台灣電子商務網站服務品質對於顧客滿意度 之影響-以PChome線上購物為例

Influences of Taiwan e-commerce websites’ service quality in customer satisfaction, by using PChome online shopping as an example

曹聖豪(Sheng Hao Tsao)

指導教授 ： 王希俊

國立臺灣師範大學/科技學院/圖文傳播學系在職進修碩士班/碩士(2010年)

摘要

越來越多台灣產業相繼投入電子商務網站開發與經營，所看的是電子商務產業所帶來的龐大商機與效應，是具有未來性與前瞻性。2008年第四季，全球金融海嘯肆虐，造成世界經濟體質受到很大的影響，台灣也不例外，但讓原先宅經濟模式更為發酵與熱絡，不僅電子商務鮮少受到金融海嘯肆虐影響，相對的反而被推向另一個高峰期。 而電子商務網站在開發服務方式時，大部分思考，都是站在消費者的角度進行思考規劃，但可能不同顧客對網站服務品質的滿意度影響產生差異，因此本研究使用問卷調查法的便利抽樣的方式為研究方法，期待透過網站服務品質的分析，找出不同顧客購買產品的滿意度差異與相關性，並希望藉此研究可以提出具體建議，作為改善台灣電子商務的服務品質時參考，並藉此強化其顧客滿意度。 以下為研究結論： （1）瀏覽台灣電子商務網站之「顧客滿意度」會因「最常使用的購物網站」之不同而有顯著差異存在，最常使用的PChome線上購物網站者對於顧客滿意度較最常使用其他購物網站者為高。 （2）瀏覽台灣電子商務網站之「顧客滿意度」會因「每週使用購物網站搜尋商品的時間」之不同而有顯著差異存在，若再進一步比較其平均數可得知，每週使用購物網站搜尋商品時間2小時以上者對於顧客滿意度較每週使用購物網站搜尋商品時間2小時以下者為高。 （3）瀏覽台灣電子商務網站之「顧客滿意度」會因「性別」之不同而有顯著差異存在，若再進一步比較其平均數可得知，男性對於顧客滿意度較女性為高。 （4）瀏覽台灣電子商務網站之「顧客滿意度」會因「年齡」之不同而有顯著差異存在，若再進一步比較其平均數可得知，年齡20歲以下對於顧客滿意度較年齡超過20歲者為高。 (5) 網站服務品質包含交易保證性、購買效率性、系統整合性、反應準確性、即時聯絡性、及退貨機制對顧客滿意度之間的關係，檢定結果顯示，做出的迴歸分析，其方程式為： 顧客滿意度=0.471×交易保證性＋0.317×購買效率性＋0.300×系統整合性 ＋0.267×反應準確性＋ 0.400×即時聯絡性＋ 0.295×退貨機制。

關鍵字

網路行銷 ； 易用性 ； 電子商務 ； 服務品質 ； 消費動機 ； 消費者行為 ； ARO指標 ； 到達率

並列摘要

There are more and more businesses tended to develop and operate e‐commerce websites in Taiwan, they are looking forward to see huge markets and opportunities in this e‐commerce industry. In the forth quarter of 2008, the global financial tsunami struck the economic heavily, Taiwan is no exception, but it had brought otaku economy out and became more matured. E‐commerce did not fall into this tsunami mess, but transferred into a next level.
The method of developing e‐commerce websites is to stand in the consumers’ aspect, and there points of views. However, customer satisfaction may be varied from different consumers, when they visit those sites. In order to analyze service qualities, this research is be done by random surveys and meetings, to verify the relationship between consumers and customer satisfaction. This study will provide specific suggestions regarding Taiwan e‐commerce websites’ service quality, and to solidify consumer satisfaction.
The results of this study are follows:
（1）When one browse e‐commerce websites in Taiwan, the rate of customer satisfaction will be varied due to the “most frequently used online shops.” Furthermore, people do have higher customer satisfaction when visiting PChome Online shop.
（2）When one browse e‐commerce websites in Taiwan, the rate of customer satisfaction will be varied due to the “the time spending on searching goods on online shops.” People tended to have higher customer satisfaction when they do searching goods over two hours per week.
（3）When one browse e‐commerce websites in Taiwan, the rate of customer satisfaction will be varied due to the “gender.” In this study we found that in the most part, men have higher customer satisfaction than women.
（4）When one browse e‐commerce websites in Taiwan, the rate of customer satisfaction will be varied due to the “age.” People who are below twenty years old have higher customer satisfaction than those who are above.
（5）Quality of services of a website include guarantee transactions, purchasing efficiency, integrated system, accuracy of responds, instant services, and return policy are factors of customer satisfaction.
The equation below is regression analysis:
Rate of customer satisfaction= 0.471 × guarantee transactions＋0.317 × purchasing efficiency＋0.300 × integrated system＋0.267 × accuracy of responds＋ 0.400 × instant services＋ 0.295 × items return policy

並列關鍵字

web-marketing ； usability ； e-commerce ； quality of services ； consumption motivation ； consumer behavior ； ARO index ； reach rate

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