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系統識別號 U0026-1807201609164800
論文名稱(中文) 瞭解調整後的顧客期望:網路購買習慣的調節效果
論文名稱(英文) Understanding Adjusted Customer Expectations: The Moderating Effect of Online Shopping Habit
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 104
學期 2
出版年 105
研究生(中文) 劉素華
研究生(英文) Watcharee Lekhawipat
學號 R78997014
學位類別 博士
語文別 英文
論文頁數 80頁
口試委員 指導教授-林清河
口試委員-李昇暾
口試委員-耿伯文
口試委員-孫思源
口試委員-謝秉蓉
中文關鍵字 調整後期望  期望不一致理論  顧客價值  網路購買習慣 
英文關鍵字 Adjusted expectations  Expectancy disconfirmation model  Customer value  Online shopping habit 
學科別分類
中文摘要 本研究主要目的是在考慮網路消費族群於購買後,個人期望水準改變的情境之下,探討網路購買習慣對調整後期望與其先行相關因素之間的調節效果。本研究之理論模式整合期望不一致模式與顧客價值構面來比較各因素對調整後期望的影響是否會因消費者之網路購買習慣高低而有所不同。資料蒐集自204筆台灣網路消費者,用以測量本研究所提出之模式。研究結果顯示,網路購買習慣程度高者,其期望不一致模式對調整後期望的影響性高於網路購買習慣程度低者,且網路購買習慣對顧客價值構面與調整後期望的調節效果也會因為網路購買習慣的高低而有而有所不同。特別的是,信心效益與價值感受構面對修正後期望的影響只對網路購買習慣程度低之消費者有關,但對於網路購買習慣程度高的消費者,其影響性並不明顯。另一方面,針對網路購買習慣高的族群,感受的公平性對調整後期望有正向影響,而知覺犠牲對調整後期望有負向影響。經由本研究之結果,不僅可以更加瞭解顧客期望的改變,而且可協助從業人員制定更合適的網路商業策略。研究結果也顯示,調整後期望不僅在顧客滿意與再購買意圖間扮演中介的角色,而且能指引未來的再購行為。
英文摘要 By considering the changes in individual-level expectations in the post-purchase period, this study examines the moderating effects of online shopping habit on the links between adjusted expectations and their antecedents. This study proposed a theoretical model by integrating the literature of expectancy disconfirmation model and customer value dimensions to compare the factors affecting adjusted expectations between the low and high online shopping habit groups. Data collected from 204 Taiwanese online customers were used to test the proposed model. The results indicate that the effects of expectancy disconfirmation model on adjusted expectations are stronger for the high-habit group than for the low-habit group. Further, the moderating effects of online shopping habit on the links between customer value dimensions and adjusted expectations can differ between the low and high online shopping habit groups. Specially, factors such as confidence benefits and perceived price are associated with adjusted expectations for the low-habit group, but not in the high-habit group. On the other hand, for the high-habit group, perceived equity has a positive influence on adjusted expectations, whereas perceived sacrifice has a negative impact. Our findings not only help to better understand how customer expectations change, but also assist practitioners in developing better online business strategies. The results also show that adjusted expectations not only mediate the relationship between customer satisfaction, and repurchase intention but also can guide repurchase behavior in the future.
論文目次 ABSTRACT I
摘要 II
ACKNOWLEGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES VIII
1. INTRODUCTION 1
1.1 Research Background & Motivation 1
1.2 Statement of the Problem 4
1.3 Purpose of the Study 5
1.4 Research Questions 6
1.5 Significance of the Study 7
1.5.1 Theoretical Contributions 7
1.5.2 Practical Contributions 7
1.6 Definition of Terms 8
1.7 Summary 9
2. LITERATURE REVIEW 10
2.1 Online Repurchase Intention 10
2.2 Adjusted Expectations 12
2.3 Expectancy Disconfirmation Theory 13
2.3.1 Customer Expectations 14
2.3.2 Perceived Performance 15
2.3.3 Disconfirmation 16
2.3.4 Customer Satisfaction 17
2.4 The Relationship between Expectancy Disconfirmation Model and Adjusted Expectations 18
2.5 The Influence of Customer Value on Adjusted Expectations 19
2.5.1 Confidence Benefits 20
2.5.2 Perceived Equity 21
2.5.3 Perceived Sacrifice 21
2.5.4 Perceived Price 22
2.6 The Moderating Role of Online Shopping Habit 23
2.7 Conceptual Development and Hypotheses 26
2.7.1 The Moderating Effect of Online Shopping Habit on the Relationship between Expectancy Disconfirmation Model and Adjusted Expectations 27
2.7.2 The Moderating Effect of Online Shopping Habit on the Relationship between Customer Value and Adjusted Expectations 30
2.7.3 The Moderating Effect of Online Shopping Habit on the Relationship between Adjusted Expectations and Repurchase Intention 33
2.8 Summary 34
3. METHODOLOGY 35
3.1 Data Collection 35
3.2 Pilot Test 36
3.3 Measurement Development 37
3.4 Summary 42
4. DATA ANALYSIS AND RESULTS 43
4.1 Demographic Characteristics of Respondents 43
4.2 Grouping Check 44
4.3 Measurement Reliability and Validity 46
4.4 Common Method Bias 49
4.5 Structural Model and Hypotheses Results 50
5. DISCUSSION AND IMPLICATONS 58
5.1 Discussion 58
5.2 Implications 63
5.2.1 Theoretical Implications 63
5.2.2 Practical Implications 64
5.3 Limitations and Future Research 66
5.4 Conclusion 67
REFERENCES 68
APPENDIX: SURVEY QUESTIONNAIRE 76

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