網路購物後知覺價值量表之建構－以國內大專生爲例

A Study on the Scale of Customer Perceived Value of Post Internet Purchasing-A Case Study of College Students in Taiwan

陳恒毅(H. Y. Chen) ； 魏有梅(Y. M. Wei)

《危機管理學刊》 6卷2期 (2009/09) Pp. 13-24

https://doi.org/10.6459/JCM.200909_6(2).0002

摘要

在網路購物逐漸成長的情況下，業者應如何提昇競爭優勢，並極大化顧客的整體消費價值，提昇其滿意度及再惠顧意願，已是非常重要之一環。因此建構一套適用於電子化交易後之情境下的顧客知覺價值量表，此議題顯得更加重要了。茲此，本研究經由文獻回顧、焦點團體法，彙整後初步的發展題項。預試階段使用項目分析、探索性因素分析；正式階段以一階、二階驗證性因素分析。研究結果發現顧客網購後知覺價值量表共包含情感價值、額外產品及服務、賣家評價、貨幣性價格、非貨幣性付出、知覺風險及個人資料安全等七個層面共27個問項；同時本文並以顧客滿意、行爲意向爲效標變數進行探討，此研究結果分別提供業者與學術上的管理與建議。

關鍵字

網路購物 ； 知覺價值 ； 滿意度 ； 行爲意圖

並列摘要

Maximizing shoppers' value, increasing intention and satisfaction is always the concern when sellers would like to increase their consumers' internet purchasing. The numbers of the internet purchasing, how to remain competitive in the market has become a critical issue. By utilizing literature review, focus group discussion, questionnaire items were developed and SPSS packages are used to make descriptive analysis, reliability and validity tests. The result demonstrates that 27 variables and six dimensions including emotional value, product and service, reputation, monetary price, behavioral sacrifice, and perceived risk, compose the customer perceived value construct. The various indicators obtained through the confirmatory factor analysis shows that scale is both reliable and valid. This will be of assistance to direct enterprises to develop strategies to increase customer perceived value. Suggestions and recommendations for the practitioners and future research are also made.

並列關鍵字

Internet Purchasing ； Perceived Value ； Customer Satisfaction ； Behavior Intention

參考文獻

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