應用 E-S-Qual 量表探討線上服務品質對忠誠度之影響－以線上滿意度和顧客知覺價值為中介變數

應用 E-S-Qual 量表探討線上服務品質對忠誠度之
影響－以線上滿意度和顧客知覺價值為中介變數
APPLYING E-S-QUAL SCALE TO ASSESS THE

EFFECTS OF E-SERVICE QUALITY ON
E-LOYALTY WITH E-SATISFACTION AND
PERCEIVED VALUE AS MEDIATORS
研究生：陳佳興（Chia-Shing Chen）
指導教授：楊浩二（Prof. Hao-Erl Yang)
大同大學
事業經營研究所
碩士論文
Thesis for Master of Business Administration

Department of Business Management
Tatung University
中華民國九十七年七月
July 2008
EFFECTS OF E-SERVICE QUALITY ON E-LOYALTY
WITH E-SATISFACTION AND PERCEIVED VALUE
AS MEDIATORS
應用E-S-Qual量表探討線上服務品質對忠誠度之影
響－以線上滿意度和顧客知覺價值為中介變數
A THESIS SUBMITTED TO
THE FACULTY OF THE GRADUATE SCHOOL OF
MANAGEMENT OF
TATUNG UNIVERSITY
IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR
THE DEGREE OF MASTER
OF BUSINESS ADMINISTRATION
BY
Chia-Shing Chen
陳佳興
JULY 2008
TAIPEI, TAIWAN, REPUBLIC OF CHINA
中文摘要
為了在線上忠誠模式中建立一個全面且有效的服務品質量表，本研究結合實用
和享樂的線上服務品質要素。因此，本研究擴大 E-S-Qual 量表加入享樂構面，探討
線上服務品質對線上忠誠度的影響。
以結構方程模型(SEM)分析線上服務品質與線上忠誠度之關係模式，進行檢定
並評估各路徑之效果。本研究對象為具有線上購物經驗的消費者，以網路問卷的方
式蒐集資料，採用結構方程模型(SEM)來分析，並使用 AMOS 6.0 統計軟體，進而
了解各構念間的關係。
分析實證資料結果支持線上服務品質到線上滿意度與線上忠誠度的正向影響關
係模式。另外，線上服務品質對顧客知覺價值也有顯著的正向影響。最後，意涵著
消費者忠誠度，受到線上服務品質的影響很大，對經營者而言，線上忠誠度是網站
成功的重要關鍵因素。
關鍵字：線上忠誠度、線上服務品質、線上滿意度、顧客知覺價值
iii
ABSTRACT
In order to establish a comprehensive and effective service quality scale in an
online loyalty model, this study incorporated both utilitarian and hedonic e-service quality
elements. Hence, this study adds hedonic dimension to E-S-Qual scale to investigate
e-service quality effect on e-loyalty.
Next, we used confirmatory factor analysis (CFA) to analyze a structural equation
model of e-service quality—e-loyalty. In addition, we examined the model and estimated
the effects of all predictors on e-loyalty in the model. This investigation took consumers
with online shopping experience as the subjects of the study. We collected data through
online questionnaire, and adopted AMOS 6.0 to analyze a structural equation model and
to estimate relationships among all dimensions.
The results indicate that positive paths exist on the chain of e-services quality and
on-line satisfaction and on-line loyalty. On the other hand, e-service quality shows a
significant positive impact on customer perceived value. Finally, consumer loyalty was
found to be most significantly affected by e-service quality. For managers, e-loyalty is the
key factor essential to the website success.
Keywords: E-service quality; Perceived value; On-line satisfaction; On-line loyalty
iv
ACKNOWLEDGEMENTS
This student would like to express his greater gratitude to all those who have helped
directly and indirectly in completing his thesis.
To begin with, this student would like to appreciate his advisor, Prof. Hao-Erl Yang
（楊浩二）, for his guidance and encouragement during the entire period of this research.
Besides, his advisor also teaches him to write a paper in the right way and right direction.
Secondly, appreciative acknowledgment is given to his thesis committee’s
members, Prof. Kun-Huang Yeh（葉焜煌）and Prof. Chia-Chun Tung（童甲春）, for giving
his many valuable suggestions and comments about his thesis.
Thirdly, this student would tender his gratitude to his loving family, his father and
mother, Tien-Fu Chen（陳添福）and Li-Chuan Chang（張麗川）, his sister, Chin-Nuan
Chen（陳錦暖）, Chin-Ying Chen（陳錦瓔）, and his brother, Chun-Hao Chen（陳俊
豪）, and his girl friend Pei-Yun Hsu（徐珮芸）, for their everlasting love and emotional
support. Without their encouragement and help, this student cannot complete this thesis.
Most important of all, special acknowledgment must be given to hi friend,
Ching-Ti Pan（潘京蒂）, Pei-Ju Tung（董佩如）, Chan Hsueh（薛湛）, Wen-Hui Huang
（黃文慧）, Sin-Lun Tsai（蔡欣倫）, Chung-Ting Wang（王中鼎）, Chun-Yao Lin（林
濬耀）, Chin -Yi Huang（黃晉宜）, Shih-Min Wang（王士銘）, Chun-Wei Li（李俊
緯）, Chia-Hao Kuo（郭家豪）, and all of his dear classmates for helping his complete this
v
research and obtain a rich graduate school life. What she wants to tell them is she will not
forget the life in Tatung University, where they shared and supported each other. For all
the people mentioned above, thank you again.
vi
TABLE OF CONTENTS
ABSTRACT IN CHINESE ......................................................................... iii
ABSTRACT IN ENGLISH ..........................................................................iv
ACKNOWLEDGEMENTS ..........................................................................v
TABLE OF CONTENTS............................................................................ vii
LIST OF ILLUSTRATION..........................................................................ix
LIST OF TABLE............................................................................................x
CHAPTER 1 ...................................................................................................1
INTRODUCTION..........................................................................................1
1.1 Research Background and Motivation ..............................................................1
1.2 Research Objective ..............................................................................................3
1.3 Research Procedure .............................................................................................4
CHAPTER 2 ...................................................................................................5
LITERATURE REVIEW .............................................................................5
2.1 E-services ..............................................................................................................5
2.2 E-service Quality..................................................................................................6
2.3 Perceived Value..................................................................................................12
2.4 On-line Satisfaction............................................................................................14
2.5 On-line Loyalty...................................................................................................15
CHAPTER 3 .................................................................................................17
RESEARCH METHODOLOGY ...............................................................17
3.1 Research Framework.........................................................................................17
3.2 Research Hypotheses .........................................................................................18
3.3 Operational Definitions of Variables ...............................................................20
3.4 Questionnaire design .........................................................................................22
3.5 Sampling Method ...............................................................................................26
vii
3.6 Analysis Method.................................................................................................26
CHAPTER 4 .................................................................................................29
DATA ANALYSIS .......................................................................................29
4.1 Description of Data ............................................................................................29
4.2 Structural Equation Modeling..........................................................................30
CHAPTER 5 .................................................................................................40
CONCLUSIONS AND SUGGESTIONS...................................................40
5.1 Conclusions.........................................................................................................40
5.2 Managerial Implications ...................................................................................42
5.3 Research Limitation and Future Directions of Research...............................44
BIBLIOGRAPHY ........................................................................................46
Vita ................................................................................................................52
APPENDIX...................................................................................................53
viii
ILLUSTRATIONS
Figures Page
1. Research Procedure .......................................................................................................4
2. Research Framework...................................................................................................18
3. Research Model ............................................................................................................32
4. Paths of Research Model .............................................................................................37
ix
TABLES
Table Page
1. Operational Definitions of Variables..........................................................................21
2. Measurement Items of Perceived Value .....................................................................23
3. Measurement Items of E-service Quality...................................................................24
4. Measurement Items of On-line Satisfaction ..............................................................25
5. Measurement Items of On-line Loyalty .....................................................................26
6. The Sample Characteristics ........................................................................................29
7. Eliminated Higher Variables of M.I. ..........................................................................31
8. The Tests of Reliability of The Constructs.................................................................33
9. Discriminant Validity...................................................................................................33
10. Results From Test on Validity ...................................................................................35
11. Goodness-of-Fit Measures .........................................................................................36
12. Hypothesis Test Results .............................................................................................37
13. Examining Effects on On-line Loyalty.....................................................................38
14. Mediation Effect.........................................................................................................38
x
CHAPTER 1
INTRODUCTION
1.1 Research Background and Motivation
As the Internet flourishing, many traditional retailers believe that the Internet is a
new marketing channel. In daily business activities, the information and communication
technologies are rapid expansion to become the most important long-term trend in the
business world (Rust, 2001). To face this trend, more and more companies gradually
through the Internet to engage in commercial activities. At present, there are many
businesses through the Internet to provide products and services to consumers.
According to “The trend of Taiwan's electronic store development in 2007”
reported by the Market Intelligence Center (MIC), Taiwan’s market scale of online
shopping reached NT $252.9 billion in 2008, of which B2C about NT $138.4 billion, C2C
about NT $114.5 billion (Electronic Commerce Times, 2008). Accordingly, especially for
the provision of products and services forecasted a large growth potential via the Internet
(Evanschitzky et al., 2004). How this potential can be exploited sufficiently depends
largely on the Internet retailer’s ability to meet customers’ expectations in the virtual
shopping environment (Zeithaml et al., 2002). For consumers shopping on the Internet,
for online retailers to provide service quality is a very important thing. In addition,
measuring of e-service quality has become a very important issue to e-retailers who want
to retain their customers.
According to Meuter et al. (2000), it is notable that the number of online customers
with dissatisfied experience such as service breakdowns, lost orders, or inadequate
complaint handling. These unsatisfying service encounters cause annual Web sales losses
of several billion dollars per year (Rust and Lemon, 2001). In view of this, that the
e-retails developed new sales channel at the same time is the best way to understand what
customers’ real demand in the Internet shopping? And how do consumers assess e-service
quality.
Therefore, management of e-service quality for online retailers became an
important challenge. Currently, the e-service quality scale mainly focuses on
goal-oriented shopping behavior, but there has been no further discussion on the
enjoyment quality dimensions of e-service quality. These scales do not fully include all of
consumers’ quality evaluation dimensions. In order to establish a comprehensive and
effective service quality management, this study incorporates both utilitarian and hedonic
e-service quality elements and intends to provide a sound and comprehensive conceptual
framework to analyze the overall of e-service quality.
Finally, this study uses utilitarian and hedonic dimensions to measure e-service
2
quality. Besides, we want to know how consumers to assess the e-service quality.
E-retailers can effectively provide sound e-service quality to consumers to achieve their
perception well.
In addition, this study hopes to provide a guide to those interested in online
shopping in the future. Therefore, enhancing e-service quality standards can increase
online satisfaction, perceived value and loyalty. We also hope that the development of
e-services quality will have a strong benefit in the future.
This investigation took consumers with shopping experience on the Internet as the
subjects of study. They have to within transaction framework of the B to C (business to
consumer). We collect data through the online questionnaire, and adopt AMOS 6.0 to
analyze a structural equation modeling (SEM) and to find out the relationship among all
dimensions.
1.2 Research Objective
The objectives of this study are as follows:
1. To explore the effects of e-service quality on on-line satisfaction and customer
perceived value.
2. To explore the effects of on-line satisfaction and customer perceived value on on-line
loyalty.
3
3. To investigate the mediating effect of on-line satisfaction and perceived value in the
model.
1.3 Research Procedure
According to the research motives and objectives mentioned above, the research
procedure is presented in Figure 1.
Identifying Research Motivation and Objectives
Collecting and Exploring Related Literature
Establishing Research Scope and Framework
Proposing Research Hypotheses Questionnaire Design
Pretesting and Revising Questionnaire
Data collection and Analysis
Conclusions and Suggestions
Figure 1. Research Procedure

