線上零售服務品質對關係品質及行為意向的影響

Abstract

由於寬頻網路與多媒體電腦的普及、線上零售商品的多樣化、及交易與服務方式的改進與創新，使消費者對網路購物的接受度逐漸增加，並為線上零售業帶來龐大商機。在實體情境裡，服務品質被認為與顧客滿意度及忠誠度有顯著關連，因此在線上零售業裡，服務品質也被預期是關鍵成功因素之一。實體情境裡的服務品質已受到廣泛討論，衡量方法也有相當程度的發展而臻於完備；但在線上零售裡，消費者是面對與過去幾乎完全不同的交易情境與服務方式，因此以往衡量服務品質的方法套用在線上零售時必須被重新考量。 本研究主要是在探討服務品質之定義與衡量方法，從服務業到零售業、再到線上零售業的演進，並嘗試發展符合時代趨勢的線上零售服務品質量表。另外為了實務目的，本研究透過科技採用文獻，探討可能會影響消費者線上零售服務品質認知的因素，並透過傳統行銷文獻去探討線上零售服務品質各構面對關係品質與行為意向各構面的影響，以提供管理者制定網站行銷策略的方針。 本研究最後發展出一套有六個構面與31道問項的線上零售服務品質量表，並透過複迴歸與SEM分析確認，以關係品質作為服務品質與行為意向的中介因素是適當的。雖然此量表的各構面對關係品質與行為意向的各構面，並非都有顯著的正向影響，但整體而言，服務品質仍透過正向地影響關係品質，對行為意向產生正向的影響。 雖然服務品質之差距分數與從科技採用文獻找出之事前因素對整體模型未有如預期的解釋力，但本研究也嘗試推論其原因並解釋在統計上顯著的部分。

By the prevalence of broadband networks and multimedia PCs, the diversity of retail merchandise sold on Internet, as well as the improvement and innovation of ways to sell goods and to provide service, consumers’ level of adopting Internet shopping was increasing gradually, which brought the online retailing a huge amount of revenues. In physical environments, service quality was considered to be related to customer satisfaction and loyalty significantly. Service quality, therefore, was expected a critical success factor of the online retailing. The issues of service quality in physical circumstances had been discussed extensively, and the measurement tools had been developed to a mature stage. In the online retailing, however, consumers faced almost entirely different ways to shop and to receive service, those past approaches to measure service quality had to been considered newly when utilizing them in the online retailing. This research investigated mainly the evolution of definition of service quality and measurement tools, from service industry to retailing industry, and finally to online retailing industry. This research also wanted to establish an online retailing service quality scale which was correspondent with the times and trend. In addition, for the practical purpose to provide managers the guide to make web marketing strategies, this research explored the factors which might affect the perception of online retailing service quality through studying technology adoption researches, and explored the effects of constructs of online retailing service quality on those of relationship quality and behavioral intentions through studying traditional marketing researches. In the end, this research worked out an online retailing service quality scale with six constructs and thirty-one items, and by multiple regression and SEM analysis, confirmed that it was appropriate to have relationship quality be the intermediary factor between service quality and behavioral intentions. Although not every construct of this scale had significantly postive effect on that of relationship quality and behavioral intentions, generally speaking, service quality positively affected behavioral intentions through positively affecting relationship quality indeed. Even though the gap scores of service quality and the prior factors found in the technology adoption researches did not have the expected power of explanation, this research still tried to infer the reasons and to explain the parts with statistical significance.