網路購物服務品質、信任、知覺風險與忠誠度關聯性之研究-以運動鞋為例

A Study on the Relationship among Service Quality, Trust, Perceived Risk and Loyalty of Online Shopping: An Example of Sport Shoes

蔡明河(Ming-Ho Tsai)

指導教授 ： 施致平

國立臺灣師範大學/運動與休閒學院/體育學系/碩士(2011年)

摘要

本研究旨於探究網路服務品質、信任、知覺風險與忠誠度之關聯性，並瞭解人口統計變項對網路服務品質、信任、知覺風險與忠誠度各構面之差異情形，進而以結構方程模式 (Structural Equation Modeling, SEM) 進行關聯性分析。本研究以曾經在網路商店購買運動鞋之消費者為研究對象，共取得409份有效樣本，並以描述性統計、獨立樣本t檢定、單因子變異數分析及結構方程模式進行資料分析，所得結果如下：
一、運動鞋網路消費者以學生族群及社會新鮮人為主，男性多於女性、年齡介於21歲至30歲、教育程度為大專校院、月收入多在10,000元以下為最多。且消費者每次平均購買金額多在1,001元至2,000元間、最常購買慢跑鞋與籃球鞋、品牌以NIKE居多、以5年以上網路購物經驗者居多，多數具有運動習慣。
二、運動鞋網路消費者在服務品質以履行因素感受最為強烈；在知覺風險以績效風險感受程度最高；在信任與忠誠度呈現中等以上水準。
三、性別、教育程度、平均購買金額與網路購物經驗於服務品質與知覺風險有顯著差異。性別、教育程度對於服務品質之系統可用性構面達顯著差異；網路購物經驗在服務品質之履行與隱私構面達顯著差異；性別在知覺風險之心理風險構面達顯著差異；平均購買金與購物經驗在知覺風險之財務、心理風險構面達顯著差異。
四、本研究模式適配度達可接受標準，各變項之關聯性為：服務品質、信任直接影響消費者之忠誠度；服務品質會透過信任間接影響消費者之忠誠度；信任會負向影響知覺風險；服務品質對知覺風險影響未達顯著；知覺風險對忠誠度之影響未達顯著。
基於上述結果，建議網路商店應建立運動鞋消費者資料庫，針對不同消費者提供個別化的服務、真實呈現商品資訊與遵守交易承諾、強化網路交易與隱私安全的保障，藉此，吸引消費者至網路商店瀏覽，進而促使消費者成為忠實的顧客。

關鍵字

網路購物 ； 電子商務 ； 運動鞋 ； 服務品質 ； 信任

並列摘要

This study aimed to explore the relationships among online service quality, trust, perceived risk and loyalty, and to understand the different situations of demographic variables among those variables. The study also used structural equation modeling (SEM) to analyze the relationships. The valid subjects were 409 participants who had the experiences of purchasing sport shoes online. Descriptive statistics, independent t-test, one-way ANOVA and structural equation modeling were used for data analysis. The results were as follows:
1. The demographics of consumers were mostly students, freshmen of the society, male, aged 20-30 with bachelor degree and monthly income below ten thousand dollars. The average amount of purchase of each consumer was mainly 1,000 to 2,000 NT dollars; running shoes and basketball shoes were the most frequently purchased items; the most popular brand was NIKE. Most consumers had online shopping experience of more than five years and had exercise habits.
2. In terms of service quality, consumers had the strongest impression on fulfillment factor; whereas performance risk reaches highest level in perceived risk. Trust and loyalty were above medium level.
3. Regarding the service quality and perceived risk, there were significant differences among gender, education background, average amount of purchase and online shopping experience. System availability perspective of service quality had significant differences in gender and education background. Online shopping experience differs significantly in fulfillment and privacy perspectives of service quality. Gender differs significantly in psychological risk perspective of perceived risk. Average amount of purchase and shopping experience had significant differences in terms of the financial and psychological risk perspectives of perceived risk.
4. The model fitting of this research is acceptable. The relationships among all variables were that service quality and trust had directly influences on customers’ loyalty; service quality had indirect influences on customers’ loyalty via trust; trust had a negative influence on perceived risk; the influence of service quality on perceived risk doesn’t reach significant level; the influence of perceived risk on loyalty doesn’t reach significant level.
Based on these results, the online stores should establish consumer’s databases to offer individualized service to different consumers; stores should show real product information and compliance while trading with consumers. Moreover, the online stores should strengthen online security and protect the costumers’ privacy. By implementing these suggestions, online stores could attract a crowd to browse online store. Thus it encourages consumers to become loyal customers.

並列關鍵字

online shopping ； e-commerce ； sport shoes ； service quality ； trust

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