由於台灣近幾年來線上購物的人口與市場呈現大幅成長的狀態，線上購物已經成為消費者在傳統通路外的另一種要要選擇，這種新的商業行為與經濟模式看似商機無窮，但依據經濟部商業司於2003年中的研究資料顯示，僅有28.3%的電子商店獲利，可見電子商店的營業績效普遍不理想，電子商店若想要留住老顧客或吸引新顧客以維持獲利，就必須要了解何者驅使顧客滿意度與偏好的形成，而線上購物其實可以視為電子商店提供給消費者的一項便捷的服務，因此本研究試圖探究SERVQUAL的四構面—可靠性(reliability)、回應性(responsiveness)、體貼性(empathy)、保障性(assurance)是否為線上購物滿意度的前置因素，以及線上購物滿意度是否正面影響線上購物使用者對線上購物的偏好。此外，本研究導入線上購物涉入程度為干擾變項，進一步探討在高、低線上購物涉入群下，研究模式有何差異。本研究以淡江大學商學院日間部學生為研究對象，採用問卷調查方式蒐集資料，且主要以結構方程式模式(structural equation modeling, SEM)進行資料分析，研究分析結果與發現描述如下： 1.線上購物使用者對線上購物可靠性、體貼性與保障性的知覺，會正面影響使用者的滿意度。 2..線上購物使用者對線上購物的滿意度，會正面影響使用者的偏好。 3.對高線上購物涉入程度的使用者而言，線上購物可靠性知覺，會正面影響使用者的滿意度，且線上購物的滿意度，會正面影響使用者的偏好。 4.對低線上購物涉入程度的使用者而言，線上購物可靠性知覺與保障性知覺，會正面影響使用者滿意度；且線上購物的滿意度，會正面影響使用者的偏好。 The sales of on-line shopping has been risen substantially during the last decade. On-line shopping has become an important alternative to the traditional brick-and-mortar shopping channel. This new way of doing business seems to create infinite opportunities. However, according to one study of Ministry of Economic Affairs(MOEA), only 28.9 percent of electronic stores made profits in 2003. The performance of most electronic stores is not good enough. If electronic stores want to keep making profits by retaining existing on-line customers and attracting new ones, they must understand what drives customers’ satisfaction and preference. In addition, on-line shopping could be viewed as electronic stores providing a convenient service for consumers. Therefore, this study tries to find out whether the four dimensions of SERVQUAL—reliability, responsiveness, empathy and assurance are antecedents of on-line shopping satisfaction and whether on-line shopping satisfaction affects on-line shopping preference positively. Moreover, this study examines the involvement of on-line shopping as a moderator and tries to find out the differences of the model between the cluster of high involvement and the cluster of low involvement. 451 valid response data were collected from the students of College of Business in Tamkang University. We employed questionnaire to collect data and analyzed it by structural equation modeling analysis. The study results summarize as follows: 1.Users’ perceptions of reliability, empathy, and assurance from on-line shopping will influence users’ satisfaction positively. 2.Users’ satisfaction from on-line shopping will influence users’ preference positively. 3.To the users of high involvement of on-line shopping, users’ perceptions of reliability from on-line shopping will influence users’ satisfaction positively and users’ satisfaction from on-line shopping will influence users’ preference positively. 4.To the users of low involvement of on-line shopping, Users’ perceptions of reliability and assurance from on-line shopping will influence users’ satisfaction positively. Besides, Users’ satisfaction from on-line shopping will influence users’ preference positively.
