進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-2408201215114100
論文名稱(中文) 團購網站品牌形象、服務品質與顧客滿意度及忠誠度關係之研究-以GOMAJI團購網為例
論文名稱(英文) A Study of the Relationship among Brand Image, Service Quality, Satisfaction and Customer’s Loyalty - A Case Study of the Group-Buying Website GOMAJI
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 100
學期 2
出版年 101
研究生(中文) 黃建中
研究生(英文) Chien-Chung Huang
學號 R07994182
學位類別 碩士
語文別 中文
論文頁數 123頁
口試委員 指導教授-祝鳳岡
共同指導教授-王明隆
口試委員-趙義隆
中文關鍵字 網路團購  品牌形象  服務品質  顧客滿意度  顧客忠誠度 
英文關鍵字 Group-Buying  Brand Image  Service Quality  Customer Satisfaction  Customer Loyalty 
學科別分類
中文摘要 近年來網路團購商業模式在全球快速崛起,團購市場成為電子商務新的兵家必爭之地。在台灣,網路團購市場的交易量持續成長,吸引將近四十家的團購業者加入市場。商品品質與交易糾紛保障均仰賴團購業者把關,在此團購熱潮發展下,由於業者規模不一良莠不齊,伴隨而來的消費者客訴事件不斷等負面新聞,將加速促成市場秩序建立與淘汰機制,業者在經營上面臨更多機會與挑戰。
本研究調查方法主要有二:一是為網路問卷調查,二為專家深度訪談。本研究的變數包括網站的品牌形象、服務品質、顧客滿意度及顧客忠誠度等變數。本研究調查範圍主要是以大台北地區消費者為主,了解都會地區網路團購之消費行為。
研究結果顯示,網站品牌形象對顧客滿意度具有顯著正向的影響;網站品牌形象對顧客忠誠度具有顯著正向的影響;網站服務品質對顧客滿意度具有顯著正向的影響;網站服務品質對顧客忠誠度具有顯著正向的影響;網站品牌形象對網站服務品質具有顯著正向的影響;顧客滿意度對顧客忠誠度具有顯著正向的影響;人口統計變項對網站品牌形象、網站服務品質、顧客滿意度及顧客忠誠度等構面存在部份差異性。
英文摘要 In recent years, the group-buying model has expanded globally into an e-commerce battleground. In Taiwan, the trading volume of group-buying continues to grow, attracting nearly forty group-buying firms into the marketplace. These firms need to maintain control over both the quality of commodities and consumer protection. Negative news through customer complaints will contribute to an increase in market competition.
This study’s methodology includes: firstly, an Internet survey; and secondly, in-depth interviews with experts. The variables of this study include: the brand image of group-buying websites, their quality of service, customer satisfaction, and customer loyalty. In this study, the group-buying website’s approach to the customer within the greater Taipei area will be investigated, in order to understand customer preferences, loyalty, and levels of satisfaction.
The empirical results show: both the website’s brand image and its quality of service have a significant positive impact on customer satisfaction and on customer loyalty; the website’s brand image has a significant positive impact on the quality of service; and customer satisfaction has a significant positive impact on customer loyalty.
The degree of demographic variables on the website’s brand image, its quality of service, customer satisfaction, customer loyalty, and other aspects can impact the outcome of the study.
