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博碩士論文 etd-0814107-160502 詳細資訊
Title page for etd-0814107-160502
論文名稱
Title
網路服務便利性、網站服務品質、顧客滿意度與購買意圖之探討-以線上購買3C 產品為例
A study of Electronic Service Convenient, Electronic Service Quality, Customer Satisfaction and Purchase Intention - The case of on-line purchase 3C products.
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
94
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
2007-06-28
繳交日期
Date of Submission
2007-08-14
關鍵字
Keywords
網路購物、3C、網路服務便利性、網站服務品質、顧客滿意度、購買意圖
Internet Shopping, Electronic Service Convenient, Customer Satisfaction, 3C, Purchase Intention, Electronic Service Quality
統計
Statistics
本論文已被瀏覽 5796 次,被下載 6608
The thesis/dissertation has been browsed 5796 times, has been downloaded 6608 times.
中文摘要
近年來線上購物的發展已相當發達,各購物網站也發展的相當成熟,而3C產品近年來也在網路購物上佔有相當大的比率。故欲研究3C購物網站其影響消費者願意使用網路購物購買意願的因素。

本研究以人口統計變數與了解3C產品程度為基礎,透過文獻探討針對網路服務便利性、網站服務品質、顧客滿意度以及購買意圖之變數建立因果關係模式,再透過統計軟體分析,實證探討網站網路服務便利性、網站服務品質、顧客滿意度以及購買意圖之因果關係,並從中瞭解其管理意涵。

整體而言,本研究整體理論模式配適符合可接受的適合度檢定水準,表示本研究之理論模型可獲得支持,故本研究結論認為,此四個構面間確實存在著顯著影響關係。在整體模式的研究發現,顧客滿意度為影響購買意圖之重要因素,其次為網站服務品質,而網路服務便利性會透過網站服務品質與顧客滿意度進而正向影響購買意圖,但效果較小。
Abstract
In recent years, the internet shopping development is quite developed, what every shopping website developed is quite ripe too, and 3C products occupy sizable rates in the internet shopping. So I want to study that 3C shopping website influences factor that influencing consumers’ will to use the internet shopping.

This research base on demography and knowledge about 3C products to create the cause-effect model of electronic service convenient, electronic service quality, customer satisfaction, and purchase intention. Through statistics software, probe into the relationship, electronic service convenient, electronic service quality, customer satisfaction, and purchase intention in the internet. In order to have close look to on customer needs is essential.

Overall, the entire model fit is acceptable. It is pointed that the whole theory model of this study completes the standard of the fit test. To sum up, the results shows the indeed influential relationship among the four concepts.The customer satisfaction is the most important factor that negative effect purchase intention in the entire model. The second factor is electronic service quality. And electronic service convenient only leads a positive effect on purchase intention via electronic service quality and customer satisfaction. However, the effect is very small.
目次 Table of Contents
目錄

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 研究範圍 3
1.4 研究流程 3
第二章 文獻探討 4
2.1 3C的定義 4
2.2 網路商店與網路購物 6
2.3 服務便利性 10
2.4 網站服務品質 13
2.5 顧客滿意度 16
2.6 購買意圖 19
第三章 研究方法 22
3.1 研究架構 22
3.2 問卷結構與設計 23
3.3 量表測試 25
3.4 資料蒐集方法 29
3.5 資料分析方法 30
第四章 資料分析與討論 32
4.1 人口統計變數敘述統計 32
4-2 問卷構面敘述統計 36
4.3 問卷構面信度分析 37
4.4 問卷構面因素分析 38
4.4 問卷構面相關性分析 41
4.5 問卷構面迴歸與路徑分析 42
4.6 控制變數對各構面的影響 45
第五章 結論與建議 70
5.1 研究結論 70
5.2 對3C購物網站業者之建議 73
5-3 研究限制與後續研究建議 75
參考文獻 76
1.中文部份 76
2.英文部分 77
3.網頁部分 82
附錄 線上購買3C產品研究問卷 83

圖目錄

圖1- 1 研究流程 3
圖2- 1 3C產品示意圖 4
圖2- 2 網路商店類型 7
圖2- 3 服務便利性模式 11
圖3- 1 研究架構 22
圖4- 1 影響網站服務品質之路徑係數 42
圖4- 2 影響顧客滿意度之路徑係數 43
圖4- 3 影響購買意圖之路徑係數 44
圖4- 4 不考慮控制變數的整體架構之路徑係數 44
圖4- 5 以性別為控制變項的路徑關係 47
圖4- 6 以年齡為控制變項的路徑關係 50
圖4- 7 以教育程度為控制變項的路徑關係 52
圖4- 8 以職業為控制變項的路徑關係 55
圖4- 9 以每月可支配所得為控制變項的路徑關係 58
圖4- 10 以網路使用經驗為控制變項的路徑關係 60
圖4- 11 以每月可支配所得為控制變項的路徑關係 63
圖4- 12 以了解3C產品規格意義為控制變項的路徑關係 66
圖4- 13 以使用3C產品容易程度為控制變項的路徑關係 69


