影響農產品購物網站使用者效益因素之研究-以漢光合作社為例

The effect of agricultural products shopping websites user on benefit research of factors- A case study of cooperatives Hankuan

徐裕欽(HSU, YU-CHIN)

指導教授 ： 方珍玲

國立臺北大學/商學院/合作經濟學系/碩士(2009年)

摘要

購物網站是指藉由網際網路技術，提供消費者商品搜尋、付款流程、商品配送、
線上諮詢與服務等功能，且具有全球化、多媒體資訊呈現、不受時空限制、即時人際互動等經營特色。
購物網站如果能夠提升自身良好的顧客滿意度，就有機會進一步提升顧客的忠誠度，
使網站與舊有的顧客維持良好的忠誠關係，並能降低公司的成本並提升公司的獲利，
而達到利潤極大化的目的。
本研究將以農產品網站使用者為實證對象，探討網站品質對使用者滿意度及效益影響的關聯性，
期望能提供業者做為經營網路商店與調整行銷策略時的參考。

本研究目的包括：

一、探討農產品網站品質與使用、使用者滿意度之關係
二、使用、使用者滿意度及使用者效益之關係

研究結果顯示資訊品質是影響顧客對農產品購物網站中最重要的因素，
其次則是系統品質與服務品質。農產品購物網站提供的系統品質對顧客滿意度也有顯著影響力，
亦即強化農產品購物網站所提供的各項系統操作功能，有助於提昇顧客對網站的滿意度。
農產品購物網站業者對網站服務品質的持續維護，如切實回應與處理顧客提出的請求、
提供顧客安心的服務(獲得顧客的信任)、關切每位顧客的特定需求(顧客關係管理)等，
將有助於促進顧客對購物網站的滿意度與重複拜訪意願。另外顧客對農產品購物網站服務品質的感受，
會因顧客的性別差異，而影響其對於購物網站之滿意度。

關鍵字

農業 ； 網際網路 ； 忠誠度 ； 影響力 ； 消費者 ； 多媒體 ； 購物網站 ； 使用者效益

並列摘要

Shopping websites refer to the Internet using technology to provide consumers goods search, payment processes, goods distribution, consulting and services online and other functions, and with operating characteristics, such as globalization, multi-media information displaying, free from time and space constraints, real-time interaction.
If shopping websites can enhance their own good customer satisfactions, they’ll have the opportunity to further enhance customers’ loyalty and well maintain loyal relations between shopping websites and original customers; moreover, they can reduce costs and improve a company's profitability to achieve the objective of profit maximization.
In this study, agricultural products shopping websites users will be empirical objects to explore the user satisfactions with the effectiveness of the impact of the websites quality relevance, look forward to providing the industry operating online store and adjusting business marketing strategy as a reference.
The purpose of this study include:
First, explore the relationships between quality and the use of agricultural products websites and user satisfactions. Second, the relationships between use, user satisfactions and user benefits.
The results showed that the most important factor influence customers of agricultural products shopping websites is information quality, second are system quality and service quality.
The system quality provided by agricultural products shopping websites also has a significant influence for customer satisfactions, that is, to strengthen each function of the system offered by agricultural products shopping websites will help to improve customer satisfactions with the websites.
Websites operators of agricultural products continue maintaining the websites service quality will help to promote customer satisfactions and willingness to repeat visit with the shopping websites, such as answering effectively, dealing with customers’ requests, providing customers with peace of mind service(obtaining the trust of customers), concerning the specific needs of each customer (customer relationship management), etc.

In addition, customers experience the service quality of agricultural products websites will influence the satisfactions of shopping websites because of gender differences.

並列關鍵字

Agriculture ； Shopping site ； Website ； Relations ； marketing ； system ； visit

參考文獻

祝道松、盧正宗、徐雅培(2007)。制度型信任機制與知覺風險影響網路消費者購物意圖之研究─以Yahoo!奇摩購物為例。電子商務學報，9(2)，291-320。

行政院農委會新農業運動(2006)。好東西要與好朋友分享。

蔡宗宏 (2005)。知識管理系統成功模型之研究。國立東華大學企業管理學系博士論文。

施盛寶 (2001)。網路零售商店經營策略之實證探討-以農產品網站為例。私立淡江大學資訊管理學系碩士論文。

余強生、曾雍欽(2003)。網際網路購物者特性、購物動機、期望的網站服務與顧客滿意度之間的結構化方程式模型。企業管理學報，57，37-64。