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 研究目的與範圍4
第四節 研究步驟6
第五節 研究個案公司簡介8
第二章 文獻探討10
第一節 網路團購10
第二節 網站品牌形象14
第三節 網站服務品質18
第四節 顧客滿意度22
第五節 顧客忠誠度24
第三章 研究方法27
第一節 研究假設與研究架構27
第二節 操作性定義與問卷設計31
第三節 抽樣與問卷發放36
第四節 資料分析方法38
第四章 研究結果42
第一節 樣本結構分析42
第二節 敍述性統計分析46
第三節 因素分析與信度檢定52
第四節 各研究構面之差異性分析63
第五節 相關分析72
第六節 迴歸分析75
第七節 研究假設驗證94
第八節 質化分析96
第五章 結論與建議98
第一節 研究結論98
第二節 研究建議105
第三節 研究限制107
參考文獻108
附錄一 深度訪談113
附錄二 問卷119

表目錄
表1-1 研究範圍4
表2-1 臺灣團購網站彙整表12
表3-1 本研究構面之操作性定義31
表3-2 本研究構面之衡量變項32
表4-1 本研究有效樣本特性分析44
表4-2 網站品牌形象構面敘述性統計46
表4-3 網站服務品質構面敘述性統計48
表4-4 顧客滿意度構面敘述性統計49
表4-5 顧客忠誠度構面敘述性統計50
表4-6 各研究構面Bartlett的球型檢定及KMO值檢定52
表4-7 網站品牌形象構面因素分析結果53
表4-8 網站服務品質構面因素分析結果54
表4-9 顧客滿意度構面因素分析結果55
表4-10 顧客忠誠度構面因素分析結果56
表4-11 各研究構面信度檢定結果57
表4-12 性別與構面各變項之比較表63
表4-13 年齡與構面各變項之比較表64
表4-14 教育程度與構面各變項之比較表65
表4-15 職業別與構面各變項之比較表66
表4-16 婚姻狀況與構面各變項之比較表67
表4-17 月所得與構面各變項之比較表68
表4-18 平均每筆消費金額與構面各變項之比較表69
表4-19 平均消費次數與構面各變項之比較表70
表4-20 人口統計變項對各構面之關連性71
表4-21 二階變項Pearson之相關分析72
表4-22 網站品牌形象對服務品質之迴歸分析75
表4-23 網站品牌形象對顧客滿意度之迴歸分析76
表4-24 網站品牌形象對顧客忠誠度之迴歸分析77
表4-25 網站服務品質對顧客滿意度之迴歸分析78
表4-26 網站服務品質對顧客忠誠度之迴歸分析78
表4-27 顧客滿意度對顧客忠誠度之迴歸分析79
表4-28 網站品牌形象、顧客滿意度對顧客忠誠度之迴歸分析80
表4-29 網站品牌形象、服務品質對顧客滿意度之迴歸分析81
表4-30 網站服務品質、顧客滿意度與顧客忠誠度之迴歸分析81
表4-31 各構面對顧客忠誠度之迴歸分析82
表4-32 網站品牌形象對網站服務品質子構面之複迴歸分析84
表4-33 網站品牌形象、服務品質對顧客滿意度之複迴歸分析86
表4-34 各構面對於顧客忠誠度-再購推薦度之複迴歸分析89
表4-35 各構面對於顧客忠誠度-價格容忍度之複迴歸分析92
表4-36 研究假設驗證結果94
表4-37 焦點訪談彙總表96

圖目錄
圖1-1 研究流程7
圖2-1 品牌知識概念16
圖2-2 網站服務品質構面20
圖3-1 研究架構30
圖4-1 本研究修正後架構圖60
參考文獻 壹、中文部份
1.GoodLife半價團購情報(2012),台灣團購市場統計,台北:GoodLife好生活。網址:http://blog.goodlife.tw
2.江惠頌(2005)譯,品牌管家:奧美360度品牌傳播管理,台北:滾石文化,頁129-132。(譯自Blair, M., Armstrong, R. and Murphy, M., The 360 Degree Brand in Asia: Creating More Effective Marketing Communications)。
3.吳克振(2001)譯,品牌管理,台北:華泰文化。(譯自Kevin Lane Keller, Strategic brand management: building, measuring and managing brand equity(1998))。
4.吳明隆(2007)著,SPSS操作與應用:變異數分析實務,台北:五南圖書。
5.吳萬益(2011)著,企業研究方法,第四版,台北:華泰文化。
6.季延平(2000)譯,網際網路行銷,台北:華泰文化,頁148-149。(譯自Ward Hanson, Internet Marketing(2000))。
7.哈佛商業評論(2011),團購網站大解構,構想觀察,哈佛商業評論全球繁體中文版July 2011,台北:天下遠見出版,頁28-29。
8.張愛華、何少天、吳家州(2010),網路企業品牌形象之研究-以Web 2.0網站為例,電子商務研究,第八卷第二期,頁259-290。
9.陳順宇、鄭碧娥(2004)著,統計學,四版,台北:華泰書局。
10.陳耀茂(1997)著,服務品質管理手冊,台北:遠流,頁35-48。
11.資策會MIC(2010),ICT產業研究,2010台灣線上購物市場規模,台北:資策會產業情報研究所(MIC)。網址http://www.iii.org.tw/service/3_1_4_c.aspx?id=127
12.經濟部商業司(2011),2011中華民國電子商務年鑑,台北:經濟部商業司。
13.饒玉萍(2010),以推敲可能性模式探討合購網站使用之研究,國立成功大學企業管理學系碩士論文。

貳、英文部份
1.Aladwani, A. M. and Palvia, P. C.(2002), Developing and validating an instrument for measuring user-perceived web quality, Information & Management, 39(6), pp.467-476.
