網站設計品質對線上顧客關係與行為意圖的影響

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：71

、訪客IP：3.142.252.100

姓名

賴嘉宏(Jia-Hung Lai) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

網站設計品質對線上顧客關係與行為意圖的影響

相關論文

★ 以個案研究法探討機械式組織之資訊系統導入	★ 銀行企業內部網路導入TCP/IP通信協定之研究
★ 後金控時代臺灣地區金融服務業薪資決策支援系統之設計研究 --以一家中型證券商為例	★ 影響數位在職訓練之學習態度及行為意向研究
★ 台灣銀行業導入電子商務線上金流訊息標準之研究	★ 國防訓儲軍士官制度評估
★ 以關係承諾角度探討組織中軟體專案開發之個案研究	★ 企業工作流程再造之研究─以銀行發卡流程為例
★ 以個案研究法探討B2B電子商務導入之研究—以汽車售後服務件製造商為例	★ 以個案研討方法探討公文簽核流程再造之研究－以變更資訊部門服務為例
★ 醫療資訊系統之資訊安全危安因素探討以台北某醫學中心為例	★ 資訊部門專案經理派遣人員之個案研究
★ 綠色供應鏈管理資訊系統導入問題分析與探討-以A公司為例	★ 企業導入企業資源規劃(ERP)對作業流程之影響－以A公司為例
★ 客訴處理電子化流程管理－以飲料業為例	★ 以個案研究法探討企業垃圾郵件防堵

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

伴隨著網路技術的發展與快速成長的網路人口，越來越多企業相繼投入資源建置網站，讓消費者能透過網站獲取相關資訊與產品。但由於網路上的網站為數眾多，許多企業網站多半僅供簡單的產品介紹或廣告促銷，鮮少能提供客製化的資訊與服務，給予顧客良好的網站互動經驗。在網站間彼此差異性不易維持之時，顧客的轉換與投機行為因此增加了，欲透過網站建立良好的顧客關係變得更加困難。
良好的買賣雙方關係一直是企業經營之成功關鍵因素，更是企業穩健獲利的基礎，因此本研究自電子商務與關係行銷的角度出發，探討「網站設計品質對線上顧客關係建立與行為意圖之影響」。在網站設計品質的衡量構面上，利用現有開發良好的量表為基礎，試圖結合滿意度、信任與關係承諾等影響關係品質建立的重要變數，再加入行為意圖做為關係品質的結果變數，了解網站相關設計因素對線上顧客關係建立過程與未來行為意圖的影響。
本研究採用網路問卷調查的方式，並選擇國內網路書店做為目標網站，共蒐集239分樣本進行相關統計分析。在進行效度分析時，發現所採用的量表之衡量構面經過適度的修改後，能有更佳的解釋力，因此修訂後的網站設計品質之衡量構面為：「一般內容品質」、「特定內容品質」、「系統效能設計」、「系統互動設計」與「系統外觀設計」。透過路經分析的結果，發現「滿意度」會受到「一般內容品質」、「系統互動設計」與「系統外觀設計」的影響，而「信任」僅受到「系統互動設計」的影響。
而在關係品質與行為意圖的關聯中，滿意度是線上關係建立的關鍵，其不僅對信任與關係承諾有顯著直接的影響，還會直接與間接的影響顧客的行為意圖；而顧客對網站所產生的信任雖然無法在行為意圖上產生直接的效果，但仍可透過因信任而建立的關係承諾，進而達到間接的影響目的。
本研究結果證實，網站設計品質確實會影響網站與線上顧客關係的建立，且關係建立的品質對顧客行為意圖也有顯著的影響。企業確實可以透過改善網站設計的品質而給予顧客更好的互動經驗，提升其對網站的滿意度與信任，如此不僅能維持較長期的關係承諾，還能因此提升顧客回訪甚至購物的可能性。而管理者也可以利用此衡量工具了解網站的設計是否有符合顧客的需求，給於其正面的感受，才能有效的維持網站人潮，發揮真正的投資效益。

