桃園市國小教師對網路購物滿意度與再購意願之研究

A Study of the Relationship between the Online Shopping Satisfaction and Repurchase Intention – A Case Study in Taoyuan City

尹維淦(Wei-Gan Yin)

指導教授 ： 孔祥科

健行科技大學/管理學院/企業管理系碩士班/碩士(2015年)

摘要

本研究旨在瞭解桃園市國小教師對網路購物的滿意度與再購意願之現況、不同背景變項之國小教師對網路購物的滿意度與再購意願之差異情形及國小教師對網路購物的滿意度與再購意願之關係。本研究採用問卷調查法，以「桃園市國小教師對網路購物的滿意度與再購意願之研究調查問卷」為研究工具，以桃園市國小教師為研究對象進行隨機抽樣，共得有效問卷263份，問卷資料利用統計套裝軟體SPSS19版本，進行描述性統計、信度分析、t檢定及單因子變異數分析，所得研究結論如下：
一、目前桃園市國小教師對網路購物的滿意度與再購意願皆略高。
二、不同收入之國小教師在網路購物滿意度與再購意願無顯著差異。
三、國小教師對網路購物滿意度與再購意願有顯著差異。

關鍵字

網路購物 ； 滿意度 ； 再購意願

並列摘要

This study investigates the following status. First, it aims to understand the status of Taoyuan City Elementary School Teachers’ online shopping satisfaction and repurchase intention. Second, it explores the difference in different background variable elementary school teacher’s online shopping satisfaction and repurchases intention. Third, it aims to explore the relationship between the online shopping satisfactions and repurchase intention among the elementary school teachers.
This study used “a study of the relationship between the online shopping satisfaction and repurchase intention-a case study in Taoyuan city” as the questionnaire of the research tool. The sample was random selected from the elementary school teachers in Taoyuan city and 263 valid questionnaires were obtained. The questionnaire data used SPSS19 to do the descriptive statistics, t-test analysis and one-way ANOVA. The results are as follows,
1. The elementary school teacher’s online shopping satisfaction and repurchase intention are slightly higher currently
2. There is no significant difference among the different income elementary school teachers’ online shopping satisfaction and repurchase intention.
3. There is significant difference among the elementary school teachers’ online shopping satisfaction and repurchase intention.
Based upon the study results, some suggestions are offered.

並列關鍵字

online shopping ； satisfaction ； repurchase intention

參考文獻

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