關係品質在電子商務環境下之研究

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邱顯駿(Shian-Jiun Chiu) 查詢紙本館藏

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論文名稱

關係品質在電子商務環境下之研究
(A Study of Relationship Quality in EC environment)

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摘要(中)

隨著近年來台灣電子商務市場的逐漸成長，越來越多的電子商務公司已開始轉虧為盈；因此，研究線上消費者行為以瞭解電子商務網站成功的模式是具實質意義的。顧客關係行銷被認為是一個能有效留住客戶的策略，而「關係品質」可視為關係行銷的品質，並且可利用來觀察顧客的需求是否被滿足。所以，本論文的研究重點是去瞭解在台灣的電子商務環境下，顧客與電子商務網站間所建立的關係品質。
關係品質在本論文中分成三個構面：滿意度、信任與關係承諾。科技接受模式中的變數：「認知有用性」與「認知易用性」被採用為前因變數來預測對關係品質的影響。「安全性與隱私」因為受到消費者的重視，因此也被加入本研究模型中，作為前因變數來探討其對關係品質的影響。而本研究中採用「顧客再惠顧之意圖」為關係品質的結果變數。
本研究以網路問卷的方式共收集204份問卷。研究結果指出：
(1) 認知有用性與認知易用性對於滿意度有正向影響。
(2) 安全性與隱私對於滿意度與信任皆有正向影響。
(3) 滿意度在認知有用性、認知易用性與信任之間具有中介效果。
(4) 滿意度與信任對於關係承諾有正向影響。
(5) 關係承諾對於顧客再惠顧之意圖有正向影響。

摘要(英)

With the growth of market scale of Taiwan B2C e-commerce, lots of dotcom companies have to turn loss into gain in recent years. Hence, studying on online consumer behavior to find out the successful business model of a B2C website is substantial. Customer relationship marketing is considered as a useful strategy to retain customers. Relationship quality is considered as relationship marketing’s quality and could be used to observe if customers’ need are fulfilled. Therefore, the focus of this study is to study the relationship quality between customers and B2C websites underlying Taiwan B2C e-commerce environment.
Relationship quality in this study is composed of three dimensions: satisfaction, trust, and relationship commitment. Variables from TAM, including perceived usefulness (PU) and perceived ease of use (PEOU), are used as antecedents to predict the influences of relationship quality. Security/privacy, which is respected by consumers, is also added to the antecedents in this research model to predict the influences of relationship quality. Customers’ intention to return to the website is used as an outcome of relationship quality to measure customers’ retention.
This study collected 204 sample data from web survey questionnaire. The results indicate:
(1) PU and PEOU positively affect satisfaction.
(2) Security/privacy positively affects both trust and satisfaction.
(3) Satisfaction plays a mediating role between PU, PEOU and trust.
(4) Satisfaction and trust affect relationship commitment.
(5) Relationship commitment affects intention to return.

關鍵字(中)

★ 再惠顧意圖
★ 安全性卅隱私
★ 電子商務
★ 科技接受模式
★ 關係品質

關鍵字(英)

★ E-commerce
★ TAM
★ Relationship Quality
★ Security/Privacy
★ Intention to Return

論文目次

Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivations and Objectives 2
1.3 Research Scope 3
1.4 Research Process 4
1.5 Context of this study 4
Chapter 2 Literature Review 5
2.1 Electronic Commerce 5
2.2 Relationship Quality 10
2.2.1 Trust 14
2.2.2 Satisfaction 17
2.2.3 Relationship Commitment 18
2.3 Technology Acceptance Model 20
2.4 Security/Privacy 24
2.5 Customer Intention to Return 26
Chapter 3 Research Model and Hypotheses 28
3.1 Research Model 28
3.2 Hypotheses 28
3.2.1 Relationship Quality and Intention to Return 28
3.2.2 Technology Acceptance Model and Relationship Quality 30
3.2.3 Security/Privacy and Relationship Quality 31
Chapter 4 Research Method 33
4.1 Research Design 33
4.1.1 Sample Description 33
4.2 Measures 33
4.2.1 Relationship Quality 34
4.2.1.1 Trust 34
4.2.1.2 Satisfaction 34
4.2.1.3 Relationship Commitment 35
4.2.2 Technology Acceptance Model 35
4.2.2.1 Perceived Ease of Use 35
4.2.2.2 Perceived Usefulness 35
4.2.3 Security/Privacy 36
4.2.4 Intention to Return 36
4.3 Data Analysis Methods 38
4.3.1 Descriptive Statistics 38
4.3.2 Reliability and Validity 38
4.3.3 Path Analysis 39
4.4 Data Analysis Process 39
Chapter 5 Data Analysis 40
5.1 Descriptive Statistics 40
5.1.1 Characteristics of Sample Data 40
5.1.2 Descriptive Statistics of Constructs 44
5.2 Reliability and Validity 46
5.2.1 Reliability Analysis 46
5.2.2 Validity Analysis 46
5.3 Path Analysis 50
5.3.1 Hypotheses Testing 50
5.3.2 Mediator Effect Testing 53
5.4 Summary of Findings 55
Chapter 6 Conclusion 57
6.1 Conclusions 57
6.1.1 Relationship Quality 57
6.1.2 Antecedents of Relationship Quality 58
6.2 Managerial and Practical Implications 58
6.3 Research Limitations 59
6.4 Suggestions for Future Research 60
6.4.1 Refinements of Relationship Quality Model 60
6.4.2 Trust 61
6.4.3 Antecedents of Relationship Quality 61
6.4.4 Customer Intention to Return 61
Reference 62
Chinese Part: 62
English Part: 62
Appendix: Questionnaire 73

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指導教授

范懿文(Yi-Wen Fan)

審核日期

2004-6-18

推文