以PZB模式探討生鮮食品於電子商務之服務品質

近年來資訊科技不斷創新，銷售人員也打破傳統行銷模式，改變策略使用網際網路吸引消費者注意，本研究以生鮮食品為例，探討消費者在網路上購買生鮮食品的實際服務感受，與消費者間的期望是否相符，回饋在該產業上之服務品質量化依據。透過文獻探討，可概分成下述三項重點：一、剖析生鮮產品網路消費者，所遇到的感知風險，以便瞭解需要提升之服務重點。二、透過問卷測量，了解網購生鮮產品消費者，所期望的服務感受情況，以便助於該產業在網路市場的服務依據，有利於後續創新銷售之思維。三、生鮮產品網路銷售在提供服務的過程中之回饋，亦或是在資訊收集、傳播媒介的影響下，所得到的期望回饋及享受服務的過程是否成正相關。最後在測量服務品質成效上，發現青壯年求職族群特別重視PZB模式中的關懷性，且在所得支配裕度充足的前提下，對於服務品質中的有形性產生選擇差異性，其中未婚族群則是更易主張便利飲食，較容易對生鮮食品電子商務中，獲得正向回饋。

關鍵字

生鮮食品；電子商務； PZB ； SERVQUAL

並列摘要

In recent years, information technology has continued to innovate, and sales staff have also broken traditional marketing models and changed their marketing strategies to use the Internet to attract consumers' attention. This study uses fresh food as an example to explore consumers' actual service experience when buying fresh food online. This research is based on the PZB theory and conducted research through the five constructs of SERVQUAL. The research objectives can be divided into the following three items: 1. Analyze the perceived risks encountered by online consumers of fresh products in order to understand how to improve service quality. 2. Through a questionnaire survey, to understand the expected service quality of consumers who buy fresh products online, to help the industry's service in the online market and facilitate innovative service thinking. The results of the study show that the young and middle-aged people pay attention to the empathy of the PZB model, and under the premise of sufficient dominance margins, they have different choices in the tangibility of service quality. Among them, the unmarried people are more likely to advocate convenient eating. It is easy to get positive feedback on fresh food e-commerce.