消費者滿意是70年代與80年代商管學科的熱門研究主題，90年代網際網路興起，它也成了大街小巷討論的話題，電子商務的研究熱潮，更將從90年代末延燒到二十一世紀。本研究結合了這兩大重要的研究議題。 從電子商務的文獻中發現，在網際商店百家爭鳴的時代，成功的要訣就是，累積臨界數量的參觀者、臨界數量的消費者與臨界數量的交易。要達成這些臨界點，首重之鑰就是----「網站設計的消費者滿意」。而網站內容的主角是「資訊」。另外，從交易的角度觀察電子商務，發覺了消費者忠誠和再惠顧意願的重要性；從媒體的角度觀察電子商務，凸顯了消費者口碑的影響力。因此本研究要探討網路商店的消費者滿意、消費者再惠顧意願與網路商店口碑，三個會影響網路商店是否能永續經營的要素。 關於消費者滿意的學術性研究，大部分是採用Oliver的預期-不確認模型為基礎，且不確認已被證實，是較穩定的消費者滿意度影響因素。因此本研究也以不確認模型為研究架構的基礎。但使用預期為消費者滿意的比較基準，會出現邏輯上的矛盾。且人類是以自身利益需求，為評斷事物的基礎，而「渴望」的意義所指就是人類需求。根據以上發現，本研究欲同時以網路消費者對「資訊充足的預期」與網路消費者對「資訊充足的渴望」，作為網站「資訊充足程度」之績效表現的比較基準，比較兩者對網路商店消費者滿意的影響。 本研究將以實驗室實驗法，驗證所提出之研究假說。研究結果發現： 1、 網路商店「資訊充足的預期」對「資訊充足預期認同性」的影響、網路商店「資訊充足的預期」與「資訊充足程度」的交互作用對「資訊充足預期認同性」的影響均不顯著。 2、 網路商店「資訊充足的渴望」對「資訊充足渴望認同性」的影響、「資訊充足的渴望」與「資訊充足程度」的交互作用對「資訊充足渴望認同性」的影響均顯著。 3、 「資訊充足渴望認同性」對於「網路商店消費者滿意度」的影響，大於「資訊充足預期認同性」對於「網路商店消費者滿意度」的影響。 4、 無論從整體滿意或資訊滿意的角度觀察，都發現「消費者滿意」會影響「網路商店的再惠顧意願」。 5、 「網路商店的口碑」會影響「消費者滿意」與「再惠顧意願」間的關係。 The Consumer Satisfaction and Re-patronage Intention of Cyberstore─Cyber Flowerstore as Example Abstract Consumer Satisfaction has been a popular research issue in business administration field. In 1990s, Internet springs up and becomes a hot topic everywhere. The fever of Electronic Commerce extends from the 20 century to the 21 century. According to the literatures about Electronic Commerce, the essential factor of the success for cyberstores is to accumulate critical mass of visitors, consumers and deals in the chaotic era of virtual world. The key to reach these critical points is “ The Consumer Satisfaction of Website Design”. “Information” is one of the leading characters of Website. Moreover, from the point of transaction, we discover the importance of consumer loyalty and the re-patronage intention for cyberstores; from the view of media, the influence of word-of-mouth is great for cyberstores. Therefore, this thesis discusses about the three determinative factors of cyberstores: Consumer Satisfaction, Consumer Re-patronage Intention and Word-of-Mouth. Most of the researchers of Consumer Satisfaction field adopt Expectancy-Disconfirmation Paradigm as based model. In addition, There have been many proofs show that disconfirmation is a more stable factor for Consumer Satisfaction. Therefore, the thesis also adopts disconfirmation model as basis. However, there are a number of conceptual problems with the use of expectations as comparison standard. Human being evaluates event or object by self-need and self-benefit. “Desire” means needs of human being. According to these causes, we utilize cyberstore consumers’ “Expectation of Information Sufficiency” and “Desire of Information Sufficiency” as the comparison standard simultaneously. Then, compare their result for the influence of cyberstore consumers’ satisfaction. The thesis use lab-experimentation to examine the hypothesis which we proposed. The result as following: 1) Both the influence of “Expectation of Information Sufficiency” on “Expectation Congruency of Information Sufficiency ” and the influence of the intercorrelation of “Expectation of Information Sufficiency” and “Information Sufficiency” on “Expectation Congruency of Information Sufficiency” are not significant. 2) Both the influence of “Desire of Information Sufficiency” on “Desire Congruency of Information Sufficiency ” and the influence of the intercorrelation of “Desire of Information Sufficiency” and “Information Sufficiency” on “Desire Congruency of Information Sufficiency” are significant. 3) The influence of “Desire Congruency of Information Sufficiency ” is larger than the influence of “Expectation Congruency of Information Sufficiency ” on “Consumer Satisfaction of Cyberstore”. 4) “Consumer Satisfaction of Cyberstore” influences significantly “Re-patronage Intention of Cyberstore” from both the view point of overall satisfaction and information satisfaction. 5) “Word-of-Mouth of Cyberstore” influence the relationship between “Consumer Satisfaction of Cyberstore” and “Re-patronage Intention of Cyberstore”.
