| dc.contributor.advisor | 周文賢<br>黃國峯 | zh_TW |
| dc.contributor.author (Authors) | 李文中 | zh_TW |
| dc.contributor.author (Authors) | Lee ,Wen Chung | en_US |
| dc.creator (作者) | 李文中 | zh_TW |
| dc.creator (作者) | Lee ,Wen Chung | en_US |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 18-Sep-2009 13:30:21 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 13:30:21 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 13:30:21 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0093355030 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/34990 | - |
| 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 | zh_TW |
| dc.description (描述) | 93355030 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 近年來，網路購物的興起改變了民眾消費的習慣。網路商店不受時間和空間的限制，並且提供顧客多樣化的服務，已經成為企業行銷活動中重要的通路之一。台灣網路購物環境呈現市場規模快速成長但是競爭十分激烈的形態。對於網路商店業者來說，增加顧客購買次數並且提高顧客忠誠度是維持企業經營的最重要目標。本研究即探討影響消費者網路購物之因素。從網路購物服務品質、滿意度、信任度、和忠誠度四個因素切入，並且探討因素間的相互影響關係。研究發現，網路購物服務品質會直接且正向顯著地影響顧客忠誠度，亦會透過滿意度來間接影響忠誠度。而網路購物信任度則是透過滿意度來間接地影響顧客忠誠度。此外，在調查消費者參與網路購物行為上則發現，消費者參與網路購物的主因是考量方便性和價格便宜。最擔心網路購物對個人造成的傷害上則以個人資料外流和產品品質不良最高。在選擇購物網站最重視的因素則為產品與服務的可靠性和線上交易的安全性。因此，網路商店業者若要提高顧客的忠誠度，可以從網站服務品質的提升、線上交易的安全性著手，提供顧客一個方便且安全的交易環境。 | zh_TW |
| dc.description.abstract (摘要) | The rise of online purchasing has changed people’s purchasing habits. Online shop is an important marketing channel for a business because of its open-ended shop hours and virtual shopping space as well as providing diversified services for customers. It appears that the online purchasing environment in Taiwan is fast-growing and competitive. Therefore, increasing purchasing frequencies and improving customer’s loyalty are important tasks for all online shops.This study investigated the factors that influence consumer’s online purchasing loyalty. It discussed and examined the relationship among online service quality, satisfaction, trust, and loyalty. In the study, service quality is found to not only directly affect loyalty but also indirectly affect loyalty via satisfaction. Trust is also found to indirectly affect loyalty via satisfaction. Besides, in the investigation of online purchasing behavior, there are three main findings. The first, the main reasons why consumers choose online shopping are considering convenience and lower price. The second, they are most worried about personal information outflow and defective products. The third, they most care about reliability of product and service as well as security of online purchasing. As a result, in order to improve customer loyalty, it should increase the online service quality and security those provide consumer a convenient and safe shopping environment. | en_US |
| dc.description.tableofcontents | 目次 I表次 III圖次 V第一章 緒論 11.1研究背景 11.2研究動機 21.3研究目的 31.4研究範圍 31.5章節結構 4第二章 文獻回顧 62.1電子商務 62.2網路商店與網路購物 112.3影響消費者網路購物之因素 112.4服務品質、顧客忠誠度、滿意度與信任度之關係 15第三章 研究方法 183.1研究架構 183.2變數操作性定義與衡量方式 193.3統計模式 213.4研究假說 313.5問卷設計 333.6抽樣設計 343.7資料收集方法 35第四章 實證分析 364.1樣本輪廓分析 364.2信度與效度分析 434.3因素萃取 454.4模式品質評估 464.5參數之估計與檢定 474.6小結 50第五章 結論與建議 515.1研究發現 515.2策略涵意 525.3研究貢獻 535.4研究限制 545.5後續研究建議 55參考文獻 56中文部分 56英文部分 56附錄 61 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0093355030 | en_US |
| dc.subject (關鍵詞) | 網路購物 | zh_TW |
| dc.subject (關鍵詞) | 顧客忠誠度 | zh_TW |
| dc.subject (關鍵詞) | 服務品質 | zh_TW |
| dc.subject (關鍵詞) | 滿意度 | zh_TW |
| dc.subject (關鍵詞) | 信任度 | zh_TW |
| dc.subject (關鍵詞) | online purchasing | en_US |
| dc.subject (關鍵詞) | customer loyalty | en_US |
| dc.subject (關鍵詞) | service quality | en_US |
| dc.subject (關鍵詞) | satisfaction | en_US |
| dc.subject (關鍵詞) | trust | en_US |
| dc.title (題名) | 網路購物服務品質、滿意度與信任度對顧客忠誠度之影響 | zh_TW |
| dc.title (題名) | The Influences of Service Quality, Satisfaction, and Trust on Customer’s Loyalty in Online Purchasing | en_US |
| dc.type (資料類型) | thesis | en |
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