網路書店服務品質與購買意願之關係－以推薦資訊做為干擾變數

The Relationship between Bookstore Service Quality and Purchase Intention: Moderating Effects of Recommendation Information

柴康偉(Kang-Wei Chai) ； 歐瑋明(Wei-Ming Ou) ； 蔡爭岳(Cheng-Yueh Tsai)

《管理資訊計算》 7卷2期 (2018/09) Pp. 112-123

https://doi.org/10.6285/MIC.201809_7(2).0009

摘要

由於網際網路的普及化，驅使以往傳統實體書店需正視並逐步擴展至網路虛擬商店的形式，在現今網路新世代潮流下，許多消費者為求方便性以及講求效率化，讓網路購物的行為成為當前資訊社會的一種必然的趨勢。本研究首先從消費者的基本人口統計變項來檢視其對於網路書店之「服務品質」、「推薦資訊」及「購買意願」等三個不同構面的差異性情況，此部份所採用的統計分析方法有敘述性統計分析、獨立樣本t檢定、單因子變異數分析。接著藉由迴歸分析來了解自變項網路書店之「服務品質」及依變項「購買意願」兩者間統計上相關性的強度；在得知「服務品質」及「購買意願」兩構面的關聯性後，本研究加入了在網路書店的網頁中常看到的「推薦資訊」做為干擾變項，來探討此干擾變項對原本自變項「品牌知名度」及依變項「購買意願」模式之影響性的強弱。本研究採用問卷調查法，對象則以台南某科技大學的學生為主，對所獲得的資料藉由統計軟體SPSS中層級迴歸做後續干擾分析彙整表之依據。研究結果發現：（1）消費者的不同人口統計變項對網路書店之服務品質、推薦資訊及購買意願有顯著性影響；（2）當消費者對網路書店之服務品質的感受越高時，將會提高其對網路書店內商品之購買意願；（3）網路書店之服務品質對網路書店商品購買意願的關係，並未受到網路書店所提供之推薦資訊的干擾。此外，本研究將消費者在推薦資訊構面下分成高、低兩大群組（以平均數來當分界點），藉由獨立樣本t檢定發現，高、低兩群消費者在網路書店之服務品質及購買意願上是有顯著性差異的。最後，則針對各構面之問項來提供相關的建議供業者做參考。

關鍵字

網路書店 ； 推薦資訊 ； 服務品質 ； 購買意願

並列摘要

Due to the popularization of the Internet, traditional physical bookstores gradually transform to online stores. Many consumers are seeking convenience and efficiency, and their shopping behavior has become an inevitable trend of the current information society. This study examines three constructs, namely, service quality, recommendation information, and purchase intention by consumer's demographic variables. Then, by the regression analysis, we can understand the relationship between service quality and purchase intention of online bookstore. After that, recommendation information variable was added into the model. A questionnaire survey with qualified observations from undergraduate students in Tainan area was collected. The study found that: (1) The different demographic variables have a significant impact on online bookstore's services quality recommendation information, and purchase intention; (2) The higher the consumer's perception of the service quality, the higher the purchase intention; (3) The relationship between the service quality of online bookstores and purchase intention has not been interfered with by the recommendation information provided by online bookstores. In addition, this study divides the consumers into two groups of high and low recommendation information. It is found that there are significant differences in service quality and purchase intention between groups. Finally, implications and suggestions for practitioners are also provided.

並列關鍵字

Online Bookstore ； Recommendation Information ； Service Quality ； Purchase Intention.

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