探討台北市國立大學生對網路書店之服務品質、認知價格、顧客滿意度與再購買意願之相關究—以博客來網路書店為例

Abstract

網路書店近幾年也隨著網路的蓬勃發展而逐漸興起，至今已成為人人的日常所需，在短短的數十年間網路書店的迅速崛起的背後因素，將是我們所欲深入探討的，往後網路書店市場的成熟必定帶來更多的商機，本研究欲藉由文獻及實證研究探討服務品質、認知價格、顧客滿意度與再購書意願之間的關係，進而發現消費者在進行網路購書時所重視的面向，了解網路書店經營的發展方向。

本研究首先回顧了過去關於網路書店之文獻，並採Li, Tan and Xie(2002)所提出 web-based量表衡量線上服務品質的衡量；以及Varki and Colgate(2001)的認知價格衡量構面；以及Czepiel & Rosenberg(1974)的顧客滿意度衡量構面；最後採取Dodds et al.(1991)的再購買意願衡量構面。本研究採系統隨機抽樣，共收集463份有效問卷，並利用變異數分析、迴歸分析等方法進行檢定。

本研究結果發現：(1)消費者對於網路書店之「服務品質」與「顧客滿意度」呈顯著正相關，其中「資訊品質」、「回覆系統」、「網站協助」、「勝任性」、「同理心」均與顧客滿意度呈現顯著正相關，僅「回應性」構面對於顧客滿意度的影響呈現不顯著。；(2)消費者對於網路書店之「認知價格」與「顧客滿意度」呈顯著正相關；(3)消費者對於網路書店之「顧客滿意度」與「再購買意願」呈顯著正相關。最後依據研究結果，本研究對於網路書店之線上服務品質提出建議，以提供業者實務上的參考。

Because the rise of online bookstore in the recent years, everyone has been used to buy books through e-commerce. Online bookstore will become a mature market In the future and presents tremendous business opportunities. In order to find critical success factor of online bookstore, this study focuses on the relationship of service quality, perceived price, customer satisfaction and repurchase intention of Online Bookstore.

This study reviews the literatures about online bookstore, then the study applies the theory of each factor. Research methodology of the model development is based on Web-based scale by Li, Tan and Xie(2002), perceived price scale by Varki and Colgate(2001), overall customer satisfaction scale by Czepiel & Rosenberg(1974), and repurchase intention scale by Dodds et al.(1991).There are 463 valid samples which are collected from national college. We test our hypotheses by variance analysis and regression analysis.

The following are this study empirical finding: (1)The service quality of online bookstore has a significantly positive impact on customer satisfaction. (2)The perceived price of customer has a significantly positive impact on customer satisfaction. (3)Customer satisfaction has a significantly positive impact on repurchase intention. Finally, this study also provides some practical suggestion of service to online bookstore.