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系統識別號 U0026-0812200911051820
論文名稱(中文) 網路商店形象對於顧客知覺價值之影響
論文名稱(英文) none
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 92
學期 2
出版年 93
研究生(中文) 陳立軒
研究生(英文) Li-Hsuan Chen
學號 r6691104
學位類別 碩士
語文別 中文
論文頁數 64頁
口試委員 指導教授-杜富燕
口試委員-蔡燿全
口試委員-劉宗其
口試委員-曾瓊慧
中文關鍵字 知覺品質  知覺風險  知覺價值  網路商店形象 
英文關鍵字 on-line store image  perceived quality  perceived risk  perceived value 
學科別分類
中文摘要   自從網路應用於商業用途以來,創造了新型態的商品行銷通路,並且創造出有別於傳統實體商店的網路商店。網路商店在型態上與實體商店有極大的差異性,因此消費者在網路商店購物與在實體商店購物會有不同的考量因素。過去研究發現,商店擁有良好的商店形象能夠增強消費者對其產品的正面知覺,在網路通路中,消費者實際無法接觸產品的情況下,商店形象等外部線索對於顧客評估產品更加具有重要性。
  本研究探討構成網路商店形象之因素,所歸納出網路商店形象之構面為 (1)商店聲譽、(2)商品、(3)網站設計、(4)服務、(5)價格、(6)交易後滿意。並探討網路商店形象因素對於顧客所購買產品之知覺產品品質與知覺風險的影響,進而透過顧客知覺產品品質與知覺風險影響顧客對產品的知覺價值。目的在於探究網路商店形象因素對顧客知覺產品品質與知覺風險的重要性,以及知覺產品品質與知覺風險在影響顧客對產品知覺價值方面的重要程度。
  本研究以具有在購物網站購物經驗者為研究對象,所得到結論如下:
(一) 「商品」、「服務」、「價格」與「交易後滿意」因素對於顧客的知覺產品品質有顯著影響,「商店聲譽」及「網站設計」對於知覺產品品質的影響則不顯著。
(二) 「商品」與「交易後滿意」因素對於顧客知覺風險有顯著負向影響,而「商店聲譽」、「網站設計」、「服務」、「價格」則無顯著影響。
(三) 「商品」因素對於顧客的知覺產品品質與知覺風險皆為最重要之影響因素。
(四) 知覺產品品質與知覺風險兩者對於顧客知覺價值的影響上,知覺產品品質是決定顧客知覺價值的主要因素
(五) 知覺風險對於顧客知覺價值的影響程度,會因顧客購買產品類別不同而有差異。
(六) 「頻繁購買」者對「商品」、「服務」、「交易後滿意」因素的認知水準高於「初次購買」、「偶爾購買」與「經常購買」者。
英文摘要  Since the commercialization of Internet, a new sort of marketing channel, on-line stores, has been created. Because of the differences between on-line stores and the traditional brick-and-mortar stores, consumers may have different viewpoints to consider where to purchase from. According to previous researches, stores with good images can establish consumers’ positive perception on the merchandises. In the Internet channel, because consumers can’t touch the merchandises, some external cues such as store images will be more important for consumers to evaluate the merchandises.
 Through thorough exploration of the possible attributes of on-line store images,I generalized the attributes into six categories:(1)Store Reputation (2)Merchandise (3)the Design of the Website (4)Service (5)Price (6)the Satisfaction after Dealing. The purposes of this study are to analyze the affection of on-line store’s images on the perceived quality and the perceived risk of customers, and the affection of the perceived quality and perceived risk on the perceived value.
 Survey respondents are those people who have on-line purchasing experiences. The major finding are as follows:
(1) The attributes of Merchandise, Service, Price, and the Satisfaction after Dealing have significant affection on customers’ perceived quality, but the attributes of Store Reputation and the Design of the Website don’t.
(2) The attributes of Merchandise and the Satisfaction after Dealing have significant affection on customers’ perceived risk, however, the attributes of Store Reputation, the Design of the Website, Service, and Price don’t.
(3) The “Merchandise” attributes is the most important factor to both customers’ perceived quality and perceived risk.
(4) Between customers’ perceived quality and perceived risk, customers’ perceived quality is the major factor to affect customers’ perceived value.
(5) The influential degree of the perceived risk on perceived value depends on the merchandise categories which customers purchase.
(6) The degrees of perception of “Continual Purchaser” on the attributes of Merchandise, Service and the Satisfaction after Dealing are higher than those of “First-time Purchaser”, “Occasional Purchaser”, and “Frequent Purchaser”.
論文目次 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
第二章文獻探討4
第一節知覺產品品質4
第二節知覺風險4
第三節商店形象7
一、商店形象之定義7
二、商店形象之構面8
三、網路商店形象之構面13
第四節顧客知覺價值24
第三章研究方法27
第一節研究架構27
第二節研究假設27
第三節研究範圍與研究對象28
第四節各變數之操作性定義與衡量問項28
第五節資料分析方法32
第四章實證結果與分析34
第一節樣本特徵描述34
第二節各研究構面之信度檢驗35
第三節顧客知覺產品品質與知覺風險之關係36
第四節網路商店形象構面對顧客知覺產品品質影響之探討36
第五節網路商店形象構面對顧客知覺風險影響之探討37
第六節知覺產品品質與知覺風險構面對知覺價值影響之探討39
第七節網路商店形象構面對於顧客知覺價值直接影響效果之探討41
第八節購買經驗對於各構面因素之差異分析42
第五章結論與建議44
第一節研究結論44
第二節本研究之貢獻48
第三節實務上之意涵49
第四節研究限制與未來研究建議51
參考文獻53
附錄正式問卷61
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