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題名：行動商務網站品質、心流體驗及網路口碑對消費動機影響之研究
書刊名：顧客滿意學刊
作者：姚成彥 引用關係／陳欽雨 引用關係／余念真
作者(外文)：Yao, Chen-yen／Chen, Chin-yeu／Yu, Nien-chen
出版日期：2017
卷期：13:1
頁次：頁103-131
主題關鍵詞：網站品質；心流體驗；網路口碑；消費動機；Website quality；Flow experience；Electronic word-of-mouth；Consumer motivations
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:108
  • 點閱點閱:14
行動商務成為企業重要行銷策略，也可看出未來潛藏無限商機。本研究目的為探討行動商務網站品質、心流體驗與網路口碑對消費動機的影響。針對具有使用智慧型手機或平板電腦瀏覽購物網站經驗者作為研究對象，共回收340 份有效問卷。研究結果顯示: (1) 網站品質對消費者產生心流體驗具有正向影響；(2) 網站品質對消費者進行網路口碑意願具有正向影響；(3) 網站品質對消費動機不具有正向影響；(4) 心流體驗對消費者進行網路口碑意願具有正向影響；(5) 心流體驗對消費動機具有正向影響；(6) 網路口碑對消費動機具有正向影響；本研究結果期許對理論與實務有進一步的貢獻。
Mobile commerce becomes the important marketing strategy of firms and makes profit in the future. The objective of this research is to investigate the impact of website quality, flow experience, and electronic word-of-mouth on consumer motivations of mobile commerce. We send questionnaires to people using smart phone or ipad for reviewing shopping websites and receive 340 valid samples. The results show that (1) website quality has a positive impact on flow experience; (2) website quality has a positive impact on electronic word-of-mouth; (3) website quality does not have a positive impact on consumer motivations; (4) flow experience has a positive impact on electronic word-of-mouth; (5) flow experience has a positive impact on consumer motivations; (6) electronic word-of-mouth has a positive impact on consumer motivations. The research results hope to make theoretical and practical contribution.
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學位論文
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圖書
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