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博碩士論文 etd-0703110-150312 詳細資訊
Title page for etd-0703110-150312
論文名稱
Title
研析便利性在現今網路零售業之重要性
The Importance of e-Convenience in Modern Day e-Commerce
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
45
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
2010-06-25
繳交日期
Date of Submission
2010-07-03
關鍵字
Keywords
忠誠度、滿意度、網路購物特性、電子商務、網路購物、網路購物便利性
Loyalty, e-Convenience, Online shopping characteristic, Satisfaction, e-shopping, e-commerce
統計
Statistics
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中文摘要
網路零售業競爭日趨激烈,為了更擴大市場,吸引消費者轉向網路購物,近年來致力於提供更方便的購物服務,例如24hr 到貨、超商取貨付款的服務。許多電子商務的文獻將便利性視為網路購物行為與態度的重要因子。雖然網路購物便利性(簡稱e-Convenience)的重要性已被認同,但很少數的文獻仔細去探討此概念。經過實體購物便利性與網路購物便利性的文獻探討後,我們提出一個理論模型,系統性的評估e-Convenience。本研究定義e-Convenience由三個購物階段組成,分別是:購物便利性、運送便利性及購後利益便利性,將便利性作為重要的中介變數,「網路購物特性」則透過顧客便利性的感受,有效節省網友購物時間與努力程度,並影響其網購滿意度與網購忠誠度。網路購物特性則包含以下五個構面:一站購足、網站設計、購物服務、個人化、資訊豐富度。本研究將釐清e-Convenience的意涵並分析他在當代電子商務中所扮演的角色。研究設計將以問卷調查的方式進行資料收集,採用SPSS與PLS (Partial Least Square) 的統計分析方法分析資料。其成果可提供網路零售業者擬定策略,提供更有效的顧客服務,提升網友忠誠度,擴大網路購物市場。
Abstract
As competition among on-line retailers escalates, more services are added to increase shopping convenience, such as free delivery, 24-hour arrival, payment-pickup service in the assigned convenience stores, etc. Many e-commerce researches have included convenience as a critical factor on on-line shopping attitudes and behavior. Although the importance of convenience in on-line shopping (this is abbreviated as e-Convenience) is recognized, very few studies have discussed it in detail. After a review of convenience literature, including physical convenience and e-Convenience, this study proposes a theoretical model to systematically evaluate e-Convenience. We first define e-Convenience with its three constructs relating to the shopping and purchasing process. These are shopping convenience, delivery convenience and post-purchase convenience. The antecedent factors are on-line shopping characteristics, such as one-stop shopping, website design, shopping service, personalized touch, and exhaustive information characteristics. In addition, the dependent factors include satisfaction and loyalty. The discussions in this paper clarify the meaning of e-Convenience and provide further commentary on the role that it plays nowadays on e-shopping.
目次 Table of Contents
Chapter 1 Introduction 1
1.1 Why is Convenience an Important Factor in e-commerce nowadays? 1
1.2 The Evolution of e-commerce in the Last Two Decades 1
1.3 The Research Purpose and Contents of this Paper 4
Chapter 2 Convenience 5
2.1 Definition 5
2.2 The Dimensions of Convenience 5
Chapter 3 e-Convenience and the Theoretical Model 6
3.1 e-Convenience 6
3.2 Online Shopping Characteristics and e-Convenience 9
3.3 Effects of e-Convenience 13
Chapter 4 Research Methodology 15
4.1 Data Collection 15
4.2 Instrument Development 17
4.3 Analysis Tools 18
Chapter 5 Empirical Results 18
5.1 Measurement Model 18
5.2 Structural Model 24
Chapter 6 Discussion 27
6.1 Theoretical Implication 28
6.2 Management Implication 29
Chapter 7 Limitations and Future Research 30
References 32
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