| dc.contributor.advisor | 張愛華 | zh_TW |
| dc.contributor.author (作者) | 薛台蓉 | zh_TW |
| dc.creator (作者) | 薛台蓉 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 18-九月-2009 20:27:02 (UTC+8) | - |
| dc.date.available | 18-九月-2009 20:27:02 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 20:27:02 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0095362026 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/37008 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 管理碩士學程(AMBA) | zh_TW |
| dc.description (描述) | 95362026 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 本研究以「網路購物」為主題，探討進行網路購物行為時，影響使用者之滿意度與忠誠度之重要因素。回顧網路購物相關領域文獻，以提昇購物網站知覺互動性為課題，探討知覺互動性、社會臨場感、知覺品質、知覺價值、信心/信賴利益、滿意度及忠誠度之間的關係，以網路問卷調查，蒐集曾在網路購物之消費者的意見進行分析，提出結果及建議，作為線上購物網站設計及經營管理之參考。研究結果如下：一、消費者對購物網站之知覺互動性程度包含三個構面：雙向溝通、主動控制及回應性；而對網路之知覺品質程度包含有資訊品質、服務品質及系統品質三個構面。二、消費者對購物網站的知覺互動性程度越高，則對網站的知覺品質也會越高。三、消費者對購物網站之知覺互動性、知覺品質及上網次數，對購物網站的社會臨場感有正向影響，而知覺品質的三個因素當中，以服務品質對社會臨場感影響最大，而系統品質對社會臨場感則有負向影響。四、消費者對購物網站的社會臨場感、知覺品質、知覺價值及上網時數，對網站的信心/信賴利益有正向影響。五、消費者對購物網站的知覺品質或上網次數越高，或年齡越輕，則對購物網站的知覺價值也會越高。六、知覺價值包含有實用價值與體驗價值兩個構面，知覺品質對實用價值的影響比體驗價值顯著；資訊品質、系統品質及服務品質三個因素比較，以服務品質對實用價值及體驗價值之影響，較其他二者因素為大。七、實用價值與體驗價值兩個因素比較，以實用價值對信心/信賴利益影響較大，但體驗價值也是會正向影響信心/信賴利益；資訊品質、系統品質及服務品質三個因素比較，以服務品質對信心/信賴利益影響為最大。八、消費者對購物網站的知覺品質、信心/信賴利益及上網次數，對購物網站的滿意度有正向影響。九、消費者對購物網站的知覺價值、信心/ 信賴利益、消費者滿意度及上網次數，對購物網站的忠誠度有正向影響。 | zh_TW |
| dc.description.tableofcontents | 目 錄第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題及目的 6第三節 研究對象與範圍 7第四節 研究流程 7第二章 文獻探討 10第一節 網路購物 10第二節 互動性的意涵 13第三節 使用者對互動性的感知 15第四節 社會臨場感理論 22第五節 知覺品質 27第六節 知覺價值 38第七節 顧客信賴 40第八節 顧客滿意度 46第九節 線上忠誠度 51第三章 研究設計與方法 53第一節 研究架構 53第二節 研究變數的定義 54第三節 研究假說 55第四節 研究變數的衡量 64第五節 資料蒐集方法 74第六節 資料分析方法 75第四章 研究結果 78第一節 樣本特性分析 78第二節 構面因素分析 84第三節 信度分析 90第四節 相關分析 91第五節 研究假設之驗證 94第五章 結論與建議 110第一節 研究結論 110第二節 研究貢獻 113第三節 研究限制 115第四節 未來研究方向 115參考文獻 116一、中文部分 116二、英文部分 117-121附錄：問卷 122-125圖 目 錄圖1-1台灣網友樣本分群－依性別與可支配所得 3圖1 2研究流程 9圖2-1四種網路互動模式 21圖2-2社會臨場感之層級 23圖2-3資訊系統成功評估模式 28圖2-4修正之資訊系統成功評估模式 31圖2-5網站服務品質概念模式 