| 摘要: | 隨著網路購物的蓬勃發展，食品特產除了是「台灣十大網購商品」，也是銷售成長率最高的商品，但消費者對於網路購物仍有許多疑慮及不滿。期望本研究可作為網路美食業者掌握客源、提升服務品質，以增進顧客滿意度與忠誠度之參考。
本研究所用工具包括：網路食品購後知覺服務品質量表、網路食品購買行為調查表、顧客滿意度與忠誠度量表、消費者特性調查表。本研究以具有網購食品經驗的消費者做為研究母體，發放網路問卷蒐集資料，正式問卷是在網路論壇及BBS站公佈網路問卷訊息以及問卷連結方式蒐集，發放時間為2010年11月9日~11月26日，共收集413份樣本，剔除19份重複填寫與10份答案相同的問卷，共計回收384份有效問卷，有效回收率為92.98%。
本研究之統計檢定以0.05作為顯著水準且採用SPSS 18.0版本進行分析，以獨立t 檢定或是單因子變異數分析（簡稱ANOVA）檢驗不同特性間的分數是否有所差異，若組別間的分數達統計上的顯著差異，則將採Scheffe事後檢定分析；且以卡方檢定觀察類別變數是否有差異，同時以迴歸分析與邏輯斯迴歸分析做進一步的探討。
研究發現網購食品消費者多為20~29歲，具有大專以上學歷，職業為學生、軍公教、服務業、資訊業等，女性比例較高。消費者多以合購方式購買網路食品，其次為獨資直購，最少的是獨資競標方式購買；不論購買方式為何，曾購買的網購食品類別（可複選）前三名為：甜點蛋糕（65.9%）、零食餅乾（65.9%）與飲料類（26%）。網購食品消費者每月平均每次消費的金額大多不高，多數在201~500元左右，平均每月購買頻率以1次為主，且網路購物年資越久，所採取的網路購買方式越多，購買頻率也越高。
研究也驗證了服務品質會顯著正向影響顧客滿意度與忠誠度，但服務品質不會影響行為，這表示有好的服務品質不一定能吸引消費者購買，研究發現「商品資訊與價格」是影響顧客滿意度的主要因素，而「品質可靠性」是影響顧客忠誠度的主要因素。因此網路食品業者的服務品質、信譽、知名度可能會影響消費者的購買意願，但食品本身的成分資訊、是否有食品衛生安全驗證、保存期限與方式、原料產地與製造商、退換貨保證等等資訊與服務的提供才是消費者決定是否購買的關鍵。
As the rapid development of online shopping, food specialties in addition to the "Taiwan Top Ten online shopping goods," and also had the highest growth rate of sales. However, consumers still have many concerns and discontent for online shopping. We hope this research can be referd by the online food industry to understand their customers, improve service quality, to increase customer satisfaction and loyalty.
In this study, the instrument including: Online food post-purchase perceived service quality scale, online food purchasing behavior survey, customer satisfaction and loyalty scale, consumer characteristics survey. The Population of this study was the consumer with online food shopping experience in Taiwan. The data was collected by online questionnaire. The information and links of formal questionnaire was published in online forums and BBS, the collected time form the 2010 Nov. 9 to Nov. 26, collected total 413 samples, removed 19 repeat completed and 10 had the same answer questionnaires, the overall returned valid samples were 384, the effective rate of recovery is 92.98%.
The statistical tests of this study as a significant level of 0.05 and analyzed by SPSS 18.0 version, using the independent t-test or ANOVA test the scores between the different characteristics. If the scores between groups, it will adopt Scheffe analysis of the post hoc test; and chi-square test to observe whether the same type of distribution of variables. Further analysis were using the regression and the logistic regression analysis.
The results showed that the online food consumers mostly were 20 to 29 years old college students. Most consumers buying online food by group, followed by individual direct purchase, the least is the individual bidding; no matter what the buying ways was, the purchased online food categories (multiple choice) top three were: dessert and cakes (65.9%), snack and cookies (65.9%) and the beverages (26%). Most average monthly online shopping amount was not high, the majority in the NTD 201 to 500, the average monthly purchase frequency of 1 times, and the longer years of online shopping, the online buying patterns taken more and the higher the frequency of purchase.
The research also verified that the service quality had significantly positive effect on customer satisfaction and loyalty, but the service quality cannot influence the purchasing behavior. The study shows that "product information and price" was the main factors that affect customer satisfaction, and "the quality of reliability" was the main factors that affect customer loyalty. Therefore, the service quality, reputation, popularity of online food industry may affect the consumer's purchase intention, but the food composition information, the verify of the food hygiene and safety, the expire date and manner of raw materials, the manufacturers and the return guarantee were the key to consumers to decide whether to buy online food. |
