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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
The Effect of e-SQ, Satisfaction, Asset Specificity toward Websites’ and Sellers’ Loyalty
作者 宋依坪
貢獻者 邱志聖
Chiou,Jyh Shen
宋依坪
關鍵詞 網路服務品質
滿意度
專屬資產
拍賣網站
忠誠度
日期 2006
上傳時間 18-九月-2009 14:13:59 (UTC+8)
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。
參考文獻 中文參考資料
1.電子商務時報：http://www.ectimes.org.tw
2.科技資訊網：http://taiwan.cnet.com/services
3. e天下網站: http://www.techvantage.com.tw/
4.Yahoo拍賣服務說明
5.露天市集服務說明
英文參考文獻
1. Abe, F., Akimoto, H.,Akopian, A.,Albrow, M. G., Amendolia, S. R.,
Amidei, D., Antos, J., Anway-Wiese, C., Aota, S., Apollinari, G. (1995). "Observation of Top Quark Production in p p Collisions with the Collider Detector at Fermilab." Physical Review Letters 74(14): 2626-2631.

2. Alpar, P. (1999). "Satisfaction with a Web Site: Its Measurement, Factors, and Correlates." Scheer, AW and Nuttgens, M.(Eds.), Electronic Business Engineering: 271-287.

3. Barnes, S. J. and Vidgen, R. T.(2002). "An integrative approach to the assessment of e-commerce quality." Journal of Electronic Commerce Research 3(3): 114-127.

4. Bitner, M. J. and A. R. Hubbert (1994). "Encounter satisfaction versus overall satisfaction versus quality." Service Quality: New Directions in Theory and Practice: 72?4.
5. Chaudhuri, A. and Holbrook, M. B. (2001). "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty." Journal of Marketing 65(2): 81-93.

6. Chen, Q. and Wells, W. D. (1999). "Attitude toward the Site." Journal of Advertising Research 39(5).

7. Childers, T. L., Carr, C. L., Peck, and J.Carson, S. (2001). "Hedonic and utilitarian motivations for online retail shopping behavior." Journal of Retailing 77(4): 511-535.

8. Chiou, J. S. and Droge, C. (2006). "Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction-Loyalty Framework." Journal of the Academy of Marketing Science 34(4): 613.

9. Chiou, J. S. and Shen, C. C. (2006). "The effects of satisfaction, opportunism, and asset specificity on consumers` loyalty intention toward internet portal sites." International Journal of Service Industry Management 17(1): 7-22.

10. Dabholkar, P., Thorpe, D. I., and Rentz, J. O. (1996). "A measure of service quality for retail stores." Journal of the Academy of Marketing Science 24: 3-16.
11. Dabholkar, P. A.(1996). "Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality." International Journal of Research in Marketing 13(1): 29-51.

12. Fornell, C., C. D. Ittner, et al. (1996). "The Valuation Consequences of Consumer Satisfaction." National Quality Research Center Working Paper, National Quality Research Center, Ann Arbor, MI.
13. Francis, J. E. and White, L. (2002). "PIRQUAL: a scale for measuring customer expectations and perceptions of quality in Internet retailing." K. Evans & L. Scheer (Eds.): 263?70.

14. Ganesan, S.(1994). "Determinants of Long-Term Orientation in Buyer-Seller Relationships." Journal of Marketing 58(2): 1-19.

15. Ganesan, S. (1994). "Determinants of Long-Term Orientation in Buyer-Seller Relationships." Journal of Marketing 58(2): 1-19.
16. Gefen, D. (2002). "Reflections on the dimensions of trust and trustworthiness among online consumers." ACM SIGMIS Database 33(3): 38-53.
17. Joshi, A. W. and Stump, R. L. (1999). "The Contingent Effect of Specific Asset Investments on Joint Action in Manufacturer-Supplier Relationships: An Empirical Test of the Moderating Role of Reciprocal Asset Investments, Uncertainty, and Trust." Journal of the Academy of Marketing Science 27(3): 291.

18. Jones, M. A. and J. Suh (2000). "Transaction-specific satisfaction and overall satisfaction: an empirical analysis." Journal of Services Marketing 14(2): 147-59.
19. Koufaris, M. (2001). "Consumer Behavior in Web-Based Commerce: An Empirical Study." International Journal of Electronic Commerce 6(2): 115-138.

20. Liu, C. and Arnett, K. P. (2000). "Exploring the factors associated with Web site success in the context of electronic commerce." Information and Management 38(1): 23-33.

21. Lewis, R. and B. Booms (1983). The Marketing Aspects of Services Quality. [en línea] documento electrónico, fuente en Internet.[fecha de consulta 14 de enero 2004] disponible en: www. sportcongress. org/ponencias, Herrero.
.
22. Loiacono, E. T., Watson, R. T., and Goodhue, D. L. (2002). "WebQual: a measure of Web site quality." 2002 Marketing Educators?Conference: Marketing Theory and Applications 13: 432-437.

23. Montoya-Weiss, M., Voss, G. B., and Grewal, D. (2000). "Bricks to Clicks: What Drives Customer Use of the Internet in a Multi-Channel Environment." Unpublished Work.

