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題名 電子商店之關係品質模式－融合交易成本理論及科技接受模式的觀點
The relationship quality model of electronic store: Combining transaction cost theory with technology acceptance model
作者 張紹勳
貢獻者 曾淑峰
張紹勳
關鍵詞 電子商店
關係品質
顧客滿意度
顧客忠誠度
交易成本理論
關係行銷
電子商務
electronic store
relationship quality
customer satisfaction
customer loyalty
transaction cost theory
relationship marketing
electronic commerce
日期 2002
上傳時間 10-五月-2016 18:57:30 (UTC+8)
摘要 　　近年來電子商店已成為一種新興的零售通路，在美國有人預估未來幾年內，其市場規模將佔美國零售市場的6~8%(Rosen & Howard,2000)。這種，伴隨著Internet發展而快速成長的電子商務，逐漸的改變了人類的生活習慣，也創造了新的商業行為以及經濟模式，並成為近年來企業經營的熱門話題。
     　　買賣雙方關係管理一直是企業經營之成功關鍵因素，忠誠的顧客可說是企業獲利的直接來源，多數學者認為行銷學的焦點已由過去傳統交易行銷轉移到今日注重建立並維持與顧客關係的關係行銷，這種被視為行銷新典範的關係行銷，其主要目的在提昇顧客的忠誠度及滿意度，建立良好的顧客凝聚力。
     　　本文旨在精緻化Crosby, et al.(1990)所提實體環境之關係品質模式，並在原模式中納入「網路安全性」、「產品失驗(disconfirmation)」、「資產專屬性」等外生變數。企圖由交易成本(Williamson,1975)、關係品質(Crosby, et al.,1990)及科技接受模式(Davis,1989)觀點，來解釋及預測Internet消費者對電子商店關係品質（滿意度、信任）及忠誠度的心理歷程，進而建立具有理論基礎的電子商店關係品質之因果模式。
     　　本研究架構包括前因變數（e.g.產品／服務品質、互動強度、網路安全性、產品失驗、資產專屬性）、中介變數（滿意度及信任）、結果變數（e.g.顧客忠誠度、未來互動）三層徑路關係。本理論架構廣納科技面（網路安全、人機介面易用性）、策略面（資產專屬性）、行銷面（互動強度）、產品面（產品失驗）、心理面（網路實用性、隱私權、信任、滿意度）等5大類影響關係品質及忠誠度之因素。
     　　本研究同時採用定性及定量方法，來交互驗証結果。
     　　定量部份，採隨機問卷抽樣台灣、香港、印度、大陸、美國共3231名Internet使用者的消費行為。分探索性及驗証性兩階段資料分析，前者以效度及信度來篩選量表題目，後者使用LISREL統計工具進行電子商店關係品質之結構性分析，以找出Internet關係品質（滿意度、信任）的前因及後果（e.g.顧客忠誠度、未來互動意願）。定量分析結果發現：(1)本研究B2C電子商店之關係品質模式獲得支持；(2)加強電子商店網站實用性、產品失驗、互動強度，及網路安全性，可提升關係品質；(3)網路安全防範仍是台灣電子商務發展的一項重要工作；(4)電子商店的服務品質、資產專屬性及關係滿意度，可提高顧客忠誠度以及商家的獲利；(5)關係品質的提升，可建立忠誠顧客，強化雙方未來互動。
     　　定性分析方面，本研究訪談國內28家網路券商主管，輔以次級資料（網商內容分析、期刊雜誌、證交所網站等）搜集佐證，結果發現：網站服務品質愈佳、網站交易安全性及互動性愈高，不但可有效提升顧客的信任及滿意度（關係品質），且顧客忠誠也愈高。因此加強網站互動機制、網頁內容的客製化、優惠商品（手續費折扣）、及網站資產專屬性（知識專屬性、時間專屬性），都是券商套牢顧客的好方法。根據研究結果，本研究得到結論如下：(1)網路下單具有多項優勢，在台灣證券市場相當具有發展潛力。(2)網路證券由價格競爭走向商品／服務品質導向。(3)證券商品／服務走向多元化及國際化，朝網路金融服務中心發展。(4)網路券商在客製化服務方面較傳統券商可提供更佳服務。(5)網站加強核心資源的創新及累積，建立難以模仿的資產專屬性，提升顧客忠誠度。(6)網際網路是關係行銷的利器。(7)安全仍是網路證券業發展的障礙因素。
　　Recently, The Electronic Store has become an up-and-coming retail channel. In America, some people estimate its market scale will hold six to eight percent of the American retail market in the oncoming years. Such kind of Electronic Commerce that increased rapidly by accompanying the development of Internet has gradually changed human living habits. In addition, Electronic Commerce has created a new commercial behavior and a new economic model. Furthermore, it has become one of the most popular issues in enterprises lately.
