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系統識別號 U0026-0812200913353101
論文名稱(中文) 服務品質、知覺價值、顧客滿意與行為意向之關聯性-以線上購物為例
論文名稱(英文) The Relationships among Service Quality, Perceived Value, Customer Satisfaction, and Behavioral Intentions: An Empirical Study of Online Shopping
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 95
學期 1
出版年 96
研究生(中文) 許靜雯
研究生(英文) Ching-Wen Hsu
學號 ra793123
學位類別 碩士
語文別 英文
論文頁數 120頁
口試委員 口試委員-吳萬益
召集委員-潘浙楠
口試委員-溫敏杰
指導教授-吳宗正
口試委員-賴明材
中文關鍵字 服務品質  知覺價值  顧客滿意  行為意向  線上購物  電子化服務  B2C電子商務 
英文關鍵字 Customer satisfaction  Perceived value  Service quality  Behavioral intentions  Online shopping  E-service  B2C e-commerce 
學科別分類
中文摘要 服務品質、知覺價值、顧客滿意與行為意向之關聯性已在傳統服務環境中獲得廣泛的實證研究,特別是針對這四個構面間彼此之前提、中介及結果關係之探討,且隨著研究本質上的差異而發展出不同的模式架構,其中以Cronin et al. (2000)所提出的綜合性模式對此四個構面在實體服務環境中可獲得一較佳的整體關係。

然而由於電子商務的快速成長,這四個構面在虛擬服務環境中之關聯性亦值得探討,本研究以B2C電子商務為研究對象,利用線上問卷方式調查台灣地區網路消費者針對此四構面的購物經驗。實證研究結果顯示在線上購物的環境下,服務品質、知覺價值、顧客滿意與行為意向兩兩之間的直接關係是成立的,並且服務品質與知覺價值會透過間接關係路徑提高對行為意向的影響效果。最後,研究結果亦顯示不同的人口統計變項與購物網站型態對此四構面具有不同程度的顯著性差異。
英文摘要 The investigation of the relationships among service quality, perceived value, customer satisfaction, and behavioral intentions has been empirically demonstrated under traditional service environment. Specifically, the interest was exploring the an-tecedent, mediating, and consequent relationships among these four variables. With various natures of study, different model structures were developed to validate the proposed relationships. An integrative model introduced by Cronin et al. (2000) syn-thesized past researches and yielded more collective relationships based on their em-pirical findings.

With the rapid growth of e-commerce over the past decade, it is noticeable how these key variables are correlated in virtual servicescape. This study centers on the context of B2C e-commerce and gathered research data through an online question-naire surveyed in Taiwan. The empirical results suggest that service quality, per-ceived value, customer satisfaction, and behavioral intentions are directly associated with each other under the scope of online shopping. The findings also reflect that both service quality and perceived value enhance their effects on behavioral intentions via the indirect relationships. Finally, the results reveal that the demographic charac-teristics and Website types exhibit influences on the four research variables in the context of online shopping.
論文目次 ACKNOWLEDGEMENTS ....................................................................................... I
ABSTRACT ............................................................................................................. II
TABLE OF CONTENTS.........................................................................................III
LIST OF TABLES................................................................................................. VII
LIST OF FIGURES ..................................................................................................X
CHAPTER ONE INTRODUCTION........................................................................1
1.1 Research Background and Motivations.............................................................1
1.2 Research Objectives .........................................................................................2
1.3 Research Project ...............................................................................................4
1.4 Research Procedure ..........................................................................................4
1.5 The Structure of This Study..............................................................................5
CHAPTER TWO LITERATURE REVIEW.............................................................7
2.1 Theoretical Background....................................................................................7
2.1.1 Service Quality ..........................................................................................7
2.1.1.1 Service Quality in Traditional Environment ........................................7
2.1.1.2 Service Quality in Electronic Channels .............................................10
2.1.2 Perceived Value.......................................................................................17
2.1.3 Customer Satisfaction..............................................................................23
2.1.4 Behavioral Intentions...............................................................................27
2.2 Relationship among Research Constructs .......................................................30
2.2.1 Relationship between Service Quality and Perceived Value .....................30
2.2.2 Relationship between Service Quality and Customer Satisfaction ............30
2.2.3 Relationship between Perceived Value and Customer Satisfaction...........31
2.2.4 Relationship between Service Quality and Behavioral Intentions .............31
2.2.5 Relationship between Perceived Value and Behavioral Intentions............32
2.2.6 Relationship between Customer Satisfaction and Behavioral Intentions...33
2.2.7 Relationship among Service Quality, Perceived Value, Customer
Satisfaction, and Behavioral Intentions...................................................33
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY ...................37
3.1 The Research Model.......................................................................................37
3.2 Construct Measurement ..................................................................................38
3.2.1 Service quality .........................................................................................38
3.2.2 Perceived value .......................................................................................39
3.2.3 Customer Satisfaction..............................................................................39
3.2.4 Behavioral Intentions...............................................................................40
3.2.5 Information of Respondents .....................................................................40
3.3 Research Hypotheses......................................................................................43
3.4 Questionnaire Design .....................................................................................44
3.5 Sampling Plan ................................................................................................45
3.6 Data Analysis Procedures ...............................................................................45
3.6.1 Descriptive Statistics Analysis .................................................................45
3.6.2 Reliability and Validity Analysis ..............................................................45
3.6.2.1 Reliability of the Measurement Variables ..........................................46
3.6.2.2 Validity of the Measurement Variables..............................................46
3.6.3 Factor Analysis........................................................................................47
3.6.4 Analysis of Variance ................................................................................48
3.6.5 Structural Equation Modeling..................................................................49
CHAPTER FOUR RESEARCH ANALYSIS AND RESULTS..............................52
4.1 Descriptive Analysis.......................................................................................52
4.1.1 Data Collection .......................................................................................53
4.1.2 Characteristics of Respondents ................................................................53
4.1.3 Measurement Results of Research Variables ............................................55
4.2 Reliability Tests .............................................................................................57
4.3 Factor Analysis...............................................................................................59
4.3.1 Service Quality ........................................................................................59
4.3.2 Perceived Value.......................................................................................60
4.3.3 Customer Satisfaction..............................................................................61
4.3.4 Behavioral Intentions...............................................................................62
4.4 Validity Assessment .......................................................................................66
4.4.1 Discriminant Validity...............................................................................66
4.4.2 Convergent Validity .................................................................................68
4.5 Analysis of Individual Differences .................................................................73
4.5.1 Website Type ...........................................................................................73
4.5.2 Gender.....................................................................................................74
4.5.3 Area.........................................................................................................75
4.5.4 Age ..........................................................................................................76
4.5.5 Education ................................................................................................77
4.5.6 Occupation ..............................................................................................78
4.5.7 Experience of Online Shopping................................................................79
4.6 Structural Equation Modeling.........................................................................81
4.6.1 Model Test...............................................................................................83
4.6.2 Path Results.............................................................................................85
4.6.3 Effects Analysis........................................................................................86
4.6.4 Model Comparisons.................................................................................88
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS...................................90
5.1 Research Conclusions and Implications ..........................................................90
5.2 Research Limitations and Suggestions ............................................................95
REFERENCES ........................................................................................................97
APPENDICES .......................................................................................................104
Appendix A: Reliability Analysis of Research Variables ....................................105
Appendix B: Normality Tests of Research Factors .............................................107
Appendix C: Questionnaire Survey in English....................................................111
Appendix D: Questionnaire Survey in Chinese...................................................116
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