量販店網購平台服務品質的評量

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簡睿興(Jui-Hsing Chien) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

量販店網購平台服務品質的評量
(Service Quality Assessment of Online Shopping Platforms of Hypermarkets)

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摘要(中)

現今社會大眾消費習慣改變，過往習慣至實體店面購買商品，如今則轉移至線上購物，因此本文以受電商影響顯著的案例之一-量販店為主要研究議題，探討量販店為解決電商蓬勃發展所帶來的業績衝擊，選擇擴增網購平台進軍電商市場。然而各大電商平台提供之服務各有特色，量販店網購平台如何在競爭激烈的市場提出貼近消費者需求的服務便是本研究想深入探討的重點。本文之研究對象為具網購習慣之消費者，為了綜觀衡量不同角度的消費者，本文將消費者區分為買家身分與賣家身分，由買家身分填答Kano二維品質問卷並得出指標品質屬性，賣家身分填答Fuzzy AHP 專家問卷並得出指標權重，最終將指標品質屬性與指標權重高低進行綜合比較，提出一評選表。

摘要(英)

Consumers′ habits of consumption have changed today. In the past, they used to buy goods in brick-and-mortar, but now they are moving to online shopping. Therefore, this paper focuses on one of the most significant cases affected by e-commerce - hypermarket as the main research
topic, to explore the performance impact of hypermarket to solve the booming e-commerce,and choose to expand the online shopping platform to enter the e-commerce market. However,the services provided by major e-commerce platforms have their own characteristics. How the online shopping platform of hypermarket can provide services that are close to the needs of consumers in a highly competitive market is the focus of this research. The research object of this paper is consumers with online shopping habits.In order to comprehensively measure
consumers from different angles, this paper divides consumers into buyer identity and seller identity. The buyer′s identity is to answer the questionnaire of Kano two-dimensional quality and obtain the criteria quality attribute. The seller′s identity answers the expert questionnaire of Fuzzy AHP and gets the criteria weight. Finally, the criteria quality attribute and the criteria
weight are comprehensively compared, and a selection table is proposed.

關鍵字(中)

★ 量販店
★ 網購平台
★ 電子商務服務品質
★ Kano 二維品質
★ 模糊層級分析法

關鍵字(英)

★ Hypermarket
★ Online Shopping Platform
★ E-Service Quality
★ Kano Two-Dimensional Quality
★ Fuzzy AHP

論文目次

論文摘要 I
ABSTRACT II
目錄 III
表目錄 VI
圖目錄 VIII
第一章緒論 1
1-1研究背景 1
1-2 研究動機 2
1-3研究目的 4
1-4 研究架構 7
第二章文獻探討 10
2-1 服務品質沿革與整理 10
2-1-1 服務品質 10
2-1-2 電子商務服務品質 12
2-1-3 物流服務品質 15
2-1-4 零售服務品質 17
2-2 KANO 二維品質 19
2-3 量販店電子商務 22
2-4量販店網購平台服務品質構面與指標 26
2-4-1 可靠性 26
2-4-2 保證性 30
2-4-3 時效性 34
2-4-4 回應性 38
2-4-5 獨特性 42
第三章研究設計與研究方法 48
3-1 研究設計 48
3-1-1建立評量模式之步驟 48
3-1-2量販店網購平台服務品質之評量模式 51
3-1-3評量構面各指標之操作性定義 54
3-1-4問卷設計與樣本選擇 59
3-2研究方法 62
3-2-1 資料分析方法 62
3-2-2 資料分析工具 70
第四章研究分析與討論 72
4-1 前測問卷之樣本結構與資料分析 72
4-1-1前測問卷之樣本結構分析 72
4-1-2前測問卷資料分析 73
4-2 KANO二維品質分類 79
4-2-1 Kano二維品質樣本結構分析 79
4-2-2整體受訪者之Kano二維品質歸類 79
4-2-3品質要素歸納表 82
4-3 FUZZY AHP專家問卷之樣本結構與資料分析 93
4-3-1 Fuzzy AHP專家問卷之樣本結構分析 93
4-3-2 Fuzzy AHP各評量指標佔整體構面指標的相對權重值之綜合結果分析 95
4-4 驗證問卷之樣本結構與資料分析 97
4-4-1驗證問卷之樣本基本背景分析 97
4.4.2驗證模式之說明 97
4-4-3模式驗證的結果 100
4-3-4本研究之量販店網購平台服務指標評鑑表 105
第五章　結論與建議 108
5-1 研究結論 108
5-2 研究建議 112
5-2-1對企業之建議 112
5-2-2對後續相關研究者之建議 114
參考文獻 116
附錄 131

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指導教授

何應欽(Ying-Chin Ho)

審核日期

2018-7-30

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