網路促銷活動對購買意願之影響：以網站服務品質、推薦訊息為干擾變數

The Effects of Internet promotions on Purchase Intention: with E-Service Quality and Recommendation as a Moderator

林宛姍(Wan-Shan Lin)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2010年)

摘要

近年來由於網際網路的快速發展，形成網路經濟盛行的局面，亦由於網路購物市場規模逐年擴大，使得網路促銷活動的重要性與日俱增。本研究以網路促銷活動為主要核心構念，探討網站服務品質與推薦訊息對網路促銷活動與購買意願之間的影響，並希望為網路業者提供一個新的方向，與顧客建立起更密切的關係。本研究以Yahoo!奇摩購物中心網站為對象，回收538份問卷，採階層迴歸分析來驗證網路促銷活動與購買意願之關係。結果顯示：（1）網路促銷活動與購買意願呈現顯著的正向關係。（2）高網站服務品質對網路促銷活動與購買意願之間的正向關係呈現較強的顯著干擾效果。（3）高推薦訊息對網路促銷活動與購買意願之間的正向關係呈現較強的顯著干擾效果。

關鍵字

網路促銷活動 ； 網站服務品質 ； 推薦訊息 ； 購買意願

並列摘要

In recent years as a result of Internet's fast development, formed the aspect which the internet economy was in vogue, and the internet shopping market size expanded year by year, caused internet promotion the importance to grow day by day. This research reads take internet promotion as the main core construction, discusses the e-service quality and the recommendation news to between internet promotion and the purchase wish influence, and hoped that provides a new direction for the network entrepreneur, establishes the close relationship with the customer. This research by Yahoo! shopping center website is an object, contains 538 questionnaires and use hierarchical regression analysis to evaluate the moderating effect of the relationship between Internet promotions and Purchase Intention. The research findings are as follows:(1) internet promotions will be positively related to consumer purchase intention. (2) The positive relationship between internet promotion and consumer purchase intention will be stronger when e-service quality is stronger. (3) The positive relationship between internet promotion and consumer purchase intention will be stronger when Recommendation is stronger.

並列關鍵字

Internet Promotions ； E-Service Quality ； Recommendation

參考文獻

[7] 盧瑞陽、余朝權、王政忠（民95），網路促銷策略、網路使用者特性與網路長短期促銷效果之關係分析-以旅遊網站為例，電子商務研究，第四卷，第三期，頁305-326。

[5] 李政忠（民93），網路調查所面臨的問題與解決建議，資訊社會研究，第6期，頁1-24。

[4] 蘇蘅、吳淑俊（民89），電腦網路問卷調查可行性及回覆者特質的研究，新聞學研究，第54期，頁75-100。

[8] Aladwania, A. M. and Palvia, P. C. (2002),” Developing and Validating an Instrument for Measuring User-Perceived Web Quality”, Information and Management, Vol.39 (6), pp.467-476.

[9] Bai, B., Law, R. and Wen, I.(2008),”The impact of website quality on customer satisfaction and purchase intentions: evidence from Chinese online visions.”, International Journal of Hospitality Management, Vol.27(3),pp.391-402