應用E-S-Qual量表探討線上服務品質對忠誠度之影響－以線上滿意度和顧客知覺價值為中介變數

APPLYING E-S-QUAL SCALE TO ASSESS THE EFFECTS OF E-SERVICE QUALITY ON E-LOYALTY WITH E-SATISFACTION AND PERCEIVED VALUE AS MEDIATORS

陳佳興(Chia-Shing Chen)

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(2008年)

摘要

為了在線上忠誠模式中建立一個全面且有效的服務品質量表，本研究結合實用和享樂的線上服務品質要素。因此，本研究擴大E-S-Qual量表加入享樂構面，探討線上服務品質對線上忠誠度的影響。
　　以結構方程模型(SEM)分析線上服務品質與線上忠誠度之關係模式，進行檢定並評估各路徑之效果。本研究對象為具有線上購物經驗的消費者，以網路問卷的方式蒐集資料，採用結構方程模型(SEM)來分析，並使用AMOS 6.0 統計軟體，進而了解各構念間的關係。
　　分析實證資料結果支持線上服務品質到線上滿意度與線上忠誠度的正向影響關係模式。另外，線上服務品質對顧客知覺價值也有顯著的正向影響。最後，意涵著消費者忠誠度，受到線上服務品質的影響很大，對經營者而言，線上忠誠度是網站成功的重要關鍵 因素。

關鍵字

線上忠誠度 ； 線上服務品質 ； 線上滿意度 ； 顧客知覺價值

並列摘要

In order to establish a comprehensive and effective service quality scale in an online loyalty model, this study incorporated both utilitarian and hedonic e-service quality elements. Hence, this study adds hedonic dimension to E-S-Qual scale to investigate e-service quality effect on e-loyalty.
Next, we used confirmatory factor analysis (CFA) to analyze a structural equation model of e-service quality—e-loyalty. In addition, we examined the model and estimated the effects of all predictors on e-loyalty in the model. This investigation took consumers with online shopping experience as the subjects of the study. We collected data through online questionnaire, and adopted AMOS 6.0 to analyze a structural equation model and to estimate relationships among all dimensions.
The results indicate that positive paths exist on the chain of e-services quality and on-line satisfaction and on-line loyalty. On the other hand, e-service quality shows a significant positive impact on customer perceived value. Finally, consumer loyalty was found to be most significantly affected by e-service quality. For managers, e-loyalty is the key factor essential to the website success.

並列關鍵字

on-line satisfaction ； perceived value ； e-service quality ； on-line loyalty

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