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題名 網路購物平台服務使用者 滿意度、品牌忠誠度與再購意願之研究-以蝦皮購物為例
A study on relationships among user satisfaction, brand loyalty and repurchase intention of online shopping platform services - a case study of shopee作者 侯驍紋
Hou, Xiao-Wen貢獻者 張愛華
Chang, Ai Hwa
侯驍紋
Hou, Xiao-Wen關鍵詞 網路購物服務
顧客滿意度
品牌忠誠度
再購意願
Online shopping platform services
User satisfaction
Loyalty
Repurchase intention日期 2018 上傳時間 3-七月-2018 17:40:04 (UTC+8) 摘要 隨著科技技術與網路發展，帶動電子商務產業的興起，然而，市場逐漸飽和，平台相互競爭，應釐清使用者對於網購平台服務之需求以調整營運策略。而近期臺灣電商平台新秀者為蝦皮購物，其藉由簡單的介面設計與補貼策略，動搖臺灣目前電商市場生態，故本研究以蝦皮購物使用者為主要探討對象，尋求其滿意之關鍵因素，提供電商平台業者掌握用戶需求以提升平台滿意度、忠誠度與再使用意願。實證分析下，本研究之有效樣本為1,043位，具買家經驗者為1,025位，具賣家經驗者為420位。本研究於研究模型置入十項影響整體蝦皮購物具買家經驗使用者滿意度之接觸因素，除了與「資訊品質」具潛在正向顯著關係，其餘九項接觸因素皆與滿意度具正向顯著關係，前三項具較高權重影響滿意度之網購服務依序為「網站買家介面和流程設計品質」、「物流服務品質」與「產品或服務價格」。此外，本研究亦於研究模型中，置入六項影響整體蝦皮購物具賣家經驗使用者滿意度之接觸因素，皆與滿意度具正向顯著關係，前三項具較高權重影響滿意度之銷售服務依序為「網站賣家介面和流程設計品質」、「網站賣家服務」與「交易成本」。由上述結果可知，蝦皮購物平台在「整體流程與介面設計」為影響使用者感到滿意之關鍵要素，「補貼商品、物流、交易成本」的措施，降低使用者滿足需求之成本，亦是使用者對蝦皮購物滿意之主因。由人口統計變數特性來看，使用者「年齡」與「每週使用頻率」會影響買家使用之滿意度，年齡越小，滿意度越高；每週使用頻率越高，滿意度越高。無論為具有買家或賣家經驗之使用者，結果顯示使用平台滿意度與忠誠度及再使用意願皆具有正向顯著關係。因此，本研究建議網路購物平台業者應參考前述影響滿意度之接觸因素，盡可能提升使用者滿意度，進而強化其忠誠度與再使用意願，對於平台營運之績效可達到一定助益。
The present research would like to investigate the key impact factor on satisfaction of users of Shopee, and wish can provide insights for online platform managers to gauge user demand, moreover, to increase the satisfaction and loyalty of users.This research conducted a survey research to test research hypotheses. The sizes for the effective sample, buyer samples and seller samples are 1,043, 1,025 and 420, respectively. Using regression and clustering analysis, this research finds that the top three key impact factors influencing buyers’ experiences are “quality of website buyers’ interfaces and processes”, “quality of logistic service”, and “prices of goods or services”. Besides, the younger the buyers, or the more fruently they use the web, the more satisfied the users are. While for the sellers, the top three key impact factors influencing sellers’s experiences are “quality of website sellers’ interfaces and processes”, “sellers’ services of website”, and “transaction cost”. 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國立政治大學
企業管理研究所(MBA學位學程)
1053630321資料來源 http://thesis.lib.nccu.edu.tw/record/#G1053630321 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.advisor Chang, Ai Hwa en_US dc.contributor.author (作者) 侯驍紋 zh_TW dc.contributor.author (作者) Hou, Xiao-Wen en_US dc.creator (作者) 侯驍紋 zh_TW dc.creator (作者) Hou, Xiao-Wen en_US dc.date (日期) 2018 en_US dc.date.accessioned 3-七月-2018 17:40:04 (UTC+8) - dc.date.available 3-七月-2018 17:40:04 (UTC+8) - dc.date.issued (上傳時間) 3-七月-2018 17:40:04 (UTC+8) - dc.identifier (其他 識別碼) G1053630321 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118329 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 1053630321 zh_TW dc.description.abstract (摘要) 隨著科技技術與網路發展，帶動電子商務產業的興起，然而，市場逐漸飽和，平台相互競爭，應釐清使用者對於網購平台服務之需求以調整營運策略。而近期臺灣電商平台新秀者為蝦皮購物，其藉由簡單的介面設計與補貼策略，動搖臺灣目前電商市場生態，故本研究以蝦皮購物使用者為主要探討對象，尋求其滿意之關鍵因素，提供電商平台業者掌握用戶需求以提升平台滿意度、忠誠度與再使用意願。實證分析下，本研究之有效樣本為1,043位，具買家經驗者為1,025位，具賣家經驗者為420位。本研究於研究模型置入十項影響整體蝦皮購物具買家經驗使用者滿意度之接觸因素，除了與「資訊品質」具潛在正向顯著關係，其餘九項接觸因素皆與滿意度具正向顯著關係，前三項具較高權重影響滿意度之網購服務依序為「網站買家介面和流程設計品質」、「物流服務品質」與「產品或服務價格」。此外，本研究亦於研究模型中，置入六項影響整體蝦皮購物具賣家經驗使用者滿意度之接觸因素，皆與滿意度具正向顯著關係，前三項具較高權重影響滿意度之銷售服務依序為「網站賣家介面和流程設計品質」、「網站賣家服務」與「交易成本」。