關鍵字(中)

★ 網站設計品質
★ 關係品質
★ 滿意度
★ 信任
★ 關係承諾
★ 行為意圖

關鍵字(英)

★ relationship commitment
★ satisfaction
★ trust
★ relationship quality
★ web design quality

論文目次

論文摘要 I
圖目錄 IV
表目錄 V
第一章緒論 1
第一節研究背景 1
第二節研究動機 4
第三節研究目的與問題 6
第四節研究範圍 7
第五節論文架構與研究程序 8
第二章文獻探討 10
第一節關係行銷 10
第二節網站設計品質 13
第三節關係品質 23
第四節行為意圖 33
第三章研究設計 36
第一節研究架構 36
第二節研究假說推導與建立 37
第三節研究變數定義與衡量 43
第四節問卷設計 51
第五節研究過程設計 52
第六節資料分析方法 54
第四章資料分析 56
第一節樣本基本資料分析 56
第二節信度與效度檢定 59
第三節研究假說檢定 63
第五章結論與建議 67
第一節研究發現 67
第二節管理與實務意涵 71
第三節研究限制 72
第四節後續研究建議 73
參考文獻 I
附錄 VIII

參考文獻

1. 周冠中、郭美懿與蘇筱媛編著，(2001)，電子商務挑戰N世代商機，台北：博碩文化。
2. 林佩儀，(2000)，「網站設計與使用者滿意度之關聯— 以網路使用與購物經驗進行集群之研究」，國立政治大學資訊管理研究所未出版碩士論文
3. 林政道，(2001)，「線上顧客關係維繫之研究」，淡江大學管理科學學系未出版碩士論文
4. 林星宏，(2002)，「台灣企業網站的前因後果—探索式研究」，國立中正大學企管研究所未出版碩士論文
5. 林星聖，(2001)，「壽險產業關係行銷之研究－「承諾-信任理論」之應用，國立交通大學管理科學未出版碩士論文
6. 張紹勳，(2001)，「電子商店之關係品質模式----融合交易成本理論及科技接受模式的觀點」，國立政治大學資訊管理學系博士班未出版博士論文
7. 莊景弼，(2000)，「我國網路銀行關係品質模式之研究」，大葉大學資訊管理研究所未出版碩士論文
8. 賀力行、陳榮輝、吳宇正、張瑗真，(2000)，網頁設計影響購物意願之研究，中華大學，全球產業競爭與電子商務研討會。
9. 楊欣哲、王超弘，(1999)，WWW網頁設計之準則應用，工業工程學刊，第16 卷第二期，頁265-276。
10. 鄭璁華，(2000)，「網路購物消費者滿意度之研究──以台灣網路書店為例」，國立中山大學企業管理學系研究所未出版碩士論文。
11. 吳勇德，(2002)，「關係行銷方式對顧客忠誠度的影響──以資訊教育業為例」，國立台灣科技大學企業管理所未出版碩士論文。
12. Ajzen, I.., & Driver, B. L., “Prediction of Participation from Behavioral, Normative and Control Beliefs: An Application of the Theory of Planned Behavior,” Leisure Sciences, 13, 1991, p.185.
13. Aladwani, A. M., & Palvia, P. C., “Developing and validating an instrument for measuring user-perceived web quality,” Information & Management, 39(6), 2002, pp. 467-476.
14. Anderson E.W., & Weitz B., “The use of pledges to build and sustain commitment in distribution channels,“ Journal of Marketing Research, 29(1), 1992, pp.18-34.
15. Anderson, E.W., Cales F., & Donald R. L., “Customer Satisfaction, Market Share, and Profitability：Findings from Sweden”, Journal of Marketing, 58, July, 1994, pp.53-66.
16. Andaleeb, S. S., “An experimental investigation of satisfaction and commitment in marketing channels: The role of trust and dependence,” Journal of Retailing, 72(1), 1996, pg.17-94.
17. Angehrn, A. A., & Meyer, J. F., ” Developing mature Internet strategies: Insights from the banking sector,” Information Systems Management; 14(3), 1997, pp.37-43.
18. Bauer, H. H., Grether, M., & Leach, M. “Building customer relations over the Internet,” Industrial Marketing Management, 31(2), 2002, pp.155-163.
19. Bell H., & Tang, N., “The effectiveness of commercial Internet web sites: a user’s perspective,” Internet Research, 8(3), 1998, pp.219-228.
20. Berry, L. L., & Parasuraman A., “Marketing Service-Competing Through Quality,” New York：The Free Press, 1991, p.137.
21. Berry, L. L., “Relationship Marketing,” In Emerging Perspectives on Services Marketing, Eds. Leonard L. Berry, G. Lynn Shostack, and Gregory Upah. Chicago, IL: American Marketing Association, 1983, pp.25-28.
22. Bhatia, D., “Beyond the one-to-one future,” Target Marketing, 24(2), 2001, pp.109-113.
23. Bloch, M., & Segev, A., “The Impact of Electronic Commerce on the Travel Industry, an Analysis Methodology and Case Study,” Proceedings of the 30th Hawaii International Conference on System Sciences (HICSS), January, 1997.
24. Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A., “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions,” Journal of Marketing Research, 30(1), 1993, pp.7-27.
25. Cardozo, R.N., “An Experimental Study of Customer Effort: Expectation and Satisfaction”, Journal of Marketing Research, 2, August, 1965, pp.244-249.
26. Churchill, G.A., & Carol, S, “An Investigation into the Determinants of Customer Satisfaction,” Journal of Marketing Research, 19, 1982, pp.491-504.
27. Copulsky, J. R., & Wolf, J., “Relationship marketing: Positioning for the future,” The Journal of Business Strategy, 11(4), 1990, pp.16-20.
28. Cronin, J. J., & Taylor, S. A., “Measuring service Quality: A Reexamination and extension,” Journal of Marketing, 56(3), 1996, pp.55-68.
29. Cronin, J. Joseph, Brady, M. K., & Hult, G. T. M., “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, 76(2), 2000, pp.193~218.
30. Crosby, L. A., Evans, K. R., & Cowles, D., “Relationship Quality in Services Selling: An Interpersonal Influence Perspective,” Journal of Marketing, July, 54, 1990, pp.68-82.
31. Daniel, J., “Developing usable Web sites: A review and model,” Internet Research, 10(4), 2000, pp. 295-307.
32. Dorsch, M. J., Swanson, S. R., & Kelly, S. W., “The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers,” Journal of the Academy of Marketing Science, 26(2), 1998, pp.128-142.
33. Dwyer RF, Schurr PH, & Oh S., “Developing buyer-seller relationship,” Journal of Marking, 51(2), 1987, pp.11-27.
34. Egger, F. N., ”Trust me, I’m an online vendor: towards a model of trust for e-commerce system design,” Obtained on the internet April 2003, http://www.ipo.tue.nl/homepages/fegger/publications.htm.
35. Eighmey, J., “Profiling User Responses to Commercial Web Site,” Journal of Advertising Research, 37(3), 1997, pp.59-66.
36. Evans, J. R., & Laskin, R. L., “The Relationship Marketing Process: A Conceptualization and Application,” Industrial Marketing Management, 23, 1994, pp.439-452.
37. Ganesan S., “Determinants of long-term orientation in buyer-seller relationships,” Journal of Marketing, 58(2), 1994, pp.1-19.
38. Garbarino, E., & Johnson, M. S., “The different roles of satisfaction, trust, and commitment in customer relationship,” Journal of Marketing, 63(2), 1999, pp.70-78.
39. Garbarino, E., & Johnson, M., “The different roles of satisfaction, trust, and commitment in customer relationship,” Journal of Marketing, 63, 1999, pp.70-87.
40. Gehrke, D., & Turban, E., “Determinants of Successful Website Design: Relative Importance and Recommendations for Effectiveness,” IEEE, 1999, Obtained on the Internet April 2003, http://www.computer.org/proceedings/hicss/0001/00015/00015042abs.htm.
41. Giese, J. L., & Cote, J. A., “Defining Consumer Satisfaction,” Academy of Marketing Science Review, Obtained on the internet April 2003, http://www.amsreview.org/amsrev/ theory/giese00-01.html.
42. Grandison, T., & Sloman, M., “A Survey of Trust in Internet Applications,” IEEE Communications Surveys, Fourth Quarter, 2000, Obtained on the Internet April 2003, http://www.comsoc.org/pubs/surveys.
43. Greun T., “The outcome set of relationship marketing in consumer markets,” International Business Review, 4(4), 1995, pp.47-69.
