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題名：臨場感、互動性、知覺價值對網購滿意度的影響分析
書刊名：行銷評論
作者：林淑芳
作者(外文)：Lin, Shu-fang
出版日期：2013
卷期：10:2
頁次：頁191-209
主題關鍵詞：社會臨場感；互動性；知覺價值；網路購物；Online shopping；Social presence；Perceived value；Customer satisfaction；Customer loyalty
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(3) 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:3
  • 共同引用共同引用:11
  • 點閱點閱:15
近年來電子商務的發展及平臺的開放性，使得開設網路商店的門檻降低，同時提供資訊供消費者在購物前比價以選擇價格與服務評比佳的店家。網路購物與傳統實體商店購物最大的差異是不可觸摸商品、無法立即交貨，同時又須以電腦為傳播中介，較少傳達非語言人際線索的溝通，故讓人感覺到較低的社會臨場感。本研究以網路購物為主題，探討臨場感、互動性、知覺價值與滿意度間之關聯性透過問卷調查法進行資料收集，共發放402份問卷。並利用SPSS 統計分析軟體進行信效度分析、因素分析及廻歸分析。研究結果發現（1）消費者對購物網站互動性越高，則臨場感越高；（2）網站的互動性越高，則顧客知覺價值越高;；（3）消費者知覺價值越高，則滿意度越高；（4）滿意度越高，消費者之忠誠度越高。
More and more people are shopping at the internet. The success of managing an online shop is not only dependent on marketing strategies, but also on how to create high social presence environments. This paper explores the effects of social presence, interactivity, and perceived value on online shoppers' satisfaction. The result obtained from this study are as follows: the background of the customer affects the degree of interactivity; a high degree of interactivity lead to a high degree of social presence; a high degree of perceived value creates high customer satisfaction; and satisfied customers lead to high customer loyalty.
期刊論文
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11.Yuksel, A.、Rimington, M.(1998)。Customer Satisfaction Measurement。Cornell Hotel and Restaurant Administration Quarterly，39(6)，60-72。  new window
12.Kim, C.、Zhao, W.、Yang, K. H.(2008)。An empirical study on the integrated framework of e-CRM in online shopping: evaluating the relationships among perceived value, satisfaction, and trust based on customers, perspectives。Journal of Electronic Commerce in Organizations，6(3)，1-19。  new window
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14.Cui, N.、Wang, T.、Xu, S.(2010)。The influence of Social Presence on consumers' perceptions of the interactivity of web sites。Journal of Interactive Advertising，11(1)，36-49。  new window
15.Gunawardena, Charlotte N.、Zittle, Frank J.(1997)。Social presence as a predictor of satisfaction within a computer-mediated conferencing environment。American Journal of Distance Education，11(3)，8-26。  new window
16.Petrick, J. F.、Backman, S. J.(2002)。An examination of the construct of perceived value for the prediction of golf travelers' intentions to revist。Journal of Travel Research，41(1)，38-45。  new window
17.McMillan, S. J.、Hwang, J. S.(2002)。Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity。Journal of Advertising，31(3)，29-42。  new window
18.Ghose, S.、Dou, W. Y.(1998)。Interactive functions and their impacts on the appeal of internet presences sites。Journal of Advertising Research，38(2)，29-43。  new window
19.郭德賓、周泰華、杜富燕(20001200)。服務業顧客滿意評量方法之重新檢驗。臺大管理論叢，11(1)，103-132。new window  延伸查詢new window
20.Meyer, Meyer H.、Zack, Michael H.(19960415)。The design and development of information products。MIT Sloan Management Review，37(3)，43-59。  new window
21.Szymanski, David M.、Hise, Richard T.(2000)。E-satisfaction: An initial examination。Journal of Retailing，76(3)，309-322。  new window
