網站服務品質、知覺價值、網站信任、顧客滿意度與顧客忠誠度之研究－以購物網站為例

The Study of Electronic Service Quality, Perceived Value, Website Trust, Customer Satisfaction and Customer Loyalty–Shopping Website as Example

吳致瑋(Chih-Wei Wu)

指導教授 ： 蔡子安

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2012年)

https://doi.org/10.6826/NUTC.2012.00107

摘要

網際網路的出現，改變了整個商業運作模式，也造就了新的商業世界。各種零售商，紛紛建立網路商店，進軍線上市場。在日益成熟的網路購物環境中，服務品質為網路零售業者成功的驅動力。因此，本研究探討網站服務品質、知覺價值、網站信任、顧客滿意度與顧客忠誠度之關係。以博客來、PChome線上購物、Yahoo!奇摩購物中心的消費者作為研究對象。採用E-S-QUAL量表衡量網站服務品質，E-S-QUAL量表包含效率、系統可用性、實現、隱私四個構念。
　　本研究主要目的是探討網站服務品質、知覺價值、網站信任、顧客滿意度與顧客忠誠度之影響關係，並比較三家B2C購物網站對各構面影響關係之差異，以博客來、PChome線上購物與Yahoo!奇摩購物中心為例進行研究，共回收398份問卷，採用的分析方法為，敘述性統計分析、信效度分析、結構方程模式及單因子變異數分析。研究結果發現：(1)網站服務品質對知覺價值有顯著正向影響;(2)網站服務品質對網站信任有顯著正向影響;(3)網站服務品質對顧客滿意度有顯著正向影響;(4)網站服務品質對顧客忠誠度有顯著正向影響;(5)知覺價值對顧客滿意度有顯著正向影響;(6)知覺價值對顧客忠誠度有顯著正向影響;(7)網站信任對顧客滿意度有顯著正向影響;(8)網站信任對顧客忠誠度有顯著正向影響;(9)顧客滿意度對顧客忠誠度有顯著正向影響;(10)三家購物網站對各構面影響關係具有部分差異。

關鍵字

網路購物 ； 網站服務品質 ； 知覺價值 ； 網站信任 ； 顧客滿意度 ； 顧客忠誠度 ； E-S-QUAL

並列摘要

As online shopping has grown it not only changes the business models but also creates a new business world. The objective of this study is to examine the influence of electronic service quality on perceived value, website trust, customer satisfaction and customer loyalty in the B2C shopping websites context. Electronic service quality is based on E-S-QUAL.
Our study analyze method includes descriptive statistics analysis, reliability and validity analysis, structure equation model and one-way ANOVA. The result of this study showed that: (1)Electronic service quality has significant positive effect on perceived value; (2)Electronic service quality has significant positive effect on website trust; (3)Electronic service quality has significant positive effect on customer satisfaction; (4)Electronic service quality has significant positive effect on customer loyalty; (5)Perceived value has significant positive effect on customer satisfaction; (6)Perceived value has significant positive effect on customer loyalty; (7)Website trust has significant positive effect on customer satisfaction; (8)Website trust has significant positive effect on customer loyalty; (9)Customer satisfaction has significant positive effect on customer loyalty; (10)Different shopping websites on the relationship of effect some differences.

並列關鍵字

internet shopping ； electronic service quality ； perceived value ； website trust ； customer satisfaction ； customer loyalty ； E-S-QUAL

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