     　　The relational management between buyers and sellers is always the key point for enterprises to run a business successfully. Loyal customers have affinitive connections for them to gain profits as well. Most of the scholars mention that the focal point on marketing has transferred from the traditional transaction in the past to relationship marketing that stresses on constructing and maintaining the good enterprise-customer relationship nowadays. The main purpose of relationship marketing regarding as novel mode for selling is to increase customer loyalties and satisfactions, and also to promote fine customer concentrations
     　　For this content, the keynote is to refine the relationship quality model of physical environment, and adopt extraneous variable of net security, product disconfirmation, asset specificity that are from the original model. Additionally, we attempt to use concepts of Transaction Cost (Williamson, 1975), Relationship Quality (Crosby, et al., 1990), and TRA (Theory of Reasoned Action) (Davis, 1989) to explain and predict Internet customers`` psychological process for satisfaction, trust, and loyalty in Relationship Quality of Electronic Store, and then, to build up cause and effect pattern of Relationship Quality of Electronic Store that is provided with theoretical basis.
     　　The research structure consists of three-path relations. It is including (1) Ancestor Variables (ex. products, services qualities, contact intensities, Internet securities, product disconfirmations, and asset specificities) and (2) Intervening Variables (such as satisfactions and trusts), and (3) Consequent Variables, (ex. customer loyalties, and future interactions). Meanwhile, the width of this theory focuses on six main reasons of influencing the Relationship Quality and customer loyalty, such as technologies (Internet securities, user interfaces, and eases of uses), strategies (asset specificities), marketings (contact intensities), products (product disconfirmations), psychologies (Internet usefulnesses, privacies, trusts, and satisfactions), and domestic cultures.
     　　According to this research, it simultaneously adopts two ways of the Qualitative Analysis and Quantitative Analysis to verify its result.
     　　For Quantitative Analysis, it takes randomly survey samples which amounts to 3,231 consumers from Taiwan, Hong Kong, India, China, and America to know the psychographics of internet users. In this part, it``s divided into two steps in information analysis. One is the Explorative, and the other one is the Confirmatory. The former one adopts validity and reliability to shift scale item; the later one uses statistic tools, called" LISREL" to carry out structural analysis in the Relationship Quality Model of Electronic Store, and confirms to find out the cause and effect (Customer loyalty and further interaction) of the Relationship Quality (Satisfaction and trust). Through the result of Quantitative Analysis, we can find out: 1) The research, called "B2C Electronic Store" the Relationship Quality Model is able to obtain the support; 2) When strengthening Electronic Store``s internet usefulness, product disconfirmation, contact intensity, and internet security, it can promote the Relationship Quality well; 3) For the development of Electronic Commerce in Taiwan, the internet security precaution still takes as a serious problem to solve; 4) Stressing on Electronic Store``s service quality, asset specificity and relationship satisfaction can increase customer loyalty and enterprise``s profit; 5) Increasing Relationship Quality can posses loyal customer, and further enhance bilateral future interaction.
