線上購物之服務品質、顧客知覺價值、滿意度、信任與忠誠度關聯性之研究

The Relationships among Online Service Quality, Perceived Value, Customer Satisfaction, Trust and Loyalty: An Empirical Study of Online Shopping

黃筠茜(Yun-Chien Huang)

指導教授 ： 吳坤山

淡江大學/管理學院/企業管理學系碩士班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00757

摘要

網際網路的發展，已對全人類的經濟行為產生全面性的衝擊，並且帶動了網際網路相關產業的蓬勃發展。其中電子商務模式隨著上網人口增加及消費者購買習性轉變，已有愈來愈多人透過網路購物，同時國內外研究皆顯示網路購物的「便利性」是最主要使用的原因。雖然網路無遠弗屆提供消費者新的購物管道，而網路購物的相關議題也被廣為探討，如網路購物的服務品質、顧客知覺價值、顧客滿意度、信任及忠誠度等變數相互關聯及影響；但仍有許多地方不斷地受到討論與關注，因此本研究將針對上述相關變數作彙整而具有較全面性關聯的研究。

　　本研究從相關的文獻探討開始著手，再根據其理論基礎建立本研究之架構與假設，並選用適當的量表為研究工具，採用便利抽樣法進行抽樣，並且透過網路電子郵件寄發調查問卷方式，針對回收的有效樣本272份，進行敘述性統計、信度分析、效度分析、及SEM結構方程模型檢定。經實證分析後獲致結論如下：

(1) 購物網站服務品質對顧客知覺價值、顧客滿意度、信任具有顯
　　著正向影響。
(2) 顧客知覺價值對顧客滿意度、信任、忠誠度具有顯著正向影
　　響。
(3) 顧客滿意度對顧客於購物網站的信任感具有顯著正向影響。
(4) 顧客信任對顧客於購物網站的忠誠度具有顯著正向影響。

關鍵字

網站服務品質 ； 顧客知覺價值 ； 顧客滿意度 ； 信任 ； 忠誠度 ； 網路購物

並列摘要

People change economic behavior resulted from Internet worldwide developed impact significantly that also motivate a lot of business model growth. Furthermore, most of people purchase the goods in the online shopping caused e-commerce prosperously. In addition to study the context of online shopping and “convenience” is the major reason. Although the Internet can be provided another one channel for consumer shopping, and still lots of relevant issues be discussed generally: such us service quality, perceived value, customer satisfaction, trust and loyalty in the online shopping. Therefore this investigation would like to include all variables through empirical study to find out the relationship among all variables completely.

This research is begun to set from relevant references, then set up structure and hypotheses of this research according to its theoretical foundation, select proper scale for study tool, adopt convenience sampling, and use questionnaire investigation by E-mail. To effective 272 materials of sample retrieving, analyze descriptive statistics, reliability analysis, validity analysis and structure equation model (SEM). After the empirical research, the findings as follows:

1.Service quality has significant effect on perceived
value, customer satisfaction and trust in the online
shopping.
2.Perceived value has significant effect on customer
satisfaction, trust and loyalty in the online shopping.
3.Customer satisfaction has significant effect on trust in
the online shopping.
4.Customer trust has significant effect on loyalty in the
online shopping.

並列關鍵字

ServiceQuality ； PerceivedValue ； CustomerSatisfaction ； Trust ； Loyalty ； OnlineShopping

參考文獻

邱鈺娟（2007）。不同人格特質之網路購物消費者在信任、滿意度及忠誠度間之關聯性研究。未出版碩士論文，長榮大學資訊管理學系，台南縣。

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