Source: This study.
4
CHAPTER 2
LITERATURE REVIEW
The objective of this chapter is to review past researches in order to know the
issues of this study. Therefore, we will collect literature on online shopping and service
quality. First of all, we defined e-service to understand about buying and selling of online
transaction activity. Next, we introduced e-services quality. Thirdly, we made a
description of customer perceived value. Fourthly, we argued that On-line Satisfaction.
Finally, we stated that On-line Loyalty.
2.1 E-services
A review of the relevant literature reveals that there are various approaches to
conceptualize e-services. Rust and Lemon (2001) describe e-service as “…providing
consumers have a superior experience to respect the interactive flow of information”.
Grönroos et al. (2000) provide a more different definition in proposing the so-called
NetOffer model, according to which online services can be divided into a functional
dimension (what is delivered in terms of service outcome) and a technical dimension
(how is it delivered in term of service process). Yet, to fully capture all dimensions of an
e-service the functional/technical approach has to be expanded by taking into account an
additional dimension comprising all aspects that take place before the actual delivery of
5
the service. Consequently, we suggest that a complete definition should cover all cues and
encounters that occur before, during and after the electronic service delivery (Bauer et al.,
2005; Parasuraman et al., 2005; Zeithaml et al., 2002).
2.2 E-service Quality
As electronic services have different ways of conceptualizing, in the previous study
efforts to measure the e-service quality will have different approaches and outcomes.
Therefore, measure e-service quality is difficult work. This study will introduce
dimensions and elements of e-service quality, after conducting to measure of e-service
quality. The following will discuss with e-service quality to divide into utilitarian and
hedonic of e-service quality.
2.2.1 Utilitarian E-service Quality:
Juran and Gryna (1970) suggest four quality dimensions: capability (does the
product perform as expected), availability (is the product usable when needed), reliability
(is the product free from failure) and maintainability (is the product easy to repair when
broken). These quality dimensions of products and services are reflected in many of the
following quality scales. Therefore they may serve as helpful starting points for
substantiating a quality concept for e-services.
Barnes and Vidgen (2001) draw upon the SERVQUAL model in order to generate
6
a pool of quality items. Based on an analysis in the field of online book trade, the authors
extract five key dimensions each of which encompasses two subdimensions: tangibles
(aesthetics, navigation), reliability (reliability, competence), responsiveness
(responsiveness, access), assurance (credibility, security) and empathy (communication,
understanding the individual).
Van Riel et al. (2001) propose a classification of service components which is
based on Grönroos et al. (2000) suggested that “technical/functional quality framework”
and comprises the following aspects: core services, facilitating services, supporting
services, complementary services, and user interface.
Wolfinbarger and Gilly (2003) examine the dimensionality of service quality in
Internet retailing. By means of exploratory and confirmatory factor analysis four quality
dimensions emerge: fulfillment/reliability, Web site design, customer service and
security/privacy.
Based on the explorative study by Zeithaml et al. (2002), Parasuraman et al. (2005)
provide the most comprehensive work on e-service quality so far. They empirically test a
multiple item scale (E-S-QUAL) for assessing service quality of online shopping
providers. Their findings correspond to the insights of their explorative study: two
different scales are necessary to measure electronic service quality.
7
The E-S-QUAL scale addresses core service quality aspects and consists of four
quality dimensions (efficiency, fulfillment, system availability and privacy). Additionally,
the E-RecS-QUAL scale is proposed to be relevant when customers face “nonroutine
encounters” during the online-shopping process which are related to service recovery like
product returns, dealing with problems, etc. (Parasuraman et al., 2005). The
E-RecS-QUAL scale is composed of three quality dimensions (responsiveness,
compensation and contact).
The E-core Service Quality Scale (E-S-QUAL) includes 4 constructs: (1)
Efficiency (2) Fulfillment (3) System availability and (4) Privacy.
(1) Efficiency: The ease and speed of accessing and using the site. Davis (1989) believed
customers will assess a website according to its influences on how they can use the
website to efficiently complete the tasks.
(2) Fulfillment: The extent to which the website promise about order delivery and item
availability are fulfilled. Wolfinbarger and Gilly (2002) discovered that fulfillment and
reliability are the most important predictive factors of customer satisfaction and quality,
and the second important predictive factors of customer loyalty and repurchase.
(3) System Availability: The correct technical functioning of the site. In system design
quality, systematic hyperlinks, customizable search functions, quick link to other websites
8
and easy server debug functions should be provided (Liu and Arnett, 2000).
(4) Privacy: The degree to which the site is safe and protects consumer information.
Privacy and security are the key factors in evaluating online services (Culnan, 1999).
Privacy is the protection of personal information from sharing with other websites of data
collected from the website and protection of anonymity. Security means that customers
are safe from frauds and risks of financial damage while using credit cards and revealing
other financial information on the website (Friedman et al., 2000).
2.2.2 Hedonic E-service Quality:
Although Parasuraman et al. (2005) stated that “other experiential aspects such as
fun or pleasure do not fall within the conceptual domain of service quality because such
hedonic aspects are distinct benefits that may not be relevant in all contexts or to all
customers” (p. 229). In complex e-service quality scale development process, some
authors still expressed concerns about the hedonic e-service quality (Bauer et al., 2006).
In the previous study, the eTailQ (Wolfinbarger and Gilly, 2003) and E-S-QUAL both
lack of items referring to hedonic service quality elements.
However, Babin et al. (1994, 2005) pointed that if shopping trips are assessed
solely on the utilitarian benefits of products or services attained, the numerous intangible
and emotional aspects related to a shopping experience are excluded. This idea is
9
supported by implications from environmental psychology indicating that especially the
tangible/physical environment generates more emotional than cognitive customer
reactions during the service experience (Bitner, 1990).
For example Wakefield and Blodgett (1999) extend traditional service quality
research by empirically demonstrating that the design of the physical facilities (e.g. store
layout) and ambient factors (e.g. music) induce customers' affective responses. Therefore,
Bauer et al. (2006) proposed that emotional components should be incorporated when
assessing service quality in a retail context.
According to flow theory such feelings are aroused during electronic service
encounters especially by Internet characteristics such as multi-media, interactivity,
hypermediality and a high level of control during navigation (Childers et al., 2001;
Csikszentmihalyi, 1988; Hoffman and Novak, 1996). In fact, the reaction of finding fun
and enjoyment are the key to evaluate the e-service, and the flow experience is the major
determinants of the Internet usage behavior (Van Riel et al., 2001).
Despite the high reliability and validity of the developed eTailQ scale, the
elimination of quality items referring to hedonic aspects of online shopping has to be
criticized. Bauer et al. (2006) argued that not considering hedonic aspects of online
shopping (e.g. fun or enjoyment) is a major omission. Electronic service quality measures
10
should integrate online shopping's potential entertainment and emotional value in order to
capture an online shopping activity fully. Transferring the idea of this quality criterion to
an electronic service context, characteristics like Web site design or fun and playfulness
of Web site usage become essential (Bauer et al., 2006).
In investigating the web satisfaction of web users, Eighmey (1997) indicated that
the entertaining value, informative value and ease of use are the major consideration of
users’ evaluating web satisfaction. Richmond (1996) believed that the entertaining value
of websites will attract web users to browse the website for a longer time and stimulate
their shopping desire. Therefore, the entertaining values of websites will surely affect the
shopping intentions of web users.
Finally, in order to acquire a comprehensive e-service quality scale, the study
contains utilitarian and hedonic of e-service quality. In our study, we use Parasuraman et
al. (2005) E-S-QUAL dimensions (Efficiency, Fulfillment and System Availability and
Privacy) and dimensions of hedonic quality to measure consumers perceived on the
quality of e-services. In view of this, this study hoped through the online shopper's
perspective to explore content and dimensions of e-service quality, which the online
shoppers are concerned about. As based on the e-services quality of measure in this study.
11
2.3 Perceived Value
Perceived value in brick-and-mortar contexts has received much attention in recent
years (e.g., Parasuraman and Grewal, 2000; Sirohi et al., 1998; Sweeney, Soutar, and
Johnson, 1999). Indeed, Cronin et al. (2000) argued that the study of perceived value
(along with service quality and satisfaction) has dominated research in the services
literature. In addition, Fassnacht and Köse (2007) also explored the relationship between
e-service quality and customer perceived value in a virtual channel. Perceived value has
its root in equity theory, which considers the ratio of the consumer’s outcome/input to
that of the service provider’s outcome/input (Oliver and DeSarbo, 1988). In marketing
literature, value usually refers to a trade-off between quality and price (Varki and Colgate,
2001).
While a number of conceptual models of value have been put forward (e.g.,
Holbrook, 1994; Sweeney and Soutar, 2001), value is most typically presented as
acquisition, transaction, in-use, or redemption-based (see Parasuraman and Grewal, 2000;
Woodruff and Robert, 1997).
Parasuraman, Zeithaml, and Berry (1988) defined perceived value as the
consumer’s overall assessment of the utility of a product, based on perceptions of what is
received and what is given. It is the trade-off between a received benefit (i.e., the benefits
12
that a buyer derives from a seller’s offering) and a cost (i.e., the buyer’s monetary and
non-monetary costs in acquiring the offering).
Grewal, Monroe, and Krishnan (1998) separated perceived value into two
components—acquisition and transaction value. They define the perceived acquisition
value as the perceived net gains from the products or services customers acquire, while
the perceived transaction value is defined as the perceived psychological satisfaction
gained from getting a good deal.
Customer value is “the fundamental basis for all marketing activity”. And high
value is one primary motivation for customer patronage (Holbrook, 1994). Thus,
customer value regulates “behavioral intentions of loyalty toward the service provider as
long as such relational exchanges provide superior value” (Sirdeshmukh et al., 2002).
Ravald and Grönroos (1996) suggested that value is regarded as an important
construct of relationship marketing, and one of the most successful competitive strategies.
Perceived value, as the most important measure of gaining a competitive edge, was
considered to be an important predictor and the key determinant of customer satisfaction
and loyalty (Petrick and Backman, 2002). The importance of perceived value in
e-commerce stems from the fact that it is easy to compare product features and prices
online (Anderson and Srinivasan, 2003).
13
2.4 On-line Satisfaction
According to the results of psychological studies on satisfaction, Bailey and
Pearson (1983) defined customer satisfaction as “the satisfaction in a given situation is
the summation of the feelings or attitudes of an individual under the influences of various
factors.” E-satisfaction was defined as the contentment of the customer with respect to his
or her prior purchasing experience with a given electronic commerce firm (Anderson and
Srinivasan, 2003).
Szymanski and Hise (2000) proposed a model for measuring the influences on
e-satisfaction and defined e-satisfaction as the customer’s overall feeling of the online
shopping experience. With focus-group interview, Szymanski and Hise (2000) concluded
a priori four advance organizers for e-satisfaction, including convenience, product
offerings and product information, site design, and financial security. Results of empirical
studies indicated that convenience, product offerings and product information, and
financial security are significantly and positively correlated to e-satisfaction. Burke (2002)
also found that online shoppers were most satisfied with the convenience, product quality,
value provided, and product selection offered by the online shopping experience.
According to the study of Jeong, Oh, and Gregoire (2003), increasing customers’
satisfaction with website information through high quality product provisions has a
significant positive influence on customers’ intention to make a reservation online. In
14
addition, Fassnacht and Köse (2007) also found that e-service quality and satisfaction
have strong correlation for the e-service quality research.
2.5 On-line Loyalty
In the context of service industries, customer loyalty is the feeling of attachment to
or affection for a company’s people, products, or services that will directly influence
customer behavior (Jones and Sasser, 1995).
Griffin (1998) proposed customer loyalty has four characteristics—repeat
purchasing frequently, purchasing other products or services that the company provided,
building word-of-mouth, and a resistance to promotion that other competitors follow out.
Moreover, Sirohi et al. (1998) mentioned that three measures for the store loyalty are:
willingness to repurchase, willingness to purchase more in the future, and willingness to
recommend the store to others. Sirdeshmukh et al. (2002) included four items measuring
the share of category wallet, intention to recommend, and likelihood of repeat purchase.
De Wulf and Odekerken-Schroder (2003) measured behavior loyalty by purchasing
frequency and expenditure amount.
The importance placed on on-line satisfaction and loyalty has increased because of
the competitive nature of the on-line market, fueled by the increase in the number of
on-line retailers and service providers (Rodgers, Negash, and Suk, 2005). Cyr et al. (2005)
15
defined e-Loyalty as intention to revisit a website or to purchase from it in the future.
Flaviań, Guinaliú and Gurrea (2005) suggested online loyalty or e-Loyalty has been
conceived as a ‘‘consumer’s intention to buy’’ from a website, and that consumers will
not change to another website.
Srinivasan, Rolph, and Kishore (2002) proposed 8 factors (8C) affecting e-loyalty
included: Customization, Contact interactivity, Care, Community, Convenience,
Cultivation, Choice and Character. Srinivasan et al. (2002) discovered that after
consumers became loyal to a particular e-store, they will give positive word of mouth, be
glad to recommend it to others, and have a higher price tolerance.
16
CHAPTER 3
RESEARCH METHODOLOGY
Based on the purposes of this study, we built the research framework and conduct
the relevant literature to have the research hypotheses. Next, we show the main subjects
of this study and collected data through the internet to validate the hypothesis. The related
research methodology is showed as follows:
3.1 Research Framework
This research framework is based on Fassnacht and Köse (2007) model. This
framework puts forward that e-service quality have effects on on-line satisfaction and
perceived value, and which in turn influence on-line loyalty. Additionally, this study
examines the mediation effects of on-line satisfaction and perceived value the on on-line
loyalty. This study presents the research framework in Figure 2.
17
On-line Satisfaction
H1 H4
H2
E-service Quality On-line Loyalty
H3
Perceived Value H5
Figure 2. Research Framework

