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題名 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
作者 張亦昀
Chang, Yi-Yun
貢獻者 陳建維
張亦昀
Chang, Yi-Yun
關鍵詞 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
日期 2018
上傳時間 10-Jul-2018 15:29:55 (UTC+8)
摘要 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.
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描述 碩士
國立政治大學
國際經營與貿易學系
105351034
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105351034
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 張亦昀zh_TW
dc.contributor.author (Authors) Chang, Yi-Yunen_US
dc.creator (作者) 張亦昀zh_TW
dc.creator (作者) Chang, Yi-Yunen_US
dc.date (日期) 2018en_US
dc.date.accessioned 10-Jul-2018 15:29:55 (UTC+8)-
dc.date.available 10-Jul-2018 15:29:55 (UTC+8)-
dc.date.issued (上傳時間) 10-Jul-2018 15:29:55 (UTC+8)-
dc.identifier (Other Identifiers) G0105351034en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118520-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 105351034zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的 4
     第三節 研究流程 6
     第二章 文獻探討 7
     第一節 電子商務架站平台服務角色與模式 7
     第二節 顧客服務 10
     第三節 關係品質 14
     第四節 忠誠度 17
     第三章 研究方法 20
     第一節 研究架構 20
     第二節 研究假設 22
     第三節 研究設計 29
     第四節 資料分析方法 38
     第四章 研究結果 39
     第一節 敘述性統計分析 39
     第二節 研究變數因素之萃取 41
     第三節 信度分析 51
     第四節 迴歸分析 53
     第五章 研究結論與建議 60
     第一節 研究結論與發現 60
     第二節 實務建議 65
     第三節 研究限制 68
     第四節 未來研究方向與建議 69
     參考文獻 70
     附錄 75		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105351034en_US
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 軟體即服務zh_TW
dc.subject (關鍵詞) 線上顧客服務zh_TW
dc.subject (關鍵詞) 顧客信念zh_TW
dc.subject (關鍵詞) 關係品質zh_TW
dc.subject (關鍵詞) B2Bzh_TW
dc.subject (關鍵詞) 忠誠度zh_TW
dc.subject (關鍵詞) E-commerceen_US
dc.subject (關鍵詞) SaaSen_US
dc.subject (關鍵詞) Online customer serviceen_US
dc.subject (關鍵詞) Customer beliefen_US
dc.subject (關鍵詞) Relationship qualityen_US
dc.subject (關鍵詞) B2Ben_US
dc.subject (關鍵詞) Loyaltyen_US
dc.title (題名) 電子商務架站平台服務與顧客關係之研究zh_TW
dc.title (題名) The research of the relationship between the service provider of SaaS-based E-commerce store builder and its customersen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.IB.011.2018.F06-