44. Gronroos C., “Relationship Marketing: Strategic and Tactical Implications,” Management Decision, 34(3), 1996, pp.5-14.
45. Gronroos, C., “Relationship Approach to Marketing in Service Context: The Marketing and Organizational Behavior Interface”, Journal of Business Research, January, 1990, pp.3-11.
46. Gronroos, C., “The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s”, Management Decision, 32(2), 1991, pp.4-20.
47. Gruen, T. W, Summers, J. O, & Acito, F., “Relationship marketing activities, commitment, and membership behaviors in professional associations,” Journal of Marketing, 64(3), 2000, pp.34-49.
48. Hoffman, D. L., Novak, T.P., & Peralta, M., “Building Consumer Trust Online,” Communications of the ACM, 42(4), 1999, pp.80-85.
49. Hoffman, D.L., & Novak, T. P., “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60 (July), 1996, pp. 50-68.
50. Hoque, A. Y., & Lohse, G. L., “An Information Search Cost Perspective for Designing Interfaces for Electronic Commerce,” Journal of Marketing Research, 36(3), 1999, pp.387-394.
51. Hornback, R., “Electronic commerce in the 21st century,” Journal of Systems Management, May/June, 1995, pp.28-33.
52. Howard, J.A., & Sheth, J.N., “The Theory of Buyer Behavior,” New York：John Willey and Sons, 1969.
53. Huang, P. F., “Relationship Marketing: Investigation into Consumers’ Initiation, Maintenance and Adjustment/Disengagement of Marketing Relationship,” Business Administration, 1998.
54. Huizingh, Helko K.R.E., “The content and design of web sites: an empirical study,” Information & Management, 37(3), 2000, pp.123-134.
55. Ives, B., Olson, M. H., & Baroudi, J. J., “The Measurement of User Information Satisfaction,” Communication of the ACM, 26 (10), 1983, pp.785-793.
56. Jap, S. B., “Achieving synergistic outcomes in long-term buyer-supplier relationships : a longitudinal investigation,” Working Paper, Pennsylvania State University, 1995.
57. Johnson, K. L., & Misic, M.M., “Benchmarking: a tool for web site evaluation and improvement,” Internet Research, 9(5), 1999, pp.383-392.
58. Kalakota, R., & Whinston, A. B., “A Frontiers of Electronic Commerce,” Reading, Mass, Addison-Wesley, 1996.
59. Katerattanakul, P., & Siau, K., “Measuring information quality of Web sites: Development of an instrument,“ Proceedings of the twenty first International conference on Information Systems, 1999, pp.279-285.
60. Kini, A., & Choobineh, J., “Trust in Electronic Commerce: Definition and Theoretical Considerations”, IEEE, 1998.
61. Kirakowski, J., Claridge, N., & Whitehand, R., “Human Centered Measures of Success in Web Site Design,” Obtained on the internet April 2003, http://www.research.att.com/conf/hfweb/proceedings/kirakowski/.
62. Kosiur, D., “Understanding Electronic Commerce,” Microsoft Press, 1997.
63. Kristof, D. W., Gaby, O. S., & Dawn, L., “Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration.” Journal of Marketing, 65(4), 2001, pp.33-50.
64. Lagace, R. R., Dahlstrom, R., & Gassenheimer, J. B., “The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry, Journal of Personal Selling & sales Management, XI (4), 1991, pp.39-47.
65. Landry, L., “Relationship Marketing: Hype or here to stay”, Marketing News, 32(14), 1998, p.4.
