PCHOME之顧客關係、服務品質與品牌形象相關之研究

Abstract

本研究旨在探討PChome線上購物之服務品質、顧客關係與品牌形象關係，並進一步探討不同消費群對各構面的差異程度。 本研究以在PChome線上購物瀏覽並完成交易的消費者為研究探討對象，寄發出問卷500份，有效問卷為112份，有效回收率為22.4%。運用SPSS軟體資料分析工具，採用敘述統計、單因數變異數分析、T檢定、皮爾森積差相關、多元逐步回歸及階層回歸進行實證分析，實證結果發現如下： 一、PChome線上購物消費者人群主要集中於年輕群體，且女性比男性多，學歷較高，月收入屬於中等水準，職業以服務業居多。 二、PChome線上購物之顧客關係、服務品質對品牌形象認知有正向影響。 三、PChome線上購物之服務品質在顧客關係與品牌形象認知間具有中介效果。 四、不同年齡消費者對PChome線上購物顧客關係有顯著影響。 五、不同職業消費者對PChome線上購物服務品質認知有顯著影響。 六、最後，本研究依據研究結論，對業者提出一些具體建議，以期可提供相關購物網站經營管理與後續研究參考。

The purpose of this study was to explore the relationship among service quality, customer relationship, and brand image for “PChome online shopping”. The difference of the above constructs in terms of consumer group was also evaluated. The study selected consumers who have experience on PChome online shopping ever surfed and completed transactions. There were 500 questionnaires were sent, 112 valid questionnaires were returned, resulting in a valid response rate of 22.4%. The statistic software SPSS was applied and analyzed by descriptive statistics, T-test, one-way ANOVA, Pearson correlation, multiple stepwise regressions and block regression analysis. The results of the study were summarized as following: 1. The consumer groups of PChome online shopping focused on younger age groups, and more women than men, higher educated, moderate level of monthly income, more to the majority of professional services. 2. The customer relationship and service quality of PChome online shopping had significant and positive effects on the brand image. 3. The service quality of PChome online shopping responsibility acted as an intermediate variable between customer relationship management and brand image. 4. The different age have made significant difference in customer relationship of PChome online shopping. 5. There was significant effect of different profession on the service quality of PChome online shopping. 6. Based on the findings and conclusions, this study also provided some recommendations for relevant corporate and further study.