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

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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 , Masters　　Advisor：楊浩二　　

英文

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

Abstract │ Reference (34) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 34 ) 〈TOP〉

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.
連結：
Bhattacherjee, Anol. “An Empirical Analysis of the Antecedents of Electronic Commerce Service Continuance.” Decision Support Systems, Vol.32, No.2 (2001a): 201-213.
連結：
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).
連結：
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).
連結：
Coughlan, Anne T., E. Anderson, L. Stern, and A. El-Ansary. Marketing Channels. Upper Saddle River, NJ: Prentice-Hall, (2001).
連結：

Times Cited (2) 〈TOP〉

Altmetrics

〈TOP〉

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