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博碩士論文 etd-0804114-095916 詳細資訊
Title page for etd-0804114-095916
論文名稱
Title
以親密理論探討購物網站個人化服務對顧客忠誠度之影響
Effects of Personalization on Customer Loyalty to e-tailor Websites: An Intimacy Perspective
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
83
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-07-22
繳交日期
Date of Submission
2016-09-12
關鍵字
Keywords
親密理論、顧客忠誠度、電子商務、購物網站、個人化
E-tailor Websites, Personalization, Intimacy Perspective, Customer Loyalty
統計
Statistics
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The thesis/dissertation has been browsed 5823 times, has been downloaded 1041 times.
中文摘要
科技的進步逐漸改變了人們的消費購物習慣,現代人生活忙碌使得省時便利的網路購物市場蓬勃發展。台灣電子商務的市場規模每年不斷的成長,而台灣電子商務平台的密度,為全世界最高(資策會,2013)。面對商機無限與高度競爭的網路購物產業環境,台灣購物網站必須思考要如何留住顧客創造營收。近年來,個人化已成為提昇網站忠誠度的重要工具,由於資訊科技的特性,購物網站比傳統店舖更容易達到為顧客量身訂做的個人化服務概念。

本研究目的是在 1.了解台灣購物網站目前有哪些已發展採用的個人化服務 2.探討高與低個人化服務的購物網站,對使用者的親密感是否有影響,並間接的影響顧客忠誠度 3. 探討購物網站的網友使用個人化服務的程度,對使用者的親密感是否有影響,並間接的影響顧客忠誠度。

本研究先從國內排名前四十家購物網站,找出有提供個人化功能的購物中心及專賣店共十九家,透過內容分析法統計各別購物網站的個人化服務功能數,再將個人化程度高者與低者各別挑選出四個網站,共八個網站進行研究。最後採用問卷法,總共回收有效問卷為366份,採用SPSS與SmartPLS進行資料分析。研究結果顯示個人化感受及個人化服務的使用程度對於顧客忠誠度皆沒有明顯的正向影響,但是個人化感受及個人化服務的使用程度對親密感皆有顯著的影響,而親密感對顧客忠誠度也有顯著的影響。因此我們可以推論,使用者透過個人化感受的提昇,可增加使用者對購物網站的親密感受,並間接的影響顧客的忠誠度,但購物網站業者不能一昧的增加個人化功能,也必須要考慮到使用者對於個化服務的使用程度,才能真正的提昇顧客的忠誠度。
Abstract
Advances in technology are gradually changing people’s shopping behavior. Time-saving and convenient online shopping is flourishing because of the busy modern life. Taiwan’s e-commerce market continues to grow and the density of e-commerce platforms in Taiwan was the highest in the world (Institute for Information Industry, 2013). Due to thehighly competitive environment in online retailing, owners of online shops must retain their customers to create revenue. Personalization is an important tool to build customer loyalty in recent years. Online shops are much easier than traditional stores to provide personalized service for customers.

The study aims to (1) understand the degree to which Taiwanese online shops have implemented personalized services, (2) investigate if different levels of personalized customer services offered by websites have effects on users’ perceived intimacy and whether this perception may affect customer loyalty, and (3) explore whether customer’s extent of using personalized services has effects on users intimacy and customer loyalty.

In this study, we chose 19 e-shops with personalized functions from Taiwan’s top 40 online shops, and assessed the level of their personalized functions by content analysis, then divided them into two groups, the high-level group contains the top four shops and the low-level group has the bottom four shops. A web-based questionnaire servey was implemented to collect 366 valid observations. The data were then analyzed with SPSS and SmartPLS. The results indicate that neither personalized perceptions nor the extent of using personalized services had significant direct effect on customer loyalty; however, both had significantly affect the perceived intimacy, and the intimacy had significant effect on customer loyalty. Consequently, we can infer that improving personalized services can increase user’s feeling of website intimacy, through which customer loyalty can be improved.
目次 Table of Contents
論文審定書 i
中文摘要 iii
Abstract iv
目 次 v
表 次 vii
圖 次 viii
第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 2
第二章、文獻探討 4
第一節、電子商務與網路購物 4
第二節、個人化服務 9
第三節、親密理論 15
第四節、顧客忠誠度 21
第三章、研究方法 24
第一節、研究架構 24
第二節、研究假設 24
第三節、研究方法 25
第四節、研究衡量問項 29
第五節、網路問卷設計 32
第六節、問卷前測 32
第四章、資料分析與研究結果 34
第一節、樣本結構分析 34
第二節 因素分析及信效度分析 40
第三節、獨立樣本T檢定 46
第四節、研究模型驗證與假說檢定 48
第五章、結論與建議 50
第一節、研究結論 50
第二節、研究貢獻 52
第三節、研究限制與後續研究建議 53
參考文獻 55
一、中文部分 55
二、英文部分 56
附錄一、台灣網友較常瀏覽的購物網站 60
附錄二、台灣造訪量最高的零售網站 61
附錄三、台灣最受歡迎的前30個購物網站 62
附錄四、台灣購物網站及電子商務類型表 64
附錄五、內容分析表 66
附錄六、網路問卷調查表(正式問卷) 67
附錄七、問卷分配系統首頁圖 73
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