Source: This study.
3.2 Research Hypotheses
This proposition is also tested in online settings, and most studies indicated that
service quality will positively effect on satisfaction (Devaraj et al., 2002；Rodgers et al.,
2005). Fassnacht and Köse (2007) also strongly supports e-service quality has positively
impact on on-line satisfaction. It is hypothesized that:
H1：E-service quality will have a positive effect on on-line satisfaction.
The importance placed on on-line loyalty has increased because of the competitive
nature of the on-line market, fueled by the increase in the number of on-line retailers and
service providers. Now, it is easier and less costly for consumers to search for more
product information and to comparison shop to arrive at a purchase decision, and makes
more important for marketers to build and maintain e-service quality (Rodgers et al.,
2005). Zeithaml et al. (2002) proposed that e-SQ affected satisfaction, intent to purchase,
18
and purchase. Research evidence suggested the importance of e-SQ to purchase, and e-SQ
is a key driver of repeat purchases from Websites. Fassnacht and Köse (2007) also
pointed that e-service quality has a positively effect on on-line loyalty. It is proposed that:
H2：E-service quality will have a positive effect on on-line loyalty.
Currently, service quality literature generally agreed that service quality will have a
positive direct effect on perceived value (e.g., Cronin et al., 2000). In addition to,
Fassnacht and Köse (2007) argued that e-service quality was more sound would make
customer have higher perceived value. Based on these comments, this study suggests the
following:
H3：E-service quality will have a positive direct effect on perceived value.
The behavioral dimension of loyalty is related to repeated product purchase or
purchase intention (e.g., Kuehn, 1962). Reichheld and Sasser (1990) proposed that
increasing customer loyalty can increase customer’s loyalty in the future. Most studies on
the relationship between consumer satisfaction and loyalty consistently support that these
two constructs are strongly related (Fornell, 1992). Similarly, studies on on-line
satisfaction have found a positive relationship between on-line satisfaction and on-line
loyalty (Anderson and Srinivasan, 2003; Devaraj et al., 2002; Yang and Peterson, 2004;
Rodgers et al., 2005). Fassnacht and Köse (2007) also show that increasing customer’s
19
on-line satisfaction will help to enhance customer’s on-line loyalty. It is hypothesized
that:
H4：On-line satisfaction will have a positive direct effect on on-line loyalty.
Zeithaml (1988) proposed that customer perceived value is the main factor in
determining customer loyalty. When customer has higher perceived quality on a product
or service the value increased and will promote customer’s willingness in repurchasing.
Chang and Wildt (1994) proposed that customer-perceived value has been found to be a
major contributor to purchase intention. Fassnacht and Köse (2007) also argued that
perceived value have a positive direct effect on on-line loyalty. It is hypothesized that:
H5：Perceived value will have a positive effect on on-line loyalty.
3.3 Operational Definitions of Variables
Variables of this study include: e-service quality, perceived value, on-line
satisfaction, and on-line loyalty. The operational definitions and measurement constructs
of variances are shown in Table 1.
20
Table 1. Operational Definitions of Variables
Measurement
Constructs Operational Definitions of Variables References
Dimensions
Customers can easy and fast to access

