證券業網路下單消費者行為與服務品質之探討

The Study of Online Stock Trading Consumer Behavior and Service Quality

王美慧(Mei-Huey Wang) ； 陳瑞龍(Jui-Lung Chen) ； 許立武(Li-Wu Hsu)

《品質學報》 13卷3期 (2006/09) Pp. 313-328

摘要

本研究試圖從網路下單消費者的角度，探討其知覺網路下單服務品質的重要項目，找出服務品質的重要指標，以期提供現有或新加入的證券商執行網路下單業務的參考依據，俾使能夠在企業有限的資源內，吸引投資顧客的加入。研究結果發現不論是以生活型態或產品涉入做為區隔變數，皆可以發現不同顧客類型所重視的網路下單服務有顯著差異，顯示顧客類型不同，對網路下單的功能或要求的地方也會有所不同。另外，針對顧客所重視的項目進行滿意度調查，研究發現消費者對於證券網路下單服務品質重要項目以安全的下單機制、個人資料的保密、及網路連線穩定為重要度前三名。本研究利用因素分析，將證券網路下單消費者服務品質重要項目分為三個構面：交易系統可靠性與便利性、網站內容豐富性、及交易流程自主性。另外，將證券網路下單消費者服務品質重要項目滿意度分為五個構面：交易流程安全性與操作性、交易系統便捷性、網路下單利益性、投資資訊即時完整性、與提供附加服務功能性。最後並探討目前證券商在網路下單業務上所可能遭遇的問題，並提出建議，以創造證券商與顧客雙贏的局面。

關鍵字

服務品質 ； 生活型態 ； 產品涉入 ； 消費者滿意度

並列摘要

The purpose of this study is to find out the key factors of online stock trading service quality by consumers' aspects, and provide valuable reference for the current or new entrant securities in implementing online stock trading service quality. The result shows that different life-style or product involvement of consumers focus on different online stock trading service. Consumers are not satisfied with online stock trading service, so securities must focus on the importance service attributes that consumers really care. Besides, this study conducts a consumers' satisfaction survey, the study finds that the top three important service quality characteristics are secure trading mechanism, personal information confidential, and network access stability. The result shows that the online trading consumers focus on three key service quality factors which are trading safety and convenience, richness of contents, and self-determine of trading process. And the satisfaction of the service quality focus on five key dimensions which are security and operation of trading process, convenience of trading system, benefits of online stock trading, immediateness and completeness of investing information, and functionality of additional service. Finally, we make some suggestions to achieve win-win situation.

並列關鍵字

Life-Style ； Online Stock Trading ； Service Quality ； Product Involvement ； Consumer Satisfaction

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