建議

根據本研究之目的，提出以下建議：

一、對網路農場平臺之建議

經本研究結果得知，臺東縣網路農場使用者中，男性使用者感受之服務品質、

滿意度、忠誠度均顯著低於女性。建議網管除應持續提昇服務品質外，更應針對 男性規劃更完善之行銷活動，以提昇對男性顧客之吸引力。

二、對未來研究之建議

本研究在背景變項上，只探討性別、年齡、教育程度、職業、每次使用購物網站 時間、使用購物網站資歷等；然而影響網路農場服務品質、顧客滿意度、顧客忠 誠度之因素甚多，因此建議未來在研究上，可納入「使用者最常使用之網路購物 平臺」、「網路購物需求」等因素。

136

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附錄一 預試問卷 親愛的朋友，您好：

這是一份以臺東縣網路農場使用者為研究對象的學術問卷，其主要 目的在於了解使用者對臺東縣網路農場所提供的服務要項之重視度 與滿意度。本問卷僅供學術研究用，所有資料絕對保密，請您安心 填答。有您的協助，本研究才能順利進行，在此衷心感謝您的協助！

如有任何疑問或建議，請利用下列方式賜教

敬祝 健康快樂 國立臺東大學健康促進與休閒管理研究所賴冠諭

第一部分:個人基本資料

1.性別：□男 □女 2.年齡：

□20歲以下 □21~29歲 □30~39歲 □40~49歲 □50歲以上 3.教育程度：

□高中職或以下 □大專□研究所 4.職業：

□軍公教 □服務業 □工 □商 □農 □其他(學生、家管、待業) 5.您使用購物網站的資歷：

□6個月以下 □6個月-1年 □1年-2年 □2年-3年 □3年-5年 □5年以上 6.您平均每次使用購物網站的時間：

□低於30分鐘 □30分鐘-1小時 □1小時-3小時 □3小時-6小時

□6小時以上

154

155

第三部分：網路農場使用者滿意度問卷

說明：本量表目的在瞭解您對臺東縣網路農場使用者的滿意度，請依序逐題回答，

不要遺漏任何題目，問卷中每個題目的答案均分為「非常同意」、「同意」、「普 通」、「不同意」及「非常不同意」等五個選項，請依照您實際的感受和看法，

在右邊最適當的方格中打『ˇ』

非 非 常 常 不 不

同 同 普 同 同 意 意 通 意 意 1.在使用臺東縣網路農場後，我對產品資訊很滿意………□ □ □ □ □ 2.在使用臺東縣網路農場後，我對產品很滿意………□ □ □ □ □ 3. 在使用臺東縣網路農場後，我對產品價格很滿意………… □ □ □ □ □ 4. 在使用臺東縣網路農場後，我對交易程序很滿意………… □ □ □ □ □ 5. 在使用臺東縣網路農場後，我對網站版面配置很滿意…… □ □ □ □ □ 6.在使用臺東縣網路農場後，我對網站售後服務很滿意…… □ □ □ □ □

156

第四部分：網路農場使用者忠誠度問卷

說明：本量表目的在瞭解您對臺東縣網路農場使用者的滿意度，請依序逐題回答，

不要遺漏任何題目，問卷中每個題目的答案均分為「非常同意」、「同意」、「普 通」、「不同意」及「非常不同意」等五個選項，請依照您實際的感受和看法，

在右邊最適當的方格中打『ˇ』

非 非 常 常 不 不

同 同 普 同 同 意 意 通 意 意

1.當親朋好友需要購買之產品與臺東縣網路農場商品有關，我 □ □ □ □ □ 會推薦他上臺東縣網路農場消費

2.我會主動跟別人提到臺東縣網路農場的優點……… □ □ □ □ □ 3.若我所需要的產品在臺東縣網路農場有販賣，我傾向在…… □ □ □ □ □

臺東縣網路農場消費

4.若我所需要的產品在臺東縣網路農場有販賣，我只會在…… □ □ □ □ □

4.若我所需要的產品在臺東縣網路農場有販賣，我只會在…… □ □ □ □ □

在文檔中 臺東縣網路農場服務品質、顧客滿意度、顧客忠誠度之關聯性研究 (頁 149-174)