兒童網站服務品質對使用者知覺、忠誠知探究.pptVIP

楊梅稜 兒童網站服務品質對使用者知覺、忠誠度之探究 LiteratureⅠ 網站服務品質與網站體驗對關係品質及行為意向之影響 研究問題 網站的服務品質與消費者在網站上的體驗感受間之關係為何？ 良好的網站服務品質與網站體驗對於消費者之關係品質與行為意向是否產生正向的影響？ 研究對象：曾在旅遊網站消費過的顧客 LiteratureⅠ 研究樣本：利用滾雪球方式求得498份問卷，有效問卷為352份，有效樣本率為93.84% Research model Hypotheses H1：網站服務品質對顧客關係品質有正向的影響效果 H2：顧客的網站體驗程度對其關係品質有正向的影響效果 H3 ：網站服務品質的好壞對網站體驗的感受有正向的影響 效果 H4 ：網站服務品質對顧客行為意向有有正向的影響效果 H5 ：網站之關係品質對顧客知行為意向有正向的影響效果 Research result 網站服務品質影響消費者的網站體驗知覺程度，進而影響買者與賣者的關係品質。 對消費者而言，好的體驗感受能提高消費者的信賴、滿意與承諾感。 LiteratureⅡ Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust 研究問題 To investigate the influence of the perceived Web quality with service contents on affective variables of ecommerce customers and e-trust of the self-service systems to test how affective variables (enjoyment and anxiety) of system users influence multi-dimensional e-trust, based on the human–computer interaction insight to test the positive and negative mediation effects of affects in the relationships between perceived Web quality and e-trust, based on the theories in IS, marketing, and psychology. LiteratureⅡ 研究對象 在2004-2005年間曾修過Mis系統的美國商管325位學生 研究樣本 Research model Hypotheses H1： Perceived Web Quality with Service Contents will have a positive effect on Perceived Enjoyment. H2：Perceived Web Quality with Service Contents will have a negative effect on System Anxiety. H3a ： Perceived Enjoyment will have a positive effect on Integrity in e-Trust. H3b：Perceived Enjoyment will have a positive effect on Benevolence in e-Trust. H3c： Perceived Enjoyment will have a positive effect on Ability in e-Trust. Hypotheses H4a ：System Anxiety will have a negative effect on Integrity in e-Trust. H4b ：System Anxiety will have a negative effect on Benevolence in e-Trust. H4c ： System Anxiety will have a negative effect on Ability