影響網路交易顧客保留意圖之研究–以網路下單為例

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黃似塤(Szu-Hsun Huang) 查詢紙本館藏

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論文名稱

影響網路交易顧客保留意圖之研究–以網路下單為例

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摘要(中)

根據 NASDAQ 市場統計指出美國網路下單的比率逐漸提升，而台灣證券交易所所提出的統計亦指出，台灣地區使用網路下單的人數與比例逐漸升高，這些統計顯示了網路下單市場是券商的必爭之地。然而，吸引新顧客的成本比保留住舊顧客的成本高，所以券商如何保留顧客將成為重要的議題。從過去的文獻來看，有許多以服務產業為背景來探討顧客保留的研究，但是針對網路環境下服務業的顧客保留之探討很少，故本研究希望對券商網路下單系統顧客保留意圖之影響因素進行探討。
本研究的主要目的，是針對券商網路下單環境，探討價格認知與服務品質認知對顧客滿意度的影響，以及顧客滿意度的中介效果，並討論顧客滿意度與轉換障礙，對於顧客保留意圖的影響。本研究以網路問卷進行資料的蒐集，並使用LISREL 與 SPSS來進行資料的分析，以檢驗本研究的直接效果假說、中介效果假說和調節效果假說。研究結果發現：
1. 顧客滿意度越高，其繼續與該證券商交易的意願越高。
2. 顧客的服務品質認知越高，對證券商的滿意度越高。
3. 服務品質認知會透過顧客滿意度的中介效果，間接影響顧客保留。
4. 顧客的價格認知對顧客滿意度與顧客保留意圖的影響並不顯著。
5. 顧客所認知的轉換障礙對保留意圖的影響並不顯著。
6. 轉換障礙對於顧客滿意度與顧客保留意圖的關係，具有調節作用。

關鍵字(中)

★ 顧客滿意度
★ 服務品質認知
★ 價格認知
★ 轉換障礙
★ 顧客保留意圖

關鍵字(英)

論文目次

目錄 I
表目錄 II
圖目錄 III
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節論文結構與研究程序 4
第二章文獻探討 6
第一節網路下單的現況 6
第二節顧客保留與顧客滿意度 9
第三節服務品質認知、價格認知與顧客滿意度 12
第四節轉換障礙 21
第三章研究模型與方法 25
第一節研究架構 25
第二節研究假說 27
第三節變數定義與操作化 31
第四節研究設計 37
第四章資料分析 40
第一節樣本基本資料分析 40
第二節效度與信度檢驗 42
第三節假說檢定 47
第五章結論與建議 58
第一節研究結論 58
第二節研究貢獻 61
第三節研究限制 64
第四節未來研究方向 65
參考文獻 67
附錄一 LISREL 語法 75
附錄二共變數矩陣 78
附錄三網路問卷畫面 81

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指導教授

宋鎧(Kai Sung)

審核日期

2005-7-2

推文