網路商店服務品質對消費者滿意度與再購意願影響之研究

The Study of Internet Shop's Service Quality on Consumer Satisfaction and Repurchase Intentions

周恬怡(Tian-Yi Chou)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2005年)

https://doi.org/10.6840/cycu200500355

摘要

網際網路的興起帶來了新的商業行為，許多網路商店也因應而生。運用網際網路來從事行銷活動，並藉此獲取競爭優勢，已成為目前所有企業都必須考慮的途徑。而虛擬的網路商店興起後，傳統實體商店的服務品質不見得等同於網路商店的服務品質。由於網路商店的蓬勃發展，在激烈競爭的環境之下，對網路零售業者來說，服務品質已經成為經營的另一個重心。
過去在實體通路上對於傳統服務品質的學術研究已相當豐富且完整，然而對於網路商店的相關研究則較為有限。目前已有部分學者發展出專屬於網路商店的服務品質構面，不過大部分仍是引用SERVQUAL量表中的構面去進行研究。因此本研究以探討網路商店的服務品質為主要方向，並且研究服務品質與消費者滿意度及再購意願之間的關係，同時加入購買涉入與購買經驗兩項干擾變數，進一步分析網路商店服務品質與消費者購後行為所可能受到的影響。
本研究採用網路問卷方式，資料回收後經過統計分析，歸納出「資訊準確」、「安全可靠」、「便利性」、「客製化」、「服務承諾」與「彈性」等六個服務品質構面；除了「彈性」構面外，研究結果發現其他五個服務品質構面對消費者滿意度與再購意願皆呈現顯著性的正向影響；而網路消費者的滿意度與消費者的再購買意願有顯著的正向關係；又網路商店服務品質對滿意度及再購意願的影響，的確會因為消費者本身的購買涉入與購買經驗的差異而產生不同程度的干擾效果。因此網路商店業者可視本身產品或服務的涉入購買群，以及依照不同購物經驗的顧客，來決定強化何種服務品質內涵，並針對目標市場制定行銷策略以提高消費者的購買行為。

關鍵字

服務品質 ； 滿意度 ； 再購意願 ； 網路商店

並列摘要

The Internet’s emergence has brought the new business pattern, many Internet shops also figure in the retailing industry. It has been an inevitable trend for companies to conduct marketing activities on the Internet and gain competitive advantages. After the virtual Internet shop emerges, the traditional entity shops’ service quality is not equal to the Internet shops’ service quality. The service quality already became another core of management issue for the Internet retailers under head-to-head competitions.
In the past, the studies of traditional service quality have been complete in the physical retail environment. However, in Internet channel, studies of these issues are quite limited so far. Still, most of the previous studies on this topic focused on Internet shop’s service quality construction. Most of them quoted the SERVQUAL to conduct the research. Therefore the main direction of this study are to discuss the Internet shops’ service quality measurements, and research the influences of service quality on consumer satisfaction and repurchase intentions, simultaneously joins purchase involvement and purchase experience as two moderating variables, further analyzes the influence of Internet shops’ service quality and the consumer behavior.
This study uses Internet survey, after statistical analysis, induces “information accurate”, “security and reliable”, “convenience”, “customization”, “service pledges” and “flexibility” six service qualities factors. Besides “flexibility”, the study discovered other five service qualities on consumer satisfaction and repurchase intentions all have significantly positive effect. Internet consumer’s satisfaction has significantly positive effect on consumer’s repurchase intentions .Also the influence of Internet shop’s service quality on satisfaction and repurchase intentions, indeed because the consumer itself purchase involvement has the varying degree moderating effects with the purchase experience difference. Therefore Internet shops’ can base on purchase involvement to determine the service focus, as well as according to the customer of different shopping experience, and decided to strengthen what kind of service quality contents, and aims at the target market to enhance consumers’ repurchasing behaviors.

並列關鍵字

Internet shops ； Satisfaction ； Service quality ； Repurchase intentions

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