Efficiency
and use the site.
The site provides technical function is System

effective and correct. Availability
The e-retailer can correctly complete z Parasuraman et

On-line
services commitment and delivery Fulfillment al. (2005)
Service
product to customer on time. z Childers et al.
Quality
(2001)
The degree to which the site is safe and

Privacy
protects consumer information.
The extent to which individual

perceived pleasure, enjoyment in the Enjoyment
on-line shopping process.
A difference between total benefits and

Customer z Parasuraman,
total sacrifices perceived by consumer's
Perceived Zeithaml, and
overall assessment purchasing a product
Value Berry (1988)
or service of the utility.
z Anderson and
Customer satisfied with e-retailer prior
On-line Srinivasan (2003)
purchasing experience of overall
Satisfaction z Szymanski and
feeling.
Hise (2000)
Customer use frequency of this site,

z Sirdeshmukh et
On-line intention to recommend, and likelihood
al. (2002)
Loyalty of repurchase from this site's product in
z Cyr et al. (2005)
the future.
Source: This study.
21
3.4 Questionnaire Design
3.4.1 Pretest
Before the formal distribution questionnaire, we do pre-test to understand subjects
whether confused the theme of questionnaire. First of all, there are 30 postgraduates of
Business of graduate schools join the pretest. After collected subjects’ opinion, we
modified these unclear items and adjusted these statistic verification items. Finally, we
refined and finalized the appearance and format of the questionnaire.
3.4.2 Formal Questionnaire
This study collected data through the structure questionnaire. According to the
framework and hypothesis of research, we designed the questionnaire (as shown in
Appendix A). We used the seven point Likert scale to assess degree of all items where 7
is strongly agree and 1 is strongly disagree. The questionnaire contents as described
follow.
1. Perceived Value
Perceived value was measured attitude of customers on the website. We adapted
from Parasuraman et al. (2005) to develop this study’s measurement scale. The
measurement items of perceived value are shown in Table 2.
22
Table 2. Measurement Items of Perceived Value
Construct Measurement Items
1. The prices of the products and services available at
this site are economical.
2. The overall convenience of using this site.
Perceived Value 3. The extent to which the site gives me a feeling of
being in control.
4. Overall, shopping on this Web site is valuable and
worth it.
Source: Parasuraman, A., V. A. Zeithaml, and A. Malhotra. “E-S-QUAL—a multiple-item
scale for assessing electronic service quality.” Journal Service Reserch 7, no.3 (2005):
231.
2. E-service Quality
Measurement e-service quality includes 5 dimensions. We adapted from
Parasuraman et al. (2005) proposed that E-S-QUAL scale and Childers et al. (2001) study
to develop this study’s measurement scale. The measurement items of e-service quality
are shown in Table 3.
23
Table 3. Measurement Items of E-service Quality
Construct Dimensions Measurement Items
1. This site makes it easy to find what I need.
2. It makes it easy to get anywhere on the site.
3. It enables me to complete a transaction quickly.
4. Information at this site is well organized.
Efficiency 5. It loads its pages fast.
(EFF) 6. This site is simple to use.
7. This site enables me to get on to it quickly.
8. This site is well organized.
1. This site is always available for business.
System 2. This site launches and runs right away.
availability 3. This site does not crash.
(SYS) 4. Pages at this site do not freeze after I enter my order
Utilitarian information.
E-S-Qual 1. It delivers orders when promised.
2. This site makes items available for delivery within a
suitable time frame.
Fulfillment 3. It quickly delivers what I order.
(FUL) 4. It sends out the items ordered.
5. It has in stock the items the company claims to have.
6. It is truthful about its offerings.
7. It makes accurate promises about delivery of products.
1. It protects information about my Web-shopping behavior.
Privacy
2. It does not share my personal information with other sites.
(PRI)
3. This site protects information about my credit card.
1. Shopping on the Web site would be fun for its own sake.
2. Shopping on the Web site would make me feel good.
3. Shopping on the Web site would be boring.
4. Shopping on the Web site would involve me in the
Hedonic Enjoyment
shopping process.
E-S-Qual (ENJ)
5. Shopping on the Web site would be exciting.
6. Shopping on the Web site would be enjoyable.
7. Shopping on the Web site would be uncomfortable.
8. Shopping on the Web site would be interesting.
24
230–1.
Childers, T. L., C. L. Carr, J. Peck, and S. Carson. “Hedonic and utilitarian motivations
for online retail shopping behavior.” J Retail 77, no.4 (2001): 531.
3. On-line Satisfaction
This part measured the degree of customer satisfaction on website. We adapted
from Parasuraman et al. (2005). The measurement items of on-line satisfaction are shown
in Table 4.
Table 4. Measurement Items of On-line Satisfaction

