消費者特性對出版社網站服務品質重視程度認知

A Study of Relationship between User Characteristics and the Publisher's Web Service Qualities

10.30153/JCAGST.201103.0020

馬立懿(Li-Yi Ma)；江秀娟(Hsiu-Chuan Chiang)

網路書店 ； 網站服務品質 ； Internet Bookstores ； Website's Service Quality

中華印刷科技年報

2011（2011 / 03 / 01）

249 - 257

繁體中文

年來，網際網路的蓬勃發展帶來了新的商業行為，書籍適合上網銷售的特性結合網際網路的強大功能，促使網路書店成為網路商務經營的熱門行業。網路書店類之類型大致上可區分為三類，出版商、實體書店業者和網路相關業者。出版社網站除了擁有豐富的圖書資訊之優勢，也提供購書、搜尋等服務，來協助或整合原有的通路機能，已然為出版業者重要之行銷管道。然而由於網路購物之競爭，消費者對網路書店之要求日趨嚴格，會使用出版社網站並不代表其會在出版社網站上購書。如何吸引消費者瀏覽、搜尋甚至進一步至消費成為管理者重要的課題。為了因應網路書店市場的競爭，出版社網站應盡力滿足不同類型消費者對出版社網站服務品質的需求。 Collier and Bienstock所提出的消費流程概念中，網站服務品質可分為「流程品質」，包括「易用性(Easeof Use)」、「隱私性(Privacy)」、「網站設計(Design)」、「資訊正確性(Information accuracy)」與「功能性(Functionality)」五大構面。本研究透過相關文獻的蒐集與探討用以建構問卷，探討不同之網路使用者對出版社網站所提供的「網站服務品質」是否有顯著的偏好，以在實務上提供出版社業者更直接、更精確的網站設計規範與發展方向。 本研究結果顯示，出版社網站服務品質會影響顧客使用出版社網站購書之意願。隱私性在整體上為最被注重之網站服務品質。其次依序為功能性、與易用性。在交叉分析中顯示，不同之性別與不同之電腦使用能力之使用者對出版社網站服務品質之要求有顯著之不同。出版社網站之特性為其目標讀者之針對性。因此出版社可藉由其目標讀者之不同特性來改善「出版社網站服務品質」，能提升消費者使用出版社網站購書之意願，以增加其在網路商店之競爭力。

Internet commerce had changed the way of book marketing and selling. There are three types of book selling channel in the Internet: publisher web site, traditional bookstore website, and virtual bookstore. The major advantage of the publisher web site is to provide rich information relate the books and writers. However, because of the competition between these various book selling in the Internet. Readers do not necessary buy books directly from publisher's web site. The purpose of this research is to find out the importance of the web site services that can provide publisher to improve their web site and further strengthen the competitiveness. Amount the five phases of the web service quality; the privacy is the most important web service quality for using web sites. The survey also indicates that the requirement of the web service qualities have significant difference between user gender and the ability of computer literacy. This research provide information that publisher can use to strength the service of their web site.

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