66. Leuthesser L., “Supplier Relational Behavior: An Empirical Assessment, Industrial Marketing Management, 26(3), 1997, pp.245-254.
67. Levins, I., “One-on-one relationship marketing comes of age,” Medical Marketing and Media, 33(6), 1998, pp.44-52.
68. Liljander, V., & Strandvik, T., “Estimating zones of tolerance in perceived service quality and perceived service value,” International Journal of Service Industry Management, 4(2), 1993, pp.6-28.
69. Lin , J.C. and Lu, H., “Towards an understanding of the behavioral intention to use a web site,” International Journal of Information Management, 20(3), 2000, pp. 197-208.
70. Lin, Judy C. C., Lu, H., “Toward and understanding of the behavioral intention to use a web site,” Information & Management, 20(3), 2000, pp.197-208.
71. Liu, C., Arnett, K. P., “Key Dimensions of web design quality as related to consumer response,” Journal of Computer Information Systems, 42(1), Fall, 2001, pp.70-82.
72. Lynch, J. G., & Ariely, D., “Win Online: Search A competition on Price, Quality and Distribution,” Marketing Science, 19(1), 2000, pp.83-103.
73. Marios, K., & William, H. S., “Customer Trust Online: Examining the role of the experience with the web site,” Obtained on the Internet April 2003, http://cisnet.baruch.cuny.edu/papers/cis200205.pdf.
74. Mccarthy, R.V., & Aronson, J.E., “Activating Consumer Response: A Model for Web Site Design Strategy,” Journal of Computer information systems, winter, 2000, pp.2-8.
75. Mckinney, V., Kanghyun Y., & Zahedi, F. M., “The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach,” Information Systems Research, 13(3), 2002, pp.296-315.
76. Melone, N.P., “A Theoretical Assessment of the User Satisfaction Construct in Information Systems Research,” Management Science, 1989, pp.76-91.
77. Mittal, B., & Lassar, W. M., “The Role of Personalization in Service Encounters”, Journal of Retailing, 72, Spring, 1996, pp.95-109.
78. Moorman C., Zaltman G., & Deshpande, R., “Relationships Between Providers and Users of Market Research,” Journal of Marketing Research, 29(3), 1992, pp.314-329.
79. Morgan, R. M., & Hunt S. D., “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, 58(3), 1994, pp.20-38.
80. Naude, P., & Buttle, F., “Assessing Relationship Quality,” Industrial Marketing Management, 29, 2000, pp.351-361.
81. Neilson, J., “Top ten mistakes in web design,” Obtained on the Internet April 2003, http://www.useit.com/alertbox/9605.html.
82. Newman, M., & Landay, J., “Sitemaps, Storyboards, and Specifications: A sketch of web site design practice”, DIS’00, 2000, pp. 263-274.New York: ACM Press.
83. Oliver, R. L., “Measurement and Evaluation of Satisfaction Processes in Retailing Setting”, Journal of Retailing, 57, Fall, 1981, pp.25-48.
84. Ostrom, A., & Lacobucci, D., “Consumer Trade-Offs and the Evaluation of Services”, Journal of Marketing, 59(1), 1995, pp.17-28.
85. Palmer, J. W., “Web Site Usability, Design, and Performance Metrics,” Information Systems Research, 13(2), June, 2002, pp.151-167.
86. Parasuraman, A., Zeithaml, V., & Berry, L., “The Behavioral Consequences of Service Quality,” Journal of Marketing, 60(2), 1996, pp.31-46.
