B2C電子商務服務品質之決定因素：一個質化的整合性研究

Abstract

網路的興起對社會與經濟層面的影響非常深遠，而企業要想再藉由傳統的行銷模式在市場中取得競爭優勢也越來越困難，因此利用網路進行商業行為的企業也紛紛成立。不過因為技術的關係，使得消費者相較於傳統銷售通路，於線上進行產品/服務之比較是成本較低、有彈性且容易的，也因此實行電子商務的企業對於服務品質的重視程度也越益增高。本研究藉由過去學者的觀點，利用質化整合分析的方法，將相關的實證研究結果進行驗證。本研究的目的有二： (一)藉由過去相關研究，探討近年來學者所關注之線上服務品質之決定因素為何。 (二)探討線上服務品質構面是否會隨不同產業類型而有差異。

本研究從電子資料庫搜尋相關文獻，共獲得106篇與線上服務品質相關的文獻，並利用Wolfinbarger & Gilly(2003)的線上服務品質架構和Francis & White(2004)的B2C電子商務產業分類架構，進行本研究之主要分析架構，以下為分析結果： (一)在106篇文獻中，本研究歸納出了八大重要之線上服務品質構面，分別為：(1)網站便利性/易用性；(2)網站資訊品質；(3)網站設計；(4)安全；(5)客戶服務支援；(6)隱私；(7)即時回應；(8)個人化。 (二)根據本研究所引用之B2C電子商務產業分類架構，發現不同產業類型所重視之線上服務品質構面具有差異性。

The emergence of Internet has great impact on our social and economic environment; therefore, it is difficult for companies to obtain competitive advantages through traditional marketing channels. As a consequence, there are more and more companies expanded their business online. One of the major advantages of online-shopping is that the comparison of product features is essentially costless, more feasible and easier than traditional channels, therefore dot com companies could not competing merely on prices anymore, thus putting more and more emphasis on service quality. Different Web site evaluation measures have been proposed over the past decade. This study uses a qualitative meta-analysis methodology to synthesize the diverse findings, and serves two purposes：First, unifying the framework of the important determinants of online service quality; Second, trying to find whether there are different dimensions of online service quality in different industries. The author reviewed 106 online service quality researches in an online database, and using the online service quality framework proposed by Wolfinbarger & Gilly (2003) and the B2C e-commerce classification matrix proposed by Francis & White (2004) as the analytical framework. In summary, this study concludes eight important determinants for online service quality：(1)Website convenience/Ease of use；(2)Website information quality；(3)Website design；(4)Security；(5)Customer service support；(6)Privacy；(7)Responsiveness；(8)Personalization. The study also finds that according to the B2C e-commerce classification matrix, different industries value each online service quality dimension differently.