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    Title: 消費者對於網購商城之知覺服務品質與知覺犧牲對於網購商城態度與網購意圖影響之研究
    Other Titles: Impact of SERVQUAL and perceived sacrifice on the formation of attitude and purchase intention toward online shopping mall
    Authors: 謝佳霖;Hsieh, Chia-Lin
    Contributors: 淡江大學國際商學碩士在職專班
    張俊惠;Chang, Chun-Hui
    Keywords: 網購商城;網購;服務品質;知覺犧牲;網購態度;網購意圖;Online shopping mall;Online Shopping;SERVQUAL;perceived sacrifice;Attitude;Intention
    Date: 2013
    Issue Date: 2014-01-23 13:38:18 (UTC+8)
    Abstract: 隨著網路普及,以及全球上網人口數持續增加,在全球景氣不甚理想的情況下,網路市場持續的蓬勃發展。根據台灣資策會產業情報研究所MIC估計,台灣線上購物市場規模在2013年將突破5000億元新台幣。另創市際市場研究針對台灣網友上網行為調查研究顯示,網路購物已成為台灣網民主要線上活動之一。在台灣B2C市場佔總規模六成,其中有近八成以「開店平台」為網商店經營類型,顯見在台灣B2C網購商城購物模式普遍為一般民眾購物管道。
    因此網購商城業者需提升消費者在網購商城購買意圖,了解消費者使用網購商城購物的關鍵因素,提升經營的競爭優勢。據此,本研究的目的有三:
    1. 探討台灣消費者對網購商城的態度是否會影響網購意圖的發生。
    2. 探討台灣消費者,對於知覺到的網購商城之服務品質有形性、可靠性及反應性是否會影響網購態度及網購意圖。
    3. 探討知覺犧牲是否對台灣消費者的網購態度及網購意圖有所影響
    經由問卷回收後之資料分析,本研究結果為:
    1. 在台灣網購商城市場中,消費者的網購態度對網購意圖有正面且顯著的影響。
    2. 在台灣網購商城市場中,消費者知覺到的有形性、可靠性對於網購態度及網購意圖都有正面的影響力。而反應性對於網購態度及網購意圖且無影響力。
    3. 台灣網購商城市場中,消費者的知覺犧牲會經由網購態度影響網購意圖,且對網購意圖有直接影響。
    With internet popularized and the continuous enhancement of internet use in worldwide population, even though global economy growth is not as market expectation, the network business is still boosted dramatically. According to Taiwan Institute for Information Industry Intelligence MIC estimation, the value of online shopping business will be over 500 billion NTD in 2013. Another research with regard to online behaviors among Taiwan internet users indicates that online shopping becomes one of the major activities in the internet use. In Taiwan, B2C market occupies 60% of online shopping market. And the business working model among 80% of B2C market belongs to ‘Open Platform’. Obviously, B2C online shopping becomes a general shopping method in Taiwan.
    So the managers of online shopping mall need to enhance the consumer purchase intention in online shopping mall, online shopping consumers to understand the key factors shopping mall, improve business competitive advantage. The research wants to find out that the impact of SERVQUAL and perceived sacrifice on the internet consumer behavior.
    There are three findings from this research: (1) In Taiwan online shopping mall market, the consumers'' attitudes will impact on its purchase intension. (2) In Taiwan online shopping mall market, tangible and reliability for online shopping mall attitudes and purchase intention have a positive influence. (3) In Taiwan online shopping mall market, consumers perceived sacrifice will influence purchase intention through online shopping mall attitudes, and on purchase intentions have a direct impact.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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