B2C情境下線上滿意之前因與後果之研究

A STUDY OF THE ANTECEDENTS AND CONSEQUENCES OF ON-LINE SATISFACTION IN B2C ENVIRONMENT

蔡豐禧(Feng-Shii Tsai)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

隨著網際網路的風潮帶動了電子商務的蓬勃發展，而電子商務中的B2C(Business to Consumer)部分，近年尤其成長快速。根據經濟部商業司「電子商務法制及基礎環境建構計畫」調查指出，2007年國內B2C線上購物市場規模預估將突破新台幣1,000億元。由此可見，線上購物市場蘊含著龐大的商機。
在網際網路商業活動中，消費者僅能藉由以網頁為基礎的產品相關資訊以及與網站系統介面之間的互動來瞭解產品，進而做出購買與否的決策以及是否重覆購買的判斷依據。本研究採用結構方程式模型(Structural Equation Modeling, SEM)作為分析方法，共分為六個構面，探討網路商店之系統品質、資訊品質、核心服務品質與補救服務品質四者對消費者滿意度與忠誠度的關係，並找出影響消費者滿意度與忠誠度的因子。本研究結果顯示系統品質對線上滿意度無正向之影響，資訊品質對線上滿意度具有正向之影響；核心服務品質對線上滿意度具有正向之影響；補救服務品質對線上滿意度具有正向之影響；線上滿意度正向影響線上忠誠度。

關鍵字

線上滿意度 ； 忠誠度

並列摘要

The trend of Internet has boosted the development of e-business. The B2C (business to consumer) has been growing rapidly in recent years in particular. According to the e-business Legalization and Infrastructure Construction Plan of the Department of Commerce, MOEA, the scale in 2007 of the B2C online shopping market will exceed NT$100 billion. Therefore, e-shopping contains tremendous business opportunity.
Consumer can only make decisions according to the product information presented by webpage or to interaction with the product via the system interface of the website in a trade over the Internet and as the reference for decision of repurchase. The Structural Equation Modeling (SEM) was applied to analyze data collected from the survey in this study. The results showed that system quality has no positively influence on on-line satisfaction; information quality has positively increased on-line satisfaction; core service quality can positively increase on-line satisfaction; recovery service quality can positively increase on-line satisfaction; and on-line satisfaction positively affects on-line loyalty.

並列關鍵字

on-line satisfaction ； loyalty

參考文獻

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