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題名 多重通路互補與替代關係之探討-以台灣銀行業為例
The Study of the Complementarity and Substitution Relationship of Multiple Channels-By Example of Taiwan Banking Industry
作者 馬紹懷
Ma, Shao Huai
貢獻者 張愛華
Chang, Ai Hwa
馬紹懷
Ma,Shao Huai
關鍵詞 通路
多重通路
網路銀行
顧客滿意度
服務品質
行為意圖
Channel
Multi-channel
Internet banking
Customer Satisfaction
Service Quality
Behavior Intention
日期 2008
上傳時間 9-May-2016 11:24:41 (UTC+8)
摘要 多重通路的經營型態於台灣已呈現穩定發展的狀態。然而，在過往研究中多重通路之間的關係較多從廠商的角度探討通路衝突與互補的情形，忽略了學者Stewart 與 Pavlou (2002)所強調：「多重通路間彼此互補或替代的關係，應由消費者的觀點來加以檢視」。本研究從消費者的角度，檢視在消費者心中不同通路之間呈現出替代亦或是互補的關係。以銀行業為研究背景，並以近半年內曾使用多重通路辦理銀行相關業務的民眾為抽樣對象，同時採用網路問卷以及人員訪問的方式，收回有效問卷共365份。藉由多元迴歸分析，針對銀行所提供之廣泛性決策與非廣泛性決策型業務，從服務品質的角度，探討消費者在實體通路與網路通路中的顧客滿意度對消費者未來持續與該銀行往來意願之影響。並藉由消費者對不同通路之顧客滿意度的交互作用分析，推論在消費者心中多重通路彼此間的互補或替代關係。
研究結果顯示，針對廣泛性決策型業務：
1. 消費者「對實體銀行服務人員相關的滿意度」以及「對網路銀行的整體滿意度」，皆對未來持續往來意圖有顯著的正向影響。
2. 網路銀行整體價值與實體銀行中的環境及便利性間呈現出互補的效果。
針對非廣泛性決策型業務：
1. 消費者「對實體銀行服務人員相關的滿意度」以及「對網路銀行的資訊提供滿意度」，皆對未來持續往來意圖有顯著的正向影響。
2. 網路銀行交易價值與實體銀行中的服務人員間呈現出互補的效果。
3. 網路銀行交易價值與實體銀行中的環境及便利性間呈現出替代的效果。
The multi-channel business model has been stable development in Taiwan. However, most of the researches toward the channel relationship within the multi-channel environment focused on the corporation perspective in the past research, but ignored what Stewart and Pavlou (2002) have stressed that substitution and complementarity of different channels should be examined from a customer perspective. This research surveyed the channel relationship from the perspective of the consumer. The research chose the banking industry environment, and targeted the consumer who has applied multiple channels in dealing with banking related service in the last 6 months. The survey collected 365 valid questionnaires by adopting internet survey and people interview. By using multiple regression analysis, the research differentiated the extensive and non-extensive decision making services and probed the impact of the satisfaction in brick-and-motar (B&M) channel and internet channel toward the intention to continuous dealing with the bank company with the view of service quality. By adopting interactive analysis of customer satisfaction in different channels, the research deduced the relationship of multiple channels.
The research concludes that for the extensive decision making services:
1. The satisfaction of the employee in the B&M bank and the satisfaction of the internet bank both have significant positive impact toward the intention to continuous dealing with the bank company.
2. There is complementarity effect between the overall value of the internet bank and the environment and convenience of the B&M bank.
For the non-extensive decision making services:
1. The satisfaction of the employee in the B&M bank and the satisfaction of the information providing in the internet bank both have significant positive impact toward the intention to continuous dealing with the bank company.
2. There is complementarity effect between the trading value of the internet bank and the employee of the B&M bank.
For the non-extensive decision making services:
3. There is substitution effect between the trading value of the internet bank and the environment and convenience of the B&M bank.
