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博碩士論文 etd-0526115-000543 詳細資訊
Title page for etd-0526115-000543
論文名稱
Title
購物網站之網站服務品質對消費者再購買意願影響之研究
A study of the influence of e-service quality on consumer repurchase intention for online shopping stores
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
89
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-06-08
繳交日期
Date of Submission
2015-06-26
關鍵字
Keywords
電子商務、網路購物、顧客滿意度、網站服務品質、再購買意願、知覺風險
customer satisfaction, perceived risk, electronic service quality, E commerce, on-line shopping, repurchase intention
統計
Statistics
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中文摘要
根據資策會產業情報中心(MIC)的調查報告顯示,近年來台灣網購市場每年都以15%以上的速度成長,報告中更預測台灣網購市場的將會在2015年成為兆元產業。我們可以發現,網路購物市場充滿了無限商機,也因此吸引了眾多商家進駐此領域。有鑑於眾多購物網站接連成立,競爭日益激烈;如何從競爭者中脫穎而出,儼然成為商家所需注重的課題。有別於實體店面,在網路購物時,商家是透過網站來提供服務給消費者。當提及如何成為一個成功的商家時,維繫顧客滿意度勢必為關鍵因素之一;因為根據眾多的研究皆顯示,當消費者對於企業有高度滿意度時,顧客忠誠度也會顯著提升。而多位學者也表示網站服務品質對於線上零售業者來說是保持長期成功的關鍵因素。因此本研究將探討網站服務品質的各項構面能否有效提升顧客滿意度與再購買意願,甚至降低知覺風險,幫助業者獲利。
本研究藉由問卷調查法來對研究架構與假說進行驗正。總計發出331份問卷,其中包含了322份有效問卷。實證分析結果如下:
(1)網站服務品質的效率性、履行性、系統可用性、隱私與顧客服務對於消費者得再購買意願有正向顯著影響
(2)網站服務品質的效率性、履行性、系統可用性、隱私與顧客服務對於顧客滿意度有正向顯著影響
(3)網站服務品質得履行性、系統可用性、隱私對知覺風險有負向顯著影響
(4)顧客滿意度對再購買意願有正向顯著影響
(5)知覺風險對再購買意願得關係呈現不顯著
Abstract
According to the survey conducted by the Market Intelligence & Consulting Institute(MIC), the total value of out-putfor on-line shoppingmarket in Taiwan has
grown over 15% each year. The report even predicts that the on-line shopping industry may gain over trillion NT dollars in 2015. The rise of the industry brought new opportunities and challenges for the retailers. In view of many on-line shopping stores found one after another, leads to a competitive market. As a result, how to stand out from other competitors become a notable topic for the on-line shopping retailers.
Unlike physical store, customers interact with the retailers through the website. That’s why this study want to find out whether the e-service quality can successfullyincrease customer satisfaction and repurchase intention, on the other hand, decrease the perceived risk.
331 samples were collected and 322 of them were tested by regression analysis to prove the hypotheses. The following is the result:
1. The five aspects of electronic service quality, including fulfillment,efficiency, privacy, system availability and customer service has positive influence on repurchase intention
2.The five aspects of electronic service quality including fulfillment,efficiency,privacy, system availability and customer service has positive influence on customer satisfaction.
3. The three aspects of electronic service quality, including fulfillment, system service and privacy has negative influence on perceived risk
4. Customer satisfaction has positive influence on repurchase intention
5. Perceived risk has no influence on repurchase intention
目次 Table of Contents
論文審訂書.................................................................................... i
中文摘要……………………………………………………………………… ii
英文摘要……………………………………………………………………… iii
第一章 緒論
第一節 研究背景與動機………………………………………………… 1
第二節 研究目的………………………………………………………… 4
第三節 研究流程………………………………………………………… 5
第二章 文獻探討
第一節電子商務………………………………………………………… 6
第二節網站服務品質…………………………………………………… 7
第三節知覺風險………………………………………………………… 15
第四節顧客滿意度……………………………………………………… 21
第五節再購買意願……………………………………………………… 24
第三章 研究設計
第一節 研究架構………………………………………………………… 26
第二節 研究假設………………………………………………………… 27
第三節 問卷結構與設計………………………………………………… 28
第四章 資料分析
第一節 敘述性統計分析………………………………………………… 34
第二節 信度分析…………………………………………………………... 39
第三節 因素分析………………………………………………………… 40
第四節 獨立樣本t檢定………………………………………………… 49
第五節 單因子變異數分析……………………………………………… 50
第六節 相關分析………………………………………………………… 58
第七節 迴歸分析………………………………………………………… 61
第五章 結論與建議
第一節 研究結論………………………………………………………… 65
第二節 行銷意涵………………………………………………………… 67
第三節 研究限制與後續研究建議……………………………………… 69
參考文獻……………………………………………………………………… 70
附錄…………………………………………………………………………… 76
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二、中文部分
楊雅婷(2010),影響網路團購之顧客滿意度與忠誠度及其前置因素之研究,政治大學商管專業學院碩士論文
趙晨卉(2013),網站服務品質對線上消費者購買意願之研究-以信任及知覺風險為中介變數
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