網際網路顧客滿意形成之前因及購後行為意向之研究

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孫治平(Zh-Pin Shuing ) 查詢紙本館藏

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資訊管理研究所

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網際網路顧客滿意形成之前因及購後行為意向之研究

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摘要(中)

早從60年代顧客滿意度的研究便已經開始，到了70年代與80年代更是社會科學領域研究的熱門主題之一。90年代初期，網際網路的興起，雖已歷時十年的發展，但其成長的規模仍相當快速，使得網際網路儼然成為產品或服務的提供者一條新的銷售管道；電子商務的熱潮雖然已略為消退，不如兩年前的盛況，但電子化交易的趨勢仍持續到二十一世紀，要如何留住消費者，一直是企業努力的策略重點。因此，網路消費者之滿意的形成與其購後之行為意向，便是本研究所要探討的兩個重點。
過去顧客滿意相關的學術研究，大部分都是採用Oliver（1980）所提出的期望─失驗理論，但由於網路購物不同於傳統的環境，若只藉著期望與績效來決定顧客滿意度，可能不夠完整，所以本研究擬參考美國客戶滿意度指標（ACSI , 1994）與歐洲客戶滿意度指標（ECSI , 1998），並以這兩個指標為研究架構的基礎，將顧客的認知價值與認知品質加入研究的模型當中，其中又將認知品質分為與消費的產品或服務相關的屬性認知品質和當接受服務時員工或環境與消費者互動的認知品質兩個構念，以期對顧客滿意的形成過程更加了解。此外，本研究擬進一步探討顧客滿意或不滿意形成後的行為意向，研究結果將提供服務業者開發新顧客和留住舊有顧客的參考。

關鍵字(中)

★ 行為意向
★ 認知價值
★ 認知品質
★ 顧客滿意

關鍵字(英)

論文目次

第一章緒論......................1
第一節研究背景....................1
第二節研究的重要性................2
第三節研究目的....................4
第四節論文架構....................5
第二章文獻探討....................6
第一節網際網路與電子商務..........6
第二節顧客滿意文獻................8
第三節認知品質...................12
第四節認知價值...................15
第五節期望.......................19
第六節消費者行為意向.............21
第三章研究設計...................25
第一節研究內容與架構.............25
第二節研究模型構念之衡量變數.....27
第三節研究假說...................33
第四節研究設計...................37
第五節研究對象...................38
第四章資料分析與結果.............39
第一節樣本結構分析...............40
第二節問項的收斂程度.............41
第三節信度與效度分析.............45
第四節研究假說檢定...............52
第五節研究發現...................57
第五章結論與建議.................60
第一節研究結論...................60
第二節管理實務建議...............64
第三節研究限制...................66
第四節未來研究方向...............67
參考文獻............................69
英文部分............................69
中文部分............................74
網站部分............................74
附錄A...............................75
附錄B...............................77

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網站部分：
1.國際研究調查公司 http://www.idc.com
2.資策會推廣處網際網路資訊情報中心 http://www.find.org.tw
3.科技資訊網http://taiwan.cnet.com

指導教授

李小梅(Shau-Mei Li)

審核日期

2001-6-27

推文