| dc.contributor.advisor | 邱志聖 | zh_TW |
| dc.contributor.advisor | Chiou,Jyh Shen | en_US |
| dc.contributor.author (Authors) | 宋依坪 | zh_TW |
| dc.creator (作者) | 宋依坪 | zh_TW |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 18-Sep-2009 14:13:59 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 14:13:59 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 14:13:59 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0094351035 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35130 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 94351035 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | ebay拍賣在去年(2006)退出台灣與PChome成立露天市集，相較於收取刊登費和3%交易手續費的Yahoo 拍賣，露天的不收費政策是否能夠掀起賣家的搬家風，追平與Yahoo拍賣人氣的差距呢？賣家都是跟著買家走的，買家對網路拍賣行為的整體評價來自於—1.網站使用經驗2.賣家交易經驗，本研究主要是從上述兩個角度探討哪些因素會影響買家的滿意度，進而產生與拍賣網站和賣家的專屬資產？一旦建立專屬資產後，是否又會影響買家的忠誠度，而持續的與賣家交易，或繼續使用某特定網站？最後，「網站忠誠度」與「賣家忠誠度」兩者的相互關係，又會如何讓買家在拍賣網站和賣家中作選擇？本研究以路徑分析得到實證結果，主要發現如下：（一）買家對拍賣網站的滿意度，會讓他們願意投入更多專屬資產，進而建立忠誠度；對賣家的滿意度卻不會促使買家與之建立專屬資產。（二）網站拉力大於賣家拉力：若買家對網站有高忠誠度，則不會因為賣家任何優惠等誘惑隨之遷移到其他網站，表示對賣家忠誠度低；但買家若對賣家的忠誠度高，則會更喜歡使用該網站與原賣家進行交易，進而提升對網站的忠誠度。 | zh_TW |
| dc.description.tableofcontents | 1.緒論1.1 研究動機1.2 研究目的1.3 研究流程2.文獻探討2.1網路拍賣2.2服務品質2.3網路服務品質(e-SQ)2.3.1 e-SQ衡量構面2.3.2 E-S-QUAL2.3.3其他相關構面2.3.4研究使用構面2.4滿意度2.5專屬資產2.6忠誠度3.研究方法 3.1研究架構3.1.1各項變數的定義3.2研究假設3.3抽樣方法3.3.1研究對象3.3.2 抽樣方法3.3.3 問卷蒐集3.4問卷設計3.4.1前測問卷3.4.2問卷內容3.5資料分析方法3.5.1信度分析3.5.2路徑分析4.研究結果4.1信度分析4.2樣本結構4.2.1人口統計變數4.2.2拍賣行為資料4.3整體模型研究結果4.3.1路徑分析4.3.2模型配適程度統計分析4.4研究假設實證結果與討論5.結論與建議5.1結論5.1.1衡量構面與滿意度的關係5.1.2滿意度，專屬資產，與忠誠度三者因果關係5.1.3忠誠度相互關係5.2行銷實務貢獻5.3研究限制5.4後續研究建議參考資料附錄：問卷 | 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/#G0094351035 | en_US |
| dc.subject (關鍵詞) | 網路服務品質 | zh_TW |
| dc.subject (關鍵詞) | 滿意度 | zh_TW |
| dc.subject (關鍵詞) | 專屬資產 | zh_TW |
| dc.subject (關鍵詞) | 拍賣網站 | zh_TW |
| dc.subject (關鍵詞) | 忠誠度 | zh_TW |
| dc.title (題名) | 網路服務品質，滿意度，專屬資產對拍賣網站與賣家忠誠度之影響研究 | zh_TW |
| dc.title (題名) | The Effect of e-SQ, Satisfaction, Asset Specificity toward Websites’ and Sellers’ Loyalty | en_US |
| dc.type (資料類型) | thesis | en |
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