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    Title: 消費者網路購物價值、滿意與忠誠之研究
    Other Titles: The impact of e-customer value and e-customer satisfaction on e-customer loyalty.
    Authors: 徐榛璘;Hsu, Chen-lin
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    張俊惠;Chang, Chun-hui
    Keywords: 功能價值;情感價值;網購滿意;網購忠誠;結構方程模式;E-Customer;Functional Value;Emotional Value;satisfaction;Loyalty
    Date: 2008
    Issue Date: 2010-01-11 01:38:38 (UTC+8)
    Abstract: 根據資策會的調查顯示,2006年網友最常拜訪的零售通路,購物網站超越百貨公司與3C賣場,躍居到第四名,表示網路購物已經成為網友另一種新的購物選擇。而民眾在家從事線上購物與線上拍賣的人數,也有逐年增加的趨勢。由此可知,網路購物確實有其發展空間,潛力不容忽視。因此,本研究將針對台灣的網路購物市場進行相關探討。
    本研究目的有三,將探討台灣網購市場中:
    一、功能價值與情感價值分別對於網購忠誠的影響。
    二、網購滿意對於網購忠誠的影響。
    三、網購滿意是否為功能價值、情感價值與網購忠誠之間的中介變數。
    本研究將針對曾經有網購經驗的消費者做為研究對象,但是不包括經由網路拍賣 (C2C)購買產品。對於研究對象進行人員紙本發放或網路問卷的施測。並且使用SPSS10.0版以及LISREL8.7版作為資料分析的工具。
    經由結構方程模式驗證研究假說,得知功能價值與情感價值無法直接影響網購忠誠;再次驗證網購滿意確實為網購忠誠的前因變數;並且網購滿意也是功能價值、情感價值與網購忠誠之間重要的中介變數。
    Over these years, more and more people are trying to purchase what they want through the Internet. According to the researches from MIC, the market of electronic commerce, especially in online shopping, is now growing up with a stunning speed.
    The research use 18-item measure, SPSS and LISREL, that can be used to assess the e-customer value, satisfaction, and loyalty in online shopping environment. Two value dimensions emerged that were termed functional and emotional.
    There are two findings from this research:
    (1)In Taiwan online shopping market, e-store operators should emphasis either functional or emotional value.
    (2)The base of a success e-store is the investigate of satisfaction.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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