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描述 碩士
國立政治大學
企業管理學系
95355031
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095355031
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chang, Ai Hwaen_US
dc.contributor.author (Authors) 馬紹懷zh_TW
dc.contributor.author (Authors) Ma,Shao Huaien_US
dc.creator (作者) 馬紹懷zh_TW
dc.creator (作者) Ma, Shao Huaien_US
dc.date (日期) 2008en_US
dc.date.accessioned 9-May-2016 11:24:41 (UTC+8)-
dc.date.available 9-May-2016 11:24:41 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 11:24:41 (UTC+8)-
dc.identifier (Other Identifiers) G0095355031en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/94645-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 95355031zh_TW
dc.description.abstract (摘要) 多重通路的經營型態於台灣已呈現穩定發展的狀態。然而，在過往研究中多重通路之間的關係較多從廠商的角度探討通路衝突與互補的情形，忽略了學者Stewart 與 Pavlou (2002)所強調：「多重通路間彼此互補或替代的關係，應由消費者的觀點來加以檢視」。本研究從消費者的角度，檢視在消費者心中不同通路之間呈現出替代亦或是互補的關係。以銀行業為研究背景，並以近半年內曾使用多重通路辦理銀行相關業務的民眾為抽樣對象，同時採用網路問卷以及人員訪問的方式，收回有效問卷共365份。藉由多元迴歸分析，針對銀行所提供之廣泛性決策與非廣泛性決策型業務，從服務品質的角度，探討消費者在實體通路與網路通路中的顧客滿意度對消費者未來持續與該銀行往來意願之影響。並藉由消費者對不同通路之顧客滿意度的交互作用分析，推論在消費者心中多重通路彼此間的互補或替代關係。
研究結果顯示，針對廣泛性決策型業務：
1. 消費者「對實體銀行服務人員相關的滿意度」以及「對網路銀行的整體滿意度」，皆對未來持續往來意圖有顯著的正向影響。
2. 網路銀行整體價值與實體銀行中的環境及便利性間呈現出互補的效果。
針對非廣泛性決策型業務：
1. 消費者「對實體銀行服務人員相關的滿意度」以及「對網路銀行的資訊提供滿意度」，皆對未來持續往來意圖有顯著的正向影響。
2. 網路銀行交易價值與實體銀行中的服務人員間呈現出互補的效果。
3. 網路銀行交易價值與實體銀行中的環境及便利性間呈現出替代的效果。		zh_TW
dc.description.abstract (摘要) The multi-channel business model has been stable development in Taiwan. However, most of the researches toward the channel relationship within the multi-channel environment focused on the corporation perspective in the past research, but ignored what Stewart and Pavlou (2002) have stressed that substitution and complementarity of different channels should be examined from a customer perspective. This research surveyed the channel relationship from the perspective of the consumer. The research chose the banking industry environment, and targeted the consumer who has applied multiple channels in dealing with banking related service in the last 6 months. The survey collected 365 valid questionnaires by adopting internet survey and people interview. By using multiple regression analysis, the research differentiated the extensive and non-extensive decision making services and probed the impact of the satisfaction in brick-and-motar (B&M) channel and internet channel toward the intention to continuous dealing with the bank company with the view of service quality. By adopting interactive analysis of customer satisfaction in different channels, the research deduced the relationship of multiple channels.
The research concludes that for the extensive decision making services:
1. The satisfaction of the employee in the B&M bank and the satisfaction of the internet bank both have significant positive impact toward the intention to continuous dealing with the bank company.
2. There is complementarity effect between the overall value of the internet bank and the environment and convenience of the B&M bank.
For the non-extensive decision making services:
1. The satisfaction of the employee in the B&M bank and the satisfaction of the information providing in the internet bank both have significant positive impact toward the intention to continuous dealing with the bank company.
