探討線上線下顧客體驗品質對知覺價值、滿意度及口碑的影響

Exploring the Impact of Online and Offline Customer Experience Quality on Perceived Value, Satisfaction, and Word-of-Mouth

簡子晴(Tzu-Ching Chien)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202001864

摘要

在零售業中，全通路概念已延燒多年，不論實體店面或是電商都越來越重視顧客體驗品質。顧客體驗為顧客在消費過程中，對產品、服務或該企業產生的一種可以被帶走的主觀感受，也是企業與顧客建立長期關係的依據，而顧客體驗品質則為影響知覺價值、顧客滿意度及口碑傳播的重要因素。過去文獻針對顧客體驗之研究，多單獨以線上顧客體驗或線下顧客體驗為方向，然而目前許多企業希望帶給顧客一致無縫的購物體驗情境，因此本研究認為線上與線下的顧客體驗品質是值得同時深入探討的議題。本研究將嘗試建構，在全通路環境下的顧客體驗品質，如何影響知覺價值、滿意度及口碑傳播的意願，以及他們之間的關係。

本研究以「曾經在擁有線上購物網站和實體店面的服飾商家，均消費過的消費者」為研究對象，回收283份有效樣本，並使用SPSS及LISREL進行資料分析。實證結果大多支持本研究所提出之假說，得出結論如下：一、知覺價值會受到線上及線下顧客體驗品質的正向影響。二、滿意度與口碑受到知覺價值的正向影響。三、滿意度不會對顧客口碑傳播的意願產生正向影響。四、線上顧客體驗品質與線下顧客體驗品質之間具有相關性。最後，根據研究結果，提出管理意涵及未來研究建議。

關鍵字

線上購物 ； 線下購物 ； 顧客體驗品質 ； 知覺價值 ； 滿意度 ； 口碑

並列摘要

The concept of Omni-Channel has extended for many years. People pay more and more attention to customer experience quality no matter in physical stores or
e-commerce. Customer experience is a subjective “takeaway” impression when a customer encounters with products, services, and companies during the purchasing process. Besides, it is the basis for the business to establish a long-term relationship with customers. Customer experience quality is an important factor that affects perceived value, satisfaction, and the intension of word-of-mouth. In the past, research on customer experience mainly focused on online or offline situations separately. However, many companies currently want to bring a consistent and seamless shopping experience to their customers. Therefore, this research believes that customer experience quality in both online and offline environments is an issue worth discussing at the same time. This research will attempt to construct how customer experience quality impact on perceived value, satisfaction, and word-of-mouth, as well as the relationship between them.

In this study, we target customers who consumed in both physical stores and
e-commerce in the same clothing store. 283 valid samples were retrieved and analyzed with SPSS and LISREL method. The results support most of our hypothesis and could conclude into four points. First, online and offline customer experience positively influence perceived value. Besides, satisfaction and word-of-mouth are positively associated with perceived value. Moreover, satisfaction does not positively influence the intention of word-of-mouth. Lastly, there is a correlation between online and offline customer experience quality. In conclusion, according to the results, we propose feasible managerial implications and future research suggestions.

並列關鍵字

Online customer experience ； Offline customer experience ； Customer experience quality ； Perceived value ； Satisfaction ； Word-of-Mouth

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