1. I am satisfied with my decision to purchase from this Web site.
2. If I had to purchase again, I would feel differently about buying
from this web site.
On-line Satisfaction 3. My choice to purchase from this Web site was a wise one.
4. I feel badly regarding my decision to buy from this Web site.
5. I think I did the right thing by buying from this Web site.
6. I am unhappy that I purchased from this Web site.
Source: Anderson, R. E. and S. S. Srinivasan. “E-satisfaction and E-loyalty: A
Contingency Framework.” Psychology and Marketing 20, no.2 (2003): 134.
4. On-line Loyalty
This part measured the degree of customer loyalty to website. We adapted from
Parasuraman et al. (2005). The measurement items of on-line loyalty are shown in Table
5.
25
Table 5. Measurement Items of On-line Loyalty
1. I say positive things about this site to other people.
2. I will recommend this site to someone who seeks my advice.
3. I will encourage friends and others to do business with this site.
On-line Loyalty
4. I will consider this site to be my first choice for future
transactions.
5. I will do more business with this site in the coming months.
231.
3.5 Sampling Method
The research subjects in this study were those who have experience on website.
Participants were asked to recall a recently used online shopping provider and refer to that
provider regarding their answers (Parasuramanet al., 2005). This study used online
questionnaire to collect data. We are not only posted the questionnaires on discussion
zone, but also used e-mail to send the website of questionnaires.
A total of 250 questionnaires were returned, and 10 surveys were unusable due to
answering the same scale (all answered 4) during April 5 through April 20, 2008.
Therefore, the final useful sample contained 240 respondents.
3.6 Analysis Method
1. Descriptive statistics:
26
Descriptive analysis refers to the transformation of the raw data into a form that
will make them easy to understand and interpret by rearranging, ordering, and
manipulating data to provide descriptive information.
2. Reliability analysis：
The internal reliability refers to the internal consistency of the items within a
questionnaire. The Cronbach’s α is most widely used when measures have multi-scored
items. Nunnally and Bernstein (1994) suggested that Cronbach’s α greater than 0.7
indicates minimum acceptable reliability for research.
3. Confirmatory factor analysis:
We adopted AMOS 6.0 statistical package to test CFA and showed standard model
evaluation criteria, and test convergent validity. Discriminant validity was evaluated for
all construct pairs by examining the observed correlation of the constructs.
4. Structural equation model:
The present study adopted AMOS 6.0 statistical package to test the construct of
matched statistical model and explore several standard model evaluation criteria.
The hypotheses presented earlier were tested within a structural equation modeling
(SEM) framework using AMOS 6.0. Structural equation analyses has been widely applied
27
in the social sciences and marketing literature. The structural equation model consists of
two parts: the measurement model and the structural model. The measurement model
considers the adequacy of the various measures used for theoretical constructs employed
in the study. The structural model specifies the relationships between the various
constructs. The SEM methodology incorporates these two models to ascertain the fit
between the variance-covariance matrix observed in the sample data and that implied by
the theoretical or research model.
28
CHAPTER 4
DATA ANALYSIS
4.1 Description of Data
This study used online questionnaire to collect data. A total of 250 questionnaires
were returned, and the final useful sample was 240 respondents. The recovery rate of
questionnaires is 96%. Description of the basic data of valid samples in Table 6:
Table 6. The Sample Characteristics

Demographic Item Total Percentage (%)
Male 142 59.17%
Gender
Female 98 40.83%
Below 20 43 17.92%
Age 21-30 186 77.50%
31-40 11 4.58%
Free Lance 8 3.33%
Service Industry 28 11.67%
Manufacturing Industry 10 4.17%
Occupation Public Servant 11 4.58%
Business 32 13.33%
Student 148 61.67%
Other 3 1.25%
Below High School 1 0.41%
College 10 4.17%
Education
University 172 71.67%
Graduate School 57 23.75%
Single 221 92.08%
Marital Status
Married 19 7.92%
Below 5,000 62 25.83%
5,001-10,000 92 38.33%
Dispensable Income
10,001-30,000 58 24.17%
Over 30,001 28 11.67%
Source: This study.
29
Description of the basic data of valid samples is as follows: The percentage of
female samples (40.83%) is less than male (59.17%); the age is concentrated from 21 to
30 years old (77.5%); most samples are at university of education (71.67%); the number
of occupation is students (61.67%); marital status is mainly single (92.08%); Finally, the
dispensable income concentrated in $5001 to $10,000 dollars (38.33%).
4.2 Structural Equation Modeling
Based on Fassnacht and Köse’s (2007) model of e-service quality this study
proposed an integrated model including one the independent variable, e-service quality,
two mediating variables, on-line satisfaction and perceived value, and one dependent
variable, on-line loyalty. The data-analysis procedure consisted of two stages, according
to Anderson and Gerbing (1988). In the first stage, we used confirmatory factor analysis
(CFA) to analyze the construct reliability, discriminant validity, and convergent validity.
In the second stage, we used structural equation modeling (SEM) to examine the
goodness-of-fit of structural model and estimated the effect of paths.
In addition, based on the steps suggested by Sethi and King (1994) this study
improves the goodness of fit of the proposed model:
First, we eliminated the variables with factor loadings less than 0.6.
Second, when the standard of model fitting below acceptable range, then we eliminated
30
that the higher modification indices (M.I.). Especially the modification indices (M.I.) is
more than 5 value, we considered this item should be eliminated (Joreskog and Sorbom,
1986).
Based on the above comments, this study found that eliminated online satisfaction
of number 4 and 6 items may improve the overall goodness of fit standards of model.
Table 7. Eliminated Higher Variables of M.I.

Eliminated Items Factor loadings M.I.
Item 4 of On-line Satisfaction 0.166 SAT6<--SAT4 = 119.234
Item 6 of On-line Satisfaction 0.266 SAT4<--SAT6 = 116.106
Source: This study.
Item 4 of On-line Satisfaction: I feel badly regarding my decision to buy from this
Web site. Item 6 of On-line Satisfaction: I am unhappy that I purchased from this Web
site.
We eliminated two items of on-line satisfaction are both reverse items. So, we
suggest eliminating these two items that do not affect to measure on-line satisfaction.
Finally, the table of Goodness-of-Fit Measures shows to eliminate the online satisfaction
of number 4 and 6 items may obviously improve the overall goodness of fit model.
31
Figure 3. Research Model
Source: This study.
4.2.1 Measurement Model
1. Construct reliability
This study used “SPSS 14.0 for Windows” to calculate the reliabilities of constructs.
The constructs of all reliabilities are above the level of 0.7 (Nunnally and Bernstein,
1994). The test result shows as Table 8:
32
Table 8. The Tests of Reliability of The Constructs
Constructs Dimensions Scale Items Cronbach’α
Perceived Value 4 0.868
Efficiency 8 0.919
System 4 0.780
E-service Quality Availability Fulfillment 7 0.929
Privacy 3 0.873
Enjoyment 8 0.821
On-line Satisfaction 4 0.840
On-line loyalty 5 0.909
Source: This study.
2. Discriminant validity
This study based on Anderson and Gerbing (1988) proposed that confidence
interval test to evaluate discriminant validity. According to the correlation of construct
pairs added or subtracted two standard error of confidence interval. To the extent that the
results did not include 1.0, this test provided evidence of discriminant validity. It is shown
in Table 9.
Table 9. Discriminant Validity

Construct Pair Confidence Interval Is there discriminate validity?
E-SQ<-->E-SAT 0.768~0.916 Yes
E-SQ<-->E-LOY 0.612~0.816 Yes
E-SQ<-->PV 0.698~0.946 Yes
E-SAT<-->E-LOY 0.669~0.861 Yes
E-SAT<-->PV 0.607~0.875 Yes
PV<-->E-LOY 0.440~0.736 Yes
Source: This study.
3. Convergent validity
When we measured the same constructs by different indicators, there is the strong
33
relationship between the constructs, called convergent validity. The convergent validity
generally tested by t test. If all of t values are above 3.29, it presented that this study had
convergent validity (Fornell and Larcker, 1981). The indictor of this model was described
in Table 10.
4. Variance extracted
After we used AMOS 6.0 to conduct the CFA to computed the variance extracted
values of each construct. This study all of variance extracted value are above 0.5 (Fornell
and Larcker, 1981). It is shown in Table 10.
34
Table 10. Results From Test on Validity
Standardized factor Variance
Constructs and Dimensions Standard Error t value*
loading Extracted
Perceived Value (PV) 0.638
PV1 0.656 0.067 9.79
PV2 0.815 0.045 18.11
PV3 0.884 0.030 29.47
PV4 0.823 0.029 28.38
E-service Quality (E-SQ) 0.618
Efficiency (EFF) 0.868 0.033 26.30
System availability (SYS) 0.743 0.056 13.27
Fulfillment (FUL) 0.882 0.027 32.67
Privacy (PRI) 0.608 0.055 11.05
Enjoyment (ENJ) 0.798 0.029 27.52
On-line Satisfaction (SAT) 0.577
SAT1 0.853 0.028 30.46
SAT2 0.573 0.067 8.55
SAT3 0.726 0.062 11.71
SAT5 0.851 0.033 25.79
On-line Loyalty (E-LOY) 0.662
LOY1 0.896 0.025 35.84
LOY2 0.900 0.028 32.14
LOY3 0.844 0.043 19.63
LOY4 0.690 0.055 12.55
LOY5 0.714 0.055 12.98
*: p<0.001 of all t value
Source: This study.
4.2.2 Structural Model Analysis
This study used AMOS 6.0 to analysis structural equation modeling (SEM). We
also used maximum likelihood method and focused on understanding among constructs
of the relationship. Therefore, we developed the overall structural model to test
Hypotheses 1-5.
35
According to Hu and Benler (1999) proposed that standard of model fitting, we
know the results of analysis suggested that a reasonable level of fit of the model. It is
shown in Table 11.
Table 11. Goodness-of-Fit Measures

