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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/19121
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| 題名: | 以線性結構方程式探討網路書店商店印象、服務價值、轉移成本、顧客滿意度與顧客忠誠度關係之研究 |
| 其他題名: | Research on the LISREL Exploration for Store Image, Service Value, Switching Cost, Customer Satisfaction and Loyalty to Internet Bookstore |
| 作者: | 陳秋君
Chen, Chiu-chun |
| 貢獻者: | 出版與文化事業管理研究所
黃昱凱
Yu-kai Huang |
| 關鍵詞: | 轉移成本;顧客滿意度;顧客忠誠度;服務價值;商店印象
store image;switching cost;consumer satisfaction;consumer loyalty;service value |
| 日期: | 2010 |
| 上傳時間: | 2015-03-10 11:53:04 (UTC+8) |
| 摘要: | 本文主要在探討網路書店商店印象、服務價值、轉移成本、顧客滿意度與顧客忠誠度等變數間的結構關係，除了透過驗證性因素分析發展各構面的測量模型外，並以結構方程模式作為分析工具，進行各構面間的路徑分析。 本文以「操作便利性」、「促銷」、「處理服務」以及「信賴度」等構面為基礎，建構出網路書店的二階測量模型，結果顯示其個別項目的因素負荷量達0.5以上，達到理想的內部適合度；建構信度除了「促銷」構面以外，其餘皆在0.6以上；Cronbach's α值除了「促銷」構面之外，其餘皆在0.7以上；各觀察變項之因素負荷量之t值皆達顯著水準，潛在變項的平均變異萃取數除了「促銷」構面以外，其餘皆在標準以上，顯示商店印象量表具有良好信度與效度。 結構模型也說明透過服務價值間接影響顧客滿意的效果大於商店印象對顧客價值的直接效果，而服務價值對顧客忠誠度雖無直接顯著之關係，但卻可透過滿意度對忠誠度產生間接效果，表示若網路書店業者想要提高顧客忠誠度，則不可忽視服務價值的影響力。
This thesis is primarily to explore the structural relationships between variables like store image, service value, switching cost, customer satisfaction and loyalty. This thesis not only underwent empirical factor analysis to develop the measurement model with all the profiles, but also applied LISREL as analytical tool to proceed to path analysis among profiles identified. This thesis bases upon profiles like ＂operational convenience＂, ＂market promotion＂, ＂processing service＂ and ＂reliability＂ as the foundation, to construct two-stage measurement model for Internet bookstore. Findings from measurement model for store image indicated that factor loading for individual item reached beyond 0.5 to satisfy the ideally internal adequacy demand. As for construct reliability, except for the ＂marketing promotion＂ profile, all the rest of profiles were above 0.6. As for Cronbach's α value, except ＂marketing promotion＂ profile, all the rest were above 0.7, indicating that this measurement modeling possessed both the reliability and internal consistency. In the aspect like factor loading for each observable variable, all the t values reached the level of significance. As for average variance extracted for potential variable, except ＂marketing promotion＂ profile, all the rest were above the recommended 0.5 standard. Structural modeling also illustrated that by going through service value, it could indirectly influence the customer satisfaction and its effectiveness would be greater than the direct effect to customer value exerted from store image. This revealed the fact that, raising the customer satisfaction level through store image should be conducted from the service value perspective. |
| 顯示於類別: | [文化創意事業管理學系] 博碩士論文-出版與文化事業管理研究所(停招)
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