影響網路交易顧客忠誠度之研究—以網路下單為例

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鄭宗傑(Tsung-Chieh Cheng) 查詢紙本館藏

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論文名稱

影響網路交易顧客忠誠度之研究—以網路下單為例
(Ａ Study of the Factors Influencing Online Trading Loyalty- The Case of Online Stock Trading)

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摘要(中)

根據台灣證券交易所 (2004) 統計，國內使用網路下單人口急速成長，成交金額佔市場或公司比重也超過15%，顯示出網路下單已經成為許多人證券交易的一個選擇。而各證券商在追求市場佔有率成長的同時，也應該加強對現有顧客的保留，畢竟長期顧客才是公司獲利的來源。本研究整理過去相關的文獻，以投資模式為基礎，並加入Allen and Meyer (1990) 對承諾的看法來探討網路下環境下的顧客忠誠度。其中投資模式中影響關係承諾的兩項因素：投資規模和替代方案吸引力，被其他學者定義成顧客離開關係的一種轉換障礙 (Jones et al., 2000)，故本研究也加入轉換障礙的概念一起探討。
本研究主要探討網路下單環境下，服務品質滿意度對情感承諾、顧客忠誠度的影響；投資規模和替代方案吸引力對持續承諾的影響；情感承諾和持續承諾間的關係；情感承諾和持續承諾對顧客忠誠度的影響。本研究以網路問卷進行資料的蒐集，並使用LISREL來進行SEM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) 服務品質滿意度對情感承諾和顧客忠誠度有正向的影響。
(2) 投資規模和替代方案吸引力對持續承諾有正向的影響。
(3) 情感承諾和持續承諾對顧客忠誠度有正向的影響。
(4) 情感承諾會正向影響持續承諾。
(5) 服務品質滿意度會經由情感承諾間接影響顧客忠誠度；而投資規模和替代方案吸引力會透過持續承諾，間接影響顧客忠誠度。
(6) 轉換障礙對服務品質滿意度和顧客忠誠度間的調節效果並不顯著。

關鍵字(中)

★ 轉換障礙
★ 服務品質滿意度
★ 情感承諾
★ 持續承諾
★ 顧客忠誠度
★ 投資模式

關鍵字(英)

★ Customer Loyalty
★ Continuance Commitment
★ Affective Commitment
★ Switching Barrier
★ Service Quality
★ Investment Model

論文目次

目錄 I
表目錄 III
圖目錄 V
第一章緒論 1
第一節研究背景與研究動機 1
第二節研究目的 3
第三節論文結構與研究流程 4
第二章文獻探討 5
第一節社會交換理論與投資模式 5
第二節轉換障礙 8
第三節服務品質與顧客滿意度 15
第四節關係行銷、關係承諾與顧客忠誠度 26
第五節我國網路下單的現況 33
第三章研究模型與方法 38
第一節研究模型 38
第二節研究假說 40
第三節變數的定義與操作化 45
第四節研究設計 53
第四章資料分析 55
第一節樣本基本資料分析 55
第二節構念測量模型的信度與效度 57
第三節假說檢定 61
第五章結論與建議 75
第一節研究結論 75
第二節管理實務建議 78
第三節研究限制 79
第四節未來研究方向 79
參考文獻 81
中文部份 81
英文部分 81
附錄一 LISREL語法 91
一、CFA語法 91
二、原模型SEM檢定 91
三、中介模型一 92
四、中介模型二 93
五、中介模型三 93
六、中介模型四 94
七、中介模型五 95
八、調節效果之原模型—投資規模 95
九、調節效果之套疊模型—投資規模 97
十、調節效果之原模型—替代方案 98
十一、調節效果之套疊模型—替代方案 99
附錄二共變數矩陣 100
一、衡量模型 (Measurement Model) 100
二、結構模型 102
三、低投資規模群組 103
四、高投資規模群組 104
五、低替代方案群組 105
六、高替代方案群組 106
附錄三網路問卷畫面 107

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指導教授

范錚強(Cheng-Kiang Farn)

審核日期

2004-6-29

推文