網路購物顧客滿意度影響因素之探討-以越南為例

Exploring Factors Affecting Customer Satisfaction In Online Shopping: A Case Study

陳雲英(VAN-ANH TRAN)

指導教授 ： 張鐵軍

朝陽科技大學/管理學院/企業管理系/碩士(2020年)

摘要

隨著電子商務的日愈普及，網路購物早已成為許多國家消費者
的主要的購物模式，以越南等新興國家為例，其網路購物的成長更
是驚人。本研究目的是探討網站有用性、易用性和享樂主義對服務
品質和顧客滿意度的影響，並針對越南的女性消費者進行問卷調查
，總共發出750份網路問卷，並收回406份有效問卷，並以結構方程
模式（SEM）對研究架構進行分析比較。研究結果顯示，網站的實用
性、易用性、享樂主義、服務質量和顧客滿意度之間皆存在正向關
係。網站的實用性與服務品質和線上購物者的滿意度呈正相關。此
外，網站的易用性和享樂主義對服務品質和用戶滿意度產生積極影
響。這項研究係基於技術接受模型(TAM)，並檢驗消費者對線上購物
之服務滿意度。本研究通過實證驗證有用性、易用性和享樂主義對
服務品質量及顧客滿意度的影響，為網路購物與網路行銷文獻提供
了新的見解。在網路購物3.0的時代，本研究對線上電子商務營銷人
員也具有重要意義。

關鍵字

網路購物 ； 技術接受模型(TAM) ； 服務質量 ； 客戶滿意度

並列摘要

The purpose of the study is to investigate the impact of website usefulness, ease of use and hedonism on service quality and customer satisfaction. A total of 406 valid questionnaires were collected to empirically test the research model. Structural equation modeling (SEM) was performed to evaluate the reliability and validity of the measurement model and structural models. The results show that there is a positive relationship between website usefulness, ease of use, hedonism, service quality and customer satisfaction. Website usefulness is positively related to service quality and online shoppers’ satisfaction. Moreover, ease of use and hedonism of website positively influence service quality and users’ satisfaction. Drawing on the technology acceptance model, this study develops and empirically examines a model for consumers’ satisfaction over online shopping services. This study contributes new insights concerning the marketing literature by examining the impact of usefulness, ease of use and hedonism on service quality and customer satisfaction. The contribution of the study is significant for both online e-commerce marketers and academicians in the era of the third-generation environment. This study is among the first few attempts to integrate the TAM with trust to determine online shoppers’ satisfaction.

並列關鍵字

Online Shopping ； Technology Acceptance Model (TAM) ； Service Quality ； Customer Satisfaction

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