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題名 網路超商行銷策略之研究－以7net為例
The study of marketing strategy of online convenience store: a case study of 7net作者 馮馨儀 貢獻者 祝鳳岡
馮馨儀關鍵詞 服務品質
知覺價值
顧客滿意度
顧客忠誠度
網路超商日期 2011 上傳時間 30-Oct-2012 10:54:36 (UTC+8) 摘要 在台灣電子商務環境持續蓬勃發展的情況下，網路商家如何提升競爭力，盡快達到損益平衡，進而開始獲利，成為網路商家致勝的關鍵。本研究之研究個案為統一超商在2010年投資、創立的網路超商「7net」，挾著會員數屢創新高，及雲端超商的口號，是否將造成電子商務市場的變化值得觀察。 本研究試圖以7net這個研究個案，透過量化方法中的網路問卷調查法，探究服務品質、知覺價值、顧客滿意度及顧客忠誠度四個研究變項間的關聯性。同時進行質性深度訪談法，與量化結果進行相互補充，最終提出具體的行銷策略之建議，供未來有意進軍網購市場的業者參考。 本研究之實證結果如下：一、服務品質對顧客滿意度具有顯著影響。二、服務品質對顧客忠誠度具有顯著影響。三、知覺價值對顧客滿意度具有顯著影響。四、知覺價值對顧客忠誠度具有顯著影響。五、服務品質對知覺價值不具有顯著影響。六、顧客滿意度對顧客忠誠度具有顯著影響。七、人口統計變項在服務品質、知覺價值、顧客滿意度、顧客忠誠度上，僅在部分構面達顯著差異 參考文獻 吳明隆（2007）。《SPSS操作與應用－問卷統計分析實務》。台北：五南。周燕麗（2006）。《不同網路購物生活型態者對購物網站之體驗偏好研究》。國立交通大學傳播研究所碩士論文。 陳正昌、簡清華譯（2012）。《SPSS就是這麼簡單》。台北：心理。（原書Yockey, D. R. [2011]. SPSS demystified: A step-by-step guide to successful data analysis, 2nd ed. NJ：Prentice Hall）陳宏欣（2010）。《台灣電子商務網站營運類型之探討》。國立政治大學商管專業研究所碩士論文。張美惠譯（2012）。《WOW!Zappos不思議》。台北：麥格羅希爾。（原書Michelli, A. J. [2011]. The Zappos experience: 5 principles to inspire, engage, and wow. NY：McGraw-Hill）張淑青（2006）。<顧客忠誠驅動因子之研究 - 顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響>，《輔仁管理評論》，13[1]：107-132。 劉文良（2010）。《電子商務與網路行銷》。台北：碁峯。郭育尚（2004）。《網路原生商店不同經營型態之經營模式與經營策略差異性之比較》。國立成功大學企業管理研究所碩士論文。 薛台蓉（2009）。《影響網路購物之滿意度與忠誠度之整合模式研究》。國立政治大學商管專業研究所碩士論文。謝旭州（2008）。《社會統計與資料分析》。台北：威士曼文化。Allred, A. T. & Addams, H. L. (2000). Service quality at banks and credit unions: what do their customers say? International Journal of Bank Marketing, 18(4), 200-207. Anderson, E.W., Fornell C. & Lehmann D.R. (1994). Customer satisfaction, market share, and profitability: Finding from Sweden. Journal of Marketing, 58(3), 53-66. Anderson, E. W. & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143. Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54 (April), 69-82. Bolton, R. N. & Drew, J. H. (1991). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17(4),375-378. Bowen, J. T. & Shoemaker, S. (1998). Loyalty: strategy commitment. Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12-25. Brown, G. H. (1953). Brand loyalty-fact or fiction? The Trademark Reporter, 43, 251. Butcher, K., Sparks B., & O’Callaghan F. (2001). Evaluative and relational influences on service loyalty. International Journal of Service Industry Management, 12(4), 310-327. Cardozo, R. N. (1965), An experiment study of consumer effort, expectation and satisfaction. Journal of Marketing Research, 2, 244-249. Carlsmith, J. M. & Elliot A. (1963). Some hedonic consequence of the confirmation and disconfirmation of expectancies. Journal of Abnormal and Social Psychology, 66, 151-156. Caruana, A. & Msida, M. (2002). Service loyalty: the effects of service quality and the mediating role of customer satisfaction. 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Cambridge, MA: Blackwell Publishers Wyckoff, D. D. (1984). New tools for achieving service quality. Cornell Hotel and Restaurant Administration Quarterly, 25(3), 78-92. Yang, Z., Peterson, R. T., & Huang, L. (2001). Taking the pulse of Internet pharmacies. Mark Health Serv, 21(2), 4-10. Yoo, B. & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14. Zeithaml, V. A. (1988). Consumer perception of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketin, 52(July), 2-22 Zeithaml, V. A., Parasuraman A. & Malhotra A. (2000), E-service quality: Definition, dimensions and conceptual model. Cambridge, MA: Marketing Science Institute. Zeithaml, V. A., Parasuraman A. & Malhotra A. (2005). E-S-QUAL: A multiple -item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233. 描述 碩士
國立政治大學
新聞研究所
98451013
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098451013 資料類型 thesis dc.contributor.advisor 祝鳳岡 zh_TW dc.contributor.author (Authors) 馮馨儀 zh_TW dc.creator (作者) 馮馨儀 zh_TW dc.date (日期) 2011 en_US dc.date.accessioned 30-Oct-2012 10:54:36 (UTC+8) - dc.date.available 30-Oct-2012 10:54:36 (UTC+8) - dc.date.issued (上傳時間) 30-Oct-2012 10:54:36 (UTC+8) - dc.identifier (Other Identifiers) G0098451013 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54379 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 新聞研究所 zh_TW dc.description (描述) 98451013 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 在台灣電子商務環境持續蓬勃發展的情況下，網路商家如何提升競爭力，盡快達到損益平衡，進而開始獲利，成為網路商家致勝的關鍵。本研究之研究個案為統一超商在2010年投資、創立的網路超商「7net」，挾著會員數屢創新高，及雲端超商的口號，是否將造成電子商務市場的變化值得觀察。 本研究試圖以7net這個研究個案，透過量化方法中的網路問卷調查法，探究服務品質、知覺價值、顧客滿意度及顧客忠誠度四個研究變項間的關聯性。同時進行質性深度訪談法，與量化結果進行相互補充，最終提出具體的行銷策略之建議，供未來有意進軍網購市場的業者參考。 本研究之實證結果如下：一、服務品質對顧客滿意度具有顯著影響。二、服務品質對顧客忠誠度具有顯著影響。三、知覺價值對顧客滿意度具有顯著影響。四、知覺價值對顧客忠誠度具有顯著影響。五、服務品質對知覺價值不具有顯著影響。六、顧客滿意度對顧客忠誠度具有顯著影響。七、人口統計變項在服務品質、知覺價值、顧客滿意度、顧客忠誠度上，僅在部分構面達顯著差異 zh_TW 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 研究範圍及對象..........6第五節 研究流程...............7第二章 文獻回顧...............8第一節 服務品質...............8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.............21第三章 研究方法...............25第一節 研究架構...............25第二節 研究假設...............26第三節 變項構面的操作型定義....30第四節 資料蒐集與分析方法......37第四章 研究結果...............43第一節 樣本分析...............43第二節 複選題交叉分析..........46第三節 題項敘述統計分析........62第四節 因素分析與信度檢定......66第五節 皮爾遜積差相關分析......74第六節 迴歸分析...............78第七節 差異性分析.............87第八節 假設驗證..............97第五章 結論與建議............99第一節 研究結論..............99第二節 7net行銷策略之建議.....103第三節 研究限制與建議.........108附錄........................109參考文獻.....................134 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098451013 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) 網路超商 zh_TW dc.title (題名) 網路超商行銷策略之研究－以7net為例 zh_TW dc.title (題名) The study of marketing strategy of online convenience store: a case study of 7net en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 吳明隆（2007）。《SPSS操作與應用－問卷統計分析實務》。台北：五南。周燕麗（2006）。《不同網路購物生活型態者對購物網站之體驗偏好研究》。國立交通大學傳播研究所碩士論文。 陳正昌、簡清華譯（2012）。《SPSS就是這麼簡單》。台北：心理。（原書Yockey, D. R. [2011]. SPSS demystified: A step-by-step guide to successful data analysis, 2nd ed. NJ：Prentice Hall）陳宏欣（2010）。《台灣電子商務網站營運類型之探討》。國立政治大學商管專業研究所碩士論文。張美惠譯（2012）。《WOW!Zappos不思議》。台北：麥格羅希爾。（原書Michelli, A. J. [2011]. The Zappos experience: 5 principles to inspire, engage, and wow. NY：McGraw-Hill）張淑青（2006）。<顧客忠誠驅動因子之研究 - 顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響>，《輔仁管理評論》，13[1]：107-132。 劉文良（2010）。《電子商務與網路行銷》。台北：碁峯。郭育尚（2004）。《網路原生商店不同經營型態之經營模式與經營策略差異性之比較》。國立成功大學企業管理研究所碩士論文。 薛台蓉（2009）。《影響網路購物之滿意度與忠誠度之整合模式研究》。國立政治大學商管專業研究所碩士論文。謝旭州（2008）。《社會統計與資料分析》。台北：威士曼文化。Allred, A. T. & Addams, H. L. (2000). Service quality at banks and credit unions: what do their customers say? International Journal of Bank Marketing, 18(4), 200-207. Anderson, E.W., Fornell C. & Lehmann D.R. (1994). Customer satisfaction, market share, and profitability: Finding from Sweden. Journal of Marketing, 58(3), 53-66. Anderson, E. W. & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143. Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54 (April), 69-82. Bolton, R. N. & Drew, J. H. (1991). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17(4),375-378. Bowen, J. T. & Shoemaker, S. (1998). Loyalty: strategy commitment. Cornell Hotel and Restaurant Administration Quarterly, 39(1), 12-25. Brown, G. H. (1953). Brand loyalty-fact or fiction? The Trademark Reporter, 43, 251. Butcher, K., Sparks B., & O’Callaghan F. (2001). Evaluative and relational influences on service loyalty. International Journal of Service Industry Management, 12(4), 310-327. Cardozo, R. N. (1965), An experiment study of consumer effort, expectation and satisfaction. Journal of Marketing Research, 2, 244-249. Carlsmith, J. M. & Elliot A. (1963). Some hedonic consequence of the confirmation and disconfirmation of expectancies. 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