English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113822/144841 (79%)
Visitors : 51813398      Online Users : 366
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/118520


    Title: 電子商務架站平台服務與顧客關係之研究
    The research of the relationship between the service provider of SaaS-based E-commerce store builder and its customers
    Authors: 張亦昀
    Chang, Yi-Yun
    Contributors: 陳建維
    張亦昀
    Chang, Yi-Yun
    Keywords: 電子商務
    軟體即服務
    線上顧客服務
    顧客信念
    關係品質
    B2B
    忠誠度
    E-commerce
    SaaS
    Online customer service
    Customer belief
    Relationship quality
    B2B
    Loyalty
    Date: 2018
    Issue Date: 2018-07-10 15:29:55 (UTC+8)
    Abstract: 全球電子商務市場持續成長,電子商務也結合新興技術,提供市場上多樣化電子商務解決方案,因應不同類型的企業商家需求,促進電子商務市場發展。以軟體即服務(Software-as-a-Service, SaaS)為技術基礎的電子商務架站平台,提供顧客自行建置獨立網路商店的軟體服務,顧客所使用的服務系統及其資料皆存放於雲端,並且由服務商統一維護管理,配合訂閱式收費服務,降低資金有限的網路商家跨入電子商務販售的門檻,獨立營運掌握顧客及銷售數據。
    然而在回顧過往文獻中,鮮少針對電子商務架站平台或軟體即服務廠商及其顧客間的B2B關係進行研究。本研究經由文獻回顧決定研究變數及建立研究架構,並透過網路及街訪問卷發放蒐集樣本資料,獲得150份有效問卷,並利用迴歸分析方法驗證假設。
    研究結果發現,顧客對於服務商提供的線上顧客服務之「學習信念」及「有用信念」將對關係品質中的「長期導向」有顯著影響 ; 而關係品質中的「長期導向」及「社交滿意」皆對「態度忠誠」有顯著影響,「溝通」則無顯著影響 ; 而「態度忠誠」及關係品質中的「經濟滿意」皆對「行為忠誠」有顯著影響。另外,顧客的「市場導向」程度,將會對「學習信念」及「態度忠誠」間的關係形成調節效果。藉由本研究的探討提供電子商務架站平台服務商設計顧客策略時的參考,當中針對變數構面之間更多的交互探討,將於內文中逐一闡述。
    The global E-commerce market continues to expand. A variety of E-commerce solutions are applied to the latest technical trend to meet different kinds of enterprises’ and users’ needs. The E-commerce platform provides the software of creating their own online store based on SaaS (Software as a Service) model, manages the software update on a regular basis and maintains the infrastructure for users. This SaaS-based E-commerce store builder with subscription basis lowers the cost of the users.
    Little academic research has been conducted on the B2B relationship between the E-commerce platform which provides the SaaS-based E-commerce store builder and its customers. Hence, this research starts with online customer service to identify the factors which have influence on B2B relationship and customer’s loyalty. With total number of 150 valid questionnaires that are conducted through online questionnaire survey and visiting the physical store which sells online as well.
    After regression analysis, the findings are as follows:
    1.Learning belief and usefulness belief have a positive effect on long-term orientation from relationship quality.
    2.Long-term orientation and social satisfaction from relationship quality have a positive effect on attitudinal loyalty. Communication from relationship quality has no significant effect on attitudinal loyalty.
    3.Economic satisfaction from relationship quality and attitudinal loyalty have positive effect on behavioral loyalty.
    4.Market orientation of customer has significant effect on the relationship between learning belief and attitudinal loyalty as a moderator.
