行動購物平台APP服務品質特性之研究

近年來隨著智慧型手機的普及與無線網路設備技術的進步，人們生活型態產生改變，消費者不再只是透過實體店面與電腦網路來購買商品，根據資策會產業情報研究所2016的行動購物消費者調查報導中可得知，台灣整體網購比例已達到85%，其中行動網購經驗者占整體網購63.3%，無行動購物（只有PC網購經驗）經驗者占整體網購的36.7%，因此本研究探討行動購物平台APP服務品質。本研究透過網路發放問卷，抽樣對象為有使用過購物APP者，運用Kano正反向問卷與重要度-滿意度進行問卷設計，並使用Kano、精化Kano、顧客滿意係數、I-S model結果分析出問卷受訪者對於品質要素的想法，最後計算出改善係數來決定品質要素改善的優先順序，以提供行動購物平台APP相關產業，在未來在規劃銷售相關產品與服務上，能夠提供讓消費者滿意的產品與服務品質要素，以及消除不滿意的服務品質要素，降低成本，並具有更大的競爭優勢。經實證結果發現，有4項服務品質要素歸類於有待改善區域:「7.自動比價功能」、「19.個資嚴密保護」、「21.所提供的購物資訊可以信任」、「20.驗證對象確保交易安全」，而其中「19.個資嚴密保護」、「21.所提供的購物資訊可以信任」、「20.驗證對象確保交易安全」，為改善係數排名前三名。

關鍵字

行動購物APP ；服務品質； Kano二維品質模式；精化Kano二維品質模式；重要度-滿意度；改善係數指標

並列摘要

With the advance of wireless network infrastructure and popularity of smartphone, our lifestyles are changing. Consumers can buy the products not just via physical stores but also via online stores. According to a mobile shopper survey in Taiwan that published by Market Intelligence & Consulting Institute(MIC), it finds that Taiwan’s online shopping percentage reached 85%, and 63.3% of online shoppers had mobile shopping experience, versus 36.7% of online shoppers only had desktop shopping experience. Therefore, the purpose of this paper is to explore the service quality of mobile shopping platform APP. This paper uses online questionnaire to collect data, and all of the respondents had experience of using mobile APP to purchase products. The questionnaire is conducted by two-dimensional Kano model, combining refined Kano model and I-S model to analyze respondents’ thinking for quality elements. Eventually, after calculating the Improvement Index to decide the priority of quality elements, we can offer it to mobile app development companies. Therefore, these companies can take it into consideration in the future mobile APP development process, and they can eliminate customers’ unsatisfied service quality elements to reduce cost and have more competitive advantages. The result shows that there are four service quality elements categorized into “To be improved area”: “7. Automatic price comparison”, “19. Security of personal information”,“21. The offered shopping information can be trusted”, and “20. Authenticate identity to make sure transaction security”. The top three of Improvement Index are “19. Security of personal information”,“21. The offered shopping information can be trusted”, and “20. Authenticate identity to make sure transaction security”.