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題 名 | 國內網路書店消費者滿意度研究=The Research of Consumer Satisfaction to E-bookstores in Taiwan |
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作 者 | 張耀升; | 書刊名 | 中州學報 |
卷 期 | 17 2003.06[民92.06] |
頁 次 | 頁213-230 |
分類號 | 487.6、487.6 |
關鍵詞 | 電子商務; 消費者滿意度; 網路書店; Electronic commerce; Consumer satisfaction; E-bookstore; |
語 文 | 中文(Chinese) |
中文摘要 | 網際網路的興起改變了現代人的生活型態,當越來越多人倚賴網路提供便利的同時,這意味著網際網路將發展出無窮商機。本研究以網路上銷售產品種類佔重要比例的書籍類為探討主體,嘗試暸解網路書店各屬性與消費者滿意度之關係,並探討網路書店與傳統書店消費者滿意度之差異,與網路書店消費者滿意度與再購意願之關係等,利用網路發放問卷方式進行研究。 研究結果顯示網路書店與店舖書店所提供屬性之滿意度多呈差異,網路書店僅在部分屬性優於傳統店鋪書店,其他仍以傳統店鋪書店滿意度較高。網路書店各屬性可萃取出購物安全、銷售服務、產品、購物經驗與個人化等五個構面。各構面與消費者人口統計變數進行分析,發現構物安全、銷售服務構面之滿意度與人口統計變數上呈顯著差異,顯示網路書店可針對不同消費者設計不同的購物安全與銷售服務來提高滿意度。產品構面之滿意度僅在教育程度上有顯著差異,購物經驗之滿意度在年齡、教育程度、居住地區與職業上有顯著差異,個人化構面之滿意度僅在職業上有顯著差異。在消費者對網路書店的整體滿意度半之分析,發現不同教育程度、居住地區與職業對網路書店的整體滿意度有顯著差異。最後也發現,前三項構面對整體滿意度相關,又以產品構面的預測力最佳。而整體滿意度確實可能影響再購意願。 |
英文摘要 | Web changes most people life style and many new things have happened in it. This study tries to understand the consumer behavior in e-bookstore and to survey the differences between e-bookstore and traditional bookstore in Taiwan, the factors about satisfaction in e-bookstore, the relations between satisfaction and repurchase intention. Our study shows that most factors in e-bookstore are not better than traditional ones. The characteristics of e-bookstores are grouped in five factors: security, service, product, experience and personality. These factors and demography influenced satisfaction of e-bookstore. These results are, first result different demography is significant to security and service of satisfaction, second result different degree is only significant to product, third result different area, degree, age and occupation are significant to experience, fourth result different occupation is only significant to personality. The integrate satisfaction is related to degree, area occupation about demography ,and security, service, product about characteristics of e-bookstore. The attitude of shopping again is influenced by integrate satisfaction |
本系統中英文摘要資訊取自各篇刊載內容。