Indices Results
1. Goodness of fit standards of model
1. Is there no negative error variance? No
2. Is error variance significant? Yes
3. Are all factor loadings between 0.5 and 0.95? Yes
2.Goodness of fit standards of model (external quality)
1. Is the ratio of Chi-square value and degree of freedom smaller
Yes, χ2/DF=2.960
than 3?(χ2/DF<3)
2. Is the Tucker-Lewis coefficient (TLI) greater than 0.90? Yes, TLI=0.907
3. Is the incremental fit index (IFI) greater than 0.90? Yes, IFI=0.923
4. Is the comparative fit index (CFI) greater than 0.90? Yes, CFI=0.922
3.Internal goodness of fit of model (internal quality)
1. Is construct reliability more than 0.7? Yes
2. Is variance extracted more than 0.5? Yes
3. Is estimated parameter significant? Yes
Source: This study.
The estimated value of path parameters, significance and results of research
hypotheses testing are shown in Table 12. The relationship of paths in the research model
is displayed in Figure 4.
36
0.851 0.565
0.292
E-service Quality On-line Loyalty
0.830 -0.067
Perceived Value
Figure 4. Paths of Research Model

Source: This study.
Table 12. Hypothesis Test Results

Research Expected
Path Estimate t-value Results
Hypothesis Sign
E-service Quality→
H1 ＋ 0.851** 8.393 Supported
E-service Quality→ Not
H2 ＋ 0.292 1.787
On-line Loyalty supported
E-service Quality→
H3 ＋ 0.830** 11.693 Supported
Perceived Value
H4 ＋ 0.565** 4.202 Supported
→On-line Loyalty
Perceived Value → Not
H5 ＋ -0.067 -0.625
On-line Loyalty supported
**p<0.05
Source: This study.
From analysis results of Table 12 indicates that the e-service quality has a
positively effect on both on-line satisfaction and perceived value. Hence, H1 and H3 are
supported. However, the e-service quality doesn’t have significant positively effect on
on-line loyalty at p<0.05. Hence, Hypotheses 2 is not supported.
37
On-line satisfaction has a positively effect on on-line loyalty. Hence, Hypotheses 4
is supported. The test of H5 produces a surprising result: an insignificant negative effect
of perceived value on on-line loyalty. As we hypothesized a positive effect, H5 is not
supported.
Table 13. Examining Effects on On-line Loyalty

Path Direct Effect Indirect Effect Total Effect
E-service Quality→ On-line Satisfaction 0.851** --- 0.851
E-service Quality→ On-line Loyalty 0.292 0.425** 0.717
E-service Quality→ Perceived Value 0.830** --- 0.830
On-line Satisfaction→ On-line Loyalty 0.565** --- 0.565
Perceived Value→ On-line Loyalty -0.067 --- -0.067
**p<0.05.
Source: This study.
As Table 13 presents, e-service quality has not significantly direct effect on on-line
loyalty. The regression coefficient is 0.292 (P>0.05). But the on-line satisfaction is
mediation variable. The on-line satisfaction also cause mediator on between e-service
quality and on-line loyalty, and indirect effect is 0.425; total effect is 0.717. Thus, on-line
satisfaction is mediates the relationship between e-service quality and on-line loyalty.
Table 14. Mediation Effect