表目錄

表2- 1 3C產品分類表 5
表2- 2 網路商店的商品種類 8
表2- 3 網路購物相關文獻 9
表2- 4 網站服務品質構面 15
表2- 5 顧客滿意度衡量構面整理 18
表3- 1 研究問卷 23
表3- 2 前測問卷的敘述統計 26
表3- 3 前測問卷構面信度分析 27
表3- 4 前測問卷各構面的信度分析 28
表4- 1 人口統計「性別」變數統計表 32
表4- 2 人口統計「年齡」變數統計表 32
表4- 3 人口統計「教育程度」變數統計表 32
表4- 4 人口統計「職業」變數統計表 33
表4- 5 人口統計「每月可支配所得」變數統計表 33
表4- 6 人口統計「使用網路經驗」變數統計表 34
表4- 7 人口統計「每天平均上網時數」變數統計表 34
表4- 8 性別與了解3C產品種類 統計表 34
表4- 9 性別與了解3C產品規格意義程度 統計表 35
表4- 10 性別與使用3C產品容易程度 統計表 35
表4- 11 問卷構面敘述統計 36
表4- 12 問卷構面信度分析 37
表4- 13 因素分析適合度檢定結果 38
表4- 14 變異數累積解釋量 39
表4- 15 轉軸後因素矩陣表 40
表4- 16 正式問卷各構面的信度分析 40
表4- 17 整體相關性分析 41
表4- 18網路服務便利性對網站服務品質的模式摘要 42
表4- 19 網路服務便利性對網站服務品質的係數 42
表4- 20 網站服務品質與網路服務便利性對顧客滿意度的模式摘要 43
表4- 21 網站服務品質與網路服務便利性對顧客滿意度的係數 43
表4- 22 網站服務品質與顧客滿意度對購買意圖的模式摘要 43
表4- 23 網站服務品質與顧客滿意度對購買意圖的係數 43
表4- 24 各構面影響購買意圖效果整理 44
表4- 25 性別對各構面的平均數檢定 46
表4- 26 性別對網站服務品質的路徑係數 46
表4- 27 性別對顧客滿意度的路徑係數 46
表4- 28 性別對購買意圖的路徑係數 47
表4- 29 各年齡層對各構面之差異性分析 48
表4- 30 年齡對網站服務品質的路徑係數 48
表4- 31年齡對顧客滿意度的路徑係數 49
表4- 32 年齡對購買意圖的路徑係數 49
表4- 33 教育程度對各構面的平均數檢定 51
表4- 34 教育程度對網站服務品質的路徑係數 51
表4- 35 教育程度對顧客滿意度的路徑係數 51
表4- 36 教育程度對購買意圖的路徑係數 52
表4- 37 職業對各構面之差異性分析 53
表4- 38 職業對網站服務品質的路徑係數 54
表4- 39 職業對顧客滿意度的路徑係數 54
表4- 40 職業對購買意圖的路徑係數 54
表4- 41 每月可支配所得對各構面之差異性分析 56
表4- 42 每月可支配所得對網站服務品質的路徑係數 57
表4- 43 每月可支配所得對顧客滿意度的路徑係數 57
表4- 44 每月可支配所得對購買意圖的路徑係數 57
表4- 45 網路使用經驗對各構面的平均數檢定 59
表4- 46 網路使用經驗對網站服務品質的路徑係數 59
表4- 47 網路使用經驗對顧客滿意度的路徑係數 59
表4- 48 網路使用經驗對購買意圖的路徑係數 60
表4- 49 每天平均上網時數各構面之差異性分析 61
表4- 50 每天平均上網時數對網站服務品質的路徑係數 62
表4- 51 每天平均上網時數對顧客滿意度的路徑係數 62
表4- 52 每天平均上網時數對購買意圖的路徑係數 62
表4- 53 了解3C產品規格意義對各構面之差異性分析 64
表4- 54 了解3C產品規格意義對網站服務品質的路徑係數 64
表4- 55 了解3C產品規格意義對顧客滿意度的路徑係數 65
表4- 56 了解3C產品規格意義對購買意圖的路徑係數 65
表4- 57 使用3C產品容易程度對各構面之差異性分析 67
表4- 58 使用3C產品容易程度對網站服務品質的路徑係數 67
表4- 59 使用3C產品容易程度對顧客滿意度的路徑係數 68
表4- 60 使用3C產品容易程度對購買意圖的路徑係數 68
表5- 1 直接影響各構面之人口統計變數整理表 71
表5- 2 間接影響各構面之人口統計變數整理表 72
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Zhang, X. and Prybutok, V. R. (2005), “A consumer perspective of e-service quality,” IEEE Transactions on Engineering Management, Vol. 52, No. 4, pp. 461-477.

3.網頁部分

MIC資策會資訊市場情報中心-2007年網友行為與網路購物發展趨勢
http://mic.iii.org.tw/intelligence/reports/pop_Docfull.asp?func=&sesd=732135636&docid=CDOC20061212002&cate=&querytext=2007年網友行為與網路購物發展趨勢

TWNIC 2007年01月台灣地區寬頻網路使用調查報告
http://www.twnic.net.tw/download/200307/96305a.pdf

全國碩博士論文網
https://etds.ncl.edu.tw/theabs/index.jsp

資策會
http://www.find.org.tw/

資策會-國人網路依賴度日深 新興網際網路服務商機可期
http://www.find.org.tw/0105/howmany/howmany_disp.asp?id=170
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