臺灣博碩士論文加值系統

網路購物的興起，不僅改變買賣交易方式，也改變消費者的行為與決策。消費者意識的抬頭，賣方要能滿足消費者期望，不僅在產品的有形品質，也涵蓋提供其所需的服務，以期能強化其忠誠度。本研究目的在探討網購者對網站服務創新期望與實際體驗及對忠誠度的影響，並以具有Yahoo!奇摩購物中心購物經驗的朝陽科技大學之日間部學生為對象。本研究問卷發出367份問卷，有效問卷為303份。統計方法包括敘述性統計分析、信度、效度分析、探索性因素分析、成對樣本t檢定、多元迴歸分析、相關分析。主要研究結果包括網購者對網站服務創新期望與實際體驗存在差異，其中網購者認為在顧客服務及商品交付方面的服務創新期望與實際體驗落差較大，網購者則認為在資訊功能完整性服務創新期望與實際體驗落差較小。而網購者的網站服務創新實際體驗對忠誠度具正向顯著影響，獲得部份成立，其中以網站內容與介面服務創新和資訊功能完整性服務創新的實際體驗對忠誠度的影響效果較大。此外，網購者的網站服務創新期望與實際體驗的差異對忠誠度具負向顯著影響，獲得部份支持，其中只有資訊功能完整性服務創新期望與實際體驗的落差對忠誠度影響效果較大。

The growth of online shopping has changed business models and consumer behavior. As consumer awareness rises, producers must satisfy increasingly stringent demands and expectations in order to strengthen consumer loyalty. The study aims to explore the effect of web service innovation on consumer loyalty by studying the expectations and experiences of online shoppers. The sample for this study included students of the Chao-Yang University who have experience of using Yahoo Shopping Center. 367 questionnaires were distributed to collect data for this study, of which 303 valid questionnaires were returned. The study uses descriptive statistics analysis, reliability and validity analysis, factor analysis, correlation analysis, paired t-test, and multiple regression analysis. The major finding of the study is that online shoppers’ expectations of web service innovation differ from their actual experiences. Online shoppers experienced a larger gap between expectations of service innovation and actual usage experience in terms of customer service and product delivery. They experienced a smaller gap between expectations of service innovation and actual usage experience in terms of information integrity. The study partially confirms the hypothesis that online shoppers’ experience of web service innovation has a significantly positive influence on consumer loyalty. Loyalty is largely influenced by the actual usage experience from website content and innovative service interface, and information integrity. Additionally, the results partially support the hypothesis that differences between online shoppers’ expectations of web service innovation and their actual experiences have a significantly negative impact on consumer loyalty. The gap between expectation of information integrity and the actual usage experience had the largest influence on consumer loyalty.

目錄
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 V
圖目錄 VII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討 5
第一節 服務與網站服務 5
第二節 服務創新 8
第三節 忠誠度 13
第參章 研究方法 17
第一節 研究架構 17
第二節 研究假說 18
第三節 研究變項與衡量題項設計 21
第四節 問卷設計 26
第五節 研究對象 28
第六節 資料分析方法 29
第肆章 資料分析與討論 31
第一節 樣本基本資料分析 32
第二節 信度與效度分析 37
第三節 探索性因素分析 39
第四節 敘述性統計分析 44
第五節 成對樣本t檢定 53
第六節 相關分析 56
第七節 迴歸分析 61
第伍章 結論與建議 65
第一節 研究結論 65
第二節 管理與實務意涵 69
第三節 研究限制與未來研究建議 71
參考文獻 72
附件一 正式問卷 78

表目錄
表2-2-1服務創新的定義 10
表2-3-1忠誠度的定義 14
表2-3-2忠誠度衡量構面/題項 15
表2-3-2忠誠度衡量構面/題項(續) 16
表3-3-1購物網站服務創新各構面衡量之定義 21
表3-3-1購物網站服務創新各構面衡量之定義(續) 22
表3-3-2購物網站服務創新各構面衡量題項 23
表3-3-2購物網站服務創新各構面衡量題項(續) 24
表3-3-3忠誠度衡量題項 25
表3-4-1受訪者基本資料表 27
表4-0-1正式問卷回收分析 31
表4-1-1正式樣本基本資料分析 32
表4-1-1正式樣本基本資料分析(續) 33
表4-1-2正式樣本網購經驗資料分析 35
表4-1-2正式樣本網購經驗資料分析(續) 36
表4-2-1 各變項之信度分析 37
表4-3-1 KMO值的判斷原理 39
表4-3-2 購物網站服務創新實際體驗變項之KMO與Bartlett’s檢定 40
表4-3-3 購物網站服務創新實際體驗之轉軸後的成分矩陣 41
表4-3-4 忠誠度變項之KMO與Bartlett’s檢定 43
表4-3-5 忠誠度變項之因素分析 43
表4-4-1購物網站服務創新期望之基本敘述性統計分析 46
表4-4-1購物網站服務創新期望之基本敘述性統計分析(續) 47
表4-4-2購物網站服務創新實際程度之基本敘述性統計分析 50
表4-4-2購物網站服務創新實際程度之基本敘述性統計分析(續) 51
表4-4-3忠誠度之基本敘述性統計分析 52
表4-5-1 服務及交付機制創新之成對樣本t檢定 53
表4-5-2 資訊功能完整性創新之成對樣本t檢定 54
表4-5-3 隱私安全及易用性創新之成對樣本t檢定 54
表4-5-4 網站內容與介面創新之成對樣本t檢定 55
表4-5-5 有用性創新之成對樣本t檢定 55
表4-6-1 各變項間之相關分析 60
表4-7-1購物網站服務創新實際體驗對忠誠度之影響分析 62
表4-7-2購物網站服務創新期望和實際體驗的差異對忠誠度之影響分析 64
表5-1-1研究假說驗證結果 65
表5-1-2購物網站服務創新期望與實際體驗差異之驗證結果 66
表5-1-3購物網站服務創新實際體驗對忠誠度影響之驗證結果 67
表5-1-4購物網站服務創新期望與實際體驗差異對忠誠度影響之驗證結果 68

圖目錄
圖1-3-1 研究流程 4
圖2-1-1 服務品質缺口模式觀念性架構 7
圖3-1-1研究架構 17
圖3-4-1問卷發展過程 26

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