線上購物網站設計品質與顧客關係管理績效之研究

A STUDY OF ONLINE SHOPPING WEBSITE DESIGN QUALITY AND CUSTOMER RELATIONSHIP MANAGEMENT PERFORMANCE

楊昕屏(Hsin-ping Yang)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2011年)

摘要

現今線上購物受到越來越多顧客的喜愛，為購物型態的新趨勢，藉由網路購物的交易，買賣雙方皆獲得更多的便利性， 顧客由網站購買產品與取得產品的資訊，節省許多購物的時間，買方也節省的許多成本。在網路購物中，網站品質的好壞是決定顧客瀏覽的重要因素，包含了網站吸引力、網站功能、交易安全與服務品質等。除了網站商品的價值之外，網站的編排、圖文的吸引力、網站的情境、資訊的豐富程度與網站的設計等，都會提高瀏覽網頁的便利性，能左右顧客瀏覽網站的意願的，對網站而言都是增加顧客使用的方式之一。購物網站需要藉由網站設計品質提升買賣雙方的互動，讓顧客願意增加停留在網站的時間，增加買賣雙方的關係品質，才能使顧客願意增加購買行為、購買網站其他類型的商品。不論在實體店面或網路購物，買賣雙方的關係品質為影響顧客後續行為的重要因素。關係品質的衡量構面為滿意度、信任與承諾，據本研就所知，過去的研究中，大多著重在網站設計品質與顧客滿意度、信任，與顧客忠誠度和購買意圖。尚未研究關係品質與網站購物品質與以顧客行為為基礎的顧客關係管理績效的關係。因此，本研究探討網站設計品質對關係品質的影響，與關係品質對顧客關係管理績效的影響。
本研究的研究對象鎖定有網路購物的顧客，因此利用網路問卷是適當的抽樣方法。經過兩個月的問卷回收，共得問卷 410 份，扣除無效問卷134份後，有效問卷276份。利用SPSS14.0 和AMOS6.0 作為統計分析工具，衡量各路徑的效果並進行假說檢定與分析。
研究結果顯示：網路設計品質中「網站吸引力」、「網站功能」、「交易安全」、「服務品質」等對「關係品質」有顯著的正向影響。「關係品質」對「以顧客行為為基礎的顧客關係管理」也有顯著的正向影響。對本研究樣本而言，網站設計品質中，「服務品質」最能影響顧客在瀏覽網站的感受。

關鍵字

網站設計品質 ； 關係品質 ； 以顧客行為為基礎的顧客關係管理績效

並列摘要

Online shopping has become more and more popular and is a new way of shopping nowadays. It provides a convenient way of selling and purchasing for both sellers and buyers. Customers are able to make purchases and obtain product information on online stores, which saves them a lot of time and money. The quality of a website such as website appeal, website functions, financial security, and service quality is an important factor that decides if customers would be willing to visit the website. Other than products themselves, the website layout, the attractiveness of the descriptions and pictures, the website scenario design, the product information, and the website design would all enhance the convenience of a website and increase customers’ desire to visit the website. An online store can increase the interactions and relationship with customers through high quality website design, in order to keep online shoppers staying on the website. It is important to enhance the relationship with customers to increase their purchase behaviors. Either in a traditional retailer or an online store, the quality of the relationship between buyers and sellers is an important factor which influences customers’ future behaviors. The measurement of relationship quality includes satisfaction, trust, and commitment. We have learned that prior studies often focused on the correlation between website quality design and customer satisfaction, trust, loyalty, and purchase intention. There has not been any
research that investigates the relation among relationship quality, website quality, and customer relationship management based on customer behavior. Therefore, the purpose of our study is to investigate the influence of website design quality on relationship quality, and the influence of relationship quality on customer relationship management based on customer behavior.
The subjects of our study are online shoppers; therefore, we used online questionnaire survey as our study method. We collected 410 questionnaires in a period of two months. The number of valid questionnaires is 276 after subtracting 134 invalid questionnaires. SPSS14.0 and AMOS6.0 are used as our statistics tool for analysis, which measure the effectiveness of each path and verify the hypotheses of our study.
The result of our study shows: “website appeal”, “website functions”, “financial security”, and “service quality” are all significantly and positively correlated to “relationship quality”. “Relationship quality” is significantly and positively correlated to “customer relationship management based on customer behavior”. To the subjects in our study, website “service quality” has the greatest influence on customers’feelings of browsing websites.

並列關鍵字

Website design quality ； Relationship quality ； Customer behavior-based

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