2.Andreassen, T. W. and Lindestad, B.(1998), Customer Loyalty and Complex Services. International Journal of Service Industry Management, Vol.9, (1), pp.7-23.
3.Assael, H.(1992), Consumer Behavior and Marketing Action, 4th Edition, Boston: PWS-KENT.
4.Biel, A. L.(1992),How Brand Image Drives Brand Equity, Journal of Advertising Research, Vol.32, No.6, pp.6-12.
5.Bitner(1990), Evaluating service encounters: The effects of physical surrounding and employee response, Journal of Marketing, Vol.54, No.2, pp.69-82.
6.Chen, J., Chen, X. and Song, X.(2007), Comparison of the group-buying auction and the fixed pricing mechanism, Decision Support Systems, Vol.43, (2), pp.445-459.
7.Chu, W., Choi, B. and Song, M. R.(2005), The Role of On-line Retailer Brand and Infomediary Reputation in Increasing Consumer Purchase Intention, International Journal of Electronic Commerce, Vol.9, (3), pp.115-127.
8.Cronin, J. J. and Taylor, S. A.(1992), Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, Vol. 56, No. 1, pp.55-68.
9.Da Silva, R. V. and Syed Aiwi, S. F(2008), Online brand attributes and online corporate brand images, European Journal of Marketing, Vol.42, No.9/10, 2008a, pp.1039-1058.
10.David Aaker(1996), Building Strong Brands, New York: Free Press, p.8.
11.DeLone, W. H. and McLean, E. R.(2003), The DeLone and McLean Model of Information Systems Success: A Ten-Year Update, Journal of Management Information Systems, Vol. 19, No. 4, pp.9-30.
12.Fornell, C.(1992), A national customer satisfaction barometer: The Swedish experience, Journal of Marketing, Vol.56, No.1, pp.6-21.
13.Gronholdt, L., Martensen, A. and Kristensen, K.(2000), The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, Vol.11, (5), pp.509-516.
14.Hartline, M. D. and Jones, K. C.(1996), Employee Performance Cues in a Hotel Service Environment: Influence on Perceived Service Quality, Value, and World-of-Mouth Intentions, Journal of Business Research, Vol.35, No.3, pp.207-215.
15.Host, V. and Knie-Andersen, M. (2004), Modeling customer satisfaction in mortgage credit companies. The International Journal of Bank Marketing, Vol.22, (1), pp26-42.
16.Howard, J. A. and Sheth, J. N.(1969), The Theory of Buyer Behavior, New York: John Wiley & Sons Inc.
17.Jacoby, J. and Kyner, D. B.(1973), Brand Loyalty vs. Repeat Purchasing Behavior, Journal of Marketing Research, Vol.10, No.1, pp.1-9.
18.Jamal, A. and Goode, M. M. H.(2001), Consumers and brands: A study of the impact of self-image congruence on brand preference and satisfaction, Marketing Intelligence and Planning, Vol.19, 6/7, pp.482-492.
19.Jones, H. and Farquhar, J.D.(2003), Contact Management and Customer Loyalty, Journal of Financial Services Marketing, Vol.8, No.1, pp.71-78.
20.Jones, T. O. and Sasser, W. E.(1995), Why Satisfied Customers Defect, Harvard Business Review, 73(6), pp.88-99.
21.Keller K. L.(1993), Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, Vol.57, No.1, pp.1-22.
22.Kotler, P.(1997), Marketing Management: Analysis, Planning, Implementation and Control, 9th Edition, New Jersey: Prentice-Hall.
23.Lee, J. and Feick, L.(2001), The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France, The Journal of Services Marketing, Vol.15, No.1, pp.35-45.
