探討服務體驗的改變對於服務品質、滿意度、購買意圖之影響

Studying the Influence of Change of Service Experience on Service Quality, Satisfaction, Repurchasing Intention.

林冠吟(KUAN-YIN LIN)

指導教授 ： 葉耕榕

國立中正大學/管理學院/資訊管理學系/碩士(2016年)

摘要

在網際網路快速發展以及網路購物盛行的情況下，人們在網路上購物比例有逐年上升的趨勢，然而消費者在整個過程中，大部分消費者會先從網站消費或訂購此產品或服務，之後消費者實際使用或體驗此產品或服務，這整個流程形成了從網路到實體店面的消費型態(Online to Offline, O2O)，因此如何有效的去測量網路及實體之間的服務品質改變，是一個很值得討論的議題。
本研究以Cronin and Taylor (1992)所提出Offline SERVPERF，結合Cenfetelli, Benbasat, and Al-Natour (2008)提出的修改後的Online SERVQUAL，透過縱貫性研究的方式去測量實體和網路層面的服務品質，並依據Bhattacherjee (2001)提出資訊系統接受後持續使用(Post-Acceptance Model of IS Continuance, ECT-IS)為理論和Bhattacherjee and Premkumar (2004)所提出的認知改變的兩階段理論模式為參考，探討消費後服務品質的認知和隨著實際體驗後，而產生修改後服務品質的認知，去觀察之間的改變，再更進一步去探討其滿意度和重複購買意圖。

關鍵字

服務品質 ； 服務體驗 ； 縱貫性研究 ； O2O

並列摘要

Due to the rapid development of Internet and online shopping in the recent years , the rate of online shopping among people is increasing. however, Most consumers consume or order the product or service from the site before consumers actually use or experience this product or service in the entire consumption process. This whole process formed the consumption patterns of Internet to physical stores(Online to Offline, O2O). Therefore, how to measure the change between online and offline service quality is an important issue.
This study combines that Cronin and Taylor (1992) proposed offline SERVPERF and that Cenfetelli, Benbasat, and Al-Natour (2008) proposed online SERVQUAL to measure online and offline service quality by longitudinal research. According to Bhattacherjee (2001) proposing Post-Acceptance Model of IS Continuance and Bhattacherjee and Premkumar (2004) proposing Two-Stage Theoretical Model of Cognition Change as a reference, we explore the change of perception from online to offline service quality. Furthermore, the study explores their satisfaction and repurchasing intentions.

並列關鍵字

Service Quality ； Service Experience ； longitudinal research ； O2O

參考文獻

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