值系統

本研究探討國際知名時尚穿搭網站LOOKBOOK.nu之網站品質及品牌形象對於台灣網路使用族群之滿意度及忠誠度之間的影響及關連，並據此提出網站未來經營的行銷建議。

LOOKBOOK.nu乃一於美國創立之社群網站，以素人的種種時尚街拍分享為網站核心理念，以在網站上打造出自由交流時尚理念的平台。本研究欲藉由以各構面驗證台灣網路族群對此類網站的評價，而了解並分析未來本土相似網站的發展可能性。研究本網站的構面包含：網站資訊品質、品牌形象、網站服務品質，滿意度以及忠誠度。

本研究利用量化的問卷調查法，經由網路發放問卷，回收337份有效問卷以進行資料分析及假設驗證。另以立意抽樣的方式，對於相關的時尚從業人員進行質化深入訪談。最後彙整量化統計分析之結論與質化訪談之整理結果，以探討出一個可供台灣借鏡之時尚網站行銷營運模式。研究結果驗證本研究之各構面間皆具顯著關連，得以驗證本研究之各項假設，並據此提供未來網站經營之行銷建議。

The study is focus on the relationships between the information quality, the brand image, the service quality, customer satisfaction and customer loyalty of the international fashion website, LOOKBOOK.nu. The target of this study is to discover the aspects that might influence the website, and gives marketing suggestions to the company or other websites in Taiwan.

In this study, to explore LOOKBOOK.nu’s information quality, brand image, service quality, customer satisfaction and customer loyalty relevance through research, this research collected survey questionnaires via the Internet, and finally collected 337 valid questionnaires to do the data analysis and to test hypothesis. Through the research, we can see that all the aspects of the hypothesis can be proved, and the relevances between composes had been confirmed.

Furthermore, this study also invited 5 LOOKBOOK.nu users who are highly interest and work on fashion industries to strengthen the argument of this study and give more specific suggestions to LOOKBOOK.nu.

目錄

摘要.....................................................................II
Abstract................................................................III
目錄......................................................................V
表次...................................................................VIII
圖次......................................................................X

第一章、緒論..............................................................1
第一節、研究背景與動機..................................................1
第二節、研究目的........................................................3
第三節、研究範圍與對象..................................................4
第四節、網站經營型態介紹................................................4
第五節、論文架構與研究流程..............................................5
第二章、文獻探討..........................................................7
第一節、網站資訊品質....................................................7
一、網站資訊品質的定義..................................................7
二、網站資訊品質的衡量構面..............................................7
第二節、品牌形象........................................................8
一、品牌形象的定義......................................................8
二、品牌形象的衡量構面.................................................10
第三節、網站服務品質...0...............................................10
一、網站服務品質的定義.................................................10
二、網站服務品質的衡量構面.............................................11
第四節、滿意度.........................................................12
一、滿意度的定義.......................................................12
二、滿意度的衡量構面...................................................13
第五節、忠誠度.........................................................14
一、忠誠度的定義.......................................................14
二、忠誠度的衡量構面...................................................15
第三章、研究方法.........................................................17
第一節、研究架構.......................................................17
第二節、研究假設.......................................................18
第三節、研究變數之操作型定義...........................................19
一、網站資訊品質.......................................................20
二、品牌形象...........................................................21
三、網站服務品質.......................................................23
四、滿意度.............................................................24
五、忠誠度.............................................................25
六、人口統計變項.......................................................26
第四節、資料蒐集與分析方法.............................................27
一、資料蒐集方法.......................................................27
二、資料分析方法.......................................................28
第四章、研究結果.........................................................31
第一節、樣本分析.......................................................31
第二節、敘述性統計分析.................................................33
一、網站資訊品質.......................................................34
二、品牌形象...........................................................35
三、網站服務品質.......................................................36
四、滿意度.............................................................38
五、忠誠度.............................................................38
第三節、因素分析與信度檢定.............................................39
一、檢驗變項間相關性...................................................40
二、因素萃取與因素轉軸.................................................40
三、因素命名與信度分析.................................................45
第四節、皮爾遜積差分析.................................................55
第五節、迴歸分析.......................................................59
一、一階迴歸分析.......................................................60
二、二階迴歸分析.......................................................63
第六節、差異性分析.....................................................74
一、性別與各變項構面間的差異性分析.....................................74
二、年齡與各變項構面間的差異性分析.....................................75
三、學歷與各變項構面間的差異性分析.....................................76
四、收入與各變項構面間的差異性分析.....................................77
五、職業與各變項構面間的差異性分析.....................................78
第七節、質化訪談.......................................................79
第八節、假設驗證.......................................................82
第五章、結論與建議.......................................................86
第一節、研究結果.......................................................86
一、使用者分布描繪.....................................................86
二、敘述性統計整理分析.................................................86
三、檢定各構面關係.....................................................88
四、人口統計變項的差異性分析...........................................91
第二節、行銷策略建議...................................................93
一、網站資訊品質.......................................................93
二、品牌形象...........................................................93
三、網站服務品質.......................................................94
四、滿意度.............................................................95
五、忠誠度.............................................................96
第三節、研究限制與後續建議.............................................96
一、研究限制...........................................................97
二、後續研究建議.......................................................97

參考文獻.................................................................99
附錄一、正式問卷........................................................104
附錄二、訪談內容........................................................109

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