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題名：數位產品網路行銷之顧客滿意度量表建構模式
書刊名：中華管理學報
作者：王怡舜 引用關係／湯宗益 引用關係
作者(外文)：Wang, Yi-shun／Tang, Tzung-i
出版日期：2002
卷期：3:2
頁次：頁47-63
主題關鍵詞：網路行銷；數位產品；顧客滿意度；使用者資訊滿意度；Internet marketing；Digital products；Customer satisfaction；User information satisfaction
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:630
  • 點閱點閱:16
　　　　　本研究探討在數位產品網路行銷環境下，如何有效衡量顧客滿意度。本研究參酌了網路行銷、數位產品、使用者資訊滿意度、以及傳統顧客滿意度等領域的相關文獻，歸納出初步的「顧客滿意度測量構面」，其中包括「數位產品構面」、「網路銷售活動構面」、「資訊系統構面」、「顧客支援構面」、以及「公司文化構面」等五個理論性構面。此外，本研究並進一步發展一個適用於數位產品網路行銷環境之「顧客滿意度量表建構模式」，此模式不僅有助於數位產品業者發展本身的「顧客滿意度」測量工具，更可以做為後續研究者在發展顧客滿意度量表時之參考流程；建構一個具有信度與效度的一般化顧客滿意度量表，正是發展網路行銷與電子商務理論的重要基礎，而且該量表將可以提供不同研究結果之間，一個相互解釋與比較的共同架構。
　　　　　This study is to explore the measurement of customer satisfaction in Internet contexts for digital products marketing. The researchers review the literature relating to Internet marketing, digital products, user information satisfaction, and traditional customer satisfaction construct. The researchers then propose five theoretical dimensions of customer satisfaction measurement, i.e., digital products, Internet sales activity, information systems, customer support, and company culture. In addition, this study develops a construction model of customer satisfaction measurement for digital products marketing. This model can help practitioners and researchers design an instrument for measuring customer satisfaction. A generic customer satisfaction scale with good reliability and validity is essential to developing Internet marketing and EC theories, and provides researchers with a common framework for explaining, justifying, and comparing differences among results.
期刊論文
1.Cardozo, R. N.(1964)。Customer Satisfaction: Laboratory Study and Marketing Action。Journal of Marketing Research，2，244-249。  new window
2.Mitchell, T. R.(1985)。An Evaluation of the Validity of Correlational Research Conducted in Organizations。Academy of Management Review，10(2)，192-205。  new window
3.MacCallum, R. C.(1986)。Specification searches in covariance structure modeling。Psychological Bulletin，100(1)，107-120。  new window
4.毛穎崙(1995)。Internet在買賣零售業電子購物應用。網路通訊雜誌，六月號，80-85。  延伸查詢new window
5.林晉寬(19990700)。行銷網際網路之理想型產品。中華管理評論，2(5)，157-168。  延伸查詢new window
6.Calder, B. J.(1977)。Focus groups and the nature of qualitative marketing research。Journal of Marketing Research，14(3)，353-364。  new window
7.Ferratt, T. W.、Short, L. E.(1986)。Are Information Systems People Differenct: An Investigation of Motivational Differences。MIS Quarterly，10(4)，377-388。  new window
8.Giese, J. L.、Cote, J. A.(2000)。Defining consumer satisfaction。Journal of Academy of Marketing Science Review，2000(1)，1-24。  new window
9.Klenke, K.(1992)。Construct and Critique of User Satisfaction and User Involvement Instructions。Information Systems and Operational Research，30(4)，325-348。  new window
10.Larcker, D. F.、Lessig, V. P.(1980)。Perceived Usefulness of Information: A Psychometric Examination。Decision Sciences，11(1)，121-134。  new window
11.Segars, A. H.、Grover, V.(1993)。Re-examining ease of use and usefulness: A confirmatory factor analysis。MIS Quarterly，17，517-525。  new window
12.Spiller, P.、Lohse, G. L.(1997)。A Classification of Internet Retail Stores。International Journal of Electronic Commerce，2(2)，29-56。  new window
13.Campbell, Donald T.、Fiske, Donald W.(1959)。Convergent and Discriminant Validation by Multitrait-Multimethod Matrix。Psychological Bulletin，56(2)，81-105。  new window
14.Flanagan, John C.(1954)。The Critical Incident Technique。Psychological Bulletin，51(4)，327-358。  new window
