用Kano 二維品質模式衡量代購網站服務品質

Abstract

近年來，透過網站代購商品的消費者越來越多。然而，購物網站林立，網站經營者 者如何爭取消費者前來購買商品，線上服務品質變成為關鍵之ㄧ。因此，本研究想要了 解消費者需求，讓代購網站經營者清楚知道應該著重什麼方面以進一步吸引更多的消費 者。 本研究採用Parasuraman, Valarie A. Zeithaml 和 Arvind Malhotra 三位學者所提出之 線上服務品質衡量模式(e-SERVQUAL)為問卷題項基礎，並參考相關文獻和專家建議 後， 建立影響代購網路服務品質的要素後，運用Kano 模式了解代購需求之問題，分 析不同屬性的研究對象對各項代購網站服務需求的差異性；依據消費者對網站品質要 項滿意指標得分的高低，進行網站服務品質屬性歸類；作為網站服務之改善方向，以 提高競爭力。本研究發現不同族群別認為代購網站服務的特性在Kano 二維品質模式 上會有不同的品質屬性歸類；不同族群別對網站服務品質要素的看法會有顯著性的差 異；結合滿意度指標獲致的結果，精確的標示出各要素可增加與消除不滿意的程度， 可提供代購網站經營者衡量環境內外部的因素後，思考採取的策略型態後，擇定有利 且能馬上改善的因素，進行網站品質改善活動。 另外發現使用網路購物之女性比例有不斷攀升之趨勢，因此網站經營業者在設計網 站時，如果能夠更進一步意識到女性消費者的需求，將可以為購物網站帶來更多的購 物人潮。

Purchase- for -you website is becoming much more popular in these few years. Nowadays, the Internet is filled with on-line stores and which store can earn more customers to come to shop. Thus, the service quality of Purchase- for -you website will be the critical element. This research is designed to understand on-line shoppers needs and then can tell those who want to run Purchase- for -you website how to attract customers. The questionnaire of the research is based on Parasuraman, Valarie A. Zeithaml and Arvind Malhotra’s e-SERVQUAL model and is modified with other relative literatures and experts opinions. This study applies Kano model to understand the service quality of needs and improve its problems. The difference of the website quality needs on each group customers is analyzed. According to the scores of satisfaction indicators, the attributes of website service quality are classified to clarify customers’ needs and to improve website’s service quality and competitiveness. There are some conclusions of this study explored: different groups of customers tend to have different classifications on quality attributes based on Kano two-dimensional quality model of website service quality; different groups of customers to the elements of website service quality are significant different; finding the significant factors of website service quality to provide guideline for website when developing operations; incorporating the results of satisfaction indicators to indicate the degree of increase/decrease for each factor which can provide the guidelines for operators to improve their education quality by choosing the efficient and effective factors. The research also finds the ratio of female on-line shoppers is climbing. Thus, for those who want to run on-line stores, if they can notice female shoppers needs when they design their on-line stores, and then they will be able to bring much more people to their on-line stores. Keywords: Kano two-dimensional model, e-service quality , Purchase- for -you website , E-commerce