臺灣博碩士論文加值系統

隨著網路科技的普及化與網路拍賣的盛行，越來越多的消費者會在網路上搜尋商品相關的口碑資訊，做為購買決策的參考依據，因此有許多研究學者進行與網路口碑(Electronic Word of Mouth, eWOM)相關的研究。然而過去有關網路口碑的研究大多是著重在網路口碑對消費者購買決策的影響，卻一直很少有研究探討影響消費者進行口碑傳播意願的因素。因此，為了填補此研究缺口，本研究根據過去文獻發展出研究架構，其中以拍賣網站的服務品質(包括網站效率、系統穩定性、隱私性及補償性)與賣家的服務品質(履行性、回應性、聯繫性及補償性)作為前置變數，其目的在探討拍賣網站與賣家的服務品質是否會影響到消費者對拍賣網站的信任與對賣家的信任，進而影響滿意度與忠誠度，以及網路口碑傳播的意願。

本研究以拍賣網站消費者為研究對象，網路問卷方式進行資料搜集，並以相關分析、單因子變異數分析、獨立樣本T檢定及迴歸分析進行資料分析。研究結果顯示: (1)網站服務品質之網站效率、系統穩定性、隱私及補償對網站信任有正向顯著影響；(2)賣家服務品質之履行性、回應性及聯繫性對賣家信任有正向顯著影響；而賣家服務品質之補償性對賣家信任則無顯著影響；(3)買家對拍賣網站的信任正向影響買家對賣家的信任；(4) 賣家服務品質之履行性對滿意度有正向顯著影響；而賣家服務品質之回應性、補償性及聯繫性對滿意度則無顯著影響；(5)買家對賣家的信任正向影響買家的滿意度；(6)買家對賣家的信任對忠誠度無顯著影響；(7)滿意度對忠誠度有正向顯著影響；(8)忠誠度對網路口碑傳播之頻率、熱忱、詳細度及讚賞有正向顯著影響。最後本研究根據研究結果，提出管理意涵及後續研究之建議。

Following the popularization of internet technology and prevalence in online auction, an increasing number of consumers tend to search word of mouth information of relative products in the internet as their reference for purchasing decisions. Hence, numerous researchers conduct studies related to electronic word-of-mouth. However, most previous studies focus on the effects of electronic word-of-mouth on consumers’ purchase decision making. Few studies discuss the factors that affect consumers’ intention of word-of-mouth spread. Therefore, in order to fill this research gap, this study has developed the research framework based on past literature review, which adopts e-service quality of the online auction website (i.e., website efficiency, system availability, privacy, and compensation) and e-service quality of the online auction seller (i.e., fulfillment, responsiveness, contact and compensation) as antecedents. This study intends to examine whether the e-service quality of the auction website and the auction seller affect buyers’ trust towards the online auction websites and the online auction seller, thereby affect their satisfaction and loyalty, and in turn, increase their willingness for electronic word-of-mouth spread.
The target population of this study is the online auction buyers. To reach online auction buyers, an internet-based survey is utilized for data collection. The data are analyzed with statistical tests including correlation analysis, one-way analysis of variance, independent sample t-test, and regression analysis. The results of this study show that: (1) Website efficiency, system availability, privacy, and compensation of the online auction website positively affect buyers’ trust toward the online auction website. (2) Fulfillment, responsiveness and contact of the online auction seller positively affect buyer’s trust toward online website seller, whereas compensation does not significantly impact buyers’ trust. (3) Buyers’ trust towards online auction websites positively affects the buyers’ trust towards online auction seller. (4) Fulfillment of the online auction seller positively affects customer satisfaction, whereas responsiveness, compensation and contact of the online auction seller does not significantly impact customer satisfaction. (5) Buyers’ trust towards online auction seller positively affects customer satisfaction. (6) Buyers’ trust towards online auction seller does not significantly impact customer loyalty. (7) Customer satisfaction positively affects customer loyalty. (8) Customer loyalty positively affects the frequency, enthusiasm, details, and praises of word-of-mouth spread. Finally, the study according to the research results proposes management implications and future research suggestions.

謝誌 I
中文摘要 II
英文摘要 III
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 服務品質 6
第二節 網站服務品質 10
第三節 信任 20
第四節 顧客滿意度 27
第五節 顧客忠誠度 34
第六節 網路口碑 40
第三章 研究設計與方法 48
第一節 研究架構 48
第二節 研究假設 49
第三節 研究變數之操作型定義 50
第四節 問卷設計 52
第五節 問卷前測與修正 59
第六節 研究對象與資料收集 64
第七節 資料分析方法 65
第四章 資料分析 67
第一節 描述性統計 67
第二節 無反應偏差檢定 80
第三節 信度分析 81
第四節 皮爾森相關分析 85
第五節 主要構面差異性分析 87
第六節 迴歸分析 110
第五章 結論與建議 122
第一節 研究結論 122
第二節 研究貢獻 128
第三節 研究限制與後續研究建議 131
參考文獻 134
附錄1 148


































圖目錄
圖1-1 研究流程圖 5
圖2-1 認知網路服務品質評估模式 15
圖2-2 Anil & Choobineh信任整合模型 23
圖2-3 McKnight & Chervany信任概念圖 24
圖2-4 顧客滿意理論的形成 30
圖3-1 研究架構圖 48
圖4-1 本研究結果 121



























