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系統識別號 U0026-0812200911580656
論文名稱(中文) 顧客認知價值程度對顧客滿意度與忠誠度關係之影響:以線上購物為例
論文名稱(英文) The Impact of Customer Perceived Value on the Relationship between Customer Satisfaction and Customer Loyalty:Evidence from Online Shopping
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 94
學期 2
出版年 95
研究生(中文) 楊文英
研究生(英文) Wen-Ying Yang
學號 r4693410
學位類別 碩士
語文別 英文
論文頁數 73頁
口試委員 口試委員-張淑昭
指導教授-張心馨
口試委員-蔡明田
中文關鍵字 顧客認知價值  顧客忠誠度  顧客滿意度  線上服務品質  電子商務 
英文關鍵字 Electronic Service Quality  Electronic commerce  Customer Loyalty  Customer Satisfaction  Customer Perceived Value 
學科別分類
中文摘要 由於網路交易近幾年快速成長,電子商務行銷活動也受到相當大的重視,許多公司希望藉由提升網路服務品質以建立線上購物的顧客忠誠度,但效果如何需要進一步檢驗。本研究的第一個目的是整合相關文獻並建立一個電子商務行銷研究模型來證明電子行銷的先決及後續研究變數。研究內容包括線上服務品質(網站設計、可靠性、安全性及顧客服務)、顧客滿意度、顧客忠誠度等變數之間的關係,以及檢測顧客認知價值的對於顧客滿意度及顧客忠誠度的干擾效果。經由一系列問卷調查,研究分析結果指出線上服務品質將會影響顧客滿意度,進而影響顧客忠誠度;此結果與Bagozzi (1992)所提出的評估→情感反應→行為的模式一致。另一個重要發現為顧客滿意度與顧客忠誠度之間的關係會受到顧客認知價值的干擾;當顧客認知價值愈高,顧客滿意度與顧客忠誠度的關係愈強烈;反之,當顧客認知價值愈低,顧客滿意度與顧客忠誠度之關係將隨之削弱。故網路商店應不只強調提升線上服務品質,還須確保顧客擁有高度的顧客認知價值,方能擁有高度忠誠的顧客。


英文摘要 Since the online market has been growing rapidly over the past several years, e-commerce marketing activities have drawn a lot of attention. Many companies generated customer loyalty by improving electronic service quality (e-SQ) but the effects needed to be further examined. The first purpose of the study is to integrate relevant literature and develop a comprehensive research model of electronic commerce (e-commerce) to identify its antecedent and consequential research variables. We test the interrelationships among the perception of e-SQ (website design, reliability, security/privacy, and customer service), customer satisfaction, and customer loyalty. The second purpose of this study is to examine the moderating effect of customer perceived value on the relationship between customer satisfaction and customer loyalty. Through a serious of questionnaire survey, the results of this study indicated that the e-service quality will influence customer satisfaction and then generate customer loyalty, which is consistent with the Bagozzi’s (1992) appraisal→ emotional response→ behavior framework. Another key finding is the relationship between customer satisfaction and customer loyalty is stronger for customers with high perceived value than customers with low perceived value. Implications indicate that website owners should not only improve e-service quality, but also emphasize customer perceived value.


論文目次 TABLE OF CONTENTS
ABSTRACT.....................................................................Ⅰ
TABLE OF CONTENTS............................................................Ⅳ
LIST OF TABLES...............................................................Ⅵ
LIST OF FIGURES..............................................................Ⅶ
CHAPTER 1 INTRODUCTION........................................................1
1.1 Research Background and Motivation...................................1
1.2 Research Objectives..................................................3
1.3 Research Procedure...................................................4
1.4 The Structure of this Study..........................................5
CHAPTER 2 LITERATURE REVIEW AND RESEARCH HYPOTHESES...........................7
2.1 E-Service Quality.........................................................9
2.1.1 Service Quality in E-Commerce...........................................9
2.1.2 Measurement of Service Quality delivery through Web Site...............10
2.2 Customer Satisfaction....................................................15
2.3 Customer Loyalty.........................................................18
2.4 Customer Perceived Value.................................................21
CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY....................................27
3.1 Definitions of Research Variables........................................27
3.1.1 E-Service Quality......................................................27
3.1.2 Customer Satisfaction..................................................28
3.1.3 Customer Loyalty.......................................................29
3.1.4 Customer Perceived Value...............................................29
3.2 Questionnaire Development and Sampling Plan..............................30
3.2.1 Questionnaire Development..............................................30
3.2.2 Pilot Test.............................................................34
3.2.3 Sampling Plan..........................................................34
3.3 Data Analysis Procedure and Methods......................................35
CHAPTER 4 DATA ANALYSIS AND RESULTS..........................................37
4.1 Introduction.............................................................37
4.2 Descriptive Analysis.....................................................37
4.2.1 Data Collection........................................................37
4.2.2 Characteristics of Respondents.........................................38
4.2.3 Measurement Results for Relevant Research Variables....................41
4.3 Reliability and Validation test..........................................43
4.4 Structural Equation Model (SEM)..........................................47
4.5 Moderating Effects of Customer Perceived Value...........................51
4.5.1 Fisher’s Z transformation analysis....................................51
4.5.2 ANOVA analysis.........................................................52
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS........................................54
5.1 Conclusions..............................................................54
5.2 Managerial Implications..................................................56
5.3 Research Limitations and Future Research.................................57
REFERENCES...................................................................59
APPENDIX SURVEY QUESTIONNAIRE................................................65
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