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    題名: 影響網路購物之滿意度與忠誠度之整合模式研究
    作者: 薛台蓉
    貢獻者: 張愛華
    薛台蓉
    關鍵詞: 網路購物
    知覺互動性
    社會臨場感
    知覺品質
    知覺價值
    信心
    忠誠度
    日期: 2008
    上傳時間: 2009-09-18 20:27:02 (UTC+8)
    摘要: 本研究以「網路購物」為主題，探討進行網路購物行為時，影響使用
    者之滿意度與忠誠度之重要因素。回顧網路購物相關領域文獻，以提昇購
    物網站知覺互動性為課題，探討知覺互動性、社會臨場感、知覺品質、知
    覺價值、信心/信賴利益、滿意度及忠誠度之間的關係，以網路問卷調查，
    蒐集曾在網路購物之消費者的意見進行分析，提出結果及建議，作為線上
    購物網站設計及經營管理之參考。研究結果如下：
    一、消費者對購物網站之知覺互動性程度包含三個構面：雙向溝通、主動
    控制及回應性；而對網路之知覺品質程度包含有資訊品質、服務品質及系
    統品質三個構面。
    二、消費者對購物網站的知覺互動性程度越高，則對網站的知覺品質也會
    越高。
    三、消費者對購物網站之知覺互動性、知覺品質及上網次數，對購物網站
    的社會臨場感有正向影響，而知覺品質的三個因素當中，以服務品質對社
    會臨場感影響最大，而系統品質對社會臨場感則有負向影響。
    四、消費者對購物網站的社會臨場感、知覺品質、知覺價值及上網時數，
    對網站的信心/信賴利益有正向影響。
    五、消費者對購物網站的知覺品質或上網次數越高，或年齡越輕，則對購
    物網站的知覺價值也會越高。
    六、知覺價值包含有實用價值與體驗價值兩個構面，知覺品質對實用價值
    的影響比體驗價值顯著；資訊品質、系統品質及服務品質三個因素比較，
    以服務品質對實用價值及體驗價值之影響，較其他二者因素為大。
    七、實用價值與體驗價值兩個因素比較，以實用價值對信心/信賴利益影響較大，但體驗價值也是會正向影響信心/信賴利益；資訊品質、系統品質及
    服務品質三個因素比較，以服務品質對信心/信賴利益影響為最大。
    八、消費者對購物網站的知覺品質、信心/信賴利益及上網次數，對購物網
    站的滿意度有正向影響。
    九、消費者對購物網站的知覺價值、信心/ 信賴利益、消費者滿意度及上
    網次數，對購物網站的忠誠度有正向影響。
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    描述: 碩士
    國立政治大學
    管理碩士學程(AMBA)
    95362026
    97
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0095362026
    資料類型: thesis
    顯示於類別:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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