品牌、服務品質以及價格敏感度對於網路購物態度和意願的影響

THE EFFECTS OF THE BRAND, SERVICE QUALITY AND PRICE SENSITIVITY ON ONLINE SHOPPING ATTITUDES AND INTENTIONS

張邱豪(Chou-Hao Chang)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2012年)

摘要

影響消費者購買決策的因素首推品牌，Kotler (1999) 認為，品牌可以說是對消費者態度影響最直接的因素。除了商品品牌之外,服務品質也是一個重要的因素。Olshavsky(1985)認為服務品質是對一項商品的總體性評估，亦即消費者對一項商品的態度。價格敏感度是影響消費者體認到風險高低的一項重要因素，Monroe和Krishnan(1985)的研究結果顯示，認為高價格會使消費者有較高的知覺品質且會產生較高之購買意願。而Blackwell et al. (2001) 認為態度決定了意願,而態度代表著人們喜歡及厭惡的事物,在一般情況下,人們會樂意做自己喜歡的事,而排斥厭惡的事情。因此，本研究的目的是要探討品牌、服務品質以及價格敏感度對於網路購物態度和意願的影響。
本研究的受訪者為具有網購經驗的使用者，時間從2012年4月5日至2011年4月22日為止共得322份有效問卷。利用AMOS 18 統計軟體及結構方程模式用來衡量各路徑的效果並進行假說檢定以分析消費者網購的態度和意願。研究結果發現服務品質對消費者網購的態度有正向影響，且消費者網購的態度對消費者網購的意願有正向影響。研究結果發現大多數網購者認為在購物網站上可以很快的完成交易，因此效率有助於提升消費者網購的態度。研究結果發現大多數網購者認為購物網站能立即的啟動和運作，且不曾因故障而無法使用，因此系統可用性有助於提升消費者網購的態度。研究結果發現大多數網購者認為購物網站會按照訂單交貨，且很快地運送網購者所訂的商品，因此履行有助於提升消費者網購的態度。研究結果發現大多數網購者認為購物網站可以完全保護客戶的個人基本資訊，因此隱私有助於提升消費者網購的態度。研究結果發現大多數網購者認為他們購物的網站是好的且吸引人的，而會考慮上網購物。因此消費者網購的態度有助於提升消費者網購的意願。

關鍵字

知覺品質 ； 價格敏感度 ； 態度 ； 意願 ； 品牌

並列摘要

Brand affects consumer purchase decisions; Kolter (2000) stated that brand is the direct factor affecting consumer attitudes. Besides the brand, service quality is also an important factor, Olshavsky (1985) stated that service quality is a total estimation of a product and is a product’s attitude on consumer. Price sensitivity is a critical factor affecting risk by consumer’s recognition, Monroe and Krishnan (1985) showed that consumers have high perceived quality and higher purchasing intention when the price of a product is high. And Blackwell et al. (2001) stated that attitudes determine the intention, and attitudes represent what people like or hate about a product.
The subjects of our survey were those who have experienced in online shopping, and data was collected via the 322 valid questionnaires within the period from April 5th to April 22th in 2012. AMOS 18 and Structural Equation Modeling Analysis were adopted as the tools for analyzing the data. The main finding is that service quality has positive effect on consumer online shopping attitudes, and consumer online shopping attitudes has positive effect on consumer online shopping intentions.
The results of research show that most online shopper think they can complete a transaction quickly on the shopping website. Thus efficiency can help in enhancing consumer online shopping attitudes. The results of research show that most online shopper think the shopping website launches and runs right away and does not crash. Thus system availability can help in enhancing consumer online shopping attitudes. The results of research show that most online shopper consider that the shopping website sends out the items ordered and quickly delivers what I order. Thus fulfillment can help in enhancing consumer online shopping attitudes. The results of research show that most online shopper think the shopping website protects their personal information. Thus privacy can help in enhancing consumer online shopping attitudes. The results of research show that most online shopper think their shopping website is good and attractive, will consider online-shopping. Thus consumer online shopping attitudes can help in enhancing consumer online shopping intentions.

並列關鍵字

price sensitivity ； Brand ； attitudes and intentions. ； perceived quality

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