15.Bailey, James E.、Pearson, Sammy W.(1983)。Development of a Tool for Measuring and Analyzing Computer User Satisfaction。Management Science，29(5)，530-545。  new window
16.Straub, D. W.(1989)。Validating instruments in MIS research。MIS Quarterly: Management Information Systems，13(2)，147-169。  new window
17.Bagozzi, Richard P.、Phillips, Lynn W.(1982)。Representing and Testing Organizational Theories: A Holistic Construal。Administrative Science Quarterly，27(3)，459-489。  new window
18.Doll, William J.、Torkzadeh, Gholamreza(1988)。The Measurement of End-User Computing Satisfaction。MIS Quarterly，12(2)，259-274。  new window
19.Anderson, James C.(1987)。An Approach for Confirmatory Measurement and Structural Equation Modeling of Organizational Properties。Management Science，33(4)，525-541。  new window
20.Venkatraman, N.(1989)。Strategic orientation of business enterprises: The construct, dimensionality, and measurement。Management Science，35(8)，942-962。  new window
21.Anderson, James C.、Gerbing, David W.(1988)。An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment。Journal of Marketing Research，25(2)，186-192。  new window
22.Marsh, H. W.、Hocevar, D.(1985)。Application of Confirmatory Factor Analysis to the Study of Self-Concept: First and Higher Order Factor Models and Their Invariance Across Groups。Psychological Bulletin，97(3)，562-582。  new window
23.Ives, Blake、Olson, Margrethe H.、Baroudi, Jack J.(1983)。The Measurement of User Information Satisfaction。Communications of the ACM，26(10)，785-793。  new window
24.Anderson, James C.、Gerbing, David W.(1988)。Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach。Psychological Bulletin，103(3)，411-423。  new window
25.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
26.Melone, Nancy Paul(1990)。A Theoretical Assessment of the User Satisfaction Construct in Information Systems Research。Management Science，36(1)，76-91。  new window
27.Oliver, Richard L.、DeSarbo, Wayne S.(1988)。Response Determinants in Satisfaction Judgments。Journal of Consumer Research，14(4)，495-507。  new window
28.Churchill, Gilbert A. Jr.、Surprenant, Carol(1982)。An Investigation into the Determinants of Customer Satisfaction。Journal of Marketing Research，19(4)，491-504。  new window
29.Churchill, Gilbert A. Jr.(1979)。A paradigm for developing better measures of marketing constructs。Journal of Marketing Research，16(1)，64-73。  new window
圖書
1.Kerlinger, F. N.(1978)。Foundations of Behavioral Research。New York：McGraw-Hill。  new window
2.楊國樞、文崇一、吳聰賢、李亦園(1983)。社會及行為科學研究法。台北：東華書局。new window  延伸查詢new window
3.Price, James L.、Mueller, Charles W.(1986)。Handbook of organizational measurement。Pitman Publishing Inc.。  new window
4.Whinston, Andrew B.、Stahl, Dale O.、Choi, Soon-Young(1997)。The Economics of Electronic Commerce。Indianapolis, IN：Macmillan Technical Publishing。  new window
5.Kaplan, Abraham(1964)。The Conduct of Inquiry: Methodology for Behavioral Science。Chandler Publishing Company。  new window
6.Bollen, K. A.(1989)。Structural Equations with Latent Variables。New York：John Wiley & Sons。  new window
7.Howard, John A.、Sheth, Jagdish N.(1969)。The Theory of Buyer Behavior。John Wiley & Sons, Inc.。  new window
8.Babbie, Earl Robert(1998)。The Practice of Social Research。International Thomson Publishing：Wadsworth。  new window
9.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
其他
1.羅凱揚(1997)。網路報紙使用者滿意度評估模式之探討，http://ecrg.ba.ntust.edu.tw/paper_5.htm。  延伸查詢new window
 
 
 
 
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