     　　For the Qualitative Analysis, we interview 28 on-line broker firms in Taiwan, and collect the secondary information (web content of online-broker analysis, periodical magazine, and stock exchange website), as a result, we find out that the better the website``s service quality, the greater transition security and interaction. For this research, it can not only effectively increase the customer trust and satisfaction (the relationship quality), but also build up the high customer loyalty. Hence, it is a good way for brokers to underpin the amounts of customers by uplifting the website interactive mechanism, customized website contents, off-price merchandize (fee discounts), website asset specificities (knowledge and time specificity). Base on the result in this research, we conclude that: (1) An order from the website has varieties of advantages, so it``s equipped the capability of development in Taiwan stock market; (2) Website bond has moved toward merchandize or service quality instead of price competition; (3) Bond merchandize and service has become diversified and global pattern, and it faces toward the Service Center of Online-banking form; (4) Due to the customized service, current online-broker can provide better service than traditional one; (5) For the invention of strengthening core resource, it can have their own asset specificity that is hard to imitate, and promote customer loyalty; (6) Internet is a good toll for the Relationship Marketing; (7) Security is still the main obstacle for the internet stock market development.
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描述 博士
國立政治大學
資訊管理學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2010000069
資料類型 thesis
dc.contributor.advisor 曾淑峰zh_TW
dc.contributor.author (作者) 張紹勳zh_TW
dc.creator (作者) 張紹勳zh_TW
dc.date (日期) 2002en_US
dc.date.accessioned 10-五月-2016 18:57:30 (UTC+8)-
dc.date.available 10-五月-2016 18:57:30 (UTC+8)-
dc.date.issued (上傳時間) 10-五月-2016 18:57:30 (UTC+8)-
dc.identifier (其他 識別碼) A2010000069en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/96324-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description.abstract (摘要) 　　近年來電子商店已成為一種新興的零售通路，在美國有人預估未來幾年內，其市場規模將佔美國零售市場的6~8%(Rosen & Howard,2000)。這種，伴隨著Internet發展而快速成長的電子商務，逐漸的改變了人類的生活習慣，也創造了新的商業行為以及經濟模式，並成為近年來企業經營的熱門話題。
     　　買賣雙方關係管理一直是企業經營之成功關鍵因素，忠誠的顧客可說是企業獲利的直接來源，多數學者認為行銷學的焦點已由過去傳統交易行銷轉移到今日注重建立並維持與顧客關係的關係行銷，這種被視為行銷新典範的關係行銷，其主要目的在提昇顧客的忠誠度及滿意度，建立良好的顧客凝聚力。
     　　本文旨在精緻化Crosby, et al.(1990)所提實體環境之關係品質模式，並在原模式中納入「網路安全性」、「產品失驗(disconfirmation)」、「資產專屬性」等外生變數。企圖由交易成本(Williamson,1975)、關係品質(Crosby, et al.,1990)及科技接受模式(Davis,1989)觀點，來解釋及預測Internet消費者對電子商店關係品質（滿意度、信任）及忠誠度的心理歷程，進而建立具有理論基礎的電子商店關係品質之因果模式。
     　　本研究架構包括前因變數（e.g.產品／服務品質、互動強度、網路安全性、產品失驗、資產專屬性）、中介變數（滿意度及信任）、結果變數（e.g.顧客忠誠度、未來互動）三層徑路關係。本理論架構廣納科技面（網路安全、人機介面易用性）、策略面（資產專屬性）、行銷面（互動強度）、產品面（產品失驗）、心理面（網路實用性、隱私權、信任、滿意度）等5大類影響關係品質及忠誠度之因素。
     　　本研究同時採用定性及定量方法，來交互驗証結果。
     　　定量部份，採隨機問卷抽樣台灣、香港、印度、大陸、美國共3231名Internet使用者的消費行為。分探索性及驗証性兩階段資料分析，前者以效度及信度來篩選量表題目，後者使用LISREL統計工具進行電子商店關係品質之結構性分析，以找出Internet關係品質（滿意度、信任）的前因及後果（e.g.顧客忠誠度、未來互動意願）。定量分析結果發現：(1)本研究B2C電子商店之關係品質模式獲得支持；(2)加強電子商店網站實用性、產品失驗、互動強度，及網路安全性，可提升關係品質；(3)網路安全防範仍是台灣電子商務發展的一項重要工作；(4)電子商店的服務品質、資產專屬性及關係滿意度，可提高顧客忠誠度以及商家的獲利；(5)關係品質的提升，可建立忠誠顧客，強化雙方未來互動。
     　　定性分析方面，本研究訪談國內28家網路券商主管，輔以次級資料（網商內容分析、期刊雜誌、證交所網站等）搜集佐證，結果發現：網站服務品質愈佳、網站交易安全性及互動性愈高，不但可有效提升顧客的信任及滿意度（關係品質），且顧客忠誠也愈高。因此加強網站互動機制、網頁內容的客製化、優惠商品（手續費折扣）、及網站資產專屬性（知識專屬性、時間專屬性），都是券商套牢顧客的好方法。根據研究結果，本研究得到結論如下：(1)網路下單具有多項優勢，在台灣證券市場相當具有發展潛力。(2)網路證券由價格競爭走向商品／服務品質導向。(3)證券商品／服務走向多元化及國際化，朝網路金融服務中心發展。(4)網路券商在客製化服務方面較傳統券商可提供更佳服務。(5)網站加強核心資源的創新及累積，建立難以模仿的資產專屬性，提升顧客忠誠度。(6)網際網路是關係行銷的利器。(7)安全仍是網路證券業發展的障礙因素。		zh_TW
dc.description.abstract (摘要) 　　Recently, The Electronic Store has become an up-and-coming retail channel. In America, some people estimate its market scale will hold six to eight percent of the American retail market in the oncoming years. Such kind of Electronic Commerce that increased rapidly by accompanying the development of Internet has gradually changed human living habits. In addition, Electronic Commerce has created a new commercial behavior and a new economic model. Furthermore, it has become one of the most popular issues in enterprises lately.
