網路書店滿意度之研究

The Study of Internet Bookstores Satisfaction

10.6565/JGME.2014.10(1).6

蕭源都(Yuan-Du Hsiao)；林騰蛟(Teng-Jiao Lin)；張仁家(Jen-Chia Chang)；鍾光硯(Kuang-Yen Chung)；胡文碩(Wen-Shuo Hu)

滿意度 ； 服務性質 ； 隱私權 ； 品質 ； 便利性 ； 營業體制 ； Satisfaction ； Service Nature ； Privacy ； Quality ； Convenience ； Operating System

全球管理與經濟

10卷1期（2014 / 06 / 01）

105 - 125

繁體中文

近年來網路書店已成為電子商務的一股熱門風潮並成為許多企業轉向虛擬市場的通路（劉仲矩等，2011）。因此網路書店滿意度的研究益形重要。具體研究目的為探討網路書店滿意度現況分析與差異性考驗。本研究採隨機抽樣，發出350份問卷，有效回收率為100%。研究主要結論為：婚姻狀況方面，在「服務性質」、「隱私權」、「營業體制」與「整體顧客滿意度」上，「已婚」與「未婚」高於「其他」。在「品質」與「便利性」上，「已婚」高於「未婚」與「其他」；「未婚」又高於「其他」。教育程度方面，在「隱私權」與「整體顧客滿意度」上，「大學或學院」高於「國中以下」；在「便利性」上，「高中（職）以上」高於「國中以下」。網路購書次數方面，在「服務性質」上，「3~4次」高於「2次以下」；「隱私權」上「5~6次」高於「2次以下」；「便利性」與「整體顧客滿意度」上，「3~6次」高於「2次以下」。主要研究建議為：1.需加強資料處理的安全性2.為顧客提供客製化的需求。

In recent years, e-commerce online bookstore has become a popular t rend and become one of many companies turn to virtual market place. So research online bookstore satisfaction increasingly important. Specific study aimed to explore the online bookstore satisfaction Situation analysis and difference test. This study used a random sample, issued 350 questionnaires, the effective rate was 100 %. ain conclusions are: marriage status the nature of service, privacy, operating system and total satisfaction, the married and unmarried high than ＂other. In the quality and convenience, the marriage is higher than unmarried and other; unmarried and high than other. Educational degree, in the privacy and total satisfaction, the college or university higher under junior high school; in convenience, the ＂senior high school ( vocational) higher under junior high school . The number of the network textbook terms, the nature of service, the 3-4 greater than two times less; Privacy, 5-6 times greater than 2 times less; convenience and total satisfaction, the 3-6 t imes greater than 2 times less. The main recommendations: (1) enhance the security of data processing 2 to provide customers customized needs.