網路購物意願與滿意度之研究

Research on Online Shopping Willingness and Satisfaction

吳坤憲(Kun-Hsien Wu)

指導教授 ： 吳佳純

義守大學/智慧科技學院/資訊管理學系/碩士(2021年)

摘要

我國近年來隨著使用網路的人口增加，加上智慧行動裝置普及、物流業及電子支付快速的發展等，提供消費者更加快速、更便利的消費選擇，使得網路購物逐年成長，漸漸促使零售業面臨轉型，導致越來越多不曾使用過電商的業者開始嘗試推展網路平台。2020年因COVID-19（新冠肺炎）疫情影響，意外帶動網購平台業績成長，也嚴重影響傳統實體零售業者。近年來網購平台越來越多，競爭也越趨激烈，企業應如何制定行銷策略，以促使消費者增加購買意願是為研究課題。本研究透由網路口碑、服務品質對消費者使用滿意度之影響，及在消費者滿意度中介效果下，網路口碑與服務品質對消費者使用意願之影響等面向，進行問卷調查並探討分析，得知結論：（一）網路口碑會顯著的影響消費者滿意度、（二）服務品質會顯著的影響消費者滿意度、（三）消費者滿意度會顯著的影響消費者使用網路購物的意圖、（四）在消費者滿意度的中介效果下，購物網站的網路口碑會顯著的影響顧客的使用意願、（五）在消費者滿意度的中介效果下，購物網站的服務品質會顯著的影響顧客的使用意願。本研究建議業者可藉由建立網路正面評價及正向口碑，並強化平台介面功能及隱私保護、確保出貨速度、完善退換貨機制及客服回應效率等服務品質管理，以提升消費者使用的滿意度，進而增加消費者使用之意願。

關鍵字

網路購物 ； 服務品質 ； 網路口碑 ； 消費者滿意度

並列摘要

In recent years, as the population using the Internet has increased, coupled with the popularization of smart mobile devices, the rapid development of the logistics industry and electronic payments, etc. It has provided consumers with faster and more convenient consumption choices. It make online shopping grow year by year, and gradually prompting the retail industry to face transformation. As a result, more and more businesses who have never used e-commerce began to try to promote online platforms. In 2020, due to the COVID-19 (Wuhan pneumonia) epidemic, has unexpectedly driven the growth of online shopping platforms, and has also seriously affected traditional physical retailers. In recent years, there have been more and more online shopping platforms and competition has become fiercer. How companies should formulate marketing strategies to encourage consumers to increase their purchase intentions is a research topic. This research conducted a questionnaire survey and discussed and analyzed the influence of Internet word-of-mouth and service quality on consumer satisfaction, and under the intermediary effect of customer satisfaction, the influence of Internet word-of-mouth and service quality on consumer willingness to use. And came to the conclusion: (1) Internet word-of-mouth will significantly affect customer satisfaction, (2) Service quality will significantly affect customer satisfaction, (3) Consumer satisfaction will significantly affect consumers’ intention to use online shopping, (4) Under the intermediary effect of customer satisfaction, online word-of-mouth of shopping websites Will significantly affect customers' willingness to use. (5) Under the intermediary effect of customer satisfaction, the service quality of shopping websites will significantly affect customers' willingness to use. This research suggests that the industry can build positive reviews and positive word-of-mouth through the Internet, and strengthen service quality management to improve consumer satisfaction and increase consumer willingness to use. This research suggests that industry players can use the Internet to build positive reviews and positive word-of-mouth, and strengthen the platform interface function and privacy protection, ensure the speed of shipments, improve the return mechanism and customer service response efficiency and other service quality management, so as to improve consumer use Satisfaction, thereby increasing consumers’ willingness to use.

並列關鍵字

Online shopping ； service quality ； Internet-WOM ； Customer satisfaction

參考文獻

一、中文文獻：

江佳雯(2019)。探討品牌知名度、網路口碑與消費體驗的組合對購買意願之影響（未出版之碩士論文）。朝陽科技大學，臺中市。

吳淑琴(2020)。蝦皮購物網路購物平台服務品質、顧客滿意度對再購意願之探討（未出版之碩士論文）。樹德科技大學，高雄市。

李宜蓁(2017)。網路口碑一定有效？探討網路口碑質與口碑共識對消費者偏好之影響（未出版之碩士論文）。中國文化大學，臺北市。

杜宜蓁(2018)。產品品質、服務品質、顧客滿意度與再購意願之關聯性研究-以A家具公司網路購物為例（未出版之碩士論文）。國立高雄科技大學，高雄市。