臺灣博碩士論文加值系統

今天，電子商務已經引發了全球貿易的繁榮，且對線上顧客越來越熟悉。越南是發展中的國家，因為這個趨勢使線上銷售迅速增長。因此，在這個競爭激烈的潛在市場，企業在理解消費者行為的同時改善其商業模式的構建。本研究目的為確定影響越南客戶在線上購物回購行為之因素。更具體地說，測試了客戶價值感知與商業模式的三個要素之間的關係，包括價值主張，價值創造和獲取客戶滿意度。同時，我們檢查了客戶滿意度對客戶回購意圖以及回購行為的影響。此外，本研究針對在越南有使用電子商務網站購物之使用者為研究對象，經問卷調查後，有效問卷為352份，將所得的資料經由統計軟體SPSS與Amos進行假設的驗證，由此可以得出結論，客戶對商業模式三要素的感知價值將影響客戶滿意度。此外，我們還發現了客戶回購意圖與回購行為之間的關係，從而驗證了客戶滿意度對這兩者因素的影響。

Today E-commerce has created a boom in global trade and is becoming more and more familiar to online customers. Not out this trend, Vietnam is a developing country where online sales are growing rapidly. Therefore, the fierce competition in this potential market is increasingly urging firms to improve the construction of their business models in parallel with the understanding of consumer behavior. The objective of this study was to determine the factors affecting online shopping repurchase behavior of customers in Vietnam. More specifically, this study tested the relationship between customer value perception on three elements of the business model including value propositions, value creation, and value capture with customer satisfaction. Simultaneously, this study checked the influence of customer satisfaction on the customer repurchase intention as well as repurchase behavior. In addition, a sample of 352 customers using E-commerce website to shopping in Vietnam, this study check out our research model using SPSS and AMOS program. From this, it can be concluded that the perceived value of customer about the three elements of the business model will affect customer satisfaction. Moreover, this study also found the relationship between customer repurchase intention as well as repurchase behavior, thereby verifying the influence of customer satisfaction on these two factors.

摘要................................................................i
Abstract...........................................................ii
Acknowledgements..................................................iii
Table of Contents..................................................iv
List of Tables.....................................................vi
List of Figures...................................................vii
Symbols..........................................................viii
Chapter 1 Introduction..............................................1
1.1 Research Background.........................................1
1.1.1 E - Commerce Definition and E - Commerce Industry Overview..1
1.1.2 Overview of E-commerce market in Vietnam:..................2
1.2 Research Purpose............................................4
1.3 Research Process............................................6
Chapter 2 Literature Review and Hypothesis Development..............7
2.1 Business Model and Dimensions of Business Model.............7
2.1.1 Business Model..............................................7
2.1.2 Dimensions of business models...............................8
2.2 Customer Percieved Value...................................10
2.3 Customer Satisfaction......................................10
2.4 Customer Repurchase Intention..............................11
2.5 Customer Repurchase Behavior...............................12
2.6 Research Model and Hypothesis..............................13
2.6.1 Research Model.............................................13
2.6.2 Hypothesis.................................................14
Chapter 3 Methodology..............................................18
3.1 Research Development.......................................18
3.2 Data collection............................................22
3.3 Analytical Methods.........................................24
3.3.1 Determine the research sample..............................25
3.3.2 Reliability and Validity...................................25
3.3.3 Analysis Exploratory Factor Analysis.......................26
3.3.4 Confirmatory Factor Analysis (CFA).........................26
3.3.5 Measurement Model Assessment...............................27
Chapter 4 Empirical Results........................................29
4.1 Factor Analysis............................................29
4.2 Assessing the reliability..................................30
4.3 Confirmatory Factor Analysis...............................30
4.4 The Measurement of the Structural Model....................34
Chapter 5 Conclusion...............................................39
5.1 Research Conclusion........................................39
5.2 Limitations and Suggestions................................41
References.........................................................43
Appendix I – English Questionnaire.................................51
Appendix II – Vietnamese Questionnaire.............................58
Extended Abstract..................................................66

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