24.Loiacono, E. T., Watson, R. T. and Goodhue, D. L.(2002), WEBQUAL: A Measure of Website Quality, AMA Winter Marketing Educators Conference: Marketing Theory and Applications, Austin, Texas, pp.432-438.
25.Lynn Upshaw(1995), Building Brand Identity:A Strategy for Success in a Hostile Marketplace, Wiley, p.xiii.
26.Merrilees, B. and Fry, M.-L(2002), Corporate branding: A framework for e-retailers, Corporate Reputation Review, Vol.5, No.2/3, pp.213-225.
27.Mich, L., Franch, M. and Gaio, L.(2003), Evaluating and Designing Web Site Quality, IEEE MultiMedia, Vol.10, (1), pp.34-43.
28.Oliver, R. L.(1993), Cognitive, affective, and attribute bases of the satisfaction response, Journal of Consumer Research, Vol.20, No.3, pp.418-430.
29.Oliver, R. L.(1999), Whence Consumer Loyalty, Journal of Marketing, Vol.63, No.4, pp.33-34.
30.Parasuraman, A., Zeithaml, V. A. and Berry, L. L.(1985), A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, Vol.49, No.4, pp.41-50.
31. Parasuraman, A., Zeithaml, V. A. and Berry, L. L.(1988), SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, Vol.64 (1), pp.12-40.
32.Parasuraman, A., Zeithaml, V. A. and Malhotra, A.(2005), E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality, Journal of Service Research, Vol.7, No.3, pp.213–233.
33.Parasuraman, P., Zeithaml, V. A. and Malhotra, A. (2005), e-SERVQUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, Vol.7, No. 3, pp.213-233.
34.Park, C. W., Jaworski, B. J. and MacInnis, D. J.(1986), Strategic Brand Concept-image Management, Journal of Marketing, Vol.50, No.4, pp.135-145.
35.Randall, G.(1997), Do Your Own Market Research, New York: The Free Press.
36.Rice, M.(1997), What makes users revisit a web site? Marketing News, Vol.31, No.6, p.12.
37.Seybold, P. B.(2001), Get inside the lives of your customers, Harvard Business Review, 79(5), pp.80-89.
38.Singh, J.(1991), Understanding the Structure of Consumers Satisfaction Evaluation of Service Delivery, Journal of Academy of Marketing Sciences, Vol.19, No.3, pp.223-234.
39.Stum, D. L. and Thiry, A.(1991)Building Customer Loyalty, Training and Development Journal, Vol.45, pp.34-36.
40.Szwarc, P.(2005), Researching Customer Satisfaction & Loyalty: How to find out what people really think, London: Kogan Page.
41.Ward, M. R. and Lee, M. J.(2000),Internet shopping, consumer search and product branding, Journal of Product & Brand Management, Vol.9, No.1, pp.6-20.
42.Westbrook, R. A.(1987), Product/consumption-based affective responses and postpurchase processes, Journal of Marketing Research, Vol.24, No.3, pp.258-270.
43.Wolfinbarger, M. and Gilly, M. C(2003), eTailQ: Dimensionalizing, measuring and predicting etail quality, Journal of Retailing, Vol.79, No.3, pp.183-198.
44.Woodruff, R. B.,Cadotte, E. R. and Jenkins, R. L.(1983), Modeling Consumer Satisfaction Processes Using Experience- Based Norms, Journal of Marketing Research, Vol.20, No.3, pp.296-304.
45.Yoo, B. and Donthu, N.(2001), Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2 (1), pp.31-47.
46.Zeithaml, V. A. and Bitner, M. J.(1996), Service Marketing, New York: McGraw-Hill. Inc.
47.Zeithaml, V. A. and Bitner, M. J.(2003), Services Marketing: Integrating Customer Focus Across The Firm, 3rd ed., New York: McGraw-Hill. Inc.
48.Zeithaml, V. A.(1988), Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol.52, No.3, pp.2-22.
49.Zeithaml, V. A., Parasuraman, A. and Malhotra, A.(2000), A Conceptual Framework for Understanding e-Service Quality: Implications for Future Research and Managerial Practice, MSI Working paper, Report no: 00-115.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2017-08-31起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw