購物網站個人化服務、網購者獨特性需求與關係品質之研究

Relationships among Personalized Services of Shopping Websites, the Need for Uniqueness of Online Shoppers, and Relationship Quality

江冠錚(Kuan-zheng Jiang)

指導教授 ： 周中理

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

近年來，網購者自我意識的提升，促使網路購物蓬勃發展，進而衍生出網路購物提供個人化的功能和使用。此外，網購者消費行為多變，網購者的需求與期望越來越難以捉摸，尤其強調獨特性需求（need of uniqueness），以建構自我風格的消費行為。致使購物網站不僅要重視網購者獨特性需求，更透過提供個人化服務，以滿足網購者的購物需求與期望。本研究主要目的在探討購物網站所展現的個人化服務對關係品質之影響，並以網購者獨特性需求作為干擾變項。
本研究之網站對象為Yahoo!奇摩購物中心，本研究正式調查受訪者包括兩個部份，一為朝陽科技大學之學生且具Yahoo!奇摩購物中心購物體驗者，另一為透過網路問卷方式取得之非學生族群，同樣具Yahoo!奇摩購物中心購物體驗者。資料分析方法包括：樣本結構分析、敘述性統計分析、信度分析、效度分析、探索性因素分析、t檢定、變異數分析、相關分析與迴歸分析。
研究結果包括：購物網站在消費查詢與追蹤的個人化服務、商品與服務客製化品質等兩項，會顯著正向影響網購者與購物網站的關係品質，包含滿意與信任度、忠誠度。網購者的獨特性形象需求與風格需求會干擾消費查詢與追蹤的個人化服務、商品選項的個人化服務對關係品質中之滿意與信任度的影響效果。本研究結論可提供購物網站日後設計網路個人化行銷策略之參考。

關鍵字

關係品質 ； 獨特性需求 ； 購物網站 ； 個人化服務

並列摘要

Recently, the increased self-awareness of online shoppers has promoted vigorous development in online shopping, developing personalized functions and uses for online shopping. The consuming behaviors of online shoppers vary, and the needs and expectations of online shoppers are unpredictable. Specifically, online shoppers emphasize the need for uniqueness (NFU) to establish a self-styled consuming behavior. Consequently, shopping websites must not only emphasize the NFU of online shoppers, but also satisfy the purchasing needs and expectations through personalized services. This study primarily explored the effects that personalized services offered by shopping websites have on relationship quality, using NFU of online shoppers as the moderating variable.
The website subject of this study was the Yahoo! Shopping website. The formal survey of this study consisted of 2 parts. For the first part, Chaoyang University of Technology students with shopping experiences using the Yahoo! Shopping website were employed. For the second part, through the online questionnaire approach, non-student group with similar shopping experiences using Yahoo! Shopping website was adopted. The data analysis methods included sample structural analysis, descriptive statistics, reliability analysis, validity analysis, exploratory factor analysis, t test, analysis of variance, correlation analysis, and hierarchicalregression analysis.
The study results included the following: (a) the 2 items in shopping websites, which included personalized services regarding purchase inquiries and tracking and the quality of product and service customizations, significantly and positively affected the relationship quality of online shoppers and shopping websites (including satisfaction, trust, and loyalty); and (b) the NFU regarding image and style of online shoppers interfered with the resulting effects that personalized services for purchase inquiries, tracking, and product selection have on relationship quality (i.e., satisfaction and trust). The results of this study can provide shopping websites with reference for designing personalized online marketing strategies.

並列關鍵字

shopping websites ； personalized service ； need for uniqueness ； relationship quality

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