臺灣博碩士論文加值系統

近年科技與網路快速發展，使電子商務普及社會大眾，尤以年輕族群為主的消費者又佔大宗。而在電子商務的經營管理中，物流管理能力是影響成敗的重要因素。因此本研究提出一個模型來探討電子商務物流管理能力對於年輕族群線上購物者忠誠度之影響。本研究針對臺灣30 歲以內的年輕族群進行網路問卷調查，有效樣本為390 份，並運用Partial Least Squares, PLS統計方法進行測量模型與結構模型檢定。本研究分析結果發現： （1）「物流配送時效性」、「物流服務訂價」、「產品庫存」、「訂單處理能力」對於「物流服務品質滿意度」有正向顯著的影響；（2）「物流服務彈性」對「物流服務品質滿意度」無正向顯著的影響；（3）「物流服務品質滿意度」對於「電子商務忠誠度」有正向顯著的影響。最後根據研究結果，提出管理意涵供業者參考。

With the rapid developments of technology and the Internet in recent years, e-commerce becomes prevalently accessible to the general public, and especially to young consumers of their twenties. In managing e-commerce business, the logistical competence is an important factor affecting the success or failure of e-commerce. This study thereby proposes a model to explore how the perceived logistical competence of e-commerce affecting on-line consumer loyalty among young. The research subjects are online-shoppers with age under 30 living in Taiwan. 390 valid samples are collected via internet survey. Partial least squares structural equation modeling （PLS-SEM） was used to valid the proposed measurement and structure models. After testing the research model, we found that: （1） Timeliness, order processing, logistics pricing, and product availability all positively affect the satisfaction of logistics service quality. （2） Logistics service flexibility is not positively related to the satisfaction of logistics service quality. （3） Satisfaction of logistics service quality positively affects the e-commerce loyalty. Finally, based on the research results, managerial implications are also provided.

摘要 I
ABSTRACT II
謝辭 III
目次 IV
表次 VI
圖次 VII
第一章、緒論 1
1.1研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 2
1.3.1 建立研究主題 2
1.3.2 文獻探討與資料探勘 3
1.3.3 問卷設計與資料回收 3
1.3.4 實證分析與結果 3
1.3.5 結論與建議 3
第二章、文獻探討與研究假設 5
2.1電子商務忠誠度 5
2.2物流管理能力對於電子商務忠誠度之影響 6
2.3物流遞送時效性對電子商務物流服務滿意度之影響 7
2.4物流服務訂價對電子商務物流服務滿意度之影響 8
2.5物流服務彈性對於電子商務物流服務滿意度 9
2.6電子商務產品庫存對於電子商務物流服務滿意度的影響 9
2.7訂單處理能力對電子商務物流服務滿意度的影響 10
2.8電子商務物流服務品質滿意度對電子商務消費者忠誠度之影響 11
第三章、研究方法 14
3.1問卷設計 14
3.2研究模型 17
第四章、資料分析與結果 18
4.1基本資料分析 18
4.2 測量模式分析 24
4.2.1信度分析（Reliability analysis） 24
4.2.2效度分析（Validity analysis） 26
4.3結構模型分析 29
第五章、結論與建議 32
5.1研究發現 32
5.2研究結論與建議 33
5.3研究限制及未來研究方向 34
參考文獻 35
附錄、論文問卷 41

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