電子商務平台之服務品質對品牌權益與購買意願之影響－以網路口碑及顧客信任為調節變項

電子商務是透過網路交易完成的商業活動，而此商業活動包括選購商品、金融交易、寄送產品給客戶的物流及售後服務。網路市場的商機使眾多企業朝著電商平台發展，就服務品質而言，良好的服務會影響消費者對其品質的看法及評價，則Choudhury (2013)提到對服務品質的判斷取決於顧客所期望的想法及實際得到服務的感受。當電商平台建立品牌時，需要獲取顧客對其品牌的知名度，會影響整體的品牌價值，如Aaker(1992)表示品牌權益是由一種與品牌、名稱及符號所組合的資產與負債而成，對於顧客的知覺價值，可能增加或減少該項服務及產品。當消費者在平台購物時，其品牌推出廣告及活動促銷，讓消費者對其平台有著購買的想法，如Dodds, Monroe, Grewal（1991）指出消費者在購買某樣商品之主觀概率與可能性，受到網路廣告或品牌訊息的影響而引起消費的意願。網路聲量是品牌的重要關鍵，口碑的好壞會影響顧客對其品牌的印象，是企業需要重視的議題，如張佳琪(2020)表示網路口碑對品牌權益具有顯著正向的影響，結果顯示網路口碑可以有效調節品牌性格之堅強陽剛因素對品牌權益的影響。建立顧客對產品品牌的信任，可以讓用戶更安心使用產品，如林佳嬋(2014)表示顧客之品牌信任對品牌權益有顯著的正向影響，研究顯示在速食市場中，顧客對於速食品牌之信任程度越高，品牌權益亦會提升。本研究探討電子商務平台之服務品質對品牌權益與購買意願之影響，並以網路口碑、顧客信任為調節變項。本研究根據文獻建立研究架構與六大假設，採立意抽樣與滾雪球抽樣進行問卷調查，共回收有效問卷256份，經由敘述性統計分析、信度分析、驗證性因素分析(AMOS軟體)、項目分析、相關分析、變異數分析、迴歸分析、階層迴歸分析、獨立樣本T檢定等SPSS 22軟體統計方法進行各項研究假說驗證。本研究根據研究假設架構，經分析得到以下結果： 1.假設1獲得支持：服務品質對品牌權益具有顯著的正向影響。 2.假設2獲得支持：品牌權益對購買意願具有顯著的正向影響。 3.假設3獲得支持：品牌權益在服務品質對購買意願之影響上有顯著的中介作用。 4.假設4未獲得支持：網路口碑在服務品質對品牌權益之影響上無正向顯著調節效果。 5.假設5未獲得支持：顧客信任在服務品質對品牌權益之影響上無正向顯著調節效果。 6.假設6獲得部分支持：不同人口統計變項在服務品質、品牌權益、購買意願、網路口碑、顧客信任上有顯著差異。根據研究結果，建議未來可以針對自變項及依變項之不同構面上，分析哪個構面較強或較弱，進行比較與彙整，亦可將調節變項網路口碑及顧客信任深入探討。

關鍵字

電子商務平台；服務品質；品牌權益；購買意願；網路口碑；顧客信任

並列摘要

E-commerce is a business activity done through online transactions, which includes the purchase of goods, financial transactions, logistics and after-sales services for sending products to customers. The business opportunities in the online market have led many companies to develop towards e-commerce platforms, in terms of service quality, good service affects consumers' perceptions and evaluations of its quality, while Choudhury (2013) mentioned that the judgment of service quality depends on what customers expect to think and how they actually feel about receiving the service. When an e-commerce platform builds a brand, it needs to gain customer awareness of its brand, which affects the overall brand value. For example, Aaker (1992) stated that brand equity is a combination of assets and liabilities with brand, name and symbol, and the perceived value to customers may increase or decrease the service and product. When consumers shop on a platform, its brands launch advertising and event promotions to make consumers think about buying on their platform. For example, Dodds, Monroe, Grewal (1991) indicated that consumers' subjective probability and likelihood of purchasing a particular product are influenced by online advertisements or brand messages that cause consumption intentions. Internet word of mouth is an important key for brands, and the good or bad word of mouth affects customers' impression of their brands, which is an issue that companies need to pay attention to. For example, Chia-Chieh Chang (2020) indicated that IWOM has a significant positive effect on brand equity, and showed that IWOM can effectively moderate the effect of strong masculine factors of brand personality on brand equity. Build customer trust in the product brand, so that users can use the product with more confidence. For example, Jia-Chan Lin (2014) indicated that customers' brand trust has a significant positive effect on brand equity, and the study showed that in the fast food market, the higher the level of customers' trust in fast food brands, the higher the brand equity will be. This study examines the impact of service quality on brand equity and purchase intention on e-commerce platforms, with IWOM and customer trust as the moderating variables. This study established a research framework and six hypotheses based on the literature, and conducted a questionnaire survey by intentional sampling and snowball sampling. A total of 256 valid questionnaires were collected, and the hypotheses were verified by SPSS 22 software statistical methods such as narrative statistical analysis, reliability analysis, verifiability factor analysis (AMOS software), item analysis, correlation analysis, variance analysis, regression analysis, hierarchical regression analysis, and independent sample t-testing. Based on the hypothetical framework of the study, the following results were obtained after analysis： 1. Hypothesis 1 is supported: Service quality has a significant positive effect on brand equity. 2. Hypothesis 2 is supported: Brand equity has a significant positive effect on purchase intention. 3. Hypothesis 3 is supported: Brand equity has a significant mediating effect on the effect of service quality on purchase intention. 4. Hypothesis 4 is not supported: Internet Word of Mouth (IWOM) does not have a positive and significant moderating effect on brand equity in terms of service quality. 5. Hypothesis 5 is not supported: There is no positive significant moderating effect of customer trust on the effect of service quality on brand equity. 6. Hypothesis 6 is partially supported: There is significant differences in service quality, brand equity, purchase intention, IWOM, and customer trust across demographic variables. Based on the results of the study, it is suggested that in the future, we can analyze which of the different aspects of the independent variables and the dependent variables are stronger or weaker, and conduct comparisons and compilation, as well as in-depth studies on the regulation of variable IWOM and customer trust.