由上述結果可知，蝦皮購物平台在「整體流程與介面設計」為影響使用者感到滿意之關鍵要素，「補貼商品、物流、交易成本」的措施，降低使用者滿足需求之成本，亦是使用者對蝦皮購物滿意之主因。由人口統計變數特性來看，使用者「年齡」與「每週使用頻率」會影響買家使用之滿意度，年齡越小，滿意度越高；每週使用頻率越高，滿意度越高。無論為具有買家或賣家經驗之使用者，結果顯示使用平台滿意度與忠誠度及再使用意願皆具有正向顯著關係。因此，本研究建議網路購物平台業者應參考前述影響滿意度之接觸因素，盡可能提升使用者滿意度，進而強化其忠誠度與再使用意願，對於平台營運之績效可達到一定助益。 zh_TW dc.description.abstract (摘要) The present research would like to investigate the key impact factor on satisfaction of users of Shopee, and wish can provide insights for online platform managers to gauge user demand, moreover, to increase the satisfaction and loyalty of users.This research conducted a survey research to test research hypotheses. The sizes for the effective sample, buyer samples and seller samples are 1,043, 1,025 and 420, respectively. Using regression and clustering analysis, this research finds that the top three key impact factors influencing buyers’ experiences are “quality of website buyers’ interfaces and processes”, “quality of logistic service”, and “prices of goods or services”. Besides, the younger the buyers, or the more fruently they use the web, the more satisfied the users are. While for the sellers, the top three key impact factors influencing sellers’s experiences are “quality of website sellers’ interfaces and processes”, “sellers’ services of website”, and “transaction cost”. As we know from the above, Shopee satisfied users by friendlier user interface design and subsidies.Additionally, users’ satisfaction has significant positive relationships with loyalty of online shopping platform and re-use intention, respectively. Based on the research findings, managerial suggestions were offered for the online shopping platform business. en_US dc.description.tableofcontents 中文摘要 i英文摘要 ii謝誌 iii目次 iv表次 vi圖次 ix第壹章、緒論 1第一節 研究背景與動機 1第二節 研究目的 3第三節 研究範圍 4第四節 研究流程 5第五節 論文結構 6第貳章、文獻探討 7第一節 網路購物 7第二節 平台經濟之相關理論 12第三節 蝦皮購物現行服務策略 17第四節 網路購物顧客滿意度之相關理論 24第五節 網路購物品牌忠誠度之相關理論 33第六節 網路購物再購意願之相關理論 40第參章、研究設計 44第一節 研究架構 44第二節 研究變數與研究假說 46第三節 問卷發展與測試 58第四節 資料收集方法 71第五節 資料分析方法 72第肆章、研究分析與結果 75第一節 敘述性統計分析 75第二節 信度分析 85第三節 整體樣本模型檢定分析 87第伍章、結論與建議 114第一節 研究結論 114第二節 實務建議 119第三節 研究限制 121第四節 研究建議 124參考文獻 126附錄 問卷設計 141 zh_TW dc.format.extent 1926213 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1053630321 en_US dc.subject (關鍵詞) 網路購物服務 zh_TW dc.subject (關鍵詞) 顧客滿意度 zh_TW dc.subject (關鍵詞) 品牌忠誠度 zh_TW dc.subject (關鍵詞) 再購意願 zh_TW dc.subject (關鍵詞) Online shopping platform services en_US dc.subject (關鍵詞) User satisfaction en_US dc.subject (關鍵詞) Loyalty en_US dc.subject (關鍵詞) Repurchase intention en_US dc.title (題名) 網路購物平台服務使用者 滿意度、品牌忠誠度與再購意願之研究-以蝦皮購物為例 zh_TW dc.title (題名) A study on relationships among user satisfaction, brand loyalty and repurchase intention of online shopping platform services - a case study of shopee en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分(依作者姓氏筆劃排序)1. 王文峰（2010）。C2C電子商務平台服務質量對賣家用戶滿意度影響的實證研究（碩士論文）。取自http://cdmd.cnki.com.cn/Article/CDMD-10173-1011064738.htm。2. 王生金（2014）。平台模式的本質及其特殊性。商業研究，446，27-30。3. 何雍慶、林美珠（2007）。電子商務顧客網路購物知覺價值因果關係之研究－以國內大專生為例。顧客滿意學刊，1，61-96。4. 財團法人資訊共業策進會系統工程處（1997）編輯。，電子商業答客問，第一版。，台北：經濟部商業司，1997年。5. 郭育彤。（2016）。網路購物網站平臺品質對顧客滿意度重要影響因素之研究-Yahoo!奇摩購物中心為例（碩士論文）。（系統編號：104ISU05041046。）6. 陳正男、林素吟、丁學勤與詹琇蓉（2004）。產品涉入、消費銷售者特性與情境對網路購物的影響：風險的觀點。中華管理評論，1，106-125。7. 陳宜秀（譯）（2014）。設計的心理學：人性化的產品設計如何改變世界（原作者：Donald, A. 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