| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.advisor | Chu, Feng Kang | en_US |
| dc.contributor.author (Authors) | 何宥緯 | zh_TW |
| dc.contributor.author (Authors) | Ho, Yu Wei | en_US |
| dc.creator (作者) | 何宥緯 | zh_TW |
| dc.creator (作者) | Ho, Yu Wei | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 5-Oct-2011 14:26:47 (UTC+8) | - |
| dc.date.available | 5-Oct-2011 14:26:47 (UTC+8) | - |
| dc.date.issued (上傳時間) | 5-Oct-2011 14:26:47 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0984530121 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51172 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣播電視學研究所 | zh_TW |
| dc.description (描述) | 98453012 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 網際網路的普及造就了電子商務的蓬勃發展，在目前全台灣約兩萬五千家網路購物商家當中，lativ國民服飾在2007年成立後，因標榜其服飾產品為台灣製造，並以B2C經營方式提供高品質且平價的商品，享有「台版Uniqlo」的美稱，在2010單一年度的營收即達到15億，大約是一般平價實體成衣連鎖兩百家店面的營收總和。自2007年到2010年短短四年，lativ國民服飾就成為台灣網路休閒服飾的成功領導品牌之一。 本研究為探究lativ國民服飾的服務品質、知覺價值、顧客滿意度和顧客忠誠度之關聯性，運用量化研究方法的線上問卷調查法與質化研究方法的深度訪談法。在量化的線上問卷調查方面，共取得413 份有效問卷，以PASW Statistics 18進行資料統計分析與假設驗證；在質化深度訪談部分，訪談五位lativ國民服飾的使用者，整理訪談內容後再與量化統計結果相互對照佐證。透過質量並用的研究方法，希望能夠提供業者具體的行銷策略之建議，供未來營運做為參考。 本研究實證結果如下：一、服務品質對顧客滿意度具有顯著關係二、服務品質對顧客忠誠度具有顯著關係三、知覺價值對顧客滿意度具有顯著關係四、知覺價值對顧客忠誠度具有顯著關係五、服務品質對知覺價值具有顯著關係六、顧客滿意度對顧客忠誠度具有顯著關係七、人口統計變項在服務品質、知覺價值、顧客滿意度與顧客忠誠度上僅部分達顯著差異性。 | zh_TW |
| dc.description.abstract (摘要) | It is the rapid popularity of the Internet that prospers e-commerce in the world. Online shopping, probably the most popular type of e-commerce, has become the main reason for people to use the Internet in daily life. Among the apporoximately 25,000 online shopping stores in Taiwan, “lativ”, a local Taiwanese clothing manufacturer online providing high quality MIT (Made in Taiwan) products at low prices through the mode of B2C, has carried on its business since 2007 and made a name for itself promptly. The single year revenue of lativ in 2010 has reached 1.5 billion, which is about the total single year revenue of the sum of 200 normal entity clothing stores. Now, lativ is one of the leading clothing brands in the arena of online shopping. Concerning its significance as an online shopping brand, lativ becomes the main case for this research to approach the complex relationship among the service quality, perceived value, customer satisfaction and customer loyalty of online shopping by using both quantitative and qualitative research methods: online survey and in-depth interview. In the part of online survey, this research adopts PASW Statistics 18 software to empirically analyze the 413 valid questionnaires retrieved from PTT, the largest bulletin board system in Taiwan. As for the part of in-depth interview, there are 5 participants included in this research. After analyzing, this research comes to the following conclusions:1. A significant relationship exists between service quality and customer satisfaction.2. A significant relationship exists between service quality and customer loyalty.3. A significant relationship exists between perceived value and customer satisfaction.4. A significant relationship exists between perceived value and customer loyalty.5. A significant relationship exists between service quality and perceived value.6. A significant relationship exists between customer satisfaction and customer loyalty.7. The obvious variations of service quality, perceived value, customer satisfaction and customer loyalty are displayed only among some of the demographic variables. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究背景 1第二節 研究動機 4第三節 研究目的 5第四節 研究範圍與對象 6第五節 論文架構與研究流程 7第二章 文獻探討 9第一節 服務品質 9第二節 知覺價值 13第三節 顧客滿意度 17第四節 顧客忠誠度 22第三章 研究方法 27第一節 研究架構 27第二節 研究假設 28第三節 變項構面的操作型定義 32第四節 資料蒐集與分析方法 38第四章 研究結果 45第一節 樣本分析 45第二節 描述性統計分析 48第三節 複選題交叉分析 52第四節 因素分析與信度檢定 59第五節 皮爾遜積差相關分析 67第六節 迴歸分析 70第七節 差異性分析 78第八節 假設驗證 84第五章 結論與建議 87第一節 研究結論 87第二節 研究建議 95第三節 研究貢獻 97第四節 研究限制 99第五節 未來研究發展與建議 100參考資料 101附錄一 前測問卷 110附錄二 正式問卷 115附錄三 訪談內容 121 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0984530121 | en_US |
| dc.subject (關鍵詞) | 服務品質 | zh_TW |
| dc.subject (關鍵詞) | 知覺價值 | 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) | 網路購物 | zh_TW |
| dc.subject (關鍵詞) | service quality | en_US |
| dc.subject (關鍵詞) | perceived value | en_US |
| dc.subject (關鍵詞) | perceived value | en_US |
| dc.subject (關鍵詞) | customer loyalty | en_US |
| dc.subject (關鍵詞) | online shopping | en_US |
| dc.title (題名) | 服務品質、知覺價值與顧客滿意度、顧客忠誠度之關聯性研究-以網路購物品牌lativ國民服飾為例 | zh_TW |
| dc.title (題名) | A research on the relationship among service quality, perceived value, customer satisfaction and loyalty in online shopping：an epirical case of “lativ” | en_US |
| dc.type (資料類型) | thesis | en |
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