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系統識別號 U0026-0407201316253000
論文名稱(中文) 兩岸網路購物業顧客行為意向之研究─以台灣北、中、南、東部地區為例
論文名稱(英文) An Investigation of Customers Behavior Intention on Online Shopping Between Taiwan and China - A Study in Northern, Middle, Southern and Eastern Taiwan
校院名稱 成功大學
系所名稱(中) 統計學系碩博士班
系所名稱(英) Department of Statistics
學年度 101
學期 2
出版年 102
研究生(中文) 賴昱靜
研究生(英文) Yu-Jing Lai
學號 R26004108
學位類別 碩士
語文別 中文
論文頁數 115頁
口試委員 指導教授-吳宗正
口試委員-賴明材
口試委員-溫敏杰
中文關鍵字 網路購物  線性結構模式  服務品質  知覺風險  知覺價值  顧客滿意度  行為意向 
英文關鍵字 Online shopping  Linear structural model  Service quality  Perceived risk  Perceived value  Customer satisfaction  Behavioral intention 
學科別分類
中文摘要 隨著網際網路的盛行、電子商務(E-Commerce)的蓬勃發展,網路購物在各國皆已成為一種趨勢,也為電子商務帶來一筆可觀的商機,由此顯見網路購物市場已經是個不容小覷的競爭之地。而同時在如此競爭的產業環境中,購物網站經營業者如何掌握客戶、擁有足夠的競爭力,就購物網站而言,應給予消費者的服務品質與降低網路購物的不確定性,擬訂正確的行銷策略,才能在如此競爭的產業環境中脫穎而出。
本研究以台灣四大地區,北、中、南與東部地區使用過「淘寶網」或「Yahoo!奇摩拍賣」的顧客為研究對象,以網路問卷方式蒐集樣本。引進Cronin et al. (2000)的「研究模式」,並參考Cox and Rich於1964年提出的知覺風險理論,建立合適線性結構關係模式用以探討服務品質、知覺風險、知覺價值、顧客滿意度以及行為意向間關聯性研究。
本研究證實服務品質、知覺風險、知覺價值、顧客滿意度以及行為意向構面間具有關聯性,並建議購物網站業者應提升知覺價值,對於消費者正向的行為意向效果最大,亦可透過提升服務品質來間接影響行為意向。而提升服務品質可從網站操作效率、系統速度與穩定度、網站履行性與交易隱私性方面著手改良;知覺價值可從實用價值與體驗價值兩大方向著手進行改良。
英文摘要 With the popularity of the Internet and the development of e-commerce, online shopping has been in major around the world and has brought a considerable amount of business opportunity for e-commerce. Thus, the online shopping market is competitive that cannot be ignored. On the other hand, it is an important topic for shopping website operators to learn how to retain their costumers and keep competitive in such a competitive industry. For shopping website operators, the only way to be outstanding in such industry is to provide a good service quality and reduce the uncertainty of online shopping and make right marketing strategies.
This study uses an online survey to collect samples who have ever purchased on "Taobao" or "Yahoo!" and live in the northern, middle, southern or eastern of Taiwan. This study refers to the model developed by Cronin et al. (2000) and the concept of perceived risk proposed by Cox and Rich (1964) and then performs a Structural Equation Modeling (SEM) to investigate the relationship among service quality, perceived risk, perceived value, customer satisfaction and behavioral intention.
Results of this study confirm the relationship among service quality, perceived risk, perceived value, customer satisfaction and behavioral intention. This study suggests that shopping websites should upgrade their service quality to increase the consumers’ perceived value so that to positively affect their behavioral intention.
論文目次 目錄 I
表目錄 III
圖目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與對象 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 電子商務 6
第二節 服務品質 7
第三節 知覺風險 15
第四節 知覺價值 16
第五節 顧客滿意度 21
第六節 行為意向 24
第七節 各構面與行為意向之關聯性 26
第三章 研究方法 28
第一節 研究架構 28
第二節 研究假設 29
第三節 研究變項操作型定義與衡量 30
第四節 問卷設計 35
第五節 抽樣設計 35
第六節 資料分析方法 38
第四章 資料分析 46
第一節 樣本結構與敘述統計量分析 46
第二節 信度分析 53
第三節 差異性分析 54
第四節 因素分析 65
第五節 線性結構關係模式 76
第六節 多群組線性結構關係模式之比較 86
第五章 結論與建議 93
第一節 研究結論 93
第二節 研究建議 96
第三節 研究限制 97
參考文獻 98
附錄 107
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