87. Pitt, L. F., Watson, R. T., & Kavan, C. B., “Service quality: A measure of information systems effectiveness, “ MIS Quarterly, 19(2), 1995, pp.173-187.
88. Ranganathan, C., & Ganapathy, S., “Key dimensions of business-to-consumer web sites,” Information & Management, 39(6), 2002, pp.457-465.
89. Rose, G., Khoo, H., & Straub, D.W., “Current technological impediments to business-to-consumer electronic commerce,” Communications of AIS, Article 16, 1999.
90. Roy, M. C., Dewit, O., & Aubert, B. A., “The impact of interface usability on trust in Web retailers,” Internet Research: Electronic Networking Applications and Ploicy, 11(5), 2001, pp. 388-398.
91. Ruyter, K. D., Moorman, L., & Lemmink, J., “Antecedents of commitment and trust in customer-supplier relationship in high technology markets,” Industrial Marketing Management, 30, 2001, pp.271-286.
92. Schubert, P., & Dettling, W., “Extended Web Assessment Method(EWAM) – Evaluation of E-Commerce From The Customer’s Viewpoint,” IEEE, 2002,
93. Schubert, P., & Selz, D., “Web Assessment – Measuring the Effectiveness of Electronic Commerce Sites Going Beyond Traditional Marketing Paradigms,” IEEE, 1999.
94. Smith B., “Buyer-seller relationship: Bonds, Relationship Management, and Sex-type,” Canadian Journal of Administrative Sciences, 15(1), 1998, pp.76 -92.
95. Szymanski, D. M., & Hise, R. T., ”E-Satisfaction: An Initial Examination,” Journal of Retailing, 76(3), 2000, pp.309-322.
96. Tan, Y. H., & Thoen, W., “An outline of a trust model for electronic commerce,” Obtained on the internet April 2003, http://www.computer.org/proceedings/hicss/0493/04936/04936006.pdf.
97. Tax, S. S., Brown, S. W., “Customer Evaluations of Service Compliant：Implications for Relationship marketing,” Journal of Marketing, 62(2), 1998, pp.60-76.
98. Thorsten H. T., Alexander K., “The Impact of Customer Satisfaction and Relationship Quality and Customer Retention: A Critical Reassessment and Model Development,” Psychology & Marketing, 14(8), 1997, pp.37-64.
99. Wan, H.A., “Opportunities to enhance a commercial web site,” Information & Management, 38(1), 1998, pp.339-345.
100. Wang, C. L., & Mowen, J. C., “A New Perspective on Relationship Marketing for Professional Services,” Journal of Professional Services Marketing, 15(2), 1997, pp.55-68.
101. Williams, L. J., & Hazer, J. T., “Antecedents and Consequences of Satisfaction and Commitment in Trust Models：A reanalysis Using Latent Variable Structural Equations Methods,” Journal of Applied Psychology, 71(2), 1986, pp.219-213.
102. Wong, A., & Sohal, A., “An examination of relationship between trust and commitment and relationship quality,” International Journal of Retail & Distribution Management, 30(1), 2002, pp.34-50.
103. Zeithaml, V. A., Parasuraman, A., & Malhotra, A., “Service Quality Delivery Through Web Sites：A Critical Review of Extant Knowledge,” Journal of the Academy of Marketing Science, 30(4), 2002, pp.362-357.
104. Zhang, X., Keeling, K. B., & Pavur, R. J., “Information quality of commercial Web site home pages: An explorative analysis, “ Proceedings of the twenty first International conference on Information Systems, 2000, pp.164-175.

指導教授

范懿文(Yi-Wen Fan)

審核日期

2003-6-20

推文