網站服務品質、價格和信任對消費者忠誠度的影響

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廖哲民(Je-Min Liau) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

網站服務品質、價格和信任對消費者忠誠度的影響
(The Influence of e-Service Quality, Price, and Trust on Customer Loyalty)

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摘要(中)

網路購物已經成為國內民眾使用網路動機的第四名，也是名次躍升最快的網路應用。對於網路商店經營者而言，吸引新顧客的成本遠高於留住舊顧客。因此，如何留住既有的顧客成為業者面臨的難題。
本研究從電子服務的角度出發，將電子商務網站視為服務消費者的媒介，而非單純的資訊系統。因此，本研究依消費流程的概念將網站服務品質分為：流程品質和結果品質，探討各個服務環節及價格認知對消費者滿意度的影響。電子服務的概念，是希望能透過提供令消費者滿意的服務來建立忠誠度。因此本研究以消費者忠誠度做為依變數，並探討信任對忠誠度的影響。
因此，本研究藉由網路問卷的方式，蒐集有使用網路商店消費者的樣本資料，經由資料的統計與分析發現：（1）流程品質與顧客價格認知對消費者滿意度有正面的影響；（2）網站服務的流程品質對消費者信任有正面的影響；（3）消費者滿意度以及「對網路商店的信任」對消費者忠誠度有正面的影響。
根據資料分析之結果，本研究對國內網路商店業者提出三點建議：（1）從網站的易用性、隱私性、設計性、資訊正確性、功能性等方面著手，提升網站服務的流程品質；（2）提升商品的價格競爭力；（3）跳脫商品本位思想，轉型成為電子服務提供者。

摘要(英)

In Taiwan, online shopping has become the fourth reason for using the Internet service. Moreover, online shopping is the fastest growing network application. The cost of attracting a new customer is higher than the cost of retaining an old customer. Thus, how to retain their customer has become the vital issue for online stores.
From the aspect of e-service, website is not only a information system, but also a tool for business to deliver their service to customers. From the aspect of consumption system, we divided e-service quality into process quality and outcome quality to discuss the effect of each service encounter on overall customer satisfaction. In this research, we use loyalty as a dependent variable, and discuss the relationship between trust and loyalty.
In this research, we collected data by conducting a survey on the Internet. On the basis of statistical analysis, this research find out the following result：(1)process quality has a positive influence on satisfaction；(2) customer’s price perception has a positive influence on satisfaction；(3)customer satisfaction and trust have positive influence on customer loyalty.
According to the result, the author provides the following suggestion：(1) improve e-service quality by assuring ease of use, privacy, design, information accuracy, and functionality；(2) make the price level of online store more competitive；(3) transform from product seller to e-service provider.

關鍵字(中)

★ 電子服務
★ 忠誠度
★ 滿意度
★ 網站服務品質
★ 信任
★ 價格認知

關鍵字(英)

★ Loyalty
★ Satisfaction
★ Trust
★ Price Perception
★ e-Service Quality
★ e-Service

論文目次

中文摘要 i
英文摘要 ii
致謝辭 iii
目錄 iv
圖目錄 vi
表目錄 vii
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
第三節研究流程 3
第二章文獻探討 4
第一節網站服務品質 6
第二節價格 19
第三節信任 27
第四節滿意度與忠誠度 38
第三章研究方法 47
第一節研究架構 47
第二節研究假設 49
第三節變數定義與衡量 52
第四節研究設計 58
第四章資料分析 61
第一節前測分析 61
第二節敘述統計 64
第三節信度與建構效度分析 67
第四節假設檢定 70
第五章結論與建議 74
第一節研究結論 74
第二節管理意涵 77
第三節研究限制 80
第四節後續研究建議 81
參考文獻 83

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【參考網站】
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指導教授

李小梅(Shau-Mei Li)

審核日期

2007-7-1

推文