24. Muylle, S., Moenaert, R., and Despontin, M. (1999). "A grounded theory of World Wide Web search behaviour." Journal of Marketing Communications 5(3): 143-155.

25. Oliver, R. L.(1993). "A conceptual model of service quality and service satisfaction: compatible goals, different concepts." Advances in Services Marketing and Management 2: 65-85.

26. Oliver, R. L. (1999). "Whence Consumer Loyalty?" Journal of Marketing 63: 33-44.

27. Olney, T. J., M. B. Holbrook, et al. (1991). "Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time." The Journal of Consumer Research 17(4): 440-453.
28. Parasuraman, A., Zeithaml, V. A., and Berry, L. (1990). Measuring customer service satisfaction.
29. Parasuraman, A., Zeithaml, V. A., and Berry, L. (1985). "A Conceptual Model of Service Quality and Its Implications for Future Research." Journal of Marketing 49(4): 41-50.

30. Parasuraman, A., Zeithaml, V. A., and Berry, L. (1985). "A Conceptual Model of Service Quality and Its Implications for Future Research." Journal of Marketing 49(4): 41-50.

31. Parasuraman, A., Zeithaml, V. A., and Berry, L. (1986). Servqual: A Multiple-item Scale for Measuring Customer Perceptions of Service Quality, Marketing Science Institute.

32. Parasuraman, A., Zeithaml, V. A., and Malhotra, A. (2005). "ES-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality." Journal of Service Research 7(3): 213.

33. Parasuraman, A. and Zinkhan, G. M. (2002). "Marketing to and Serving Customers Through the Internet: An Overview and Research Agenda." Journal of the Academy of Marketing Science 30(4): 286.

34. Parasuraman, A. and D. Grewal (2000). "The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda." Journal of the Academy of Marketing Science 28(1): 168.
35. Pritchard, M. P., Havitz, M. E., and Howard, D. R. (1999). "Analyzing the Commitment-Loyalty Link in Service Contexts." Journal of the Academy of Marketing Science 27(3): 333.

36. Rice, M.(1997). "What makes users revisit a Web site. Marketing Newes." Marketing News 31(6): 12-13.

37. Riordan, M. H. and Williamson, O. E. (1985). "Asset Specificity and Economic Organization." International Journal of Industrial Organization 3(4): 365-378.

38. Reichheld, F. F. (1996). "The Loyalty Effect: The Hidden Force Behind Growth." Profits, and Lasting Value, Harvard Business School Press, Boston, MA.
39. Reisenzein, R. and C. Spielhofer (1994). "Subjectively salient dimensions of emotional appraisal." Motivation and Emotion 18(1): 31-77.
40. Riordan, M. H. and O. E. Williamson (1985). "Asset Specificity and Economic Organization." International Journal of Industrial Organization 3(4): 365-378.
41. Schlosser, A. E., Shavitt, S., and Kanfer, A. (1999). "Survey of Internet users` attitudes toward Internet advertising." Journal of Interactive Marketing 13(3): 34-54.

42. Steenkamp, J. and I. Geyskens (2006). "How Country Characteristics Affect the Perceived Value of Web Sites." Journal of Marketing 70: 136-150.
43. Szymanski, D. M. and Hise, R. T. (2000). "E-satisfaction: an initial examination." Journal of Retailing 76(3): 309-322.

44. Wigand, R. T. and Benjamin, R. I. (1995). "Electronic Commerce: Effects on Electronic Markets." Journal of Computer Mediated Communication 1(3): 28-32.

45. Wolfinbarger, M. and Gilly, M. C. (2003). "eTailQ: dimensionalizing, measuring and predicting etail quality." Journal of Retailing 79(3): 183-198.

46. Yang, Z. and Peterson, R. T."Exploring Underlying Services Quality Dimension of Internet Purchasing: Suggestions from Customers?Electronic World-of-mouth."

47. Yoo, B. and Donthu, N. (2001). "Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL)." Quarterly Journal of Electronic Commerce 2(1): 31-45.