     　　The relational management between buyers and sellers is always the key point for enterprises to run a business successfully. Loyal customers have affinitive connections for them to gain profits as well. Most of the scholars mention that the focal point on marketing has transferred from the traditional transaction in the past to relationship marketing that stresses on constructing and maintaining the good enterprise-customer relationship nowadays. The main purpose of relationship marketing regarding as novel mode for selling is to increase customer loyalties and satisfactions, and also to promote fine customer concentrations
     　　For this content, the keynote is to refine the relationship quality model of physical environment, and adopt extraneous variable of net security, product disconfirmation, asset specificity that are from the original model. Additionally, we attempt to use concepts of Transaction Cost (Williamson, 1975), Relationship Quality (Crosby, et al., 1990), and TRA (Theory of Reasoned Action) (Davis, 1989) to explain and predict Internet customers`` psychological process for satisfaction, trust, and loyalty in Relationship Quality of Electronic Store, and then, to build up cause and effect pattern of Relationship Quality of Electronic Store that is provided with theoretical basis.
     　　The research structure consists of three-path relations. It is including (1) Ancestor Variables (ex. products, services qualities, contact intensities, Internet securities, product disconfirmations, and asset specificities) and (2) Intervening Variables (such as satisfactions and trusts), and (3) Consequent Variables, (ex. customer loyalties, and future interactions). Meanwhile, the width of this theory focuses on six main reasons of influencing the Relationship Quality and customer loyalty, such as technologies (Internet securities, user interfaces, and eases of uses), strategies (asset specificities), marketings (contact intensities), products (product disconfirmations), psychologies (Internet usefulnesses, privacies, trusts, and satisfactions), and domestic cultures.
     　　According to this research, it simultaneously adopts two ways of the Qualitative Analysis and Quantitative Analysis to verify its result.
     　　For Quantitative Analysis, it takes randomly survey samples which amounts to 3,231 consumers from Taiwan, Hong Kong, India, China, and America to know the psychographics of internet users. In this part, it``s divided into two steps in information analysis. One is the Explorative, and the other one is the Confirmatory. The former one adopts validity and reliability to shift scale item; the later one uses statistic tools, called" LISREL" to carry out structural analysis in the Relationship Quality Model of Electronic Store, and confirms to find out the cause and effect (Customer loyalty and further interaction) of the Relationship Quality (Satisfaction and trust). Through the result of Quantitative Analysis, we can find out: 1) The research, called "B2C Electronic Store" the Relationship Quality Model is able to obtain the support; 2) When strengthening Electronic Store``s internet usefulness, product disconfirmation, contact intensity, and internet security, it can promote the Relationship Quality well; 3) For the development of Electronic Commerce in Taiwan, the internet security precaution still takes as a serious problem to solve; 4) Stressing on Electronic Store``s service quality, asset specificity and relationship satisfaction can increase customer loyalty and enterprise``s profit; 5) Increasing Relationship Quality can posses loyal customer, and further enhance bilateral future interaction.
