E化服務品質對關係品質與忠誠度之影響:以網路商店為例

The Effects of E-Service Quality on Relationship Quality and Loyalty: the E-Store as an Example

王懷文(Huai-Wen Wang)

指導教授 ： 陳煇煌 ； 陳世智

大同大學/經營設計學院/資訊經營學系所/碩士(2011年)

摘要

摘要
隨著網路的盛行，以網站為基礎的電子商務應用與網路行銷蓬勃發展，導致消費者購買商品的習慣，從傳統商店變成網路商店，俗稱為網路購物。本研究主要探討在購物網站在環境競爭激烈下，如何增進顧客再次購買意願，與顧客維持良好的關係，進而成為死忠顧客，保有穩定的銷售客源，降低成本並增加業者本身的獲利能力。
採用Zeithaml, Parasuraman, & Malhotra (2005) 網路服務品質(E-Service Quality)為基礎，並以效率性(efficiency)、完成性(fulfillment)、系統可用性(system availability)、隱私性(privacy)、回應性(responsiveness)、補償性(compensation)、接觸性(contact)七個構面，來分析影響對網路服務品質的因素，並以關係品質為中介變數，來探討影響網路服務品質、忠誠度的關係。本研究採用AMOS結構方程式軟體來分析構面關係。本研究結果可提供網路購物網站業者檢視目前網站所提供之內容功能與不足之處，以便提供未來發展與改善之參考。

關鍵字

網路購物 ； 網路服務品質 ； 關係品質 ； 忠誠度

並列摘要

ABSTRACT
The propagation of Internet has led to the impressive development of E-Commerce and Internet marketing that are based on the Internet websites. At the same time, the shopping habit of consumers is experiencing a shift from traditional stores to Internet stores, which results in a new shopping mode called Online Shopping. The current study sets out to explore that in a highly competitive environment, how shopping websites can manage to maintain a stable source of customers and cut down the cost to improve their profitability through initiatives aiming to foster loyal customers, like promoting customers' intention of repurchase or keeping a good relationship with customers.
On the basis of the concept of E-Service Quality (Zeithaml, Parasuraman, & Malhotra (2005), the current study has analyzed factors influencing E-Service Quality through seven dimensions: Efficiency, Fulfillment, System availability, Privacy, Responsiveness, Compensation and Contact, and Relationship Quality is identified as a mediating variable in the discussion of the relationship between E-Service quality and consumers' loyalty. The relationship between different dimensions is analyzed using AMOS Structural Equation software. The finding of the current study can enable providers of online shopping service to examine the content and the functions available from the current websites as well as the defects of these websits, and in doing so, a reference for future improvement and development is expected to be obtained.

並列關鍵字

E-Service Quality ； Online Shopping ； Relationship Quality ； Loyalty

參考文獻

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