Construct Pair Confidence Interval Is there mediation effect?
E-SQ<-->E-SAT --- No
E-SQ<-->E-LOY 0.039~0.761 Yes
E-SQ<-->PV --- No
E-SAT<-->E-LOY --- No
E-SAT<-->PV --- No
PV<-->E-LOY --- No
Source: This study.
38
According to the method proposed by Shrout and Bolger (2002), we assess the
mediation effects of on-line satisfaction and perceived value on on-line loyalty. We based
on the construct pairs of confidence interval to test if it has a mediation effect. To extent
that the results did not include 0, this test provided evidence of mediation effect. It is
shown in Table 14.
39
CHAPTER 5
CONCLUSIONS
5.1 Conclusions
This study compared two newly developed scales in the literature, that is, the
eTailQ scale developed by Wolfinbarger and Gilly (2003) and the E-S-Qual scale by
Parasuraman et al. (2005) and combined hedonic quality dimension in an integrated
model.. Thus, this study provides a comprehensive e-service quality dimensions. We hope
can help e-retailer to evaluate customer service experience with a basis of comprehensive
measures.
According to the findings of the empirical data analysis, we get the conclusions of
this study as follows:
1. Influence of e-service quality on on-line satisfaction.
The e-services quality includes five quality dimensions: efficiency, fulfillment,
system availability, privacy, and enjoyment. The results found that e-service quality has a
significant positively effect on on-line satisfaction. It means that the better e-service
quality, the more on-line satisfaction of the site. The importance of five quality
dimensions is following: fulfillment, efficiency, enjoyment, system availability, privacy.
40
2. Influence of on-line satisfaction on on-line loyalty.
This study found that on-line satisfaction has significant positively effect on on-line
loyalty. It means the higher on-line satisfaction with website can increase on-line loyalty.
The result of this study is consistent with that found by Yang and Peterson (2004).
Therefore, if e-retailers can provide the sound e-service quality to increase on-line
satisfaction, it would enhance customer uses frequency of this site, intention to
recommend, and likelihood of repurchase from this site in the future.
3. Influence of e-service quality on on-line loyalty.
Therefore, the e-retailers provided service quality to improve customer toward
website on-line loyalty by increasing on-line satisfaction. Hence, to e-retailer provided
that extremely sound e-service quality is the best way of to maintain between with
customer relationship.
The literature of this study has been emphasized that important of e-service quality.
All of three comments, we found our conclusions accord with previous studies (Fassnacht
and Köse, 2007). We get the relationship that e-service quality → on-line satisfaction
→ on-line loyalty.
4. Influence of e-service quality on perceived value.
The e-service quality have a significantly positively effect on perceived value. It
41
shows that the e-retailers provide well e-service quality can enhance the customer
perceived value.
5. Influence of perceived value on on-line loyalty.
The perceived value have no significantly positively effect on on-line loyalty. It
shows that the higher customer perceived value doesn’t enhance customers’ on-line
loyalty.
In addition, we get the following mainly conclusions by integrating the sample
analysis results.
1. In terms of consumers’ education, most respondents have at least university degree
(71.67%), suggesting that customers with higher education have more willingness to
using online purchase to consume.
2. In terms of age, the age is concentrated from 21 to 30 years old (77.5%), suggesting
that these consumers have more online purchase experience and can easily accept this
model of online purchase products at 21-30 years old more that other years old.
3. In terms of occupation, the number of occupation is students (61.67%), suggesting that
students are the major consumer group of website.
5.2 Managerial Implications
42
We hope that the results and findings can be an assistance and reference for
managers of e-retailers and customers.
1. Enhancing customers’ on-line loyalty
Enhancing customers’ on-line loyalty is website successful key factor. When
customers have on-line loyalty to the website, it will reduce the marketing cost and
enhance customers’ identification to the website. Finally, e-retailer will be profitable.
Reichheld and Sasser (1990) proposed that when the e-retailer can successful
reduce rate of defections 5%, and it can boost profits 25% to 85% for the e-retailer.
Therefore, if the e-retailers can reliably and correctly provide services to meet the
customer needs, and can provide sound e-service to enhance customers’ on-line
satisfaction. It would attract more consumers to consume and become an e-retailer of
competitive advantage.
2. E-service quality is the most important factor
In terms of importance, e-service quality of website is the key factor to affect
on-line satisfaction, which includes five dimensions of efficiency, system availability,
fulfillment, privacy, and enjoyment.
In order to ensure service consistency, the e-retailers have to promise physical
delivery is on-time. It could effectively improve customer on-line loyalty. However, the
43
e-retailers provide that sound service quality is easily controllable means of influencing
the customers’ on-line satisfaction and loyalty. Thus, the e-retailers should continuously
manage and improve their e-service quality to meet potential customers’ needs and
purchase wants.
Finally, creating and developing process of e-service quality that customers will
generate perceived value and satisfaction. However, the e-retailers maintaining
appropriate service quality seems to be appear to fruitful profits for those retailers. This is
e-retailers interested in enhancing customer loyalty by providing sound service quality.
5.3 Research Limitation and Future Directions of Research
As a result of inadequate labor, material and time, the difficulties and limits of this
study included:
1. This study is only posted on My3Q and other websites or distributed to respondents via
emails. Although we have made effort to distribute the questionnaire to different
consumer groups, the sample cannot represent all consumer groups due to the said
factors.
2. Data in this study were collected by web questionnaire. In order to get the reliability of
sample data, extra time was spent on reviewing the sample data , to design suitable
filter function for the questionnaire (for example, avoid to create repeated copies) is
44
requested in the future.
3. The study used the website as our empirical samples so the conclusions may not be
precisely generalized to the other industries. Thus, future researchers need to apply this
study and conclusions to the other industries with cautions.
45
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51
Vita
Chia-Shing Chen（陳佳興）, son of Tien-Fu Chen（陳添福）and Li-Chuan Chang
（張麗川）, was born on April 04,1983 in Taipei, R.O.C. He graduated from Hsing Wu
College（醒吾技術學院）, and then matriculated at Ming Chuan University（銘傳大學）
as an undergraduate student. After that, he was admitted to the Graduate School of
Management of Tatung University and graduated in July 2008.
Permanent Address: 1F., No.2, Lane 126, Sec. 1, Minyi Rd., Wugu Township, Taipei
County 248, Taiwan (R.O.C.)
永久地址：248 台北縣五股鄉民義路一段 126 巷 2 號 1 樓
52
Appendix
親愛的先生、小姐您好：
您好!首先感謝並懇請您撥冗填答此份問卷!
本問卷為大同大學事業經營研究所之學術性研究計劃，其目的在探討消費者對
於購物網站的網站服務品質、線上滿意度、知覺價值與線上忠誠度之關係探討研究，
希望了解您對於台灣購物網站所持的態度，以提供學術界與實務界的參考指標。在
此煩請您以客觀詳實的方式填寫此問卷。本問卷採不具名方式，您所提供的寶貴資
料，僅供研究之用，決不對外公開，請您放心作答。
最後，再一次謝謝您!花費寶貴時間協助本研究的順利進行。
僅祝
諸事順利、身體健康
大同大學事業經營所
指導教授：楊浩二教授
研究生：陳佳興敬上
說明：
1. 問卷中的網站經驗是針對曾經透過網際網路進行網路購物之消費大眾，其購物之
對象須在B to C (企業對消費者)之交易範圍內。
2. 若未曾有上過網站購物經驗者，請依照您的知覺，填寫本問卷。
3. 請依照您最常去的網站之經驗填寫本問卷。
壹、顧客知覺價值：
此一部分想了解您對網際網站之知覺價值。請就您自己的經驗或知覺，在下列項目
之適當□中勾選。
請勾選
非稍
稍非
常不微無
微同常
題目不同不意
同意同
同意同見
意意
意意
1.這個網站的產品和服務的價格是便宜的。
2.我認為這個網站的整體使用是便利的。
3.我認為這個網站的操作程度是良好的。
4.整體而言，在這個網站購物是值得的。
貳、線上服務品質：
此一部分想了解您對網際網站之服務品質的看法。請就您自己的經驗或知覺，
在下列項目之適當□中勾選。
53
請勾選
非稍
稍非
常不微無
微同常
題目不同不意
同意同
同意同見
意意
意意
1.在這個網站可以很容易地找到我需要的產品或服務。
2.在這個網站上很容易悠遊各處。
3.在這個網站可以使我很快地完成交易。
4.這個網站提供了清楚有條理的資訊。
5.這個網站網頁載入速度很快。
6.這個網站使用方法很簡單。
7.我可以很快地進入這個網站。
8.這個網站是相當井然有序的。
9.這個網站一直處於正常營運狀態。
10.這個網站能立即地啟動和運作。
11.這個網站不曾故障而無法使用。
12.當我輸入訂單資訊後，網頁不會靜止不動。
13.這個網站一旦接受訂單，就會信守交貨的承諾。
14.這個網站備有物品以便會適時交貨。
15.這個網站會很快地運交我所訂的產品。
16.這個網站會按照訂單項目出貨。
17.這個網站只要聲稱有貨的產品，就會有現貨供應。
18.這個網站對於出售的產品誠實無欺。
19.這個網站對於產品的遞送能做出明確的承諾。
20.這個網站會保護我的網路購物行為的相關資訊。
21.這個網站不會將我的個人資訊分享給其他網站。
22.這個網站會保護我的信用卡資訊。
23.在這個網站上購物是愉快的。
24.在這個網站上購物將令我感覺很好。
25.在這個網站上購物是很枯燥的。
26.在這個網站上購物會使我專注於購物的過程。
27.在這個網站上購物是令人興奮的。
28.在這個網站上購物是令人愉悅的。
27.在這個網站上購物是令人不舒服的。
30.在這個網站上購物是有趣的。
54
參、線上滿意度：
此一部分想了解您在網際網站購買產品時，對這個網站的滿意度。請就您自己的經
驗或知覺，在下列項目之適當□中勾選。
請勾選
非稍
稍非
常不微無
微同常
題目不同不意
同意同
同意同見
意意
意意
1.我很滿意在這個網站上的購物決定。
2.如果我再次購買，則該網站上會令我有不同的購物感覺。
3.我在這個網站上購物是明智的選擇。
4.我認為在這個網站上的購買決定是不適當的。
5.在這個網站上購買，我會認為是對的。
6.在這個網站上購買，我會感到不開心。
肆、線上忠誠度：
此一部分想了解您對網際網站之忠誠度的看法。請就您自己的經驗或知覺，
在下列項目之適當□中勾選。
請勾選
非稍
稍非
常不微無
微同常
題目不同不意
同意同
同意同見
意意
意意
1.我會對其他人說這個網站的好話。
2.我會推薦這個網站給其他人。
3.我會鼓勵朋友和其他人在這個網站上進行交易。
4.我會考慮這個網站作為我未來交易的第一選擇。
5.我未來還會繼續在這個網站上購買相關的產品。
55
最後，請問您個人資本資料，請於□中打『ˇ』。（所有個人資料僅供整體分析之
用，決不單獨對外發表，請您安心作答。）
1. 請問您的性別： □ 男 □ 女
2. 請問您的年齡：
□ 20歲以下 □ 21~30歲 □ 31~40歲 □ 41~50歲 □ 51~60歲 □ 60歲以上
3. 請問您的職業：
□ 軍公教人員 □ 服務業 □ 製造業 □ 商 □ 農林漁牧業
□ 家管 □ 學生 □ 自由業
4. 請問您的教育程度：
□ 國小 □ 國中 □ 高中職 □ 大專院校 □ 研究所（含）以上
5. 請問您婚姻狀況： □ 未婚 □ 已婚
6. 請問您居住地區為：
□ 北部地區 □ 中部地區 □ 南部地區 □ 東部地區
7. 請問您每月可支配所得：
□ 5,000元以下 □ 5,001~10,000元 □ 10,001~30,000元 □ 30,001元以上
問卷到此全部完畢，麻煩您再檢查是否有遺漏未填的選項。
～再次非常感謝您撥空填答～
56
應用 E-S-Qual 量表探討線上服務品質對忠誠度之
影響－以線上滿意度和顧客知覺價值為中介變數

EFFECTS OF E-SERVICE QUALITY ON
E-LOYALTY WITH E-SATISFACTION AND
PERCEIVED VALUE AS MEDIATORS
研究生：陳佳興（Chia-Shing Chen）
指導教授：楊浩二（Prof. Hao-Erl Yang)
大同大學
事業經營研究所
碩士論文
Thesis for Master of Business Administration

