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姓名 傅于芹(Yu-Chin Fu)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 探討快速到貨對全通路整合品質的干擾效果之研究
(Moderating effect of fast delivery to the channel integration quality in omnichannel)
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摘要(中) 科技進步帶動通路的演進,廠商為帶來更好的顧客滿意度發展出了全通路模式,其中全通路所強調的無縫隙體驗背後需要有良好的通路整合支持,然而,目前全通路整合對於顧客感到滿意後的相關意圖及行為研究不足,另外也尚未有將時間因子作為干擾效果的相關文獻,因此本研究欲探討全通路整合滿意後影響的消費者再購意圖與口碑評價行為,同時檢測快速到貨條件對通路整合的滿意度是否有加成效果。
本研究將使用問卷調查及結構模型進行統計分析,從研究結果發現全通路整合的滿意度確實會為後續的消費者行為及意圖帶來顯著的影響,並且快速到貨的干擾效果也成立。
摘要(英) With technological advancement, merchandisers have developed omnichannel model to enhance customer satisfaction. The seamless experience emphasized by omnichannel requires good channel integration. However, there is insufficient research study the antecedent affect of satisfaction on customer repurchase intention, behavior and word-of-mouth. Furthermore, there is no literature study the moderating effect of fast delivery.
This study integrates CIQ(Channel Integration Quality) and ECT(Expectation Confirmation Theory) to bulid up a research model investigating the two issues.The results shows that satisfaction indeed have a significant impact on subsequent consumer behavior and consumer intention, and the fast delivery has significant moderating effect.
關鍵字(中) ★ 全通路
★ 滿意度
★ 再購意圖
★ 口碑評價
★ 物流速度
關鍵字(英) ★ omni-channel
★ satisfaction
★ repurchase intention
★ positive word-od-mouth
★ timeliness
論文目次 目錄
摘要 .............................................................................................................................................i Abstract ....................................................................................................................................ii 誌謝 ...........................................................................................................................................iii 圖目錄 .......................................................................................................................................vi 表目錄 ......................................................................................................................................vii 第一章 緒論 ............................................................................................................................ 1
1-1 研究背景 ................................................................................................................ 1
1-2 研究動機 ................................................................................................................ 3
1-3 研究目的 ................................................................................................................ 4
1-4 研究架構 ................................................................................................................ 4
第二章 文獻探討 .................................................................................................................... 5
2-1 全通路發展 ............................................................................................................ 5
2-2 累積滿意度 ............................................................................................................ 9
2-3 再購意圖 ................................................................................................................ 9
2-4 口碑評價 .............................................................................................................. 10
2-5 物流的時效性 ...................................................................................................... 11
第三章 研究方法 .................................................................................................................. 13
3-1 研究假設 .............................................................................................................. 13
3-2 操作型構面定義 .................................................................................................. 17
第四章 資料蒐集與分析 ...................................................................................................... 24
4-1 敘述性統計分析 .................................................................................................. 24
4-2 測量模型分析 ...................................................................................................... 26
4-3 結構模型分析 ...................................................................................................... 29
4-4 管理意涵 .............................................................................................................. 31
第五章 結論與未來研究之建議 .......................................................................................... 32
5-1 研究結論 .............................................................................................................. 32
5-2 研究限制與未來建議 .......................................................................................... 33
第六章 參考文獻 .................................................................................................................. 34
附錄 問卷................................................................................................................................41
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指導教授 許秉瑜 柯士文(Pin-Yu Hsu Shi-Wen Ke) 審核日期 2022-7-11
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