網路書店服務品質對滿意度及購買意願之關係 –以台北市網路書店為例

A STUDY OF THE EFFECT OF ONLINE BOOKSTORE SERVICE QUALITY ON SATISFACTION AND PURCHASE INTENTION - Online Bookstore in Taipei City as An Example

李紋玲(Wen-ling Lee)

指導教授 ： 李賢哲

大同大學/經營設計學院/事業經營學系所/碩士(2009年)

摘要

網際網路的興起，對於企業的經營方式或消費者的生活形態都造成相當大的衝擊。運用網際網路來從事行銷活動，並藉此獲取競爭優勢，已成為目前所有企業都必須考慮的途徑。因此，對網路商店之經營者而言，瞭解提升網路顧客滿意度與購買意願的關鍵因素是一個刻不容緩的重要議題。本研究探討網路書店服務品質對滿意度及購買意願之關係。本研究目的如下：（一）瞭解網路書店之服務品質與顧客滿意度間的關係。（二）瞭解網路書店之顧客滿意度與購買意願間的關係。
本研究依341份有效問卷進行統計分析，結果顯示（一）網路書店網站所提供的服務品質對網路顧客之滿意度有顯著的正向影響，（二）網路顧客滿意度對於購買意願有顯著的正向影響，（三）網路書店網站所提供的服務品質之因素對於購買意願有顯著的有顯著的正向影響。（四）顧客滿意度伴扮演中介角色。

關鍵字

網路商店 ； 顧客滿意度 ； 服務品質

並列摘要

There are the quite some huge impacts on both of the business operations and consumer purchase patterns when online shopping was introduced. The use of the internet shopping to engaged in marketing activities and to obtain the competitive advantage has already become the focal point that all enterprises can’t avoid. Therefore，for the operations of the online store, it is a very important factor to understand and improve the relationships in customer satisfaction and purchase intention. This study was to focus on and examine the conceptual model of online bookstore, as the research object service quality, customer satisfaction and purchase decision. Survey data were randomly collected from 341 online bookstores customers and were used to test the research model.

The results of this study showed that（1）the service quality has a positive impact on customer satisfaction;（2）the customer satisfaction has a positive impact on purchase intention;（3）Service quality has a positive impact on purchase intention; and（4）Customer satisfaction has a mediation effect on the relationship between service quality and purchase intention. Consequently, the analysis pointed out that the better service quality of online bookstores develop the more customer satisfaction will be, and so does the purchase intention to increase.

並列關鍵字

Customer sat ； Online bookstores ； Service quality

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