服務創新對顧客購買動機與顧客滿意度影響之研究—以Yahoo!奇摩購物中心為例

A Research of the Service Innovation on Consumers’ Purchase Motivation and Satisfaction — A study Yahoo! Kimo Shopping Mall

洪沚君(Chin-Chung Hung)

指導教授 ： 林佳勳

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2013年)

https://doi.org/10.6826/NUTC.2013.00062

摘要

隨著網際網路的普及，網路購物活動已逐漸成為消費者生活的一部分，購物網站、虛擬商店已經是企業行銷的另一個主要通路，根據資策會 (2010) 的評估，2010年台灣線上購物市場規模達到新台幣3,583億元，顯示網路商機無限。
相較於傳統購物方式，Yahoo!奇摩購物中心改變其舊有的購物模式，並創造出新價值和新商機。面對廣大的商機，企業如何勝出、掌握先機？如何以服務創新的經營策略來增進顧客購買動機？如何增加顧客滿意度、滿足消費者多元且善變的需求？一直是Yahoo!奇摩購物中心業者需不斷努力突破的目標。
本研究藉由服務創新、購買動機、顧客滿意度，來探討Yahoo!奇摩購物中心之顧客現況，進而分析其三者間的關係。經實地問卷發放，研究範圍是曾經在Yahoo!奇摩購物中心購物的顧客，共收集486份有效問卷，採用SPSS 20.0 版進行資料分析，包括敘述性統計、皮爾森積差相關分析、獨立樣本T檢定、單因子變異數分析與迴歸分析等。
所收集之資料經統計驗證得知，本研究之四項假設，皆獲得成立, 也進而得知Yahoo!奇摩購物中心的顧客以女性、單身、大學 (專) 程度、21~40歲族群居多，收入約三萬元以下為主。文末對後續研究者提出相關建議，並就產品品質、網站的環境、推廣策略、通路策略及人力資源方面，提出數點相關建議，以供Yahoo!奇摩購物中心供經營者之參考。

關鍵字

服務創新 ； 購買動機 ； 顧客滿意度

並列摘要

Since the popularization of the Internet, net consumption has step into our life in the new era. Online shopping as a virtual store grow as another sales channel for the market. According to Institute for Information Industry (2010) statistics, the market scale of online shopping 2010 in Taiwan is 358.3 billion, it seems the network market is a potential market. Where there are crowds, there is business !
Compare with the traditional shopping mode, Yahoo! Kimo Shopping Mall not only have to change the older shopping mode but also create new values and new commercial opportunities. But, how to use service innovation to increase consumers’ purchase motivation in manage strategy？How can increase customer satisfaction and satisfy consumers’ diverse needs？ This is the goal which Yahoo! Kimo shopping mall manager should be strive toward.
The relationships among service innovation, consumers’ purchase motivation, and customer satisfaction. The aim of reaserch is to investigate customer which include had shopping on Yahoo! Kimo shopping mall. Random sampling was used to retrieve 486 valid questionnaires. The Statistical Package for Social Science ( SPSS 20.0) system was utilized for the descriptive statistic analysis, Pearson production-moment correlation, independent T- test, one-way ANOVA and regression analysis.
The result of this study that four research hypothesis have been proven singnificantly sustained, and the high potential customers are female, single, college graduate, age of 21~40 employee, monthly income of 30,000 and under. For conclusions were drawn based on the statistic findings. Several recommedations for future research were advised. Some marketing strategies for business operation were suggested that covers the issues of product quality, network enviroment, distribution and employee training.

並列關鍵字

Service Innovation ； Consumers’ Purchase Motivation ； Customer Satisfaction

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