大同技術學院學系網網站品質、滿意度與忠誠度之驗證性研究－以嘉義校區為例

10.6169/NCYUJPEHR.13.2.04

陳皇達

網站品質 ； 滿意度 ； 忠誠度

嘉大體育健康休閒期刊

13卷2期（2014 / 08 / 31）

35 - 43

繁體中文

本研究主要在瞭解大同技術學院學生對於學系網站品質、滿意度與忠誠度之認知。以以大同技術學院嘉義校區之運動健康與休閒系學生為本研究受試對象，抽樣211樣本人數，其中有效樣本數為182人。89%（n =162）為男生，11%（n =20）為女生；一年級24.7%（n =45），二年級32.4%（n =59），三年級28.6%（n =52），四年級14.3%（n =26）；網路使用時間以每周7次以上為最多42.9%（n =78）。經由統計分析獲得以下結果：（一）、SWQ品質認知會正向影響電子滿意度。（二）、SWQ品質認知會正向影響電子忠誠度。（三）、SWQ品質認知不會透過電子滿意度的中介效果影響電子忠誠度。可知網站高滿意度不一定會提升忠誠度，故建議管理人員必須了解，網站不僅是資訊的訊息來源更是互動的工具以吸引或留住更多使用者。總之，想要最大化增加消費費者的忠誠度，應著重考慮網站品質部分的結合。

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