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系統識別號 U0026-0606201715235100
論文名稱(中文) 探討消費者透過適地性APP進行O2O消費模式之持續使用意願:以多層服務品質模型為基礎
論文名稱(英文) Exploring the Continuance Intention of Consumer with Online-to-Offline (O2O) Commerce by Location-Based Applications: Based on the Hierarchical Service Quality Model
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系碩士在職專班
系所名稱(英) Department of Industrial and Information Management (on the job class)
學年度 105
學期 2
出版年 106
研究生(中文) 張偉玲
研究生(英文) Wei-Ling Chang
學號 r37041040
學位類別 碩士
語文別 中文
論文頁數 122頁
口試委員 指導教授-王維聰
口試委員-陳信宏
口試委員-周斯畏
口試委員-歐瑋明
中文關鍵字 適地性APP  O2O消費模式  多層服務品質模型 
英文關鍵字 Location-Based Applications  Online-to-Offline (O2O) Commerce  Hierarchical Service Quality Model (HSQM) 
學科別分類
中文摘要 隨著科技不斷進步,行動裝置越來越便宜小巧及普遍化,用戶只要配備智慧型手機及行動通訊網路,就可在自由移動的同時,持續與無所不在的網路服務保持連結,因而造成近年來各種適地性APP如雨後春筍般興起,消費者只要透過適地性APP,就可以立即知道附近店家的優惠資訊,再實際上門消費體驗,為實體店家帶來集客力;對於零售服務業者來說,如何能讓消費者願意持續這樣的O2O消費模式是項值得探討的議題。過去許多學者對於服務品質相關領域有深入研究,但較少針對O2O消費模式進行分析,因此本研究探討消費者透過適地性APP進行O2O消費模式,其整體服務品質對顧客滿意度及持續使用意願的影響。O2O消費模式由於其online to offline的特性,服務品質因而包含線上服務品質和線下服務品質,線上服務品質是指適地性APP應用程式本身的品質,線下服務品質是指消費者來到實體環境進行消費,其過程滿足內心期待的程度。本研究以多層服務品質模型為基礎,探討包含線上環境品質及線下環境品質的整體環境品質、包含線上傳遞品質及線下互動品質的整體互動品質、包含線上結果品質及線下結果品質的整體結果品質等品質構面所呈現的整體服務品質,對於顧客滿意度及持續使用O2O消費模式意願的影響。

本研究共收集391份有效問卷,並採用結構方程模型的部分最小平方法(Partial Least Squares, PLS)來驗證;研究結果發現整體互動品質對顧客滿意度帶來正向且顯著影響,並間接影響持續使用意願,整體結果品質對顧客滿意度及持續使用意願帶來正向且顯著影響,同時顧客滿意度對持續使用意願也具有正向且顯著影響。期望本研究結果能彌補過去文獻不足之處,作為O2O業者提昇消費者持續使用意願的實務上依據。
英文摘要 The purpose of this study is to propose and empirically validate a model for consumers' continuance intention in O2O (Online-to-Offline) commerce. This model incorporates the revised hierarchical quality model for electronic services and the hierarchical service quality model (HSQM) to evaluate consumers’response to O2O service quality.

This study adopted a survey research approach for data collection. Data was collected from Dec 2016 to Feb 2017. The final sample consisted of 391 valid respondents. Descriptive statistics, reliability test, validity test and structural model analysis are conducted using SPSS 17.0 and SmartPLS 2.0 to validate the research model.

The results of the study show: (1) overall interaction quality has a positive effect on user satisfaction and continuance intention; (2) overall outcome quality has a positive effect on user satisfaction and continuance intention; (3) user satisfaction has a positive effect on continuance intention.
論文目次 摘要 I
Extended Abstract II
誌謝 VI
目錄 VII
表目錄 IX
圖目錄 XI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與限制 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 O2O電子商務模式 6
第二節 適地性服務 9
第三節 服務品質 13
第四節 顧客滿意度 17
第五節 持續使用意願 19
第六節 小結 20
第三章 研究方法 21
第一節 研究架構 21
第二節 研究假說 29
第三節 問卷設計 38
第四節 前測與資料分析 43
第五節 資料分析方法 55
第四章 資料分析 58
第一節 敍述性統計分析 58
第二節 信度分析 76
第三節 相關分析 82
第四節 衡量模型 83
第五節 結構模型 89
第五章 結論與建議 92
第一節 研究發現與結論 92
第二節 研究貢獻 95
第三節 研究限制與未來研究方向 99
參考文獻 101
附錄一 前測問卷 109
附錄二 正式問卷 116
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