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    Title: 網路服務品質,滿意度,專屬資產對拍賣網站與賣家忠誠度之影響研究
    The Effect of e-SQ, Satisfaction, Asset Specificity toward Websites’ and Sellers’ Loyalty
    Authors: 宋依坪
    Contributors: 邱志聖
    Chiou,Jyh Shen
    宋依坪
    Keywords: 網路服務品質
    滿意度
    專屬資產
    拍賣網站
    忠誠度
    Date: 2006
    Issue Date: 2009-09-18 14:13:59 (UTC+8)
    Abstract: ebay拍賣在去年(2006)退出台灣與PChome成立露天市集,相較於收取刊登費和3%交易手續費的Yahoo 拍賣,露天的不收費政策是否能夠掀起賣家的搬家風,追平與Yahoo拍賣人氣的差距呢?賣家都是跟著買家走的,買家對網路拍賣行為的整體評價來自於—1.網站使用經驗2.賣家交易經驗,本研究主要是從上述兩個角度探討哪些因素會影響買家的滿意度,進而產生與拍賣網站和賣家的專屬資產?一旦建立專屬資產後,是否又會影響買家的忠誠度,而持續的與賣家交易,或繼續使用某特定網站?最後,「網站忠誠度」與「賣家忠誠度」兩者的相互關係,又會如何讓買家在拍賣網站和賣家中作選擇?
    本研究以路徑分析得到實證結果,主要發現如下:
    (一)買家對拍賣網站的滿意度,會讓他們願意投入更多專屬資產,進而建立忠誠度;對賣家的滿意度卻不會促使買家與之建立專屬資產。
    (二)網站拉力大於賣家拉力:若買家對網站有高忠誠度,則不會因為賣家任何優惠等誘惑隨之遷移到其他網站,表示對賣家忠誠度低;但買家若對賣家的忠誠度高,則會更喜歡使用該網站與原賣家進行交易,進而提升對網站的忠誠度。
    Reference: 中文參考資料
    1.電子商務時報:http://www.ectimes.org.tw
    2.科技資訊網:http://taiwan.cnet.com/services
    3. e天下網站: http://www.techvantage.com.tw/
    4.Yahoo拍賣服務說明
    5.露天市集服務說明
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    94351035
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094351035
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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