2. There is complementarity effect between the trading value of the internet bank and the employee of the B&M bank.
For the non-extensive decision making services:
3. There is substitution effect between the trading value of the internet bank and the environment and convenience of the B&M bank.		en_US
dc.description.tableofcontents 目錄 i
圖目錄 iii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第貳章 文獻探討 6
第一節 通路的定義 6
第二節 通路的功能 6
第三節 實體與網路通路的關係 12
第四節 網路銀行 15
第五節 服務品質 20
第六節 顧客滿意 24
第七節 行為意圖 26
第八節 顧客滿意與行為意圖之間的關係 27
第九節 研究假設發展 28
第參章 研究方法 30
第一節 研究架構與假設 30
第二節 各項變數的操作型定義與衡量 31
第三節 問卷設計 33
第四節 抽樣設計 36
第五節 資料分析方法 37
第肆章 資料分析 39
第一節 樣本描述 39
第二節 因素分析 42
第三節 信度分析 45
第四節 假設檢定 47
第五節 假說驗證表 56
第伍章 結論與建議 58
第一節 結論 58
第二節 管理意涵 60
第三節 研究貢獻 62
第四節 研究限制與後續研究建議 63
參考文獻 66
附錄 正式研究問卷範例 74

表目錄
表2.2- 1經由不同通路所獲得之利益表 10
表2.4- 1網際網路銀行服務發展階段 17
表2.5- 1服務品質之定義 21
表2.5- 2 PZB服務品質構面 24
表2.6- 1顧客滿意度的定義 25
表3.3- 1實體銀行滿意度衡量項目 35
表3.3- 2網路銀行滿意度衡量項目 35
表4.1- 1樣本分佈情形-依人口統計變數 40
表4.1- 2樣本分佈情形-依與銀行交易概況 42
表4.2- 1對實體分行滿意度因素分析命名及負荷量(廣泛性決策型業務) 43
表4.2- 2對實體分行滿意度因素分析命名及負荷量(非廣泛性決策型業務) 44
表4.2- 3對網路銀行滿意度因素分析命名及負荷量(非廣泛性決策型業務) 44
表4.3- 1對實體分行滿意度因素的信度分析結果(廣泛性決策型業務) 45
表4.3- 2對網路銀行滿意度因素的信度分析結果(廣泛性決策型業務) 46
表4.3- 3對實體分行滿意度因素的信度分析結果(非廣泛性決策型業務) 46
表4.3- 4對網路銀行滿意度因素的信度分析結果(非廣泛性決策型業務) 47
表4.3- 5對行為意圖的信度分析結果 47
表4.4- 1相關係數矩陣(廣泛性決策型業務) 48
表4.4- 2性別對持續往來意圖之單因子變異數分析 48
表4.4- 3職業對持續往來意圖之單因子變異數分析 49
表4.4- 4與銀行往來歷史對持續往來意圖之單因子變異數分析 49
表4.4- 5個人月收入對持續往來意圖之單因子變異數分析 49
表4.4- 6家庭月收入對持續往來意圖之單因子變異數分析 49
表4.4- 7廣泛性決策型業務—滿意度對未來持續往來意圖之多元迴歸分析 50
表4.4- 8相關係數矩陣(非廣泛性決策型業務) 52
表4.4- 9性別對持續往來意圖之單因子變異數分析 52
表4.4- 10職業對持續往來意圖之單因子變異數分析 52
表4.4- 11與銀行往來歷史對持續往來意圖之單因子變異數分析 52
表4.4- 12與銀行往來金額對持續往來意圖之單因子變異數分析 52
表4.4- 13個人月收入對持續往來意圖之單因子變異數分析 53
表4.4- 14家庭月收入對持續往來意圖之單因子變異數分析 53
表4.4- 15非廣泛性決策型業務—滿意度對未來持續往來意圖之多元迴歸分析 54
表4.5- 1滿意度對行為意圖主效果之假說驗證 56
表4.5- 2滿意度對行為意圖交互效果之假說驗證 57

圖目錄
圖1.1- 1電子商務模式在台灣的電子商店經營型態佔比 2
圖1.4- 1研究流程圖 5
圖3.1- 1研究架構圖 30		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095355031en_US
dc.subject (關鍵詞) 通路zh_TW
dc.subject (關鍵詞) 多重通路zh_TW
dc.subject (關鍵詞) 網路銀行zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 服務品質zh_TW
dc.subject (關鍵詞) 行為意圖zh_TW
dc.subject (關鍵詞) Channelen_US
dc.subject (關鍵詞) Multi-channelen_US
dc.subject (關鍵詞) Internet bankingen_US
dc.subject (關鍵詞) Customer Satisfactionen_US
dc.subject (關鍵詞) Service Qualityen_US
dc.subject (關鍵詞) Behavior Intentionen_US
dc.title (題名) 多重通路互補與替代關係之探討-以台灣銀行業為例zh_TW
dc.title (題名) The Study of the Complementarity and Substitution Relationship of Multiple Channels-By Example of Taiwan Banking Industryen_US
dc.type (資料類型) thesisen_US
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