探討資訊系統品質、關係品質與顧客忠誠度之研究-以台灣購物網站為例

Assessing the Effects of Information System Quality, Relationship Quality and Customer Loyalty – An Empirical Study of E-Shopping

廖晏丘(Yan-chio Liao)

指導教授 ： 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

本研究主要發展三個概念模型，從顧客的觀點探討資訊系統品質和關係品質與顧客忠誠度之間的研究，並將此三個概念模型個別地比較評估台灣購物網站。第1個模型之中，資訊系統品質是視為單一構面，由系統品質、資訊品質及服務品質所構成的，並且是直接地影響忠誠度，以及透過由滿意和信任所組成的關係品質間接地影響忠誠度，在第2個模型，資訊系統品質是直接地影響忠誠度，以及透過由滿意和信任所組成的二階關係品質間接地影響忠誠度，而第3個模型則是資訊系統品質直接地影響忠誠度，以及透過滿意和信任個別不同的構面間接地影響忠誠度，資訊系統品質是需要藉由滿意度的增加而提昇信任，以及資訊系統品質亦需透過滿意和信任才能間接的提昇顧客忠誠度，此外這項研究結果也可以提供一些經營管理和策略規劃的建議，讓網上商店更多的了解，如何改進和提昇顧客的忠誠度。

關鍵字

資訊系統品質 ； 關係品質 ； 顧客忠誠度

並列摘要

This study develops three conceptual models for understanding the information system quality of relationship quality and loyalty in the e-service context of shopping, and a conceptual model is also introduced. This study tries to conceptualize a model based on the mediator of relationship quality that is applied to understand loyalty in e-shopping websites. The research models are compared to assess the effects for Taiwan’s e-shopping website by different approaches respectively. In model 1, information system quality is as a single construct comprising system quality, information quality and service quality. Besides, information system quality influences loyalty directly and indirectly through the mediation of relationship quality as a single construct. In model 2, information system quality is as a single construct comprising system quality, information quality and service quality. Besides, information system quality influences loyalty directly and indirectly through the mediation of relationship quality as a second-order construct comprising satisfaction and trust. In model 3, information system quality is as a single construct comprising system quality, information quality and service quality. Besides, information system quality influences loyalty directly and indirectly through the satisfaction and trust as two different constructs. The results also suggest that information system quality also need to via satisfaction to enhance trust and therefore the information system quality would have significant effect with customer of loyalty. Also, the result of this study could offer some operational management and strategic planning suggestions for online store to more understanding that how to improve and enhance customer loyalty.

並列關鍵字

Relationship quality ； Information system quality ； Customer loyalty

參考文獻

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