22.Fornell, Claes、Johnson, Michael D.、Anderson, Eugene W.、Cha, Jaesung、Bryant, Barbara Everitt(1996)。The American Customer Satisfaction Index: Nature, Purpose, and Findings。Journal of Marketing，60(4)，7-18。  new window
23.Hsu, S. H.(2008)。Developing an index for online customer satisfaction: Adaptation of American customer satisfaction index。Expert Systems with Applications，34(4)，3033-3042。  new window
24.Woodruff, Robert B.(1997)。Customer value: The next source for competitive advantage。Journal of the Academy of Marketing Science，25(2)，139-153。  new window
25.Sweeney, Jillian C.、Soutar, Geoffrey N.(2001)。Consumer Perceived Value: The Development of a Multiple Item Scale。Journal of Retailing，77(2)，203-220。  new window
26.Yang, Zhilin、Peterson, Robin T.(2004)。Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs。Psychology & Marketing，21(10)，799-822。  new window
27.Chen, Zhan、Dubinsky, Alan J.(2003)。A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation。Psychology & Marketing，20(4)，323-347。  new window
28.Mittal, Vikas、Kamakura, Wagner A.(2001)。Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics。Journal of Marketing Research，38(1)，131-142。  new window
29.Liu, Yuping、Shrum, L. J.(2002)。What Is Interactivity and Is It Always Such A Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness。Journal of Advertising，31(4)，53-64。  new window
30.Srinivasan, Srini S.、Anderson, Rolph、Ponnavolu, Kishore(2002)。Customer loyalty in e-Commerce: An exploration of its antecedents and consequences。Journal of Retailing，78(1)，41-50。  new window
31.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect?。Harvard Business Review，73(6)，88-99。  new window
32.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
33.Fortin, David R.、Dholakia, Ruby R.(2005)。Interactivity and Vividness Effects on Social Presence and Involvement with a Web-Based Advertisement。Journal of Business Research，58(3)，387-396。  new window
學位論文
1.葉宴伶(2005)。消費者購買行為對顧客滿意度與顧客忠誠度之關連性研究--以冷凍調理食品產業為例(碩士論文)。中原大學。  延伸查詢new window
2.侯正琪(1997)。雙向互動電子教學傳輸系統中學生學習狀況研究以交通大學遠距教學之參與學生為例(碩士論文)。國立交通大學。  延伸查詢new window
3.陳緯(2009)。數位學習環境增加社會臨場感對於自我調整能力、學習動機與學習成就之影響--以國小高年級學生為例(碩士論文)。雲林科技大學。  延伸查詢new window
4.嚴婉禎、黃懷寬(2009)。網拍賣家的印象管理策略與評價--以Yahoo！奇摩拍賣和露天拍賣為例(碩士論文)。輔仁大學。  延伸查詢new window
圖書
1.Barsky, J. D.(1995)。World Class Customer Satisfaction。London：Irwin Professional Publishing。  new window
2.衛南陽(2005)。服務競爭優勢--探索永續經營的奧秘。台北市：商兆文化。  延伸查詢new window
3.Bhote, Keki R.(1996)。Beyond Customer Satisfaction to Customer Loyalty: The Key to Greater Profitability。New York：American Management Assocation。  new window
4.Short, John A.、Williams, Ederyn、Christie, Bruce(1976)。The Social Psychology of Telecommunications。John Wiley & Sons。  new window
5.Kotler, Philip、Ang, S. H.、Leong, S. M.、Tan, C. T.(2003)。Marketing management: An Asian perspective。Prentice Hall。  new window
其他
1.資策會(2012)。2012年3月底止台灣上網人口，http://www.find.org.tw/find/home.aspx?page=many&id=334， 2012/11/27。  new window
圖書論文
1.Hunt, H. Keith(1977)。CS/D: Overview and future research directions。Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction。Marketing Science Institute。  new window
2.Monroe, K. B.、Krishnan, R.(1985)。The Effect of Price on Subjective Product Evaluation。Perceived Quality: How Consumers View Stores and Merchandise。Lexington, MA。  new window
 
 
 
 
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