臺灣博碩士論文加值系統

線上團購(Online Group Buying, OGB)自2008年開始第一波發展，但10年來OGB公司似乎沒有滿足客戶的需求，因此機會和挑戰的空間仍然很大。本研究主要探討影響越南OGB客戶的滿意度、信任度與忠誠度的服務品質因素。此外，研究中還探討性別需求的差異，透過對男性客戶的了解，作為邁向擴大客戶群的第一步。
本研究選擇Hotdeal.vn的客戶為資料蒐集的對象，Hotdeal.vn是越南最大的OGB公司之一，也主導越南OGB市場。研究中蒐集303份SERVQUAL問卷，利用SPSS進行統計分析，並使用獨立樣本T檢定和重要-表現程度分析 (Importance- Performance Analysis, IPA) 來確定哪些因素對客戶滿意度、信任度和忠誠度有影響。
結果顯示客戶在進行線上交易時非常注重保密與資訊安全。本研究協助OGB公司找出客戶的需求，公司可藉此提高競爭力，客戶也可得到較佳服務。

Almost a decade after the first wave trending of Online Group Buying (OGB) rose in 2008, but the space for opportunities and challenges still in high volumes since the Internet Technology has grown faster than before and OGB Companies did not catch up with the changing of customer’s demand. This research would be the first research about OGB customer’s satisfaction, trust, loyalty in Vietnam. Besides that, the research also explores the differences in demanding between male and female customer, take the initial step to expend the target's customer by understanding the male customer's conception. The total 303 SERVQUAL questionnaire samples were collected from customers who used Hotdeal.vn’s services– one of the biggest OGB Company dominates the OGB market in Vietnam. The data collected were entered into the SPSS statistical software and using Independent Sample T-Test and Importance-Performance Analysis (IPA) to find out which factors effects on customer satisfaction, trust, and loyalty. The results surprise shows the differences with previous papers: Nowadays, customers concern more about information security and safety when conducting online transactions. This paper can find out what customers really want from OGB Companies to bring out a good basic step for any company wants to start running business, rise up the competition in the market share, also bring the great rights for the consumer.

Abstract......i
摘 要......ii
Acknowledgments......iv
Table of Contents......v
List of Tables......vii
List of Figures......viii
List of Abbreviations......ix
Chapter 1. Introduction......1
1.1 Background......1
1.2 Online Group Buying......3
1.2.1 OGB in the World......3
1.2.3 OGB in Vietnam......5
1.3 Motivation......6
1.4 Objectives......6
1.4.1. Factors affecting customer's satisfaction, trust, and loyalty......6
1.4.2. Differences between a female and male customer......7
1.4.3. Suggested solutions......7
1.5 Structure of thesis......7
Chapter 2. Literature Review......10
2.1 OGB Related Research......10
2.1.1 Satisfaction......10
2.1.2 Trust......12
2.1.3 Loyalty......14
2.2 SERQUAL and IPA Related Research......16
2.2.1 SERVQUAL......16
2.2.2 Importance-Performance Analysis......18
2.3 Summary......18
Chapter 3. Methodology......20
3.1 Questionnaire Design......20
3.2 Sampling......22
3.3 Statistical analysis method......26
Chapter 4. Results......29
4.1 The Cronbach’s Alpha Result......29
4.2 The IPA Result......31
4.3 The T-Test Result......34
Chapter 5. Discussion......36
5.1 Research’s findings......36
5.1.1 Factors affecting customer's satisfaction, trust, and loyalty......36
5.1.2 Differences between a female and male customer......37
5.2 Management contribution......37
5.2.1 Enhance customer's satisfaction, trust, and loyalty......37
5.2.2 Expanding the target segment to the male customer.......39
5.3 Conclusion......40
5.4 Limitations......42
References......44
Appendix I – English Questionnaire......50
Appendix II – Vietnamese Questionnaire......58
Appendix III – Full T-Test Results......65
Extended Abstract......75
CURRICULUM VITAE......79

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