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題名：網站服務品質與網站體驗對關係品質及行為意向之影響
書刊名：電子商務學報
作者：江義平 引用關係／江謝鎮同
作者(外文)：Chiang, I-ping／Chiang Hsieh, Chen-tung
出版日期：2007
卷期：9:4
頁次：頁689-724
主題關鍵詞：網站服務品質；網站體驗；關係品質；網路行銷；Web service quality；Online experience；Relationship quality；Internet marketing
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(6) 博士論文(3) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:2
  • 點閱點閱:93
本研究旨在將體驗行銷的內涵融入於網服務中，並試圖探討「網站體驗」與「網站服務品質」、「關係品質」與「行為意向」間之關係。研究以旅遊網站為例，進行實證分析。研究設計分為兩階段，前測部分經由驗證性因素分析確認問卷各量表的題項均與理論適配後，再以網路問卷進行正式施測，並使用結構方程模式進行模式檢定與因果路徑分析。 研究結果顯示，「網站服務品質」會產生正向的「網站體驗」與「關係品質」、「網站體驗」亦會對「關係品質」產生正向影響；而「關係品質」則會產生消費者正向的「行為意向」。研究最後根據實證結果提出研究上的發現與管理意涵，並提供後續研究者未來研究方向之相關建議。
The purpose of this research tries to add "Experiential Marketing" into internet service to explore the relationship among web users' experience, web service quality, relationship quality, and behavioral intention. We use travel websites as our empirical study's examples. The research is divided by two steps: first, we use pre-test and analyze by confirmatory factor analysis to confirm all factors are correspondent with our conceptual framework. Second, after we revise our questionnaires by pre-test results, we use structure equation model to test our proposed hypotheses. The results reveal web service quality has positive effects on both web users' experience and relationship quality; web users' experience also has positive effects on relationship quality; and relationship quality has positive effects on behavioral intention. Besides the findings of our empirical study, conclusions and future research suggestions are also provided.
期刊論文
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21.Park, C.-H.、Kim, Y.-G.(2006)。The Effect of Information Satisfaction and Relational Benefit on Consumers' Online Shopping Site Commitments。Journal of Electronic Commerce in Organizations，4(1)，70-90。  new window
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45.Parasuraman, Ananthanarayanan Parsu、Zeithaml, Valarie A.、Berry, Leonard L.(1988)。SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality。Journal of Retailing，64(1)，12-40。  new window
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47.Zarem, J. E.(2000)。Experience Marketing。Folio: The Magazine for Magazine Management，1(3)，28-32。  new window
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49.Bennett, R.、Barkensjo, A.(2005)。Internal Marketing, Negative Experiences, and Volunteers' Commitment to Providing High-quality Services in a UK Helping and Caring Charitable Organization Journal。International Journal of Voluntary and Nonprofit Organizations，16(3)，251-274。  new window
50.Millman, H.(1998)。Online Travel Arrangements Begin to Catch on。Infoworld，22(9)，78-78。  new window
51.Xie, M.、Wang, H.、Goh, T. N.(1998)。Quality Dimension of Internet Search Engines。Journal of of Information Science，24(5)，365-372。  new window
52.Marshall, R.(1997)。What Makes Users Revisit a Web Site。Marketing News，31(4)，12-13。  new window
會議論文
1.Zeithaml, Valarie A.(1981)。How Consumer Evaluation Processes Differ between Goods and Services。Marketing of Services Conference。Chicago, IL：American Marketing Association。186-190。  new window
2.Hume, M.、Winzar, H.、Mort, G. S.(2004)。Repurchase in a Performing Arts Context: The Perspective of Value。Wellington, New Zealand。  new window
研究報告
1.Loiacono, E.、Richard, T. W.、Dale, G.(2000)。WebQual: A web site quality instrument。Worcester Polytechnic Institute。  new window
2.Zeithaml, V. A.、Parasuraman, A.、Malhotra, A.(2000)。E-Service Quality: Definition, Dimensions and Conceptual Model。Cambridge, MA：Marketing Science Institute。  new window
學位論文
1.施素明(2005)。B2C網站服務品質量測--e-SERVQUAL觀點(碩士論文)。國立臺北大學。  延伸查詢new window
2.張敬芝(2002)。網路購物服務品質衡量模式建構之研究(碩士論文)。元智大學。  延伸查詢new window
3.高少芸(2005)。不同類型咖啡連鎖店顧客消費體驗之研究(碩士論文)。世新大學。  延伸查詢new window
4.周家瑜(2003)。網站體驗對使用者信任、情感與行為意圖影響之研究(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
5.張金順(2003)。以成本與服務品質探討顧客價值對行為意圖的影響--以網路書店為例(碩士論文)。國立中央大學。  延伸查詢new window
6.黃忠國(2003)。網站服務品質與顧客忠誠度關聯性之探討--以專業旅遊網站為例(碩士論文)。佛光人文社會學院。  延伸查詢new window
7.林心慧(2004)。行動商務成功模式之建構與驗證(博士論文)。國立臺灣科技大學。new window  延伸查詢new window
8.蔡杉源(2003)。百貨零售業體驗行銷策略運用之探索性研究：以漢神百貨開店慶暨母親節活動為例(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
9.劉智華(2001)。網站體驗與上站忠誠度之關係研究--以資訊提供型網站為例(碩士論文)。中原大學。  延伸查詢new window
10.施淳瑄(2001)。台灣網路書店經營型態對服務品質、知覺風險、顧客行為意圖影響之探討(碩士論文)。國立政治大學，台北市。  延伸查詢new window
11.董景福(2001)。國際運輸服務業關係品質服務構面與服務價值關係之研究(碩士論文)。國立中山大學。  延伸查詢new window
12.黃瓊慧(2000)。從沈浸(flow)理論探討台灣大專學生之網路使用行為(碩士論文)。國立交通大學。  延伸查詢new window
13.王祖健(2003)。網站技術、服務品質及購買成本對於網路商店顧客滿意度與忠誠度之影響(碩士論文)。國立成功大學。  延伸查詢new window
14.邱㴒媞(2003)。體驗行銷模式與其遊客行為之實證研究(碩士論文)。中國文化大學。  延伸查詢new window
15.黃映瑀(2005)。體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究(碩士論文)。大葉大學。  延伸查詢new window
16.劉慶志(2001)。以關係行銷架構與沉浸理論探討消費者對網路店面的接受度，0。  延伸查詢new window
圖書
1.Kelly, John R.(1987)。Freedom to Be: A New Sociology of Leisure。New York, NY：Macmillan publishing company。  new window
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8.Abbott, Lawrence(1995)。Quality and Competition: An Essay in Economic Theory。Columbia University Press。  new window
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圖書論文
1.Berry, Leonard L.(1983)。Relationship marketing。Emerging Perspectives on Services Marketing。Chicago, Illinois：American Marketing Association。  new window
2.Lewis, Robert C.、Booms, Bernard H.(1983)。The marketing aspects of service quality。Emerging Perspectives on Services Marketing。American Marketing Association。  new window
 
 
 
 
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