以成本與服務品質探討顧客價值對行為意圖的影響—以網路書店為例

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張金順(Chin-Shun Chang) 查詢紙本館藏

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論文名稱

以成本與服務品質探討顧客價值對行為意圖的影響—以網路書店為例

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摘要(中)

論文提要
由於，B2C的電子商務日益蓬勃，線上零售商為求利潤，必須留住現有顧客，而顧客價值策略正是誘使顧客與現有的提供者繼續交易關係的法門之一。對於線上銷售書籍的零售商而言，除了得考慮書籍等出版品的特性外，更要注意網站服務品質的提升，及其為顧客消弭成本的效用，方能為顧客創造價值。
本研究列舉多項顧客為獲得產品或服務而需要付出的成本，如：金錢、時間、評估網站的表現的難易度、轉換服務提供者的認知風險等。並輔以網站服務品質，共同探討線上顧客價值的形成，及顧客價值對顧客再光顧的行為意圖之影響。
因此，本研究藉由網路問卷的方式，蒐集曾於過去半年內至網路書店消費的樣本資料，經由資料的統計與分析發現：
(一) 顧客「搜尋資訊」的成本、「評估服務提供者表現的難度」、「服務提供者對顧客需求了解程度」、「轉換服務提供者的認知風險」對顧客價值皆有顯著影響。
(二) 網站服務品質對顧客價值有顯著影響。
(三) 網站服務品質與顧客價值對顧客行為意圖有顯著影響。
本研究由實證結果，建議網站經營者設法降低顧客為取得產品或服務的各項成本。而且，提升網站服務品質將是電子商務業者獲得競爭力的最大來源，唯有持續不斷地改善網站服務品質，方能為顧客創造具有競爭力的價值，才有留住顧客的可能。

關鍵字(中)

★ 顧客行為意圖
★ 顧客價值
★ 網站服務品質
★ 顧客犧牲

關鍵字(英)

★ behavior intention
★ customer value
★ e-servqual
★ customer sacrifice

論文目次

目錄
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 2
第三節研究範圍 3
第四節研究程序 3
第二章文獻探討 4
第一節犧牲成本 4
第二節服務品質 16
第三節顧客價值 33
第四節行為意圖 37
第五節網路書店 46
第三章研究方法 50
第一節研究架構 50
第二節建立研究假說 52
第三節研究模式構念之變數定義 61
第四節研究設計 63
第四章資料分析與結果 68
第一節樣本資料分析 68
第二節量表信度分析 71
第三節假說檢定 72
第四節研究假說檢定結果彙整 79
第五章結論與建議 80
第一節研究結論 80
第二節管理實務建議 83
第三節研究限制 85
第四節後續研究建議 86
參考文獻 87
附錄問卷 102
圖目錄
圖2-1：參考價格效果模式 5
圖2-2：服務品質模式 19
圖2-3：網站服務品質概念模式圖 32
圖2-4：計劃行為理論 38
圖2-5：科技接受模型 39
圖2-6：科技可讀性及網站服務品質對網站購物行為的影響命題模型 39
圖3-1：研究架構圖 51
圖3-2：研究假說圖 60
表目錄
表2-1：資產專屬性整理表 10
表2-2：Parasuraman, Zeithaml & Berry﹙1985﹚提出的服務品質十構面 20
表2-3：Parasuraman, Zeithaml & Berry﹙1988﹚修改後的服務品質五構面 21
表2-4：SERVQUAL的衡量構面及組成項目 21
表2-5：Liu & Arnett﹙2000﹚服務品質維度及內容描述整理表 25
表2-6：Yang, Peterson & Huang﹙2001﹚服務品質維度及內容描述整理表 25
表2-7：BizRate.com品質評量項目 26
表2-8：Gomez維度及內容描述整理表 27
表2-9：WebQual維度及內容描述整理表 27
表2-10：.comQ維度及內容描述整理表 28
表2-11：e-SERVQUAL維度及內容描述整理表 29
表2-12：ZPM﹙2000﹚的網站服務品質與.comQ維度關係表 30
表2-13：ZPM﹙2002﹚的e-SERVQUAL維度與.comQ維度關係表 30
表2-14：顧客價值定義整理 34
表2-15：電子商務顧客價值整理表 35
表2-16：顧客價值架構 36
表2-17：顧客行為意圖整理 40
表2-18：行為意圖構面及量表 42
表3-1：顧客犧牲衡量整理表 64
表3-2：網站服務品質衡量整理表 65
表3-3：顧客價值衡量整理表 66
表3-4：顧客行為意圖衡量整理表 66
表4-1：樣本最常消費的網路書店 68
表4-2：樣本基本資料 69
表4-3：問卷量表信度檢驗結果 71
表4-4：顧客犧牲及網站服務品質對顧客知覺價值的迴歸檢定 73
表4-5：服務價格及線上服務品質對顧客行為意圖的迴歸檢定 76
表4-6：服務價格及線上服務品質對顧客行為意圖的迴歸檢定 77
表4-7：假說檢定結果彙整表 79

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指導教授

李小梅(Shau-mei Li Wang)

審核日期

2003-6-28

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