The Study for the Influence of Customer Loyalty on E-Service Quality, Personal Involvement and Relationship Value on Maj
張倩儀、高立箴
E-mail: 9706726@mail.dyu.edu.tw
ABSTRACT
This research issue thinks with the view of customer's relation, the investigations of websites of the entry between Taiwan and Mainland China, cooperate with several theories, such as marketing, etc., to develop out and study the structure, involve in en-tering the starting point with personal involvement, and then sum up possible relation models , such as quality, relation value, relation quality and customer's loyalty, etc., the ones that expected to be able to the future researched and proposed the suggestion of consulting relevantly. After documents probe into, study the structure to set up, sample questionnaire and analysis, show that personal involvement in entering the degree will influence cus-tomer's service quality and appraisal of relation value of websites but influence is not big. Entry website industry persons should focus on the customer's commitment, in or-der to strengthen using the will once again of the customer. In other words, entry web-site industry persons must try every possible means to keep the customer that has al-ready had here, already have the customer's commitments, could impel the original user to have will used once again, it is more important or not than the level that the customer involves in entering the degree that this is far.
Keywords : personal involvement ; e-service quality ; relationship value ; relationship value ; loyalty Table of Contents
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．
．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． v 內容目錄 ．．．．．．．．．．．．．．．
．．．．．． vi 表目錄 ．．．．．．．．．．．．．．．．．．．．． viii 圖目錄 ．．．．．．．．．．．．．
．．．．．．．． ix 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第二章 文獻探討．．．．．．．．
．．．．．．．．． 4 第一節 個人涉入．．．．．．．．．．．．．．． 4 第二節 網站服務品質．．．
．．．．．．．．．． 5 第三節 關係價值．．．．．．．．．．．．．．． 7 第四節 網站服務品質與關 係價值之關係．．．．． 9 第五節 個人涉入與服務品質及關係價值之關係．． 10 第六節 關係品質．．
．．．．．．．．．．．．． 10 第七節 關係價值與關係品質之關係．．．．．．． 12 第八節 顧客忠誠 度．．．．．．．．．．．．．． 13 第九節 關係價值與顧客忠誠度之關係．．．．．． 15 第十節 關係 品質與顧客忠誠度之關係．．．．．． 15 第三章 研究方法．．．．．．．．．．．．．．．．． 17 第一節 研究架構．．．．．．．．．．．．．．． 17 第二節 研究假設．．．．．．．．．．．．．．． 18 第三節 變項操作性定義與衡量問題．．．．．．． 20 第四節 研究設計．．．．．．．．．．．．．．． 27 第 五節 資料分析方法．．．．．．．．．．．．． 28 第四章 實證分析．．．．．．．．．．．．．．．．． 30 第一節 研究樣本描述性統計．．．．．．．．．． 30 第二節 因素分析與信度分析．．．．．．．．．．
33 第三節 相關分析．．．．．．．．．．．．．．． 37 第四節 迴歸分析．．．．．．．．．．．．．
．． 40 第五節 路徑分析．．．．．．．．．．．．．．． 44 第六節 研究假設驗證彙總．．．．．．．
．．．． 47 第五章 結論與建議．．．．．．．．．．．．．．．． 49 第一節 研究結論．．．．．．．．．
．．．．．． 49 第二節 研究意涵．．．．．．．．．．．．．．． 51 第三節 研究限制．．．．．．．
．．．．．．．． 52 第四節 後續研究之建議．．．．．．．．．．．． 53 參考文獻 ．．．．．．．．．．
．．．．．．．．．． 55 附錄A 問卷設計版．．．．．．．．．．．．．．．． 66 附錄B 問卷設計版．．．．
．．．．．．．．．．．． 73 表目錄 表 3- 1 服務品質之操作性定義．．．．．．．．．．．． 22 表 3- 2 各變項的問卷 問項．．．．．．．．．．．．．． 23 表 3- 3 網站服務品質之衡量問項．．．．．．．．．．． 24 表 3- 4 關係價值之衡 量問項．．．．．．．．．．．．． 25 表 3- 5 關係品質之衡量問項．．．．．．．．．．．．． 25 表 3- 6 顧客忠誠度之 衡量問項．．．．．．．．．．．． 26 表 4- 1 樣本描述．．．．．．．．．．．．．．．．．． 30 表 4- 2 各構面KMO 與Barlett球形檢定顯著性效度分析．． 34 表 4- 3 台灣與大陸因素負荷量、特徵值、累積解釋量％效度分析表．．．．．．
．．．．．．．．．．．． 35 表 4- 4 各構面信度分析．．．．．．．．．．．．．．． 37 表 4- 5 各構面相關分析 1．．
．．．．．．．．．．．． 38 表 4- 6 各構面相關分析 2．．．．．．．．．．．．．． 39 表 4- 7 個人涉入程度對網站服 務品質與關係價值之迴歸分析．．．．．．．．．．．．．．．．．．．．． 41 表 4- 8 關係價值對關係品質之迴歸分析
．．．．．．．． 42 表 4- 9 關係價值對顧客忠誠度之迴歸分析．．．．．．． 43 表 4-10 關係品質各子構面對顧客忠誠
度之迴歸分析．．． 44 表 4-11 品質與關係價值對顧客忠誠度的多元迴歸分析．． 46 表 4-12 關係品質分析各項效果分解 說明．．．．．．．． 47 表 4-13 研究假設驗證表．．．．．．．．．．．．．．． 47 圖目錄 圖 3- 1 研究架構．．．．
．．．．．．．．．．．．．． 18 圖 4- 1 台灣地區路徑分析參數估計圖．．．．．．．．． 46 圖 4- 2 大陸地區路徑分析 參數估計圖．．．．．．．．． 46
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