網際網路自助服務對消費者再購意願影響之研究

An Empirical Study of the Impact of Consumer's Repeat Purchase Intentions on Web-Based Self-Service

10.29767/ECS.200409.0003

賴士葆(Shyh-Bao Lai)；顏永森(Yung-Shen Yen)

網路自助服務 ； 服務品質 ； 網際網路 ； 消費者再購意願 ； web-based self-service (WBSS) ； service quality ； Internet ； consumer's repeat purchase intention

Electronic Commerce Studies

2卷3期（2004 / 09 / 30）

259 - 278

繁體中文

本研究主要目的在於探討網際網路自助服務對消費者再購意願的影響，自助服務不斷地改變企業與顧客的互動方式，創造出服務的成果。在過去學術文獻中，大部份都强調人際間動態的服務，但對于以技術發展的自助傳送方式與顧客互動則幷不多見。本研究將以實證研究方式，藉由四種不同網站，分為交易性質（如網路股票下單、網路書店）與服務性質（如網路銀行、網路預約掛號），探索自助服務對消費者再購意願的影響進行實證研究，得出顧客對現有自助服務的滿意度與改進意見，作爲未來發展新自助服務的參考。

The purpose of this study is to explore the relationship between the web-based self-service and consumer's repeat purchase intention. These technologies are increasingly changing the way customers interact with firms to create service outcomes. Reviewing the academic literature, we find that past studies almost exclusively on the interpersonal dynamics of service encounters, there is much to be learned about customer interactions with web-based self-service delivery options. This study will select four self-service systems of web sites, including transaction-based and service-based, to test these technologies how to affect customer's intention to repeat purchase. The results obtained may be helpful for web sites in developing new self-service technologies.

1. Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior and Human Decision Processes,50,179-211.
2. Anderson, Eugene W.,Claes Fornell,Roland T. Rust,Richard L. Oliver, (eds.)(1994).A Customer Satisfaction Research Prospectus, in Service Quality: New Directions in Theory and Practice.Thousand Oaks, CA:Sage Publications.
3. Bateson, J. E. G.(1985).Self-Service Consumer: An Exploratory Study.Journal of Retailing,61(Fall),49-76.
4. Bitner, Mary Jo,Bernard H. Booms(1990).Mary Stanfield Tetreault, The Service Encounter: Diagnosing Favorable and Unfavorable Incidents.Journal of Marketing,54(January),71-84.
5. Bolton, Ruth(1998).A Dynamic Model of the Duration of the Customer`s Relationship with a Continuous Service Provider: The Role of Satisfaction.Marketing Science,17(1),45-65.
6. Dabholkar, Pratibha A.(1996).Consumer Evaluations in New Technology-Based Self-Service Options: An Investigation of Alternative Models of Service Quality.International Journal of Research in Marketing,13(1),29-51.
7. Dabholkar, Pratibha A.(1992).Role of Affect and Need for Interaction in On-Site Service Encounters, in Advances in Consumer Research.John F. Sherry and Brian Sternthal,19
8. Davis, F. D.,R. P. Bagozzi,P. R. Warshaw(1989).User acceptance of computer technology: a comparison of two theoretical models.Management Science,35(8),982-1003.
9. Eastlick, M. A.(1993).Predictors of videotex adoption.Journal of Direct Marketing,7(3),66-74.
10. Evans, K. R.,S. W. Brown,C. A. Ingene,G. L. Frazier, (eds.)(1988).Strategic options for service delivery systems.Proceedings of the AMA Summer Educators` Conference,207-212.
11. Fishbein, M.,Ajzen, I.(1975).Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research.Reading, MA:Addison Wesley Publishing.
12. Fram, E.,D. B. Grady(1997).Make Internet Shopping by Credit Card Risk-Free.Marketing to Women,10(6),13.
13. Hoffman, D.,T. Novak(1997).A new marketing paradigm for electronic commerce.The Internet Society,13(1),43-54.
14. Hoffman, Donna L.,Thomas P.(1999).Novak and Marcos Peralta, Building Consumer Trust Online.Communication of the ACM,42(4),80-85.
15. Holak, Susan,Donald Lehmann,Fareena Sultan(1987).The Role of Expectations in the Adoption of Innovative Consumer Durables: Some Preliminary Evidence.Journal of Retailing,3(Fall),243-259.
16. Kaiser, H. F.(1974).An Index of Factorial Simplicity.Psychometrics,39,31-36.
17. Korgaonkar, P.,G. P. Moschis(1987).Consumer adoption of videotex services.Journal of Direct Marekting,1(4),63-71.
18. Langeard, Eric,John Bateson,Christopher H.(1981).Lovelock, and Pierre Eiglier, Services Marketing: New Insights from Consumers and Managers.Cambridge, MA:Marketing Science Institute.
19. Lemon, Katherine N.,Tiffany Barnett White,R. S. Winter(2002).Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision.Journal of Marketing,66,1-14.
20. Maher, J. K.,L. J. Marks,P. E. Grimm(1997).Overload, pressure, and convenience testing a conceptual model of factors influencing women`s attitudes toward, and use of, shopping channels.Advances in Consumer Research,24,490-498.
21. Mano, Haim,Richard L.(1993).Oliver, Assessing the Dimensionality and Structure of Consumption Experience: Evaluation, Feeling, and Satisfaction.Journal of Consumer Research,20(December),451-466.
22. Meuter, Mattew L.,Amy L. Ostrom,Robert I. Roundtree,Mary Jo Bitner(2000).Self-Service Technologies: Understanding Customer Satisfaction with Technology-Bases Service Encounters.Journal of Marketing,64(July),50-64.
23. Nunnally, J.C.(1978).Psychometric Theory.NY:McGraw-Hill..
24. Oliver, Richard L.(1997).Satisfaction: A Behavioral Perspective on the Consumer.New York:McGraw-Hill Companies, Inc..
25. Oliver, Richard L.(1993).Cognitive Affective and Attribute Bases of the Satisfaction Response.Journal of Consumer Research,20(December),418-430.
26. Parasuraman, A.(1996).Understanding and Leveraging the Role of Customer Service in External, Interactive and Internal Marketing.paper presented at Frontiers in Services Conference,Nashville, TN:
27. Price, Linda L.,Eric J.(1995).Arnould, and Patrick Tierney, Going to Extremes: Managing Service Encounters and Assessing Provider Performance.Journal of Marketing,59(April),83-97.
28. Reichheld, F. F.,W. E. Sasser(1990).Zero Defections: Quality Comes to Services.Harvard Business Review,68(September/October),105-111.
29. Reichheld, Frederick(1996).Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value.Cambridge, MA:Harvard Business School Press.
30. Robert, M. L.,L. Wortzel(1979).New Life Style Determinants of Women`s Food Shopping Behavior.Journal of Marketing,43,43-60.
31. Rust, Roland,Anthony Zahorik(1993).Customer Satisfaction, Customer Retention, and Market Share.Journal of Retailing,69(2),193-215.
32. Rust, Roland,Anthony Zahorik,Timothy L.(1995).Keiningham, Return on Quality (ROQ): Making Service Quality Financially Accountable.Journal of Marketing,59(2),58-71.
33. Seybold, Patricia B.(1998).Customers. com: How to Create a Profitable Business Strategy for the Internet and Beyond.Patricia Seybold Group, Inc..
34. Sherman, Roberta T.,Craig A.(1987).Anderson, Decreasing Premature Termination from Psychotherapy.Journal of Social and Clinical Psychology,5(3),298-312.
35. Taylor, Shelley E.,Lien Pham,Peter Gollwitzer,John Bargh, (eds.)(1996).Mental Simulations, Motivation and Action, in the Psychology of Action: Linking Cognition and Motivation to Behavior.New York:Guilford Press.
36. Winer, Eussell(1985).A Price Vector Model of Demand for Consumer Durables: Preliminary Developments.Marketing Science,4(Winter),74-90.
37. 王皓正(2002)。網路使用者行為調查找資料排第一。聯合新聞網
38. 陳怡橋(1996)。碩士論文(碩士論文)。國立交通大學管理科學研究所未出版碩士論文。

1. 陳怡靜、胡學誠、施東河(2010)。顧客對便利商店自我服務科技系統滿意度的實證研究。Electronic Commerce Studies，8(2)，231-258。
2. 楊政樺、程健行、曾通潔(2010)。以專家觀點評析航空公司推行網路報到服務之策略內涵。顧客滿意學刊，6(1)，89-128。