     　　For the Qualitative Analysis, we interview 28 on-line broker firms in Taiwan, and collect the secondary information (web content of online-broker analysis, periodical magazine, and stock exchange website), as a result, we find out that the better the website``s service quality, the greater transition security and interaction. For this research, it can not only effectively increase the customer trust and satisfaction (the relationship quality), but also build up the high customer loyalty. Hence, it is a good way for brokers to underpin the amounts of customers by uplifting the website interactive mechanism, customized website contents, off-price merchandize (fee discounts), website asset specificities (knowledge and time specificity). Base on the result in this research, we conclude that: (1) An order from the website has varieties of advantages, so it``s equipped the capability of development in Taiwan stock market; (2) Website bond has moved toward merchandize or service quality instead of price competition; (3) Bond merchandize and service has become diversified and global pattern, and it faces toward the Service Center of Online-banking form; (4) Due to the customized service, current online-broker can provide better service than traditional one; (5) For the invention of strengthening core resource, it can have their own asset specificity that is hard to imitate, and promote customer loyalty; (6) Internet is a good toll for the Relationship Marketing; (7) Security is still the main obstacle for the internet stock market development.		en_US
dc.description.tableofcontents 中文摘要-----I
     Abstract-----III
     目錄-----VI
     表目錄-----XI
     圖目錄-----XIII
     第一章　緒論-----1
     　　1.1　研究背景-----1
     　　1.2　研究動機-----3
     　　1.3　研究目的與問題-----10
     　　1.4　論文結構與研究流程-----12
     　　1.5　研究方法-----15
     　　1.6　研究範圍-----18
     　　1.7　研究限制-----18
     　　1.8　本研究預期貢獻-----19
     第二章　理論基礎及文獻探討-----21
     　　2.1　電子商務-----21
     　　　　2.1.1　電子商務的起源與演進-----21
     　　　　2.1.2　網路行銷-----22
     　　　　2.1.3　電子商務的定義-----26
     　　　　2.1.4　電子商務經營模式-----30
     　　　　2.1.5　電子商店的定義-----49
     　　　　2.1.6　全球電子商務發展的現況-----52
     　　　　2.1.7　影響電子商店經營績效的因素-----56
     　　2.2　交易成本理論-----61
     　　　　2.2.1　交易成本的緣起-----62
     　　　　2.2.2　交易成本之種類-----63
     　　　　2.2.3　交易成本的構面-----68
     　　　　2.2.4　交易契約型態-----76
     　　　　2.2.5　交易成本的雙構面分析理論-----77
     　　　　2.2.6　交易成本的混合式統理結構-----79
     　　　　2.2.7　投機主義之介紹-----80
     　　　　2.2.8　交易成本理論之相關研究-----83
     　　　　2.2.9　電子商務與交易成本-----85
     　　2.3　關係品質模式-----105
     　　　　2.3.1　關係行銷-----105
     　　　　2.3.2　關係行銷的品質-----120
     　　　　2.3.3　服務品質-----123
     　　　　2.3.4　顧客滿意度理論-----131
