服務品質與轉換成本對網路購物忠誠度之影響-以涉入程度為干擾變項

The Effect of Service Quality and Switching Costs on Loyalty of Internet Shopping – Using Involvemant as Moderator

葉惠蓉(Hui-Jung Yeh)

指導教授 ： 孫德修

朝陽科技大學/理工學院/工業工程與管理系碩士在職專班/碩士(2011年)

摘要

顧客介面品質是影響電子商務成功的重要因素，近年來探討影響顧客介面品質與消費者行為之議題被廣泛的討論；然而，很少研究探討顧客介面品質對忠誠度的影響。此外，雖然服務品質、顧客滿意度和轉換成本為忠誠度的前置因素，但少有研究將此些因素與顧客介面品質一起探討。本研究提出一個整合的理論架構，為驗證顧客介面品質、服務品質、滿意度、轉換成本與忠誠度間的影響。此外，本研究認為，這些結構之間的關係受到涉入程度的影響。本研究以中部某科技大學之大學日間部學生為研究對象，共發放1000份問卷，扣除無效問卷後，回收有效問卷938份，有效回收率為93.8%。統計方法包括：建構效度之驗證性因素分析，使用描述性統計分析以瞭解實際情況，並運用獨立t檢定、變異數分析、皮爾森積差相關分析瞭解其相關影響因素，最後以結構方程模式分析構面之路徑關聯性；為了比較分組的結果，本研究採用聯合t檢定進行差異分析。
本研究發現如下：
1. 不同背景變項之大學日間部學生，在網路購物服務品質各構面上，有顯著差異。
2. 不同背景變項之大學日間部學生，在顧客介面品質各構面上，有顯著差異。
3. 不同背景變項之大學日間部學生，在顧客滿意度上，有顯著差異。
4. 不同背景變項之大學日間部學生，在轉換成本上，有顯著差異。
5. 不同背景變項之大學日間部學生，在涉入程度上，有顯著差異。
6. 不同背景變項之大學日間部學生，在忠誠度上，有顯著差異。
7. 網路購物服務品質、顧客介面品質、顧客滿意度、轉換成本與忠誠度間有顯著相關。
8. 涉入程度高低會影響網路購物服務品質、顧客介面品質、顧客滿意度、轉換成本與忠誠度間的關係。

關鍵字

涉入程度 ； 顧客介面品質 ； 網路購物 ； 調節效果 ； 聯合t檢定

並列摘要

Customer interface quality has been confirmed to critically influence the success of electronic commerce, and there has been extensive discussion about the effects of customer interface quality on consumer behavior. However, few studies have examined how customer interface quality affects loyalty. Furthermore, although service quality, satisfaction and switching costs are expected to be antecedents to customer loyalty, few studies have systematically examined how these elements are related to customer interface quality. This study proposes an integrating theoretical framework for testing the relationships among customer interface quality, service quality, satisfaction, switching costs, and loyalty. Moreover, this study argues that the relationships among these constructs are moderated by involvement. This is a study of university of science and technology of college students, in central Taiwan, 1000 questionnaires issued, 938 valid questionnaires were retrieved and effective retrieved rate of 93.8%, except the invalid ones. Statistical methods are including the confirmatory factor analysis of the construct validity, descriptive unvaried analysis which is used to understand the actual situation. Independent t-test, ANOVA, Pearson correlation analysis are applied to understand the related factors. The last one is structural equation modeling analysis, analyzing the path dimensions relevance. In order to compare more rigorously the results across subgroup, this study calculated t-statistics to evaluate the differences in path coefficients across models.
After analyzing these questionnaires, we came up with the following seven conclusions.
1. Students from different background have different satisfied ratings on the online shopping service quality.
2. Students from different background have different satisfied ratings on the online shopping customer interface quality.
3. Students from different background have different satisfied ratings on the customers satisfaction.
4. Students from different background have different satisfied ratings on the switching costs.
5. Students from different background have different satisfied ratings on the involvement.
6. Students from different background have different satisfied ratings on the loyalty.
7. The service quality, customer interface quality, customers satisfaction, switching costs, and loyalty positive correlation in the online shopping.
8. The level of involvement would to influence the service quality, customer interface quality, customers satisfaction, switching costs, and loyalty positive correlation in the online shopping.

並列關鍵字

Customer Interface Quality ； Involvement ； Online Shopping ； t-Statistics. ； Moderator

參考文獻

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