    Reference: 一、中文參考文獻
    【網購消費者調查】2016年網購消費平均27,715元。MIC產業情報研究所。
    民106年3月15日,取自https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=464
    工商及服務業普查報告(民100 年)【資料檔】。台北市:行政院主計總處。
    王松、宋艷(2007)。顧客忠誠度的二維理論模型構建思路。江蘇商論,
    (2), 28-29。
    王海斌、王紅(2002)。論網絡時代的顧客服務。經濟師(1),113-116。
    尼爾森:2017年台灣網購消費者透過行動裝置購物首度超越電腦(2017年11
    月7日)。尼爾森新聞中心。民107年6月1日,取自:http://www.nielsen.com/tw/zh/press-room/2017/taiwan-mobile-shopping-overpassed-shopping-via-pc.html
    曲建仲(2014)。雲端通訊與多媒體產業。新北市:全華圖書。
    何佩珊(2017)。品牌電商3.0時代:流量、會員、數據自己來。數位時代。民
    107年6月1日,取自:https://www.bnext.com.tw/article/45576/brand-ec-3.0
    李惠璠,羅海成,姚唐(2012)。企業形象對顧客態度忠誠與行為忠誠的影響模
    型——來自零售銀行業的證據。管理評論,24(6),88-97。
    李曉冬、王龍偉(2015)。市場導向,政府導向對中國企業創新驅動的比較研
    究。管理科學,28(6),1-11。
    周建民、李隽(2000)。知識營銷:知識經濟時代的營銷革命。商業經濟研
    究,(1),29-31。
    林思吾(民106年4月12日)徐重仁你不懂iChef!Saas商業模式的常見迷
    思。Meet創業小聚。民107年6月1日,取自:https://meet.bnext.com.tw/articles/view/40325
    邱志聖(2014)。策略行銷分析-架構與實務應用(四版)。台北市:智勝文
    化。
    柳俊、王求真、陳琿(2011)。基於內容分析法的電子商務模式分類研究。管
    理工程學報,25(3),200-205。
    胡保玲(2010)。網絡顧客態度忠誠影響因素的實證研究。北京理工大學學報
    (社會科學版),12(3),25-29。
    胡瑜慧(2006)。服務體驗與顧客行為管理。南昌航空工業學院學報:社會科
    學版,8(4),39-42。
    高秀屏、毛世英(2001)。充分利用網絡技術為顧客服務—網絡營銷的價值觀
    及其實現。商業研究,(5),179-181。
    張寶誠(民95年8月8日)從追求顧客滿意到追求顧客成功。騰訊科技。民
    107年6月1日,取自:http://tech.qq.com/a/20060808/000280.htm
    許正良、歐智廣、徐穎(2005)。顧客服務模式選擇及顧客服務組織匹配問題
    的研究。商業研究,(15),74-77。
    劉文良(2015)。電子商務:雲端時代(四版)。台北市:碁峰資訊。

    二、英文參考文獻
    Atkins, C., Gupta, S., & Roche, P. (2018). Introducing customer success 2.0: The new
    growth engine. McKinsey & Company, High Tech January 2018. Retrieved from https://www.mckinsey.com/industries/high-tech/our-insights/introducing-customer-success-2-0-the-new-growth-engine?
    Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional
    industrial channel dyads. Marketing Science, 8(4), 310-323.
    Anderson, J. C., & Narus, J. A. (1984). A model of the distributor`s perspective of
    distributor-manufacturer working relationships. The Journal of Marketing, 62-74.
    Ball, D., Simões Coelho, P., & Machás, A. (2004). The role of communication and
    trust in explaining customer loyalty: An extension to the ECSI model. European Journal of Marketing, 38(9/10), 1272-1293.
    Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral
    behavior. Journal of Consumer Research, 14(3), 350-362.
    Bettencourt, L. A., & Brown, S. W. (1997). Contact employees: Relationships among
    workplace fairness, job satisfaction and prosocial service behaviors. Journal of retailing, 73(1), 39-61.
    Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty
    measurement approaches. Journal of Brand Management, 9(3), 193-209.
    Boland Jr, R. J., & Tenkasi, R. V. (1995). Perspective making and perspective taking
    in communities of knowing. Organization Science, 6(4), 350-372.
    Bone, S. A., Fombelle, P. W., Ray, K. R., & Lemon, K. N. (2015). How customer
    participation in B2B peer-to-peer problem-solving communities influences the need for traditional customer service. Journal of Service Research, 18(1), 23-38.
