企業網站整體服務品質對消費者後續行為意圖之影響-以個人電腦為例

The Effects of Official Website Service Quality on Customers’ Behavioral Intentions : An Empirical Study of Taiwan Computer Companies’ Official Website

李琬萍(Wan-Ping Li)

指導教授 ： 廖淑伶

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

摘要

近年來，隨著資訊與網路科技的發展與普及，台灣地區2010年整體人口上網率已達88.42％；其中電子商務應用方面約89.9%網路族會透過網路查詢產品資訊這些數據，顯示愈來愈多網際網路消費者會在進行商品購買前後，會瀏覽產品所屬的企業網站，進行相關商品資訊搜尋，進而突顯了企業網站存在重要性與價值。
　　反觀過去關於網站服務品質研究方向，多偏屬於購物型購站，況且其與企業網站的特性又大不相同。故本論文旨在探討個人電腦企業網站服務品質決定因素，對應目前消費環境與消費習慣其重要性是否有所改變，同時並試圖探討「各項網站服務構面」對於「消費者後續行為意圖」之間的關係。希望藉由研究結果與建議做為日後業界在建構或改版網站內容時，作為強化服務品質的參考。
　　本研究根據Dai (2005)學者的文獻做為網站服務品質衡量的因素構面，並參考PZB (1996)所提出服務品質如何影響顧客的行為意圖(忠誠度、轉換傾向、內部反應、外部反應、願意支付更多)做為本研究之研究架構及假設基礎，選定國內六家知名個人電腦品牌公司企業網站為研究對象（包括宏碁、華碩、明碁、美商蘋果、惠普、新力），選擇中壢NOVA 資訊廣場及宏碁、華碩中壢維修中心為問卷發放場所，以現場的消費者做為網站問卷發放對象，並採用Pearson相關分析、多元迴歸分析與共線性分析對回收樣本資料進行實證分析與研究。
　　本研究根據實證的結果主要發現:1.會讓消費者產生正相關「忠誠度」行為意圖的自變數共有「網站資訊品質」、「網站外觀與視覺吸引力」、「網站服務與回應」、「網站隱私權的保護」。2. 會讓消費者產生負相關「轉換傾向」及「外部反應」行為意圖的自變數共有「網站資訊品質」、「網站服務與回應」。3. 會讓消費者產生負相關「內部反應」行為意圖的自變數只有「網站外觀與視覺吸引力」。4. 會讓消費者產生正相關「願意支付更多」行為意圖的自變數只有「網站隱私權保護」。5.因服務品質因素間，彼此存在高度的共線性關係及中、高度的相關性，因而造成抵消或干擾原先單一自變數對於顧客後續行為意圖影響。6消費者遇到企業網站服務品質不佳時，大多數的消費者並不會向公司所提供的管道反應問題。7.除此之外大部分的使用者當享受完網站服務品質後，並不一定因此願意支付更多金錢購買該公司的產品。
　　研究最後根據研究發現提出其管理意涵與建議，並提供後續研究者未來研究方向之相關議題。

關鍵字

企業網站 ； 官方網站 ； 行為意圖 ； 行為意念 ； 線上服務品質

並列摘要

In recent years, with the information and network technology development and popularization of the overall population in Taiwan, the Internet users have reached 88.42% in 2010, and the percentage of e-commerce applications users is approximately 89.9%. It shows that most of the Internet users browse, search and check the relevant product through its official website. That means that the value of existing official website is really important

In the past, most of the researches on the Website service quality are focus on Shopping type websites, but the characteristics of its are not similar. The purpose of this thesis is to explore the personal computer business website service quality in corresponding to the current consumer environment and the change in consumption habits. This thesis also tries to explore the relationships between "the Web services perspective" and “the consumer behavioral intentions". Hopefully, the research findings and recommendations from the industry will enhance the service quality.

This study is based on Dai (2005) as a web service scholar, who measured the dimensions of the quality, in reference to PZB (1996) who proposed how they would affect the customer service quality, behavioral intentions (including loyalty, switch, internal and external response, willingness to pay more) as the framework of this study.
There are six selected well-known PC brands in the domestic corporate Web site for the study (including Acer, Asus, Acer, American apple, HP, Sony). Places for distributing the questionnaires to the consumers are NOVA Information Plaza and Acer, Asus Service Center which are located in Zhongli City. The returned samples will be analyzed with Pearson correlation analysis and multiple linear regression analysis. The main findings based on empirical results are: 1. Consumers are related to "loyalty" towards the independent variables such as behavioral intentions which includes "website information quality", "website appearance and visual appeal", "website service and response," and "Website privacy protection."; 2. Consumers will not related to "switch" and "external response" from the behavioral intention variables such as "website information quality", and "website service and response."; 3. Consumers will not related to "internal response" from the variable behavioral intention, but only related to "website appearance and visual appeal."; 4. Consumers are related to "willing to pay more," only has the intention of the independent variables such as "website privacy protection."; 5. Service quality factors, the mutual co-existence of a high degree of linear relationship, and the high degree of correlation, cause the result in a single offset or interfere with the original independent variables for the intention of the followed-up customer; 6 Most consumers are not provided by the company's pipeline to response to the problem happened in their experiences which is considered a poor service quality; 7. In addition to most users, when the enjoyment of the service quality on the website is over, the users will not be willing to pay more money to buy the company's products.

Finally, based on the findings of its management implications and recommendations, this research can be used for future researchers which related to the same topic.

並列關鍵字

official website ； online service quality ； customers’ behavioral intentions

參考文獻

朱博湧、林裕淩、吳蔚震、陳佳誼(2009)。技術支援網站服務品質決定因素之探討-以台灣資訊科技企業為例。電子商務學報，11(1)，1-24。

江義平、江謝鎮同(2007)。網站服務品質與網站體驗對關係品質及行為意象之影響。電子商務學報，9(4)，689-724。

何昶鴛(2002)。旅遊網站服務品質評估構面之建立。觀光研究學報，9(1)，20-40。

林素吟、丁學勤、(2001)。服務品質與行為意圖關係之研究。遠東學報，199-215

郭崑謨、闕河士 (1989)。消費者抱怨行為及其影響因素之研究。管理評論，9，155-173。