翁崇雄臺灣大學：資訊管理學研究所朱漢農Chu, Han-NungHan-NungChu2007-11-262018-06-292007-11-262018-06-292005http://ntur.lib.ntu.edu.tw//handle/246246/54390由於寬頻網路與多媒體電腦的普及、線上零售商品的多樣化、及交易與服務方式的改進與創新，使消費者對網路購物的接受度逐漸增加，並為線上零售業帶來龐大商機。在實體情境裡，服務品質被認為與顧客滿意度及忠誠度有顯著關連，因此在線上零售業裡，服務品質也被預期是關鍵成功因素之一。實體情境裡的服務品質已受到廣泛討論，衡量方法也有相當程度的發展而臻於完備；但在線上零售裡，消費者是面對與過去幾乎完全不同的交易情境與服務方式，因此以往衡量服務品質的方法套用在線上零售時必須被重新考量。 本研究主要是在探討服務品質之定義與衡量方法，從服務業到零售業、再到線上零售業的演進，並嘗試發展符合時代趨勢的線上零售服務品質量表。另外為了實務目的，本研究透過科技採用文獻，探討可能會影響消費者線上零售服務品質認知的因素，並透過傳統行銷文獻去探討線上零售服務品質各構面對關係品質與行為意向各構面的影響，以提供管理者制定網站行銷策略的方針。 本研究最後發展出一套有六個構面與31道問項的線上零售服務品質量表，並透過複迴歸與SEM分析確認，以關係品質作為服務品質與行為意向的中介因素是適當的。雖然此量表的各構面對關係品質與行為意向的各構面，並非都有顯著的正向影響，但整體而言，服務品質仍透過正向地影響關係品質，對行為意向產生正向的影響。 雖然服務品質之差距分數與從科技採用文獻找出之事前因素對整體模型未有如預期的解釋力，但本研究也嘗試推論其原因並解釋在統計上顯著的部分。By the prevalence of broadband networks and multimedia PCs, the diversity of retail merchandise sold on Internet, as well as the improvement and innovation of ways to sell goods and to provide service, consumers’ level of adopting Internet shopping was increasing gradually, which brought the online retailing a huge amount of revenues. In physical environments, service quality was considered to be related to customer satisfaction and loyalty significantly. Service quality, therefore, was expected a critical success factor of the online retailing. The issues of service quality in physical circumstances had been discussed extensively, and the measurement tools had been developed to a mature stage. In the online retailing, however, consumers faced almost entirely different ways to shop and to receive service, those past approaches to measure service quality had to been considered newly when utilizing them in the online retailing. This research investigated mainly the evolution of definition of service quality and measurement tools, from service industry to retailing industry, and finally to online retailing industry. This research also wanted to establish an online retailing service quality scale which was correspondent with the times and trend. In addition, for the practical purpose to provide managers the guide to make web marketing strategies, this research explored the factors which might affect the perception of online retailing service quality through studying technology adoption researches, and explored the effects of constructs of online retailing service quality on those of relationship quality and behavioral intentions through studying traditional marketing researches. In the end, this research worked out an online retailing service quality scale with six constructs and thirty-one items, and by multiple regression and SEM analysis, confirmed that it was appropriate to have relationship quality be the intermediary factor between service quality and behavioral intentions. Although not every construct of this scale had significantly postive effect on that of relationship quality and behavioral intentions, generally speaking, service quality positively affected behavioral intentions through positively affecting relationship quality indeed. Even though the gap scores of service quality and the prior factors found in the technology adoption researches did not have the expected power of explanation, this research still tried to infer the reasons and to explain the parts with statistical significance.謝詞 一 中文摘要 二 英文摘要 三 表次 七 圖次 九 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 2 第三節 研究目的 2 第二章 文獻探討 3 第一節 科技採用模式與網路購物 3 第二節 服務品質 12 第三節 零售商店服務品質 30 第四節 電子商務網站服務品質 35 第五節 關係品質 54 第三章 研究方法 72 第一節 研究架構 72 第二節 變項定義與操作 74 第三節 研究假設 86 第四節 研究對象 87 第五節 問卷設計與修改 87 第六節 問卷進行方式 88 第七節 資料分析方法 88 第四章 資料分析與結果 89 第一節 問卷回收結果與基本資料分析 89 第二節 探索性因素分析與信度分析 94 第三節 網路商店服務品質模型檢驗與效度分析 100 第四節 影響效果分析 106 第五節 假說檢定 117 第五章 結論與建議 120 第一節 研究結論 120 第二節 研究貢獻 123 第三節 研究限制 123 第四節 後續研究建議 124 參考文獻 127 附錄：問卷 139924526 bytesapplication/pdfen-US線上零售服務品質關係品質行為意向網路購物Online RetailingService QualityRelationship QualityBehavioral IntentionInternet Shoppingotherhttp://ntur.lib.ntu.edu.tw/bitstream/246246/54390/1/ntu-94-R88725032-1.pdf