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題名 跨境電商之服務品質對顧客滿意度和忠誠度之影響 -以淘寶台灣站為例
The influences of service quality on customer’s satisfaction and loyalty to cross-border e-commerce platform - A case study of Taobao作者 張倚瑄
Chang, Yi-Hsuan貢獻者 張愛華
張倚瑄
Chang, Yi-Hsuan關鍵詞 跨境電商
服務品質
服務價值
顧客滿意度
顧客忠誠度
Cross-border e-commerce Platform
Service quality
Service value
Customer’s satisfaction
Customer’s loyalty日期 2019 上傳時間 1-Jul-2019 11:13:36 (UTC+8) 摘要 本研究目的為探討淘寶台灣站現行所提供之服務品質對於顧客滿意度害忠誠度之影響，研究模型以線上服務品質E-S-QUAL模型，包含「效率」、「履行性」、「系統可靠性」和「隱私」四項影響因素，以及線上補救服務品質E-RecS-QUAL，包含「反應性」、「補償性」和「溝通性」三項影響因素，分析各項因素對服務品質和顧客忠誠度之影響程度；因考量顧客所需付出之成本，再加入知覺犧牲為變項，分析其對服務價值之影響；最後再探討顧客滿意度對顧客忠誠度之影響分析。本研究以問卷統計結果進行分析，發放時間為2019年5月16日至2019年5月26月，共回收538份有效樣本。本研究結果顯示出，服務品質對服務價值具有正向顯著影響，其中又以「隱私」最具有顯著影響；服務品質對顧客滿意度均亦具有正向顯著影響，其中以「履行性」最具有顯著影響。而知覺犧牲對服務價值具有負項顯著影響，服務品質對顧客滿意度、以及滿意度對忠誠度均有正向顯著影響。此外根據人口統計變數之結果，淘寶於台灣之使用族群主要為年輕女性，且結果顯示使用淘寶時間較久、以及每月網購消費金額較高之顧客，對淘寶台灣站之滿意程度較高。因此根據研究結果，本研究建議淘寶欲提高台灣民眾對平台之滿意度和忠誠度，應根據服務品質各項因素做出改善，並降低用戶需付出成本，藉此提升在台市場之用戶人數和黏著度。
This study investigates the influences of Taobao Taiwan e-service quality on customers’ satisfaction and loyalty. It follows the online service quality model, E-S-QUAL, to analyze how each factor influences service value and customer loyalty. Considering the total customers’ cost, this study adds perceived sacrifice as a variable to analyze its impact on service value. Finally, it investigates how customer satisfaction influences customer loyalty.This study employs an online survey approach for data collection and analysis. Results show that service quality has a significantly positive influence on service value, with privacy having the strongest effect. All aspects of service quality are also shown to have positive effects on customer’s satisfaction, especially Fulfillment, which is of greatest significance.On the other hand, perceived sacrifice has a negative influence on service value, while service quality has a positive impact on customer satisfaction, and customer satisfaction has a positive effect on customer loyalty.Therefore, based on the results of this study, it is suggested that Taobao improve the factors of service quality to increase Taiwan customers’ satisfaction and loyalty to the platform. It is also suggested that by reducing customers’ cost, Taobao can increase the number of users in Taiwan and enhance customers’ stickiness.參考文獻 一、 中文文獻仝璽(2018)。跨境電商類型與運作模式分析。科教文匯(上旬刊)，The ScienceEducation Article Collects，編輯部郵箱，2018年12期。朱海成(2016)。電子商務概論與前瞻。出版社：碁峰資訊。行政院主計處(民105年)，行業標準分類（第 10 次修訂）。出版社：行政院主計處。張新元，王龍，張鵬(2005)。我國C2C電子商務發展存在的問題及解決措施。情報雜誌，2005（6）：78-79、82。杜宇霞，张真(2018)。淺析跨境電商的發展對我國國際貿易的影響。對外經貿，2018年01期。邱之崧(2016)。臺灣電商在中國大陸發展策略與建議。出版者：財團法人海峽交流基金會。阿里跨境電子商務研究中心(2015)。互聯網時代的全球貿易新機遇—普惠貿易趨勢。出版者：阿里研究院。賴玲如(2015)。決戰電商新時代-跨境電商綜合介紹。出版者：中華民國無店面零售商業同業公會。二、 英文文獻Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123-138.Assael, H. (1992). Consumer behavior and marketing action. Boston, MA: PWSKent.Azam, A.(2015). Investigation of psychological dimensions of trust on e-loyalty. Journal of Islamic Marketing, Vol. 6 No. no. 2, pp. 224-249Brown, G. H. (1952). Brand loyalty-fact or fiction. 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Management & Engineering, (28), 79-84.三、 網路資料資策會(2017)。【網購消費者調查】84.3％消費者願意跨境購物。 取自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=463資策會(2017)。【網購消費者調查】2016年網購消費平均27,715元。取自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=464資策會(2018)。【網購大調查系列三】2017跨境網購年消費額成長5.4％。取自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=490淘宝網。淘宝台湾新站。