35圖2-6消費者對網站發展信任的階段 44圖2-7顧客滿意度模式 50圖3-1研究架構 53表 目 錄表2-1 CHAMPNESS研究關於社會臨場感之問項表 25表2-2 線上商店服務品質構面 36表2-3 各學者對信賴感之定義 41-42表2-4 信賴感在不同領域的敘述 43表3-1 本研究在各項構面的定義 54-55表3-2 NEGASH, RYAN AND IGBARIA (2003)之資訊品質量表 65表3-3 NEGASH, RYAN AND IGBARIA (2003)之系統品質量表 65表3-4 知覺互動性研究構面衡量問題 67-68表3-5 知覺品質研究構面衡量問題 69表3-6 社會臨場感研究構面衡量問題 70表3-7 知覺價值研究構面衡量問題 71表3-8 信心/信賴利益研究構面衡量問題 72表3-9 消費者滿意度研究構面衡量問題 72表3-10忠誠度研究構面衡量問題 73表4-1 受訪者性別分佈 78表4-2 受訪者年齡分佈 78表4-3受訪者教育程度分佈 79表4-4受訪者職業分佈 79表4-5受訪者最近一次購物網站分佈 79表4-6 受訪者曾經在此購物網站交易次數分佈 80表4-7 受訪者平均單次在此購物網站之交易金額分佈 80表4-8 受訪者對此購物網站熟悉程度分佈 80表4-9 受訪者是否有使用過此購物網站的客服功能分佈 81表4-10受訪者每周上網時數分佈 81表4-11受訪者去年網路購物次數（不算網路拍賣）分佈 81表4-12各題項之平均數及標準差 82-83表4-13 知覺互動性因素分析 85表4-14 知覺品質因素分析 86表4-15 知覺價值因素分析 87表4-16 社會臨場感因素分析 88表4-17 信心/信賴利益因素分析 88表4-18 消費者滿意度因素分析 89表4-19 忠誠度因素分析 89表4-20 因素之信度分析 90表4-21 不同性別在各構面之平均數的差異檢定與獨立樣本T-檢定 91表4-22 各變項與人口基本資料間之相關分析表 92表4-23 變項間的相關係數表 93表4-24 知覺互動性、知覺品質及上網次數對社會臨場感影響因素之迴歸分析 94表4-25服務品質、主動控制、 雙向溝通、系統品質、回應性、 資訊品質及上網次數對社會臨場感影響因素之迴歸分析 95表4-26 知覺互動性對知覺品質影響因素之迴歸分析 96表4-27 主動控制、 雙向溝通及回應性對知覺品質影響因素之迴歸分析97 表4-28 社會臨場感、知覺品質、知覺價值及上網時數對信心/信賴利益影響因素之迴歸分析 98表4-29 服務品質、上網時數、 社會臨場感、體驗價值、系統品質、實用價值、資訊品質對信心/信賴利益影響因素之迴歸分析 99表4-30知覺品質、年齡及上網次數對知覺價值影響因素之迴歸分析 100表4-31上網次數、年齡及知覺品質對知覺價值影響因素之迴歸分析 101表4-32 知覺品質對實用價值影響因素之迴歸分析表 102表4-33系統品質、資訊品質及服務品質對實用價值影響因素之迴歸分析 102表4-34知覺品質對體驗價值影響因素之迴歸分析 103表4-35系統品質、資訊品質及服務品質對體驗價值影響因素之迴歸分析 104表4-36知覺品質、信心/信賴利益及上網次數對滿意度影響因素之迴歸分析 105表4-37服務品質、上網次數、信心、系統品質、資訊品質對滿意度影響因素之迴歸分析 105表4-38上網次數、信心、知覺價值、消費者滿意度對忠誠度影響因素之迴歸分析 107表4-39體驗價值、上網次數、信心、實用價值、消費者滿意度對忠誠度影響因素之迴歸分析 107表4-40 本研究檢定結果 109 | 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/#G0095362026 | en_US |
| dc.subject (關鍵詞) | 網路購物 | zh_TW |
| dc.subject (關鍵詞) | 知覺互動性 | zh_TW |
| dc.subject (關鍵詞) | 社會臨場感 | zh_TW |
| dc.subject (關鍵詞) | 知覺品質 | zh_TW |
| dc.subject (關鍵詞) | 知覺價值 | zh_TW |
| dc.subject (關鍵詞) | 信心 | zh_TW |
| dc.subject (關鍵詞) | 忠誠度 | zh_TW |
| dc.title (題名) | 影響網路購物之滿意度與忠誠度之整合模式研究 | zh_TW |
| dc.type (資料類型) | thesis | en |
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