消費者對電子商務滿意度之衡量－整合科技接受模式、交易成本與服務品質

Abstract

過去對於電子商務滿意度的研究，並沒有一致的看法。而Devaraj, Fan & Kohli在2002年提出一整合架構，嘗試以科技接受模式、交易成本與服務品質三個理論來衡量電子商務滿意度，但是在其研究中衡量電子商務服務品質的方式是存在問題的，是以傳統實體情境的方式(SERVQUAL)來衡量。而電子商務情境下，消費者面對的是完全不同的交易情境與服務方式，因此必須重新考量服務品質的衡量方式。本研究著眼於電子商務服務品質(E-S-QUAL)，改善其模型，使其整合更為良好。 本研究以台灣地區的電子商務使用者為研究對象，進行為期一個月的調查。研究結果顯示電子商務服務品質的維度與傳統服務品質之間有差異存在。科技接受模式、交易成本與服務品質三個理論顯著影響消費者的電子商務滿意度，研究結果也較過去的良好。

From past research, it has few consensuses on the assessment of e-satisfaction. Based on Technology Acceptance Model, transaction costs, service quality (SERVQUAL), Devaraj, Fan & Kohli(2002) proposed a model to assess consumers’ satisfaction in E-Commerce. However, in electronic context, service quality that consumers received is different from that in traditional context. SERVQUAL is doubted in the literature that most appropriate ways to assess service quality in E-Commerce. Thus, replacing SERVQUAL with E-S-QUAL, a model was conduct to evaluate e-satisfaction using the survey data. Survey data were collected from users of E-Commerce in Taiwan. The analysis uses structural equation modeling (SEM). The study found that E-S-QUAL is more appropriate to assess service quality than SERVQUAL in electronic context. Finally, the study also found the support for the model and the result of SEM indicated a good model fit with the survey data.