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系統識別號 U0026-0107201214482600
論文名稱(中文) 線上購物網站可信度和回購意願的關聯中顧客滿意度之中介影響
論文名稱(英文) Exploring the Mediator Role of Customer Satisfaction in the Relationship between Credibility of Online Transaction Portal and Repurchase Intention
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 100
學期 2
出版年 101
研究生(中文) 李怡均
研究生(英文) Yi-Chun Lee
學號 ra7991097
學位類別 碩士
語文別 英文
論文頁數 65頁
口試委員 指導教授-陳永信
口試委員-林豪傑
口試委員-鄭至甫
中文關鍵字 科技接受模式  線上購物入口網站可信度  回購意願  顧客滿意度  網路購物 
英文關鍵字 TAM  Credibility of online transaction portal  Repurchase intention  Customer satisfaction  Online shopping 
學科別分類
中文摘要 台灣的線上活動非常普遍,網路線上購物尤是流行,然而近幾年人們意識到線上購物的安全性和隱私權之重要性。因此,本研究將線上購物入口網站可信度納入研究架構作深入探討,研究消費者對於入口網站的看法。
此外,本研究目的旨在研究線上購物入口網站可信度對於回購意願的影響程度,採用TAM 2 模型當作理論基礎,將顧客滿意度設定為中介變數,觀察其對認知易用性、認知有用性、線上購物入口網站可信度、回購意願關聯中帶來的影響結果。
英文摘要 Online activities are common in Taiwan; especially online shopping. However, in these years, there are more and more people have awareness on security and privacy toward online shopping. Therefore, credibility of the online transaction portal is targeted to put into research framework to have further investigation to see how online users perceive the portal/website. What’s more, this research aims to study the influence of credibility of online transaction portal on repurchase intention. On the other hand, take customer satisfaction as the mediator in this study in order to see how it mediates the association among perceived ease of use, perceived usefulness, and credibility of portal and repurchase intention. By adopting TAM 2 into the research framework, this research ends with a number of implications.
論文目次 摘要 III
ABSTRACT IV
ACKNOWLEDGEMENTS V
TABLE OF CONTENTS VI
LIST OF TABLES IX
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Motivation and Objective. 3
1.3 Research Structure. 5
1.4 The Scope of this Study. 5
1.5 Research Procedure. 6
CHAPTER TWO LITERATURE REVIEW 7
2.1 Theoretical Background and Framework. 7
2.2 Definition of Research Constructs. 10
2.2.1 Perceived Ease of Use (PEOU). 10
2.2.2 Perceived Usefulness (PU). 11
2.2.3 Credibility of Online Portal. 12
2.2.4 Customer Satisfaction. 14
2.2.5 Repurchase Intention. 15
2.3 Development of Hypotheses. 16
2.3.1 Relationship between Perceived Ease of Use, Perceived Usefulness and Customer Satisfaction. 16
2.3.2 Relationship between Online Transactional Portal, Customer Satisfaction and Repurchase Intention. 20
2.3.3 Relationship between Customer Satisfaction and Repurchase Intention. 21
2.3.4 Relationship between Perceived Ease of Use, Perceived Usefulness and Repurchase Intention. 22
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 24
3.1 Research Model. 24
3.2 The Construct Measurement Procedures and Sampling Plan. 25
3.3 Hypotheses to be Tested. 27
3.4 Data Analyses Procedure. 28
CHAPTER FOUR RESEARCH RESULTS AND ANALYSIS 30
4.1 Data Analysis. 30
4.2 Descriptive Analysis. 31
4.2.1 Characteristics of Respondents. 31
4.3 Score Reliability Test and Item-to-Item Correlation. 32
4.3.1 Score Reliability. 32
4.4 Confirmatory Factor Analysis (CFA). 36
4.4.1 Perceived Ease of Use (PEOU). 36
4.4.2 Perceived Usefulness (PU). 37
4.4.3 Credibility of Online Transaction Portal (CP). 39
4.4.4 Customer Satisfaction (CS). 40
4.4.5 Repurchase Intention (RI). 42
4.4.6 Discriminant Validity in CFA. 44
4.5 Path Model. 46
4.5.1 Hypotheses Results of Structural Model. 46
4.5.2 Mediating Analysis. 47
CHAPTER FIVE DISCUSSION AND CONCLUSION 49
5.1 Research Discussions and Conclusions. 49
5.2 Research Contributions. 51
5.3 Managerial Implication. 52
5.4 Research Limitations and Suggestions. 53
REFERENCES 55
APPENDIX 60
Appendix 1 Formal Quentionnaire. 60

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