網購化妝品滿意度之研究

A study of Cosmetics On-Line Shopping Satisfaction

李沂紋(I-Wen Lee)

指導教授 ： 張俊惠

淡江大學/商學院/國際貿易學系國際企業學碩士在職專班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00115

摘要

由於網路使用人口的快速增加及美容保養產品的快速成長，網購化妝品已成為新型態的消費模式。但是台灣美容保養產品為主的電子商店退出率高達18.04%，顯示販售美容保養品為主的業者競爭相當激烈，經營非常不容易。對於業者而言要如何達到損益兩平，滅少商店退出比例，乃是網購化妝品業者最應關注的行銷課題。

本研究係以修正 ACSI 指標(American Customer Satisfaction Index)作為本研究主要的研究架構。希望藉由探討知覺犧牲、顧客期望與知覺品質，三項網購滿意的前因變數，以了解何者為網購化妝品滿意之關鍵因子。並進一步驗證網購滿意是否會導致網購忠誠的發生。

本研究針對曾經有網購經驗的消費者做為研究對象，但是不包括經由網路拍賣(C2C)購買產品。對於研究對象進行人員紙本發放或網路問卷的施測。主要以結構方程式模式(Structural Equation Modeling, SEM)及SPSS10.0進行資料分析，研究結論與發現描述如下：

一、 掌握滿意度是網購化妝品業者成功的關鍵

二、 顧客期望乃是網購滿意的重要基石

關鍵字

ACSI ； 知覺犠牲 ； 顧客期望 ； 知覺品質 ； 網購滿意 ； 網購忠誠

並列摘要

Since the high growth rate of on-line shopping population, to buy cosmetics through on-line shops becomes a very new and fashion way in Taiwan’s cosmetics market. But on-line shops selling cosmetics compete in a very struggle environment with withdraw rate 18.04%. How to reach the break-even point and reduce the withdraw rate has become the more concern topic for all the on-line shops that sell cosmetics.

This study uses the revised ACSI model as the research framework. To verify the impacts of perceived sacrifice, customer expectation and perceived quality on on-line shopping cosmetic satisfaction, and try to find out which is the key antecedent of e-customer satisfaction. Besides, this study also examines the relationship between e-customer satisfaction and e-customer loyalty.

The survey data were collected from 303 customers who have the purchasing experience through on-line cosmetics stores, and the data were analyzed by the Structural Equation Modeling (SEM).

This study has two major findings:
1.E-customer satisfaction is the key successful factor in Taiwan’s on-line cosmetics market.
2.Customer expectation is the most important antecedent of e-customer satisfaction.

並列關鍵字

ACSI ； Perceived Sacrifice ； Customer Expectation ； Perceived Quality ； Customer Satisfaction ； Customer Loyalty

參考文獻

汪美香和葉桂珍(2000)，“消費者屬性、網站滿意度與網路購物意願關係之研究”，《企業管理學報》，48，121-137。

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楊瓊櫻(2001)，「知覺品質、知覺犠牲與知覺價值對新聞電子報訂閱意願之影響」，國立師範大學大眾傳播研究所碩士論文。

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Anderson, R. E. and S. S. Srinivasan (2003), “E-Satisfaction and E-Loyalty: A Contingency Framework,” Psychology and Marketing, vol. 20(2), pp. 123-138.