取自：https://world.taobao.com/ 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363097資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363097 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.author (Authors) 張倚瑄 zh_TW dc.contributor.author (Authors) Chang, Yi-Hsuan en_US dc.creator (作者) 張倚瑄 zh_TW dc.creator (作者) Chang, Yi-Hsuan en_US dc.date (日期) 2019 en_US dc.date.accessioned 1-Jul-2019 11:13:36 (UTC+8) - dc.date.available 1-Jul-2019 11:13:36 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2019 11:13:36 (UTC+8) - dc.identifier (Other Identifiers) G0106363097 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124264 - 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) 106363097 zh_TW dc.description.abstract (摘要) 本研究目的為探討淘寶台灣站現行所提供之服務品質對於顧客滿意度害忠誠度之影響，研究模型以線上服務品質E-S-QUAL模型，包含「效率」、「履行性」、「系統可靠性」和「隱私」四項影響因素，以及線上補救服務品質E-RecS-QUAL，包含「反應性」、「補償性」和「溝通性」三項影響因素，分析各項因素對服務品質和顧客忠誠度之影響程度；因考量顧客所需付出之成本，再加入知覺犧牲為變項，分析其對服務價值之影響；最後再探討顧客滿意度對顧客忠誠度之影響分析。本研究以問卷統計結果進行分析，發放時間為2019年5月16日至2019年5月26月，共回收538份有效樣本。本研究結果顯示出，服務品質對服務價值具有正向顯著影響，其中又以「隱私」最具有顯著影響；服務品質對顧客滿意度均亦具有正向顯著影響，其中以「履行性」最具有顯著影響。而知覺犧牲對服務價值具有負項顯著影響，服務品質對顧客滿意度、以及滿意度對忠誠度均有正向顯著影響。此外根據人口統計變數之結果，淘寶於台灣之使用族群主要為年輕女性，且結果顯示使用淘寶時間較久、以及每月網購消費金額較高之顧客，對淘寶台灣站之滿意程度較高。因此根據研究結果，本研究建議淘寶欲提高台灣民眾對平台之滿意度和忠誠度，應根據服務品質各項因素做出改善，並降低用戶需付出成本，藉此提升在台市場之用戶人數和黏著度。 zh_TW dc.description.abstract (摘要) This study investigates the influences of Taobao Taiwan e-service quality on customers’ satisfaction and loyalty. It follows the online service quality model, E-S-QUAL, to analyze how each factor influences service value and customer loyalty. Considering the total customers’ cost, this study adds perceived sacrifice as a variable to analyze its impact on service value. Finally, it investigates how customer satisfaction influences customer loyalty.This study employs an online survey approach for data collection and analysis. Results show that service quality has a significantly positive influence on service value, with privacy having the strongest effect. All aspects of service quality are also shown to have positive effects on customer’s satisfaction, especially Fulfillment, which is of greatest significance.On the other hand, perceived sacrifice has a negative influence on service value, while service quality has a positive impact on customer satisfaction, and customer satisfaction has a positive effect on customer loyalty.Therefore, based on the results of this study, it is suggested that Taobao improve the factors of service quality to increase Taiwan customers’ satisfaction and loyalty to the platform. It is also suggested that by reducing customers’ cost, Taobao can increase the number of users in Taiwan and enhance customers’ stickiness. en_US dc.description.tableofcontents 謝誌 I摘要 IIAbstract III目次 IV表次 V圖次 VII第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 5第三節 研究流程 6第四節 研究對象與範圍 7第二章 文獻探討 8第一節 跨境電子商務 8第二節 服務品質 17第三節 知覺犧牲 21第四節 服務價值 22第五節 顧客滿意度 23第六節 顧客忠誠度 24第三章 研究方法 25第一節 研究設計 25第二節 質化研究 29第三節 量化研究 37第四章 研究分析 48第一節 樣本結構與網路購物之經驗分析 48第二節 信度與效度分析 66第三節 研究假設檢定 76第五章 研究結論與建議 91第一節 研究結論 91第二節 實務建議 95第三節 研究限制 98第四節 研究建議 99參考文獻 100附錄：問卷 108 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363097 en_US dc.subject (關鍵詞) 跨境電商 zh_TW dc.subject (關鍵詞) 服務品質 zh_TW dc.subject (關鍵詞) 服務價值 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) Cross-border e-commerce Platform en_US dc.subject (關鍵詞) Service quality en_US dc.subject (關鍵詞) Service value en_US dc.subject (關鍵詞) Customer’s satisfaction en_US dc.subject (關鍵詞) Customer’s loyalty en_US dc.title (題名) 跨境電商之服務品質對顧客滿意度和忠誠度之影響 -以淘寶台灣站為例 zh_TW dc.title (題名) The influences of service quality on customer’s satisfaction and loyalty to cross-border e-commerce platform - A case study of Taobao en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻仝璽(2018)。跨境電商類型與運作模式分析。科教文匯(上旬刊)，The ScienceEducation Article Collects，編輯部郵箱，2018年12期。朱海成(2016)。電子商務概論與前瞻。出版社：碁峰資訊。行政院主計處(民105年)，行業標準分類（第 10 次修訂）。出版社：行政院主計處。張新元，王龍，張鵬(2005)。我國C2C電子商務發展存在的問題及解決措施。情報雜誌，2005（6）：78-79、82。杜宇霞，张真(2018)。淺析跨境電商的發展對我國國際貿易的影響。對外經貿，2018年01期。邱之崧(2016)。臺灣電商在中國大陸發展策略與建議。出版者：財團法人海峽交流基金會。阿里跨境電子商務研究中心(2015)。互聯網時代的全球貿易新機遇—普惠貿易趨勢。出版者：阿里研究院。賴玲如(2015)。決戰電商新時代-跨境電商綜合介紹。出版者：中華民國無店面零售商業同業公會。二、 英文文獻Anderson, R. 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