探討團購社群網站的再購意願之研究

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/27052

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题名:	探討團購社群網站的再購意願之研究 The study of repurchase intention in group social network
作者:	張如瑩
贡献者:	企業實務管理數位學習碩士在職專班
关键词:	團購再購意願虛擬社群滿意度 group-purchase re-purchase willingness virtual community satisfaction
日期:	2013
上传时间:	2014-03-07 13:55:46 (UTC+8)
摘要:	目前網路經濟發展迅速、消費意識普遍抬頭，顧客對於團購網站提供的服務及商品，要求相對提高，本研究試圖以科技接受模式探討社群網站影響線上團購的一些因素，藉由社群網站的服務品質及顧客的滿意度等研究，能提升團購網站及販賣店家優質的服務品質，以增加顧客滿意度，使顧客再回團購網站做再購的消費，對於團購網站及企業面臨競爭有所助益。本研究問卷設計以網站服務品質、顧客知覺價值、顧客滿意度、再購意願的構面，調查Facebook社群使用過團購網站的消費者為問卷發放對象，有效問卷一百六十份，使用SPSS軟體統計資料整理、分析，得知團購網站服務品質可透過顧客知覺價值及顧客滿意度的效果，對再購意願產生正向影響，顧客知覺價值及顧客滿意度，對於消費者再購的意願有很大的影響，且再購意願相當低，因此企業團購業者需加強做好團購網站，用心服務消費者，才能達到獲利之目的。 Currently, the Internet Economy has developed rapidly, global consumer awareness has risen, and customer requirements for group-purchase website services and merchandise have relatively increased. This study attempts to explore some of the factors of community websites affecting group-purchasing online. By using the technology acceptance model, and through research on community website service quality and customer satisfaction, the study attempts to enhance the group-purchase websites and the stores’ high level of service quality, to increase customer satisfaction, so that customers return to the group-purchase website and re-purchase, which benefits both the group-purchase website and helps companies facing competition. In this study, the questionnaire was designed to use website service quality, customers’ perceptions of value, customer satisfaction, and customers’ repurchase intentions as dimensions. The respondents were consumers of the Facebook community who have used a group-purchase website. There were 160 valid questionnaires. SPSS software was used to compile and analyze the statistical data. It was found that the group-purchase service quality can create a positive impact on re-purchase intentions through the effect of customers’ perceptions of value and customer satisfaction. Customers’ perceived value and customer satisfaction have a great impact on the consumers’ willingness to re-purchase, and the re-purchase intention is quite low. Therefore, the group-purchase industry needs to strengthen the group-purchase website and dedicate itself to providing a service to consumers, in order to achieve profits.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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