資策會MIC在2010年預測台灣在2011年的網路購物市場希望達到新台幣4,300億元的規模，一年成長率為20%，本研究預期未來將有更多網購業者逐漸從「垂直」朝「水平」發展，因此網路代購市場將益形發達。 本研究主要以不同的生活型態與風險取向之女性消費者為對象，分析其對網路代購行為中服務品質與顧客滿意度之影響。除此之外，本研究也針對女性消費者探討網路代購市場現況與未來發展。本研究使用SPSS12.0統計分析對網路代購之女性消費者，採網路問卷及紙本問卷，所回收到160份有效樣本問卷，將生活型態、風險取向、服務品質、顧客滿意度等變項，進行描述性統計、信度分析、因素分析、迴歸分析及變異數分析等統計分析，得到以下結論與意見： 一、女性消費者之風險取向會顯著影響其網路代購行為中之服務品質認知。 二、女性消費者之風險取向會顯著影響其網路代購行為中之顧客滿意度。 三、不同人口統計變項之女性消費者在生活型態、風險取向、服務品質及顧客滿意度上部分具有顯著差異。 According to a research of Market Intelligence Center,the total gross of online shopping of 2011 is expected to grow 20%, which will reach $420 NT billion. The research also shows, in the future, more interent businesses will expand their scope further to include kinds of different items and the business model will transfer from vertical relationship to horizontal. Therefore it reveals the maturity plentiful picture of interent businesses. This study mainly focus on analyzing how the female consumers of different life style and risk taking influence the cognition of their service quality and customer satisfaction. Besides, this study also shows both the current and the possible future trend of female interent agent market. This study uses analysis methods include descriptive statistics analysis, reliability analysis, factor analysis, multiple regession and ANOVE(analysis of variance). There are 160 valid questionnaires are collected that based on the variety of life style, risk taking, service quality, customer satisfaction and demognaphic variables. The following are the conclusions: 1.There is significant impact on the cognition of service quality in interent agent consuming behaviors by female consumers’to risk taking. 2. There is significant impact on the cognition of customer satisfaction in interent agent consuming behaviors by female consumers’. 3.There are parlial significant differenes on life style, risk taking, sercive quality and customer satisfaction of female consumters with demognaphic variables.
