臺灣博碩士論文加值系統

近年來網路購物愈來愈蓬勃發展，各大網路購物平台看準電子商務這一塊版圖，
消費模式也逐漸在轉換，在各式各樣的商家與商品，誘導著消費者前來消費。而電子
商務作為網路購物與消費者的橋梁，從消費者對商品的品質、服務、滿意度等，對電
子商務十分重要。現代科技進步，使用手機就能達到不受時空限制就可以輕鬆購物，
好的聲譽、產品、便利性服務才能使企業長期下來穩定成長。因此本研究以現代人手
一機上的購物應用軟體：蝦皮購物App作為研究主題。探討電子服務品質、知覺價
值、顧客滿意度對購買意願的影響，並使用網路問卷調查方式，針對台灣地區曾使用
蝦皮購物App經驗的消費者做為研究對象，採取便利抽樣，回收之有效問卷共有271
份。研究方式以SPSS18.0統計套裝軟體來分析人口描述性統計、信度分析、因素分
析、迴歸分析。研究結果顯示，(1)電子服務品質、知覺價值、顧客滿意度對購買意願
的影響具有部分顯著正面影響；(2)電子服務品質對購買意願具有顯著正面影響；(3)知
覺價值對購買意願具有顯著正面影響；(4)顧客滿意度對購買意願具有顯著正面影響。
根據本研究結論進一步得知於簡單線性迴歸分析時，(1)知覺價值的β值(0.329)為
較高，因此建議蝦皮購物在客服方面應該更加注重消費者的權益，例如提供公平合理
的退貨政策，讓消費者在購買後有感受到確實有保障消費者的權益，並提供便捷的退
貨流程，這樣會使消費者更願意回購並且持續使用該電商平台。(2)顧客滿意度的β值
(0.302)為次高，建議蝦皮購物App在平台上的商品頁面、產品描述、高質量的圖片，
以提供更多訊息給消費者，並快速回應顧客的問題與需求。

In recent years, online shopping has become more and more prosperous, major online
shopping platforms are looking at e-commerce, and the consumption pattern is gradually
changing, with a wide variety of merchants and products, inducing consumers to come to
spend money. E-commerce, as a bridge between online shopping and consumers, is very
important to e-commerce in terms of the quality of goods, service, and satisfaction of
consumers. With the advancement of modern technology, the use of cell phone can achieve
the ability to shop easily without the limitation of time and space, and the good reputation,
products, and convenient services can make the business grow steadily in the long run.
Therefore, this study takes the shopping software that has been integrated into the modern cell
phone: Shopee App as a research example. To investigate the effects of e-service quality,
perceived value, and customer satisfaction on purchase intention, the study utilized a web
based questionnaire survey with a total of 271 valid questionnaires collected from consumers
in Taiwan who have used the Shopee App. SPSS18.0 statistical was used to analyze the
demographic descriptive statistics, reliability analysis, factor analysis, and regression analysis.
The results of the study show that: (1) e-service quality, perceived value and customer
satisfaction have a partially significant positive effect on purchase intention; (2) e-service
quality has a significant positive effect on purchase intention; (3) perceived value has a
significant positive effect on purchase intention; and (4) customer satisfaction has a
significant positive effect on purchase intention.
According to the conclusion of this study, it is further known that in simple linear
regression analysis, (1) the β value of perceived value (0.329) is higher. Therefore, it is
suggested that Shopee App should pay more attention to consumer's rights and interests in
customer service, for example, providing a fair and reasonable return policy, so that
consumers can feel that there is indeed protection of consumer's rights and interests after
purchasing, and providing a convenient return process, which would make consumers more
willing to return and continue to use the e-commerce platform. This will make consumers
more willing to repurchase and continue to use the e-commerce platform. (2) The β-value of
customer satisfaction (0.302) is the second highest, and it is recommended that Shopee App
provide more information to consumers on the platform's product pages, product descriptions,
and high-quality pictures, and respond quickly to customers' questions and needs.

中文摘要................ i
英文摘要................ ii
誌謝................ iv
目錄................ v
表目錄................ viii
圖目錄................ x
第一章 緒論................ 1
1.1 研究背景與動機................ 1
1.2 研究目的................ 3
第二章 文獻探討................ 4
2.1電子服務品質................ 4
2.2 知覺價值................ 6
2.3 顧客滿意度................ 8
2.4 購買意願................ 10
2.5 各研究變項之關聯性................ 11
2.5.1 電子服務品質、知覺價值、顧客滿意度對購買意願之相關研究................ 11
2.5.2 電子服務品質對購買意願之相關研究................ 12
2.5.3 知覺價值對購買意願之相關研究................ 13
2.5.4 顧客滿意度對購買意願之相關研究................ 14
2.6 蝦皮購物................ 14
第三章 研究方法................ 15
3.1 研究架構................ 15
3.2 研究對象................ 16
3.2.1抽樣方法................ 16
3.3 研究流程................ 17
3.4 研究工具................ 18
3.4.1 預試問卷設計................18
3.4.2 各構面操作性定義與衡量題項................ 18
3.5 預試分析................ 23
3.5.1 預試樣本敘述性統計分析................ 23
3.5.2 信度分析與效度分析................ 24
3.6 資料分析方法................ 26
3.6.1 敘述性統計分析................ 26
3.6.2 信度分析................ 26
3.6.3 因素分析................ 27
3.6.4 迴歸分析................ 27
第四章 研究結果分析................ 28
4.1 樣本敘述性統計................ 28
4.1.1 人口屬性次數分配................ 28
4.1.2 描述性統計量................ 30
4.2 信度分析與因素分析................ 35
4.2.1 各項研究變項之因素分析................ 36
4.3 迴歸分析................ 37
4.3.1 電子服務品質、知覺價值、顧客滿意度對購買意願................ 37
4.3.2 電子服務品質各子構面對購買意願................ 38
4.3.3 知覺價值各子構面對購買意願................ 39
4.3.4 顧客滿意度各子構面對購買意願................ 40
4.4 研究假設結果與驗證................ 41
第五章 研究結論與建議................ 42
5.1 研究結論................ 42
5.1.1電子服務品質、知覺價值、顧客滿意度對購買意願的影響................ 42
5.1.2 電子服務品質各子構面對購買意願的影響................ 42
5.1.3 知覺價值各子構面對購買意願的影響................ 42
5.1.4 顧客滿意度各子構面對購買意願的影響................ 43
5.2 研究建議................ 43
5.2.1 研究建議................ 43
5.2.2 對企業的研究建議................ 44
5.3 研究限制................ 46
5.3.1 研究限制................ 46
參考文獻................ 47
附錄（一）預試問卷調查................ 53
附錄（二）正式問卷調查................ 59
Extended Abstract................ 65

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