網站設計品質對線上顧客關係與行為意圖的影響

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賴嘉宏(Jia-Hung Lai) 查詢紙本館藏

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網站設計品質對線上顧客關係與行為意圖的影響

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摘要(中)

伴隨著網路技術的發展與快速成長的網路人口，越來越多企業相繼投入資源建置網站，讓消費者能透過網站獲取相關資訊與產品。但由於網路上的網站為數眾多，許多企業網站多半僅供簡單的產品介紹或廣告促銷，鮮少能提供客製化的資訊與服務，給予顧客良好的網站互動經驗。在網站間彼此差異性不易維持之時，顧客的轉換與投機行為因此增加了，欲透過網站建立良好的顧客關係變得更加困難。
良好的買賣雙方關係一直是企業經營之成功關鍵因素，更是企業穩健獲利的基礎，因此本研究自電子商務與關係行銷的角度出發，探討「網站設計品質對線上顧客關係建立與行為意圖之影響」。在網站設計品質的衡量構面上，利用現有開發良好的量表為基礎，試圖結合滿意度、信任與關係承諾等影響關係品質建立的重要變數，再加入行為意圖做為關係品質的結果變數，了解網站相關設計因素對線上顧客關係建立過程與未來行為意圖的影響。
本研究採用網路問卷調查的方式，並選擇國內網路書店做為目標網站，共蒐集239分樣本進行相關統計分析。在進行效度分析時，發現所採用的量表之衡量構面經過適度的修改後，能有更佳的解釋力，因此修訂後的網站設計品質之衡量構面為：「一般內容品質」、「特定內容品質」、「系統效能設計」、「系統互動設計」與「系統外觀設計」。透過路經分析的結果，發現「滿意度」會受到「一般內容品質」、「系統互動設計」與「系統外觀設計」的影響，而「信任」僅受到「系統互動設計」的影響。
而在關係品質與行為意圖的關聯中，滿意度是線上關係建立的關鍵，其不僅對信任與關係承諾有顯著直接的影響，還會直接與間接的影響顧客的行為意圖；而顧客對網站所產生的信任雖然無法在行為意圖上產生直接的效果，但仍可透過因信任而建立的關係承諾，進而達到間接的影響目的。
本研究結果證實，網站設計品質確實會影響網站與線上顧客關係的建立，且關係建立的品質對顧客行為意圖也有顯著的影響。企業確實可以透過改善網站設計的品質而給予顧客更好的互動經驗，提升其對網站的滿意度與信任，如此不僅能維持較長期的關係承諾，還能因此提升顧客回訪甚至購物的可能性。而管理者也可以利用此衡量工具了解網站的設計是否有符合顧客的需求，給於其正面的感受，才能有效的維持網站人潮，發揮真正的投資效益。

關鍵字(中)

★ 網站設計品質
★ 關係品質
★ 滿意度
★ 信任
★ 關係承諾
★ 行為意圖

關鍵字(英)

★ relationship commitment
★ satisfaction
★ trust
★ relationship quality
★ web design quality

論文目次

論文摘要 I
圖目錄 IV
表目錄 V
第一章緒論 1
第一節研究背景 1
第二節研究動機 4
第三節研究目的與問題 6
第四節研究範圍 7
第五節論文架構與研究程序 8
第二章文獻探討 10
第一節關係行銷 10
第二節網站設計品質 13
第三節關係品質 23
第四節行為意圖 33
第三章研究設計 36
第一節研究架構 36
第二節研究假說推導與建立 37
第三節研究變數定義與衡量 43
第四節問卷設計 51
第五節研究過程設計 52
第六節資料分析方法 54
第四章資料分析 56
第一節樣本基本資料分析 56
第二節信度與效度檢定 59
第三節研究假說檢定 63
第五章結論與建議 67
第一節研究發現 67
第二節管理與實務意涵 71
第三節研究限制 72
第四節後續研究建議 73
參考文獻 I
附錄 VIII

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指導教授

范懿文(Yi-Wen Fan)

審核日期

2003-6-20

推文