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    題名: 網站形象、網購價值對網購滿意與網購忠誠之研究 : 以網購化妝品行為進行探討
    其他題名: Impact of website image and e-customer value on e-customer satisfaction and loyalty : a empirical study of cosmetics on-line shopping behavior in Taiwan.
    作者: 鍾玉玲;Chung, Yu-ling
    貢獻者: 淡江大學國際貿易學系國際企業學碩士在職專班
    張俊惠;Chang, Chun-hui
    關鍵詞: 網站形象;網購價值;網購滿意;網購忠誠;網購化妝品;Website Image;E-Customer Value;E-Customer Satisfaction;E-Customer Loyalty;Cosmetics On-Line Shopping
    日期: 2009
    上傳時間: 2010-01-11 01:45:05 (UTC+8)
    摘要: 根據資策會2007年報導指出,台灣網路美容保養品類別市場規模由2004年的20億台幣,預估至2008年將成長至116億台幣,就各產品成長率而言,2008年美容保養品類別成長率將居冠,達71%。另根據資策會研究報告指出,2006年台灣電子商店整體平均退出比例為13.9%,但以販售美容保養產品為主的電子商店退出率卻高達18.04%,顯示販售美容保養品為主的電子商店其競爭相當激烈,對於業者而言,如何吸引顧客重覆購買,保持忠誠行為,乃是網路化妝品經營業者最須關切的重要課題。據此引發本研究的研究動機:針對台灣網購化妝品市場進行相關的研究探討。本研究以網站形象、網購價值為前因變數,以網購滿意為中介變數,透過線性結構方程式模式來探討台灣網購化妝品忠誠行為。經實證分析結果如下:
    一、在台灣網購化妝品市場中,網購滿意會直接影響網購忠誠。
    二、在台灣網購化妝品市場中,網購價值為網購滿意之重要前因;而網站形象需經由網購價值才能影響網購滿意。
    三、在台灣網購化妝品市場中,網購滿意扮演影響網購忠誠重要的中介角色。
    四、在台灣網購化妝品市場中,網站形象無法直接影響網購忠誠。
    According to the report made by MIC in 2007, Taiwan’s cosmetics market will grow up to NT$ 11.6 billion in 2008 from NT$ 2 billion in 2004. Considering the growth rates of all products, the cosmetics products will reach 71% in 2008. However, another report of MIC indicates that the retreat rate of on-line shops selling cosmetics is 18.04% higher than the average retreat rate of all the on-line shops which is 13.9%. That means the competition among the on-line shops selling cosmetics is very fierce. So, it is very important for the on-line shops selling cosmetics to maintain the customers’ loyalty. This research focused on the Taiwan’s on-line cosmetics market.
    This research analyzed the loyal behavior on Taiwan’s on-line cosmetics market through Structural Equation Modeling (SEM) and take website image and e-customer value as antecedents and the e-customer satisfaction as mediating variable.
    There are four results from this research:
    1.The e-customer satisfaction has a direct influence on e-customer loyalty in Taiwan’s on-line cosmetics market.
    2.The e-customer value is a crucial antecedent and the website image influence e-customer satisfaction through e-customer value.
    3.The e-customer satisfaction is the most important mediator in Taiwan’s cosmetics on-line market.
    4.The website image has no direct influence on the e-customer loyalty in Taiwan’s on-line cosmetics market.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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