    Bibi, S., Katsaros, D., & Bozanis, P. (2012). Business application acquisition: on-
    premise or SaaS-based solutions?. IEEE Software, 29(3), 86-93.
    Chiou, J. S., & Droge, C. (2006). Service quality, trust, specific asset investment, and
    expertise: Direct and indirect effects in a satisfaction-loyalty framework.
    Chaiken, S., & Eagly, A. H. (1976). Communication modality as a determinant of
    message persuasiveness and message comprehensibility. Journal of Personality and Social Psychology, 34(4), 605.
    Čater, T., & Čater, B. (2010). Product and relationship quality influence on customer
    commitment and loyalty in B2B manufacturing relationships. Industrial Marketing Management, 39(8), 1321-1333.
    Edna, J. R., & Greco, A. J. (2003). Customer relationship management and E-
    business: More than a software solution. Review of Business, 24(1), 25-30.
    Froehle, C. M., & Roth, A. V. (2004). New measurement scales for evaluating
    perceptions of the technology-mediated customer service experience. Journal of Operations Management, 22(1), 1-21.
    Granovetter, M. (1973).The Strength of Weak Ties. American Journal of
    Sociology, 78, 1360-1380.
    Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller
    relationships. Journal of Marketing, 58, 1–19
    Gremler, D. D., & Brown, S. W. (1996). Service loyalty: its nature, importance, and
    implications. Advancing Service Quality: A Global Perspective, 5, 171-181.
    Gil-Saura, I., Frasquet-Deltoro, M., & Cervera-Taulet, A. (2009). The value of B2B
    relationships. Industrial Management & Data Systems, 109(5), 593-609.
    Geyskens, I., & Steenkamp, J. B. E. (2000). Economic and social satisfaction:
    measurement and relevance to marketing channel relationships. Journal of Retailing, 76(1), 11-32.
    Geyskens, I., Steenkamp, J. B. E., & Kumar, N. (1999). A meta-analysis of
    satisfaction in marketing channel relationships. Journal of Marketing Research, 223-238.
    Hennig-Thurau, T. (2000). Relationship quality and customer retention through
    strategic communication of customer skills. Journal of Marketing Management, 16(1-3), 55-79.
    Hoch, F., Kerr, M., & Griffith, A. (2001). Software as a service: Strategic
    backgrounder. Software & Information Industry Association (SIIA).
    Heide, J. B., & John, G. (1992). Do norms matter in marketing relationships? Journal
    of Marketing, 56, 32–44.
    Jackson, B. B. (1985). Build customer relationships that last (Vol. 11, pp. 120-128).
    Harvard Business Review.
    Jackson Jr, D. (1994). Relationship selling: the personalization of relationship
    marketing. Asia-Australia Marketing Journal, 2(1), 45-54.
    Jiang, Z., Shiu, E., Henneberg, S., & Naude, P. (2016). Relationship quality in
    business to business relationships—Reviewing the current literatures and proposing a new measurement model. Psychology & Marketing, 33(4), 297-313.
    Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
    Kotler, P. (1994), Marketing Management. NJ: Prentice Hall.
    Lundvall, B. A., Dosi, G., & Freeman, C. (1988). Innovation as an interactive process:
    from user-producer interaction to the national system of innovation. 1988, 349-369.
    Lukas, B. A., & Ferrell, O. C. (2000). The effect of market orientation on product
    innovation. Journal of the Academy of Marketing Science, 28(2), 239-247.
    Lengnick-Hall, C. A., Claycomb, V., & Inks, L. W. (2000). From recipient to
    contributor: Examining customer roles and experienced outcomes. European Journal of Marketing, 34, 359–383
    Mahadevan, B. (2000). Business models for internet-based E-commerce: An
    anatomy. California Management Review, 42(4), 55-69.
    Ma, D. (2007, July). The business model of" software-as-a-service". In Services
    Computing, 2007. SCC 2007. IEEE International Conference on (pp. 701-702). IEEE.
    McKenzie, P. (n.d.). The business of Saas. Retrieved from
    https://stripe.com/atlas/guides/business-of-saas#high-touch-saas-benchmarks
    Moulson, T. J. (1965). Danger Signals: how to spot erosion in brand loyalty. Printers
    Ink, 290, 55-61.
