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消費者網路購物服務品質之研究分析

近年來由於電子商務的蓬勃發展,網路購物成為主要潮流,然而對於網路購物服務品質方面的衡量是相當缺乏的,因此本研究透過使用者的角度,探討顧客眼中所關心的網路服務品質之內涵與構面,以做為網路購物品質適切測量工具之依據。

經過問卷的調查,在透過統計方法分析之後,其中「可靠度」構面與整體滿意度的相關性高;「便利性」、「信任」以及「可靠度」構面與忠誠度相關性高;而整體服務品質方面,「整體滿意度」、「忠誠度」、及「購買意願」相關性較高,由此可知,不論服務的形式如何改變,只要業者提供顧客良好的服務品質內容,顧客的滿意度、忠誠度也會隨之提高;因此,提高良好的服務品質,將會成為維繫顧客忠誠度的重要原則。

由於網際網路的盛行,使得服務型態轉變,以往傳統以服務人員為主的服務型態之評估已經不能適用,而本研究的結果即為針對網路購物來探討其服務品質,進而提升購物網站的服務品質,也能增加消費者上網購物之意願。

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    The research analysis of the consumer on-line shopping service quality

    In recent years because of the booming development of the E-Commerce, the on-line shopping becomes the main current, however is rather lacking to the on-line shopping service quality's measuring of, so this research through the angle of the user, inquire into the customer eyes in the content and factor of the network service quality concerned, to be used as the on-line shopping quality proper slice the basis of measuring the tool.

    Through the inquisition of the questionnaire, at through statistics the method to analyze after, among them, the relativity of"credibility" factor and whole satisfaction is high;"Convenience", "trust" and"credibility" factor and the loyalty relativity are high;And whole service quality aspect, "whole satisfaction", "loyalty", and"purchase the will" relativity is higher, from here can know, the form that in spite of serve how change, as long as the operator provides the customer good service quality content, the satisfaction, loyalty of the customer also will immediately raise;Therefore, raise the good service quality, will become the important principle that supports the customer loyalty.

    Because internet of widely accepted, make the service type changed, the former tradition take attendant as the valuation of service type of lord to have already can't applied, and the result of this research is inquired into for on-line shopping its service quality, then promote the service quality of the shopping website, also can increase the consumer to get to the Internet the will of the shopping.

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