企業形象、體驗價值、網站品質對滿意度與購買意願之影響－以台糖健康易購網為例

The Influences of Corporate Image, Experiential Value, Website Quality on Consumers’ Satisfaction and Purchase Intention-A Case on Taisugar Shopping Site

黃嚴弘(Huang,Yen-Hung)；黃瓊儀(Huang, Chiung-Yi)

企業形象 ； 體驗價值 ； 網站品質 ； 滿意度 ； 購買意願 ； Corporate Image ； Experiential Value ； Website quality ； Satisfaction ； Purchase Intention

育達科大學報

46期（2018 / 06 / 01）

17 - 54

繁體中文

隨著科技發展，網路的進步使得消費者購物方式轉變，電子商務如今已是全球最熱門的產業之一，台灣整體B2C電子商務發展，近年市場呈現快速增長趨勢，傳統實體零售業者已不僅止於實體通路，也開始進軍電子商務。老品牌國營企業，不得不順應時代潮流進入電商世界，在無經驗及改變經營模式下，如何在電商創新求變來獲取更大的企業利益，是值得令人思考的事。本研究目的在探討消費者使用網路購物平台滿意度與購買意願之影響因素，結合「企業形象」、「體驗價值」、「網站品質」，提出綜合研究模型。運用網路方式進行問卷調查，資料蒐集以瀏覽台糖健康易購網民眾為對象，並以PLS分析方法驗證假說。研究結果發現：(1)企業形象部分，商品形象對滿意度有顯著正向影響，機構形象及功能形象對滿意度都沒有顯著影響；(2)體驗價值部分，美感、趣味性、顧客投資報酬率、服務優越性對滿意度都沒有顯著影響；(3)網站品質部分，系統品質及服務品質對滿意度有顯著正向影響，資訊品質對滿意度沒有顯著影響；(4)滿意度對購買意願有顯著正向影響。本研究結果貢獻，未來可作為台糖健康易購網及相關網購平台經營或單位擬定策略之參考依據。

With the development of science and technology, the progress of the Internet makes consumers shopping changes. E-commerce is now one of the hottest industries in the world. Overall Taiwan's B2C e-commerce development, the market has shown rapid growth in recent years, Traditional physical retailers have not only stopped at the entity, but also began to enter the e-commerce competition arena. Old brand government- owned enterprises, had to follow the trend into the electricity business world, In the absence of experience and be forced to change the business model, How to innovate in the electric business to get more business interests, which is worth thinking about. The purpose of this study is to explore the factors that the satisfaction of consumers using online shopping platform and purchase intention. We combines ＂Corporate Image＂, ＂Experience Value＂, ＂Website Quality＂ Put forward a comprehensive research model. We use the network to conduct a questionnaire survey , Data collection in browsing the Taisugar shopping site people for the object, And the hypothesis was verified by PLS analysis. The results show that: (1) The Corporate Image part, the image of the product has a significant positive impact on the satisfaction, the image itself and image of the organization have no significant impact on the satisfaction; (2)The Experience Value part, beauty, fun, customer return on investment, service superiority has no significant impact on satisfaction; (3)The quality of the website, the quality of the system and the quality of the service have a significant positive impact on the satisfaction, and the quality of the information has no significant effect on the satisfaction; (4) Satisfaction has a significant positive impact on purchase intention. The results of this research contribution, can be used as ＂Taisugar shopping site＂ and related online shopping platform or unit to develop strategy reference in the nearly future.

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