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題名 | 休閒產業電子商務網站影響顧客再購意願因素之研究=The Research of the Factors Which the Electronic Commerce Website in Leisure Industry Affects the Customer's Re-purchasing |
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作者姓名(中文) | 邱富宏; | 書刊名 | 遠東學報 |
卷期 | 23:2 民95.06] |
頁次 | 頁313-328 |
分類號 | 496.7 |
關鍵詞 | 知覺服務品質; 顧客滿意; 顧客忠誠; 顧客再購意願; The quality of consious service; The customer's satisfaction; The customer's loyalty; The customer's re-purchasing; |
語文 | 中文(Chinese) |
中文摘要 | 網際網路的興起帶動了 e 化的服務,企業運用網際網路來從事行銷活動, 藉由電子商務網站知覺服務品質,提升顧客的滿意與忠誠,進而影響顧客 再購意願,強化本身的競爭優勢,已成為目前所有企業都必須考慮的途 徑。近年來政府大力提倡觀光以及國民生活水準的提高,台灣地區休閒產 業的重要性益加顯著。因此本研究以運動休閒(通過 ISO-9001 認證的「亞 力山大」運動休閒俱樂部)、温泉飯店(觀光休閒旅館的「老爺温泉大飯 店」)、及休閒農場(台灣農場經營協會會員「嘉義休閒農場」)等為研究對 象,以實地研究法進行,透過問卷方式搜集研究資料,探討休閒產業電子 商務網站影響顧客再購意願因素。 研究結果發現:本研究提出的 4 個假說,都可以成立。本研究將問卷的 33 個題目的主題,設計成 33 個變數,以量表搜集回答問卷者對每一變數之 注重程度,經過 KMO 取樣適當性檢定及巴氏球形檢定,通過檢定之後, 續以因素分析中的主成份分析來萃取共同因素,依據特徵值大過 1 作為選 取共同因素個數的原則,結果共選取 10 個主要因素;再經由 ANOVA 分析, 根據分析結果顯示,此 10 個主要因素影響電子商務網站顧客再購意願, 其重要性各有不同;依重要性程度高低,其順序為:資訊呈現與即時因素、 訊息充足因素、訊息確認與安全因素、內容呈現因素、忠誠因素、圖文相 輔因素、線上服務與功能因素、交易簡潔因素、訊息提示與正常連結因、 信用因素。再經逐一以 F 檢定以研究對象分組,對其注重程度進行檢定, 發現不同型態的休閒產業,對影響顧客再購意願因素之注重程度,會隨休 閒產業型態的不同,而有顯著差異;其注重程度依序為溫泉飯店、運動休 閒、休閒農場。 本研究彙整出,休閒產業電子商務網站影響顧客再購意願因素。本研究發 現對休閒產業在建構電子商務網站有直接的助益,並且能夠做為其他不同 產業在建構電子商務網站決策時之參考。 |
英文摘要 | The Internet’s emergence has led the e service. The enterprise is engaged in marketing using the Internet, through the quality of conscious service in the electronic commerce website, to promote customer's satisfied and loyalty to the business, then affects the customer’s willingness to re-purchase and strengthens itself in competitive advantage. This is the most important promotion way for the most enterprises. Since the government promoted with great effort the sightseeing business in the recent years as well as the enhancement of the living level, the leisure industry become a more important business in Taiwan. The samples are three leisure businesses from movement leisure, hot spring hotel, leisure farm. We carried on by the reality methodology and collected the research material via the questionnaire to investigate how the electronic commerce website of leisure industry affects the customer’s re-purchase. The results show that 4 hypotheses that this research proposed are all established. We designed each subjects of 33 questions in the questionnaire to be 33 variables and used the quantity table to collect how the replier of questionnaire care about each variable. Through passing KMO sampling suitable test and Bartlett ball shape test; using the main ingredient analysis in the factor analysis to extract the common factor and select the factor which special value bigger than 1. Totally we selected 10 primary factors, which the electronic commerce website in leisure industry affects the customer’s re-purchasing. And then via ANOVA analysis found there are different importance between them. These 10 primary factors can be summarized based on the importance as below, (a) the information presents in time; (b) sufficient information; (c) correct and safe information; (d) content outlook of the information; (e) loyalty of the information; (f) appearance of text with picture; (g) the function of on-line service; (h) simplifying the selling and purchasing; (i) message reminder and normal connection; (j) credit. Again through the F examination for the 3 research objects, examined their attention degree, we discovered the different type of leisure industry has the significant difference in affection of the willing of the customer’s re-purchase. Their attention degree in order are hot spring hotel, movement leisure, leisure farm. This research summarized the factors, which the electronic commerce website in leisure industry affects the customer’s re-purchasing and found that those factors will directly help the leisure industry to construct the electronic commerce website and can be a good reference for the other industries. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。