網站技術、交易成本、服務品質對B to C通路滿意度與偏好之影響

THE IMPACT OF WEBSITE TECHNOLOGY, TRANSACTION COST, AND SERVICE QUALITY ON B TO C CHANNEL SATISFACTION AND PREFERENCE

林仕軒(Shih-Hsuan Lin)

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(2005年)

摘要

根據經濟部商業司於2003年公佈的「電子商務環境整備及企業對個人電子商務推動」調查研究指出，2003年我國B2C電子商務市場規模達新台幣220.9億元，較2002年的157.5億，有將近40.3%的大幅成長，顯示消費者對線上購物通路的偏好提高。相對於傳統實體購物通路而言，這些線上購物趨勢顯示一個值得注意的可能性和替代性。
對網路商店經營者而言，不論是純虛擬商店業者或跨足兩者的業者，消費者購物通路選擇的傾向研究是其最關心的議題。本研究探討消費者對網路商店之技術面、交易成本與服務品質三者和EC通路滿意度與偏好的關係，其主要目的為：(1)找出影響消費者滿意度與購物通路偏好的主要因素。(2)探討技術、交易成本與服務品質三者對消費者滿意度與購物通路偏好的影響。
根據本研究分析結果發現，(1)網路商店之操作介面的易使用程度與有效性和對個人資料與交易安全性的保障，能有效提高消費者對EC通路之滿意度。(2)交易成本對EC通路滿意度具有顯著之正向影響，顯示出交易時間短與較低價的產品或服務，能有效提高消費者對EC通路之滿意度。(3) 服務品質對EC通路滿意度具有顯著之正向影響，表示網路商店之服務品質越完善，越能有效提高消費者對EC通路之滿意度。(4)消費者對EC通路之滿意度會正向影響其對EC通路之偏好行為，表示消費者對網路商店之滿意度越高，越能有效提高消費者對線上購物之偏好。

關鍵字

電子商務通路偏好 ； 電子商務通路滿意度 ； 服務品質 ； 交易成本 ； 網站技術

並列摘要

According to the research of “EC Environment Setup and B2C EC Practice” had done by Ministry of Economic Affairs (MOEA) shows that the scope of B2C market research 34,720 million NTD. Compared with last year, there were 22,090 million NTD, the growth rate researched about 57.2%. It means that consumer's preference of online business improves more. Compared to the channel of entity business, these trends of online business should have been noticed more.
For an operator of online store, what shopping channel consumer decided to choice is the most important issues. This study was based on above three dimensions, the purpose is exploring the relationships among website technology, transaction cost, service quality, and EC channel satisfaction and preference. The objectives of this study are as follows: (1) identifying the factors that influence consumer satisfaction and channel preference and (2) exploring the effects among website technology, transaction cost, service quality, and EC channel satisfaction and preference.
According to the validating analysis results of the study: (1) the degree of efficiency and ease of use on user interface and the protection of personal data and transaction security can effectively increase customer satisfaction for EC channel, (2) shorter transaction time and lower price of product or service can effectively increase customer satisfaction for EC channel, (3) better service quality with online store can effectively increase customer satisfaction for EC channel, and (4) higher customer satisfaction with online store can increase customer preference for EC channel.

並列關鍵字

EC CHANNEL PREFERENCE ； EC CHANNEL SATISFACTION ； SERVICE QUALITY ； TRANSACTION COST ； WEBSITE TECHNOLOGY

參考文獻

Chang, Y. H. “A Study on the Relationship among Service Quality, Customer Satisfaction, Trust, Commitment, and Behavioral Intentions—with Banking as an Example.” Unpublished Thesis, Tatung University, (2003).

Anderson, Rolph E. “Consumer Dissatisfaction: The Effect of Disconfirmed Expectance on Perceived Product Performance.” Journal of Marketing Research, Vol.10, No.1 (1973): 38-44.

Bhattacherjee, Anol. “An Empirical Analysis of the Antecedents of Electronic Commerce Service Continuance.” Decision Support Systems, Vol.32, No.2 (2001a): 201-213.

Chen, S. F. “An Examination of Repurchase Intention in Banking: Relating Customer Relationship, Service Quality, Brand Image, and Customer Satisfaction.” Unpublished Thesis, Tatung University, (2003).

Coughlan, Anne T., E. Anderson, L. Stern, and A. El-Ansary. Marketing Channels. Upper Saddle River, NJ: Prentice-Hall, (2001).