     　　　　2.3.5　顧客忠誠度-----135
     　　　　2.3.6　顧客滿意度與忠誠度之關係-----141
     　　　　2.3.7　互動性-----144
     　　　　2.3.8　信任-----150
     　　　　2.3.9　網路安全性-----154
     第三章　理論發展-----158
     　　3.1　研究架構-----158
     　　　　3.1.1　關係品質之初始模式-----159
     　　　　3.1.2　科技接受模式-----162
     　　　　3.1.3　網路服務品質之構面-----163
     　　　　3.1.4　研究架構及構念定義-----164
     　　3.2　研究假設-----166
     　　　　3.2.1　影響關係品質的前因(antecedents)-----167
     　　　　3.2.2　關係品質的中介(mediator)變數-----173
     　　　　3.2.3　關係品質產生的結果(consequence)-----176
     　　3.3　各項變數的定義與衡量-----178
     第四章　探索性分析與模式建構-----189
     　　4.1　樣本資料收集-----189
     　　4.2　測量工具之效度及信度分析-----191
     　　　　4.2.1　初試量表之內容效度分析-----191
     　　　　4.2.2　初試量表之建構效度及信度分析-----191
     　　4.3　探索階段之初始架構-----195
     第五章　驗証性分析：電子商店關係品質為例-----197
     　　5.1　資料分析方法-----197
     　　5.2　驗証階段之資料分析流程-----203
     　　5.3　測量模式分析-----205
     　　5.4　測量模式之檢定-----205
     在區別效度檢定方面-----209
     　　5.5　結構模式之檢定-----211
     　　　　5.5.1　研究模式的適配度分析-----212
     　　　　5.5.2　研究模式各變數間的因果分析-----214
     第六章　個案分析──網路券商-----220
     　　6.1　緒論-----220
     　　　　6.1.1　研究背景-----220
     　　　　6.1.2　研究動機與目的-----221
     　　　　6.1.3　研究問題-----223
     　　　　6.1.4　研究架構-----223
     　　　　6.1.5　個案研究步驟-----228
     　　　　6.1.6　研究限制-----229
     　　6.2　文獻探討-----230
     　　　　6.2.1　網路券商-----230
     　　　　6.2.2　券商提供網路功能簡介-----231
     　　　　6.2.3　美國與我國網路券商發展現況-----238
     　　　　6.2.4　網路證券業的交易成本-----244
     　　　　6.2.5　關係行銷-----246
     　　　　6.2.6　網路券商的挑戰-----249
     　　　　6.2.7　網際網路商家經營的一般策略-----251
     　　6.3　網路券商個案分析-----252
     　　　　6.3.1　訪談個案公司簡介-----252
     　　　　6.3.2　個案比較分析與研究發現彙總-----256
     　　6.5　個案分析之結論與建議-----300
     　　　　6.5.1　結論-----300
     　　　　6.5.2　對實務界的建議-----312
     第七章　結論與意涵-----321
     　　7.1　結論-----321
     　　　　一、本研究B2C電子商店之關係品質模式獲得支持-----321
     　　　　二、加強電子商店網站實用性、產品失驗、互動強度，及網路安全性，可提升關係品質-----324
     　　　　三、網路安全防範仍是台灣電子商務發展的一項重要工作-----330
     　　　　四、電子商店的服務品質、資產專屬性及關係滿意度，可提高顧客忠誠度以及商家的獲利-----331
     　　　　五、關係品質的提升，可建立忠誠顧客，強化雙方未來互動-----335
     　　　　六、網站安全性是消費者對網路商家信任的主因-----336
     　　7.2　意涵與建議-----337
     　　　　7.2.1　對未來研究的建議-----338
     　　　　7.2.2　電子商店的經營策略-----338
     　　　　7.2.3　實務上的意涵-----344
     　　　　7.2.3　對業者的建議-----360
     參考文獻-----363
     附錄一：初始問卷-----386
     附錄二：初始英文問卷-----389
     
     表目錄
     表1　網路行銷及傳統行銷的比較-----23
     表2　通路機構間流通活動矩陣-----25
     表3　電子商務定義-----28
     表4　電子商務經營模式分類表-----31
     表5　IDC的電子商務定義-----37
     表6　線上交易機制之分類-----45
     表7　2001年世界前15大網路使用者-----54
     表8　電子商務與傳統行銷通路的功能比較表-----56
     表9　影響電子商店經營績效之因素-----60
     表10　交易成本的分類-----64
     表11　交易成本的構面及因素-----68
     表12　交易成本之資產專屬性內容-----73
     表13　交易特定性程度與交易頻率對交易方式之影響-----78
     表14　套牢型態與轉換成本間之關係-----82
     表15　交易成本理論之相關研究彙整表-----83
     表16　買賣雙方購買過程中的利益衝突-----93
