2016年,台灣電子商務產業規模已躍升為「兆元產業」。電子商務時代的來臨伴隨著各種店商平台崛起,因其普及性與便利性,使人們容易在網路上進行商務、交易、金融與服務等商務活動,也漸漸在人們的生活中變得不可或缺。而基於網路化、電子化的日益普遍,企業管理者在進行設計企業經營策略時,或多或少都會以網際網路的功能來取代傳統的商業模式。購物網站如果能夠滿足消費者的期望,提升良好的顧客滿意度,就能提升公司的獲利,而達到利潤極大化的目的。 本研究擬以某網路購物商城為研究標的,探討網路購物商城顧客滿意度與顧客期望值的影響因素。研究結果發現: 1. 在人口統計變數會影響消費者對購物平台之滿意度中,消費者的性別與職業對購物平台之滿意度達到部分顯著影響;而消費者的年齡、教育程度與每月平均收入對於購物平台之滿意度未達顯著影響。 2. 在人口統計變數會影響消費者對購物平台之期望值中,消費者的性別與職業對購物平台之期望值達到部分顯著影響;而消費者的年齡、教育程度與每月平均收入對於購物平台之期望值未達顯著影響。 3. 人口統計變數會影響消費者的購物體驗中,消費者的性別、年齡、職業、教育程度與每月平均收入對消費者的購物體驗達到部分顯著影響。 4. 消費者的購物體驗會影響對購物平台之滿意度中,消費者的購物經驗、購物頻率與購物金額對購物平台之滿意度達到部分顯著影響;而消費者於購物平台的停留時間對於購物平台之滿意度未達顯著影響。 5. 消費者的購物體驗會影響對購物平台之期望值中,消費者的購物頻率與購物金額對購物平台之滿意度達到部分顯著影響;而消費者的購物經驗與停留時間對於購物平台之滿意度未達顯著影響。
In 2016, the scale of Taiwan’s electronic commerce industry has leaped to become a「trillion dollar industry」. The advent of the e-commerce era with its variety of business platforms and due to its popularity and convenience made it easier for people to do business on the internet, to trade, to deal with financial services and other commercial activities. And this gradually became indispensable in people’s everyday life. Owing to the increasing popularity of the internet and electronics, business management started to devise strategies to more or less make use of the worldwide web’s functionality to replace the traditional business model. If the shopping websites can meet consumer expectation and improve customer satisfaction, this will enhance companies’ profitability and realize the objective of profit maximization. The purpose of this research is to explore the relationship between customer satisfaction and customer expectation in a certain online shopping mall. Results showed that: 1. Demographic variables will affect consumer’s shopping platform satisfaction. Consumer’s gender and occupation achieve some significant impact on the satisfaction of the consumers towards the shopping platform whereas the age, education level and average monthly income did not produce any obvious impact on the consumer’s shopping platform satisfaction 2. Demographic variables will affect consumer’s expectation of the shopping platform. Consumer’s gender and occupation achieve some significant impact on the expectation of the consumers towards the shopping platform whereas the age, education level and average monthly income did not produce any obvious impact on the consumer’s shopping platform expectation. 3. Demographic variables affect the consumer’s shopping experience while consumer’s gender, age, occupation, education level and average monthly income have a significant impact on the consumer’s shopping experience. 4. Consumer’s shopping experience will affect the shopping platform’s satisfaction while the consumer’s shopping experience, shopping frequency and shopping amount bring about a significant impact on the satisfaction of the shopping platform. The consumer’s amount of time spent on a shopping platform and the consumer platform’s satisfaction had no serious impact. 5. Consumer’s shopping experience will affect the shopping platform’s expectation. The consumer’s shopping experience, shopping frequency and shopping amount bring about a significant impact on the expectation of the shopping platform. The consumer’s amount of time spent on a shopping platform and the consumer platform’s satisfaction had no serious impact.
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