    McCombs, B. L., & Whisler, J. S. (1997). The Learner-Centered Classroom and
    School: Strategies for Increasing Student Motivation and Achievement. The Jossey-Bass Education Series. Jossey-Bass Inc., Publishers, 350 Sansome St., San Francisco, CA 94104.
    Montoya Agudelo, C. A., Saavedra, B., & Ramiro, M. (2013). CRM AS A TOOL
    FOR CUSTOMER SERVICE IN THE ORGANIZATION. Revista Científica, 17(1), 130-151.
    Molinari, L. K., Abratt, R., & Dion, P. (2008). Satisfaction, quality and value and
    effects on repurchase and positive word-of-mouth behavioral intentions in a B2B services context. Journal of Services Marketing, 22(5), 363-373.
    Mehta, N., Steinman, D., Murphy, L. (2016) Customer Success: How Innovative
    Companies are Reducing Churn and Growing Recurring Revenue, New Jersey: Wiley & Sons, Inc.
    Mell, P., & Grance, T. (2011). The NIST definition of cloud computing.
    Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship
    marketing. The Journal of Marketing, 20-38.
    Oliver, R. L. (1999). Whence consumer loyalty ?. the Journal of Marketing, 33-44.
    Ruekert, R. W. (1992). Developing a market orientation: an organizational strategy
    perspective. International Journal of Research in Marketing, 9(3), 225-245.
    Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B
    customer loyalty. Journal of Business Research, 60(1), 21-31.
    Smith, B. J. (1998). Buyer-seller relationships: Similarity, relationship management,
    and quality. Psychology & Marketing, 15, 3–21.
    Snehota, I., & Hakansson, H. (Eds.). (1995). Developing Relationships in Business
    Networks. London: Routledge.
    Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets:
    Antecedents and consequences. Journal of the Academy of Marketing Science, 23, 255–271.
    Timmers, P. (1998). Business models for electronic markets. Electronic
    Markets, 8(2), 3-8.
    Tepavicharova, M. I., & Boykova, L. E-COMMERCE PLATFORMS FOR SMALL
    BUSINESSES: STRATEGIES, IMPLEMENTATION AND PRACTICE. Рекомендовано Вченою радою Інституту міжнародних відносин Східноукраїнського національного університету імені Володимира Даля (протокол № 2 від 26.04. 2017 р.), 76.
    Taylor, S. A., & Hunter, G. (2003). An exploratory investigation into the antecedents
    of satisfaction, brand attitude, and loyalty within the (B2B) eCRM industry. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 19.
    Ulaga, W., & Eggert, A. (2006). Relationship value and relationship quality:
    Broadening the nomological network of business-to-business relationships. European Journal of Marketing, 40(3/4), 311-327.
    Uncles, M., Laurent, G. (1997). Editorial, International Journal of Research in
    Marketing, 14, 399-404
    VirtoCommerce. (n.d.). SAAS E-commerce. Retrieved Jun. 10, 2018,
    from https://virtocommerce.com/glossary/saas-ecommerce
    Wallin Andreassen, T., & Lindestad, B. (1998). Customer loyalty and complex
    services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of service Industry management, 9(1), 7-23.
    Wilson, D. T. (1995). An integrated model of buyer-seller relationships. Journal of
    the Academy of Marketing Science, 23(4), 335-345.
    Wagner, W. (1976). Formalisation of the customer service function in
    distribution. International Journal of Physical Distribution, 7(3), 159-175.
    Zhonghua, D., & Erfeng, H. (2010). Analysis of SaaS-Based E-Commerce
    Platform. In E-Business and E-Government (ICEE), 2010 International Conference on (pp. 9-12). IEEE.
    Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral
    consequences of service quality. the Journal of Marketing, 31-46.
    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    105351034
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105351034
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.IB.011.2018.F06
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

    Files in This Item:

    File SizeFormat
    103401.pdf1240KbAdobe PDF25View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback