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題名 台灣網路書店經營型態對服務品質、知覺風險、顧客行為意圖影響之探討
Types of Taiwan E-bookstores Effect on the Service Quality, Perceived Risk, and Consumer Behavioral Intentions作者 施淳瑄
Shih, Chun-Hsuan貢獻者 洪順慶
Horng, Shun-Ching
施淳瑄
Shih, Chun-Hsuan關鍵詞 網路書店
服務品質
知覺風險
行為意圖
E-bookstore
Service Quality
Perceived Risk
Behavioral Intentions日期 2001 上傳時間 18-Apr-2016 16:22:26 (UTC+8) 摘要 網路產業是近年來最熱門、也幾乎是未來企業都可能跨足的領域。書籍在所有線上購物的產品中，是一個相當具有市場潛力的區隔。在早期的純網路書店改寫了書店產業的競爭版圖後，實體書店及出版社也紛紛加入網路書店經營的行列，三種不同經營型態的網路書店雖然看似提供類似的服務，然而由於背後資源與經營理念的差異，可能造成若干服務品質上的不同。本研究的目的即在探討不同經營型態的網路書店，讓消費者知覺到的服務品質、知覺風險是否有所差異，若研究發現有所差別，則又是哪些因素造成這樣的差異。另外，也驗證網路書店的服務品質、顧客知覺的風險，是否會影響到顧客的行為意圖，以及驗證不同經營型態的網路書店，是否會直接影響到顧客的行為意圖。 參考文獻 一、中文部分1.王克捷，『品質的歷史觀：五位大師的理論』，生產力雜誌，民國七十七年十月，pp.91~982.王希寧（民89年），『網際網路對B2C企業顧客關係管理的影響----以券商及書店為例』，國立政治大學科技管理研究所未出版碩士論文，六月3.王榮文，『遠流博識網YLib向您報到----在數位時代建構一個博學多智的百科知識庫』，出版界86年8月，p77~794.李永年（民87年），『商品品質與服務品質對顧客滿意度及忠誠度之影響----以加油站為例』，國立政治大學企業管理研究所碩士論文未出版碩士論文，六月5.李淑清，『網際網路 (Internet)與電子商務的趨勢』，出版界2000年5月，p56~596.李驊芳，『博客來網路書店----擁抱「全球華文知識入口網站」』，能力雜誌2000年1月，p54~577.周文賢，『多變量統計分析：SAS / STAT使用方法』待出版書稿8.林素儀，『網路書店現況暨未來』，Internet Pioneer網際先鋒，民國八十七年四月，pp.91~999.柯宜君（民89），『消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響------於三種有形性比重不同服務業之比較』，國立政治大學企業管理研究所碩士論文未出版碩士論文，六月10.洪美娟，『誠品、金石堂掀起書店風雲』，天下雜誌，民國八十六年六月，pp.106~11811.洪順慶，『行銷管理』，新陸書局，民國八十八年一月12.胡敏怡 (民87)，『網際網路事業經營之成功因素研究－以網路書店為例』，國立政治大學科技管理研究所未出版碩士論文，六月13.夏康寧（民89），『網路媒體屬性的重視程度與知覺風險對網站忠誠度的影響』，國立臺灣大學心理學研究所未出版碩士論文，六月14.翁崇雄，『服務品質評量模式之比較研究』，中山管理評論，2000年春季號，第八卷第一期，pp105~12215.張紹勳、張紹評、林秀娟，『SPSS For Windows統計分析：初等統計與高等統計』，松崗，民國九十年四月16.陳茹萍，『書香新通路----博客來網路書店』，出版界86年1月，p17~1817.黃俊英，『行銷研究----管理與技術』，華泰出版社，民國八十八年九月18.黃春生（民89），『服務品質、關係品質與顧客行為意向關係之研究----以壽險業為例』國立成功大學工業管理研究所未出版碩士論文，六月19.雷碧秀，『電子商務的應用----網路書店趨勢與未來』，出版界2000年5月，p4~920.廖國寶，『你給的不是我要的----上網買書賣書，落得兩敗俱傷！』，商業週刊2000年5月22日21.黎晶晶，『網路書店的新出路？----新絲路要砸六千萬，賭隨選列印出版』，商業週刊2000年10月2日22.顏永森（民89），『銷售網站服務品質對消費者態度影響之研究』，國立政治大學企業管理研究所未出版博士論文，七月23.蘇雲華（民85），『服務品質衡量方法之比較研究』，國立中山大學企業管理研究所未出版博士論文，六月二、英文部分1.Ajzen, Icek and Martin Fishbein(1980), “Understanding Attitude and Predicting Social Behavior”, Upper Saddle River, NJ: Prentice Hall2.Babakus, E., and G. 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國立政治大學
企業管理學系
88355015資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001417 資料類型 thesis dc.contributor.advisor 洪順慶 zh_TW dc.contributor.advisor Horng, Shun-Ching en_US dc.contributor.author (Authors) 施淳瑄 zh_TW dc.contributor.author (Authors) Shih, Chun-Hsuan en_US dc.creator (作者) 施淳瑄 zh_TW dc.creator (作者) Shih, Chun-Hsuan en_US dc.date (日期) 2001 en_US dc.date.accessioned 18-Apr-2016 16:22:26 (UTC+8) - dc.date.available 18-Apr-2016 16:22:26 (UTC+8) - dc.date.issued (上傳時間) 18-Apr-2016 16:22:26 (UTC+8) - dc.identifier (Other Identifiers) A2002001417 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85248 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理學系 zh_TW dc.description (描述) 88355015 zh_TW dc.description.abstract (摘要) 網路產業是近年來最熱門、也幾乎是未來企業都可能跨足的領域。書籍在所有線上購物的產品中，是一個相當具有市場潛力的區隔。在早期的純網路書店改寫了書店產業的競爭版圖後，實體書店及出版社也紛紛加入網路書店經營的行列，三種不同經營型態的網路書店雖然看似提供類似的服務，然而由於背後資源與經營理念的差異，可能造成若干服務品質上的不同。本研究的目的即在探討不同經營型態的網路書店，讓消費者知覺到的服務品質、知覺風險是否有所差異，若研究發現有所差別，則又是哪些因素造成這樣的差異。另外，也驗證網路書店的服務品質、顧客知覺的風險，是否會影響到顧客的行為意圖，以及驗證不同經營型態的網路書店，是否會直接影響到顧客的行為意圖。 zh_TW dc.description.tableofcontents 封面頁證明書致謝詞論文摘要目錄表目錄圖目錄第一章 緒 論第一節 研究動機第二節 研究目的第二章 文獻探討第一節 服務品質第二節 知覺風險第三節 行為意圖第四節 服務品質、知覺風險、與行為意圖的關連性之探討第五節 實體通路對於顧客的影響之探討第六節 台灣網路書店之經營現況第三章 研究方法第一節 研究架構及假說第二節 研究標的及範圍第三節 研究變數第四節 資料收集的方法與形式第五節 問卷設計第六節 抽樣設計、問卷發放及回收第七節 統計分析第四章 資料分析結果與討論第一節 人口統計變數之次數分配第二節 其他次數分配第三節 服務品質構面第四節 消費者行為意圖構面第五節 問卷之信度與效度分析第六節 服務品質對於消費者行為意圖之影響第七節 網路書店之經營型態對於服務品質之影響第八節 網路書店之經營型態對於知覺風險之影響第九節 知覺風險對於消費者行為意圖之影響第十節 網路書店之經營型態對於消費者行為意圖之影響第十一節 小結第五章 結論與建議第一節 研究結論第二節 對實務上的建議第三節 研究限制及後續研究建議參考文獻附錄附錄一 原始問卷內容附錄二 焦點團體座談整理 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001417 en_US dc.subject (關鍵詞) 網路書店 zh_TW dc.subject (關鍵詞) 服務品質 zh_TW dc.subject (關鍵詞) 知覺風險 zh_TW dc.subject (關鍵詞) 行為意圖 zh_TW dc.subject (關鍵詞) E-bookstore en_US dc.subject (關鍵詞) Service Quality en_US dc.subject (關鍵詞) Perceived Risk en_US dc.subject (關鍵詞) Behavioral Intentions en_US dc.title (題名) 台灣網路書店經營型態對服務品質、知覺風險、顧客行為意圖影響之探討 zh_TW dc.title (題名) Types of Taiwan E-bookstores Effect on the Service Quality, Perceived Risk, and Consumer Behavioral Intentions en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部分1.王克捷，『品質的歷史觀：五位大師的理論』，生產力雜誌，民國七十七年十月，pp.91~982.王希寧（民89年），『網際網路對B2C企業顧客關係管理的影響----以券商及書店為例』，國立政治大學科技管理研究所未出版碩士論文，六月3.王榮文，『遠流博識網YLib向您報到----在數位時代建構一個博學多智的百科知識庫』，出版界86年8月，p77~794.李永年（民87年），『商品品質與服務品質對顧客滿意度及忠誠度之影響----以加油站為例』，國立政治大學企業管理研究所碩士論文未出版碩士論文，六月5.李淑清，『網際網路 (Internet)與電子商務的趨勢』，出版界2000年5月，p56~596.李驊芳，『博客來網路書店----擁抱「全球華文知識入口網站」』，能力雜誌2000年1月，p54~577.周文賢，『多變量統計分析：SAS / STAT使用方法』待出版書稿8.林素儀，『網路書店現況暨未來』，Internet Pioneer網際先鋒，民國八十七年四月，pp.91~999.柯宜君（民89），『消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響------於三種有形性比重不同服務業之比較』，國立政治大學企業管理研究所碩士論文未出版碩士論文，六月10.洪美娟，『誠品、金石堂掀起書店風雲』，天下雜誌，民國八十六年六月，pp.106~11811.洪順慶，『行銷管理』，新陸書局，民國八十八年一月12.胡敏怡 (民87)，『網際網路事業經營之成功因素研究－以網路書店為例』，國立政治大學科技管理研究所未出版碩士論文，六月13.夏康寧（民89），『網路媒體屬性的重視程度與知覺風險對網站忠誠度的影響』，國立臺灣大學心理學研究所未出版碩士論文，六月14.翁崇雄，『服務品質評量模式之比較研究』，中山管理評論，2000年春季號，第八卷第一期，pp105~12215.張紹勳、張紹評、林秀娟，『SPSS For Windows統計分析：初等統計與高等統計』，松崗，民國九十年四月16.陳茹萍，『書香新通路----博客來網路書店』，出版界86年1月，p17~1817.黃俊英，『行銷研究----管理與技術』，華泰出版社，民國八十八年九月18.黃春生（民89），『服務品質、關係品質與顧客行為意向關係之研究----以壽險業為例』國立成功大學工業管理研究所未出版碩士論文，六月19.雷碧秀，『電子商務的應用----網路書店趨勢與未來』，出版界2000年5月，p4~920.廖國寶，『你給的不是我要的----上網買書賣書，落得兩敗俱傷！』，商業週刊2000年5月22日21.黎晶晶，『網路書店的新出路？----新絲路要砸六千萬，賭隨選列印出版』，商業週刊2000年10月2日22.顏永森（民89），『銷售網站服務品質對消費者態度影響之研究』，國立政治大學企業管理研究所未出版博士論文，七月23.蘇雲華（民85），『服務品質衡量方法之比較研究』，國立中山大學企業管理研究所未出版博士論文，六月二、英文部分1.Ajzen, Icek and Martin Fishbein(1980), “Understanding Attitude and Predicting Social Behavior”, Upper Saddle River, NJ: Prentice Hall2.Babakus, E., and G. 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