表目錄
表2-1 相關學者對服務品質定義之彙整 7
表2-2 衡量服務品質構面之研究彙整 9
表2-3 相關學者對網站服務品質定義之彙整 12
表2-4 國內外學者對網站服務品質的相關研究 19
表2-5 相關學者對信任定義之彙整 21
表2-6 相關學者對顧客滿意定義之彙整 28
表2-7 相關學者對顧客滿意度衡量構面之彙整 32
表2-8 相關學者對顧客忠誠定義之彙整 36
表2-9 相關學者對顧客忠誠度衡量構面之彙整 38
表2-10 相關學者對口碑定義之彙整 41
表2-11 相關學者對網路口碑定義之彙整 45
表2-12 傳統口碑與網路口碑二者差異之彙整 46
表3-1 各變數的操作型定義 50
表3-2 最常使用的拍賣網站之題項 52
表3-3 最常購買的賣家名稱之題項 52
表3-4 最常用的購買方式之題項 53
表3-5 最常購買的商品之題項 53
表3-6 購買頻率之題項 54
表3-7 平均每次購買商品的金額之題項 54
表3-8 網站服務品質衡量之變數與題項 54
表3-9 賣家服務品質衡量之變數與題項 55
表3-10 網站信任衡量之變數與題項 56
表3-11 賣家信任衡量之變數與題項 57
表3-12 顧客滿意度衡量之變數與題項 57
表3-13 顧客忠誠度衡量之變數與題項 58
表3-14 網路口碑傳播衡量之變數與題項 59
表3-15 前測問卷信度分析 61
表4-1 人口樣本資料結構統計分析 68
表4-2 最常使用的拍賣網站樣本分配表 69
表4-3 最常購買的賣家名稱樣本分配表 70
表4-4 最常購買方式樣本分配表 70
表4-5 最常購買的商品樣本分配表 71
表4-6 購買頻率樣本分配表 72
表4-7 平均每次購買商品的金額樣本分配表 72
表4-8 網站服務品質之平均數與標準差 74
表4-9 賣家服務品質之平均數與標準差 75
表4-10 網站信任之平均數與標準差 76
表4-11 賣家信任之平均數與標準差 77
表4-12 顧客滿意度之平均數與標準差 77
表4-13 顧客忠誠度之平均數與標準差 78
表4-14 網路口碑傳播意願之平均數與標準差 79
表4-15 本研究的無反應偏差卡方檢定表 80
表4-16 各研究構面之信度檢定 81
表4-17 本研究各因素構面之皮爾森相關分析表 86
表4-18 不同性別對網站服務品質構面之獨立T檢定 88
表4-19 不同拍賣網站對網站服務品質之變異數分析 89
表4-20 不同購買方式對網站服務品質構面之獨立T檢定 90
表4-21 購買不同商品對網站服務品質之變異數分析 91
表4-22 不同購買頻率對網站服務品質之變異數分析 92
表4-23 平均購買金額不同對網站服務品質之變異數分析 93
表4-24 不同性別對賣家服務品質構面之獨立T檢定 94
表4-25 不同拍賣網站對賣家服務品質之變異數分析 95
表4-26 不同購買方式對網站服務品質構面之獨立T檢定 96
表4-27 購買不同商品對賣家服務品質之變異數分析 97
表4-28 不同購買頻率對賣家服務品質之變異數分析 98
表4-29 平均購買金額不同對賣家服務品質之變異數分析 99
表4-30 不同性別對網站信任、賣家信任、滿意度及忠誠度之獨立T檢定……………100
表4-31 不同拍賣網站對網站信任、賣家信任、滿意度及忠誠度之變異數分析 101
表4-32 不同購買方式對網站信任、賣家信任、滿意度及忠誠度之獨立T檢定………101
表4-33 購買不同商品對網站信任、賣家信任、滿意度及忠誠度之變異數分析 102
表4-34 不同購買頻率在網站信任、賣家信任、滿意度及忠誠度之變異數分析………103
表4-35 平均購買金額不同對網站信任、賣家信任、滿意度及忠誠度之變異數分析…104
表4-36 不同性別對網路口碑傳播之獨立T檢定 105
表4-37 不同拍賣網站對網路口碑傳播之變異數分析 106
表4-38 不同購買方式對網路口碑傳播之變異數分析 107
表4-39 購買不同商品對網路口碑傳播之變異數分析 108
表4-40 不同購買頻率對網路口碑傳播之變異數分析 109
表4-41 平均購買金額不同對網路口碑傳播之變異數分析 110
表4-42 網站服務品質對網站信任之迴歸分析 111
表4-43 賣家服務品質與網站信任對賣家信任之迴歸分析 113
表4-44 賣家服務品質與賣家信任對顧客滿意度之迴歸分析 114
表4-45 賣家信任與顧客滿意度對顧客忠誠度之迴歸分析 115
表4-46 顧客忠誠度對網路口碑傳播之迴歸分析 116
表4-47 顧客忠誠度對網路口碑傳播頻率之迴歸分析 117
表4-48 顧客忠誠度對網路口碑傳播熱忱之迴歸分析 118
表4-49 顧客忠誠度對網路口碑傳播詳細度之迴歸分析 119
表4-50 顧客忠誠度對網路口碑傳播讚賞之迴歸分析 120
表5-1 假說檢定結果整理彙表 122
表5-2 獨立樣本T檢定與變異數分析結果整理彙表 125

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