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系統識別號 U0026-0702201720194200
論文名稱(中文) 協同消費服務顧客忠誠度之決定因素
論文名稱(英文) The Determinants of Customer Loyalty on Collaborative Consumption Services
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 104
學期 2
出版年 105
研究生(中文) 陳佳盈
研究生(英文) Chia-Ying Chen
學號 R96034034
學位類別 碩士
語文別 中文
論文頁數 70頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-李奇勳
中文關鍵字 協同消費服務  共享經濟  顧客忠誠度  知覺價值 
英文關鍵字 Collaborative Consumption Service  Sharing Economy  Customer Loyalty  Perceived value 
學科別分類
中文摘要 「在網路上,任何東西都能出租」(經濟學人,2013),現在只要用手機app在網路上完成一天當中所需要的服務。網路平台的運用讓供需雙方的交易成本降低,使得協同消費服務能夠比傳統服務更方便快速且經濟實惠。由於2008年金融海嘯導致經濟蕭條、環保意識抬頭,讓消費者更願意使用二手物品,網際網路環境的成熟以及社群媒體的發達,促使協同消費服務如雨後春筍般推陳出新。然而,維持顧客忠誠度不僅是新興的協同消費服務創造利潤的基礎,也是其在同類服務中脫穎而出的關鍵。
本研究採用網路問卷調查法蒐集了321份受訪者曾經使用過UBER以及Airbnb等協同消費服務的有效問卷,並以SPSS和AMOS為分析工具衡量受訪者使用過協同消費服務後,協同消費服務對於受訪者所帶來的經濟利益、信任、聲望、知覺易用性、知覺獨特性、環境永續性以及社群價值的程度高低,再進一步討論上述因素對於知覺價值和顧客忠誠度的影響,欲找出對於協同消費服務顧客忠誠度的決定因素。
在本研究中發現信任是影響知覺價值的最大因素;對顧客忠誠度的直接影響,程度依序為知覺價值、知覺易用性、經濟利益;聲望以及環境永續性對知覺價值和顧客忠誠度皆沒有顯著影響;不論哪種協同消費服務,知覺獨特性皆對知覺價值有顯著影響。知覺易用性皆對顧客忠誠度有顯著影響;信任在UBER參與者族群中,對知覺價值有顯著影響。經濟利益對顧客忠誠度有顯著影響。
根據本研究之結果,提出實務建議如下:
(一) 建立有效信任機制。例如服務提供者須經過審核且建立使用者評價機制。
(二) 加強知覺獨特性。找出利基市場,提供讓使用者覺得自己與眾不同的服務。
(三) 提升知覺易用性。提供使用者簡單、容易使用而且流程清楚易懂的媒介。
英文摘要 Nowadays, customers can enjoy the peer-to-peer services such as car-sharing, house-sharing on the mobile phone apps. On the on-line platforms, people share their unused assets to get extra income and the consumers and suppliers can find each other efficiently. This prosperous phenomenon is called “Sharing economy”. Because of the low entry barrier, more and more start-up companies provide the matching services of sharing goods. This kind
of services can be defined as “collaborative consumption services”. In this highly competitive market, how to keep customer loyalty is a key question for the new collaborative consumption services providers to survive.
Considering about the the brand awareness and industry variety, we choose the Top 1 services in the categories of house-sharing and car-sharing which are UBER and Airbnb.
Through this research, we want to find out whether the antecedents have impact on the perceived value and the customer loyalty of collaborative consumption services.
From the result, findings are the following:
1. For collaborative consumption services, trust have the most significant impact on
perceived value.
2. Perceived value, perceived usefulness and economical benefit would directly influent
customer loyalty, and perceived value is the most significant factor.
3. Reputation and environmental sustainability have no significant impact on perceived
value and customer loyalty.
4. For UBER and Airbnb, perceived uniqueness would influent perceived value; perceived
usefulness would influent customer loyalty.
5. For UBER, trust have significant impact on perceived value; economic benefit have
significant impact on customer loyalty.
論文目次 目錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第二章 文獻回顧 7
第一節 協同消費服務 7
第二節 協同消費服務知覺價值與顧客忠誠度 17
第三節 協同消費服務決定因素對知覺價值與顧客忠誠度的影響 19
第三章 研究方法 28
第一節 研究架構與假設 28
第二節 研究設計 30
第三節 資料分析方法 32
第四章 結果分析與討論 35
第一節 樣本收集與整理 35
第二節 受測者基本資料敘述性統計分析 36
第三節 各構面信度分析 38
第四節 各構面問項敘述性統計分析 40
第五節 測量模式分析 44
第六節 結構模式分析 48
第五章 結論與建議 58
第一節 研究結論 58
第二節 實務上的建議 61
第三節 研究限制及未來研究建議 62
參考文獻 64

表目錄
表 2 1 協同消費服務個案比較 16
表 3 1 協同消費服務決定因素之問項 31
表 3 2 知覺價值之問項 32
表 3 3 顧客忠誠度之問項 32
表 4 1 受測者基本資料敘述性統計表 37
表 4 2 各變數問項之信度分析結果表 39
表 4 3 各構面問項敘述統計分析 43
表 4 4 測量模式適配度之標準與結果 44
表 4 5 測量模式之信、效度分析表 46
表 4 6 UBER區別效度分析表 47
表 4-7 模式估計值分析比較 57

圖目錄
圖 3 1 研究架構圖 28
圖 4 1 整體模式路徑分析圖 49
圖 4 2 模式一(UBER)路徑分析圖 51
圖 4 3 模式二(Airbnb)路徑分析圖 55
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