48. Zeithaml, V. A., Parasuraman, A., and Malhotra, A. (2002). "Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge." Journal of the Academy of Marketing Science 30(4): 362-375.
描述 碩士
國立政治大學
國際經營與貿易研究所
94351035
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094351035
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Chiou,Jyh Shenen_US
dc.contributor.author (作者) 宋依坪zh_TW
dc.creator (作者) 宋依坪zh_TW
dc.date (日期) 2006en_US
dc.date.accessioned 18-九月-2009 14:13:59 (UTC+8)-
dc.date.available 18-九月-2009 14:13:59 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 14:13:59 (UTC+8)-
dc.identifier (其他 識別碼) G0094351035en_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) 94351035zh_TW
dc.description (描述) 95zh_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-QUAL
2.3.3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/#G0094351035en_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’ Loyaltyen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文參考資料zh_TW
dc.relation.reference (參考文獻) 1.電子商務時報：http://www.ectimes.org.twzh_TW
dc.relation.reference (參考文獻) 2.科技資訊網：http://taiwan.cnet.com/serviceszh_TW
dc.relation.reference (參考文獻) 3. e天下網站: http://www.techvantage.com.tw/zh_TW
dc.relation.reference (參考文獻) 4.Yahoo拍賣服務說明zh_TW
dc.relation.reference (參考文獻) 5.露天市集服務說明zh_TW
dc.relation.reference (參考文獻) 英文參考文獻zh_TW
dc.relation.reference (參考文獻) 1. Abe, F., Akimoto, H.,Akopian, A.,Albrow, M. G., Amendolia, S. R.,zh_TW
dc.relation.reference (參考文獻) Amidei, D., Antos, J., Anway-Wiese, C., Aota, S., Apollinari, G. (1995). "Observation of Top Quark Production in p p Collisions with the Collider Detector at Fermilab." Physical Review Letters 74(14): 2626-2631.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 2. Alpar, P. (1999). "Satisfaction with a Web Site: Its Measurement, Factors, and Correlates." Scheer, AW and Nuttgens, M.(Eds.), Electronic Business Engineering: 271-287.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 3. Barnes, S. J. and Vidgen, R. T.(2002). "An integrative approach to the assessment of e-commerce quality." Journal of Electronic Commerce Research 3(3): 114-127.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 4. Bitner, M. J. and A. R. Hubbert (1994). "Encounter satisfaction versus overall satisfaction versus quality." Service Quality: New Directions in Theory and Practice: 72?4.zh_TW
dc.relation.reference (參考文獻) 5. Chaudhuri, A. and Holbrook, M. B. (2001). "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty." Journal of Marketing 65(2): 81-93.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 6. Chen, Q. and Wells, W. D. (1999). "Attitude toward the Site." Journal of Advertising Research 39(5).zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 7. Childers, T. L., Carr, C. L., Peck, and J.Carson, S. (2001). "Hedonic and utilitarian motivations for online retail shopping behavior." Journal of Retailing 77(4): 511-535.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 8. Chiou, J. S. and Droge, C. (2006). "Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction-Loyalty Framework." Journal of the Academy of Marketing Science 34(4): 613.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 9. Chiou, J. S. and Shen, C. C. (2006). "The effects of satisfaction, opportunism, and asset specificity on consumers` loyalty intention toward internet portal sites." International Journal of Service Industry Management 17(1): 7-22.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 10. Dabholkar, P., Thorpe, D. I., and Rentz, J. O. (1996). "A measure of service quality for retail stores." Journal of the Academy of Marketing Science 24: 3-16.zh_TW
dc.relation.reference (參考文獻) 11. Dabholkar, P. A.(1996). "Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality." International Journal of Research in Marketing 13(1): 29-51.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 12. Fornell, C., C. D. Ittner, et al. (1996). "The Valuation Consequences of Consumer Satisfaction." National Quality Research Center Working Paper, National Quality Research Center, Ann Arbor, MI.zh_TW
dc.relation.reference (參考文獻) 13. Francis, J. E. and White, L. (2002). "PIRQUAL: a scale for measuring customer expectations and perceptions of quality in Internet retailing." K. Evans & L. Scheer (Eds.): 263?70.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 14. Ganesan, S.(1994). "Determinants of Long-Term Orientation in Buyer-Seller Relationships." Journal of Marketing 58(2): 1-19.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 15. Ganesan, S. (1994). "Determinants of Long-Term Orientation in Buyer-Seller Relationships." Journal of Marketing 58(2): 1-19.zh_TW
dc.relation.reference (參考文獻) 16. Gefen, D. (2002). "Reflections on the dimensions of trust and trustworthiness among online consumers." ACM SIGMIS Database 33(3): 38-53.zh_TW
dc.relation.reference (參考文獻) 17. Joshi, A. W. and Stump, R. L. (1999). "The Contingent Effect of Specific Asset Investments on Joint Action in Manufacturer-Supplier Relationships: An Empirical Test of the Moderating Role of Reciprocal Asset Investments, Uncertainty, and Trust." Journal of the Academy of Marketing Science 27(3): 291.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 18. Jones, M. A. and J. Suh (2000). "Transaction-specific satisfaction and overall satisfaction: an empirical analysis." Journal of Services Marketing 14(2): 147-59.zh_TW
dc.relation.reference (參考文獻) 19. Koufaris, M. (2001). "Consumer Behavior in Web-Based Commerce: An Empirical Study." International Journal of Electronic Commerce 6(2): 115-138.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 20. Liu, C. and Arnett, K. P. (2000). "Exploring the factors associated with Web site success in the context of electronic commerce." Information and Management 38(1): 23-33.zh_TW
dc.relation.reference (參考文獻) zh_TW
dc.relation.reference (參考文獻) 21. Lewis, R. and B. Booms (1983). The Marketing Aspects of Services Quality. [en línea] documento electrónico, fuente en Internet.[fecha de consulta 14 de enero 2004] disponible en: www. sportcongress. org/ponencias, Herrero.zh_TW
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