以期望驗證理論探討零售業之企業形象重建對顧客再造訪意願之影響

Abstract

網路的興起讓網路零售業崛起，實體零售業在激烈競爭下遭受威脅。本篇研究在探討電子產品零售業顧客對於服務品質(service quality)與店家形象(store image)的期望(expectation)與驗證(confirmation)之間的影響關係，以及其對顧客滿意度(customer satisfaction)進而影響再造訪意願(revisit intention)之影響關係。本研究以全國電子消費者為研究對象，以問卷調查法，參考相關文獻設計符合本研究情境之問卷，以驗證研究模型。問卷施測時間為2012年6月4日至17日，為其兩週，共收得有效問卷271份。問卷搜集後使用SmartPLS2.0軟體驗證模型，研究結果顯示，除了店家形象對顧客滿意度之關係不顯著，其餘路徑都有顯著影響力，而影響顧客滿意度最大之前置因素為服務品質驗證與店家形象驗證。而中介效果也藉由檢測Sobel test而得出顧客的服務品質期望與店家形象期望對顧客滿意度都有間接效果，也就是服務品質驗證與店家形象驗證皆為中介變數。本研究之貢獻在發展以ECT為基礎的模型來衡量實體零售業影響顧客再造訪意願之因素，並以為了重建企業形象而推出數位家電體驗館的全國電子為例。

This paper examines expectation-confirmation relationship of service quality and store image toward customer satisfaction and, in turn, revisit electronic retailing store intention. Expectation-confirmation theory (ECT) is adapted from the consumer behavior literature. Six of seven research hypotheses derived from this model are empirically validated using a field survey of electronic retailing store customers. Questionnaire issueing time frame started from 2012 June 4th to 17th. 271 usable questionnaires were collected, giving an effective response rate of 93.77%. The Sobel test is also conducted to exam the mediation effect from expectations to customer satisfaction through confirmations of service quality and store image respectively. The result shows that, though the direct effect of store image expectation to customer satisfaction is not significant, both of service quality expectation and store image expectation have indirect effect to customer satisfaction through confirmations respectively. According to the findings, customer satisfaction is mainly influence by service quality confirmation and store image confirmation, and both of which would, in turn, influence revisit intention. This study draws attention to the influence effects within the factor of this expanded ECT model, and conceptualizes an initial scale for measuring electronic product retailing store revisit intention.