     表17　阻礙線上購物因素-----97
     表18　網路商店的特性對交易成本的影響-----103
     表19　電子商店與實體商店交易成本的優劣勢比較-----104
     表20　行銷演進過程與各特性變化-----106
     表21　關係行銷之相關定義-----107
     表22　關係行銷的三個層次-----114
     表23　關係行銷與交易行銷的差異-----120
     表24　關係品質的相關研究-----122
     表25　服務定義-----123
     表26　產品與服務之差異比較表-----125
     表27　服務品質之定義一覽表-----127
     表28　服務品質構面的整理-----129
     表29　服務品質構面整理分類表-----130
     表30　顧客滿意模式之比較表-----134
     表31　信任定義的摘要表-----151
     表32　複試之樣本特徵描述心(N=3231)-----190
     表33　關係品質量表之因素分析摘要表-----193
     表34　關係品質量表的主要構面、及其題目、因素負荷量-----194
     表35　驗證性因素分析模式內各觀察變數的建構效度-----208
     表36　關係品質模式＋構念之區別效度-----210
     表37　研究假設之檢定結果摘要表-----219
     表38　網站商店的資源表-----227
     表39　股票投資機能分類表-----233
     表40　寶來證券的網站功能-----234
     表41　國內網路券商開辦日期及網址-----240
     表42　網路證券與傳統證券比較表-----244
     表43　個案公司背景簡介摘要表（一）-----253
     表44　個案公司背景簡介摘要表（二）-----254
     表45　概述券商採用網路下單服務之效果概述-----264
     表46　券商「如何」加強網路證券之服務品質-----275
     表47　各券商增強網路安全感措施的比較-----281
     表48　各券商保障顧客隱私資料之比較-----283
     表49　券商加強與顧客的互動的措施-----287
     表50　美國券商之手續費比較-----295
     表51　各券商套牢顧客的措施比較-----295
     表52　研究假設檢定、命題推論結果摘要表-----322
     
     圖目錄
     圖1　我國網路人口成長圖（來源：資策會推廣處FIND，民90）-----3
     圖2　研究流程圖-----14
     圖3　網路行銷分類圖-----21
     圖4　三種型態的通路結構-----48
     圖5　網路購物之消費者行為模式-----65
     圖6　市場失靈架構-----68
     圖7　考慮競爭優勢來源與市場取得成本的交易選擇-----79
     圖8　關係價值-----115
     圖9　高交易成本下顧客滿意行為之變動情形-----143
     圖10　關係行銷的KMV模式-----154
     圖11　Crosby, et al(1990)所提原始「關係品質模式」-----160
     圖12　Daivs科技接受模式之初始圖-----163
     圖13　研究架構-----164
     圖14　初始架構之探索性分析結果-----196
     圖15　SEM範例之結構示意圖-----201
     圖16　資料分析流程-----204
     圖17　關係品質之徑路圖-----214
     圖18　關係品質之因果圖-----215
     圖19　研究架構-----224
     圖20　開辦網路下單商家數（2001年）-----243
     圖21　國內證券成交筆數及成交股數之趨勢圖-----243
     圖22　網路券商經營策略-----252
     圖23　28家券商的公司規模與EPS之對應圖-----304		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2010000069en_US
dc.subject (關鍵詞) 電子商店zh_TW
dc.subject (關鍵詞) 關係品質zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 顧客忠誠度zh_TW
dc.subject (關鍵詞) 交易成本理論zh_TW
dc.subject (關鍵詞) 關係行銷zh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) electronic storeen_US
dc.subject (關鍵詞) relationship qualityen_US
dc.subject (關鍵詞) customer satisfactionen_US
dc.subject (關鍵詞) customer loyaltyen_US
dc.subject (關鍵詞) transaction cost theoryen_US
dc.subject (關鍵詞) relationship marketingen_US
dc.subject (關鍵詞) electronic commerceen_US
dc.title (題名) 電子商店之關係品質模式－融合交易成本理論及科技接受模式的觀點zh_TW
dc.title (題名) The relationship quality model of electronic store: Combining transaction cost theory with technology acceptance modelen_US
dc.type (資料類型) thesisen_US
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