Department of Business Management
Tatung University
中華民國九十七年七月
July 2008
目錄
目錄...................................................................................................................i
圖目錄............................................................................................................ iii
表目錄.............................................................................................................iv
第一章緒論..................................................................................................1
第一節研究背景與動機..........................................................................................1
第二節研究目的......................................................................................................2
第三節研究流程......................................................................................................3
第二章文獻探討 .........................................................................................4
第一節線上服務......................................................................................................4
第二節線上服務品質的探討 .................................................................................4
第三節顧客知覺價值..............................................................................................9
第四節線上滿意度................................................................................................10
第五節線上忠誠度................................................................................................ 11
第三章研究方法 .......................................................................................13
第一節研究架構....................................................................................................13
第二節研究假設....................................................................................................13
第三節變數的操作性定義....................................................................................15
第四節問卷設計....................................................................................................16
第五節抽樣方法....................................................................................................19
第六節分析方法....................................................................................................20
第四章資料分析 .......................................................................................22
i
第一節樣本資料....................................................................................................22
第二節結構方程模式分析....................................................................................23
第五章結論與建議 ...................................................................................31
第一節研究結論....................................................................................................31
第二節管理意涵....................................................................................................33
第三節研究限制和未來研究方向 .......................................................................34
參考文獻........................................................................................................36
ii
圖目錄
圖一本研究流程................................................................................................................3
圖二本研究架構..............................................................................................................13
圖三本研究模型..............................................................................................................24
圖四本研究架構之路徑關係結果 .................................................................................29
iii
表目錄
表一變數操作性定義與衡量構面 .................................................................................16
表二知覺價值衡量項目..................................................................................................17
表三線上服務品質衡量項目 .........................................................................................18
表四線上滿意度衡量項目..............................................................................................19
表五線上忠誠度衡量項目..............................................................................................19
表六樣本資料..................................................................................................................22
表七刪除問項..................................................................................................................23
表八信度檢驗..................................................................................................................25
表九各構念間的區別效度..............................................................................................25
表十標準化負荷量、標準誤、t 值及解釋變異量彙總表 ..........................................27
表十一最佳適配模式之適配度評鑑結果摘要表 .........................................................28
表十二假設檢定結果......................................................................................................28
表十三檢驗各構念之的直接效果、間接效果及總效果 .............................................29
表十四各構念間的中介效果 .........................................................................................30
iv
第一章緒論
第一節研究背景與動機
隨著網際網路(Internet)的興起，許多的傳統零售業者認為網路是另一種新興的
銷售管道。在現今的商業活動中，資訊和通訊技術迅速擴展，成為企業界最重要的
長期趨勢(Rust, 2001)。面對這樣的趨勢，有越來越多的企業逐漸透過網際網路，來
從事一些商業活動。目前網路上有許多的企業，透過網際網路來提供產品和服務給
消費者。
根據資策會「2007台灣電子商店發展趨勢」的調查發現，預估2008年台灣網路
購物規模約逹2529億元，其中B2C約1384億元、C2C約1145億元(電子商務時報,
2008)。因此，特別是透過網際網路供應的產品和服務，預測將有大幅的成長潛力
(Evanschitzky et al., 2004)。如果大部份網路零售商的能力可以有效開發，去滿足顧
客在虛擬購物環境裡的期望(Zeithaml et al., 2002)。這對於使用網路購物的消費者來
說，網路零售商提供的服務品質就是一件相當重要的事情了。另外，對於網路零售
業者來說，要留住顧客，網路購物服務品質的衡量，也成為了一個相當重要的課題。
此外，根據Meuter et al. (2000)指出，顧客不滿意的數量是值得注意的，如顧客
在線上體驗服務故障，失去訂單，或不適當的客訴處理時。這些無法使消費者滿足
的服務接觸，將導致網站每年的銷售損失逹數十億美元(Rust and Lemon, 2001)。有
鑑於此，網路零售業者在發展這條新興銷售管道的同時，最好的方法就是瞭解顧客
在網路購物時真正的需求是什麼？及消費者是如何評估其網路購物之服務品質。
因此，線上服務品質的管理，對網路零售商而言，成為一個重要的挑戰。目前，
線上服務品質量表，主要的焦點著重在購物行為的目標導向，而線上享樂的品質構
面，卻沒有任何進一步的討論。最後，這些量表並不完全涵蓋所有消費者的品質評
價構面。為了建立一個全面且有效的服務品質管理，本研究結合了實用和享樂的線
上服務品質要素。試圖提供一個完善和全面的概念性架構，來分析整體的線上服務
品質。
最後，本研究分別以實用(Utilitarian)和享樂(Hedonic)品質構面來衡量線上服務
品質。此外，了解消費者是如何來評量服務品質的好壞？則網路零售商就可以有效
提供完善的服務品質，來達到消費者對線上服務品質的良好認知。因此，本研究希
望可以做為日後有志從事線上服務業者之參考依據，進而提升線上服務品質的水
準，以增加消費者的線上滿意度、知覺價值和忠誠度；也能夠對於日後發展線上服
務品質量表有一個強大的基礎依據。
本研究的對象是以曾經有透過網路進行購物之消費大眾，其受測者須在B to C
(企業對消費者)之交易範圍內。本研究利用網路問卷的方式來蒐集資料，並使用
AMOS 6.0統計軟體和結構方程模型(SEM)來分析資料，進而了解各構念之間的關係。
第二節研究目的
基於前述的研究背景及動機，本研究希望達成之具體研究目的如下：
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一、探討線上服務品質對線上滿意度及顧客知覺價值的影響。
二、探討線上滿意度和顧客知覺價值對線上忠誠度的影響。
三、探討線上滿意度和顧客知覺價值之中介效果。
第三節研究流程
本研究的研究流程如下。
研究動機與目的
文獻探討
建立研究架構
提出研究假設問卷設計
前測與修改問卷
資料蒐集與分析
結論與建議
圖一本研究流程
資料來源：本研究
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第二章文獻探討
本章主要目的是對過去研究進行文獻回顧，本研究期望對所要探討議題能有更
進一步的瞭解。因此，將針對線上購物與服務品質作一文獻蒐集與整理。首先，在
第一節定義「線上服務」，瞭解買、賣雙方逹成線上交易的一連串活動。第二節「探
討線上服務品質」，將過去一些有關線上服務品質的研究作一個介紹。第三節說明
「顧客知覺價值」。第四節說明「線上滿意度」。最後，第五節說明「線上忠誠度」。
第一節線上服務
相關的文獻回顧顯示，有許多線上服務的概念化方法。Rust and Lemon (2001)
描述線上服務，在提供消費者回應資訊的互動有較好的經驗。Grönroos et al. (2000)
提供一個不同的定義，即所謂的NetOffer模型，線上服務被區分為功能性構面(履行
什麼服務結果)，和技術性構面(如何履行服務過程)。然而，在充分獲得線上服務的
所有功能/技術性構面之前，我們必須擴大考慮不同的觀點，包括服務實際履行前的
所有方面。因此，線上服務的完整定義，應該包括發生之前和之後的所有線索和接
觸(Bauer et al., 2005; Parasuraman et al., 2005; Zeithaml et al., 2002)。
第二節線上服務品質的探討
由於線上服務有不同的概念化方法，所以在先前的研究裡，線上服務品質的衡
量也就有不同的方法和結果。因此，線上服務品質的衡量工作是有其困難性。故本
研究將線上服務品質的衡量構面與要素介紹說明後，才能夠順利進行本研究的線上
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服務品質衡量工作。以下將線上服務品質分別以實用(Utilitarian)和享樂的(Hedonic)
線上服務品質要素作為探討。
一、實用的(Utilitarian)線上服務品質：
Juran and Gryna (1970)提出四個品質構面：能力(產品績效能按照預期)，可用性
(當需要時，產品能夠使用)，可靠性(產品沒有不良)，和可維護性(當產品壞掉時，
能容易修理)。這些產品和服務的品質構面，多以品質量表來加以衡量，因此，這些
品質量表可以充當衡量線上服務品質概念具體化之有益的起點(Bauer et al., 2006)。
Barnes and Vidgen (2001)利用SERVQUAL模型，產生一些品質項目。根據線上
書本交易的分析，萃取五個主要構面，每一個有二個次構面：有形的 (美學、導覽 )，
可靠性(可靠性、能力)，快速回應(快速回應、取得)，保證性(信任、安全)，同理心(溝
通、了解個體)。
Van Riel et al. (2001)提出服務組成分類，是依據Grönroos et al. (2000)“的技術
／功能品質架構”，包括以下方面：核心服務、促進服務、支援性服務、補救服務、
和使用者界面。他們試圖藉由衡量線上服務組成要素的顧客滿意度，去評估線上服
務品質。
Wolfinbarger and Gilly (2003)檢視網路零售服務品質構面。藉由探索性和驗證性
因素分析，顯示四個品質構面：履行/可靠性、網站站點設計、顧客服務和安全/保密
性。
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最後在Zeithaml et al. (2002), Parasuraman et al. (2005)的探索性研究中，提供線上
服務品質最全面的結果。以多項目量表(E-S-QUAL)實證檢驗，評估線上供應商的服
務品質。研究結果與探索性研究的發現相符合：必須採用兩種不同衡量線上服務品
質的量表。
E-S-QUAL量表提出核心服務品質，包括四個品質構面(效率，履行，系統有效
性和隱私)。此外，E-RecS-QUAL量表適合在顧客線上購物面對“非一般接觸”時所提
出，像是產品退回與處理問題等(Parasuraman et al., 2005)。而E-RecS-QUAL量表由
三個品質構面所組成(快速回應，補償和聯絡)。
線上核心服務品質量表(e-core service quality scale, E-S-QUAL)的四大構面包括
有：
(一)效率(Efficiency)
進入和使用網站的容易及速度。Davis (1989)認為顧客對網站的評估，是根據他
們如何有效率地在網站完成購物。
(二)履行(Fulfillment)
正確完成服務承諾、有產品庫存與準時地傳遞產品。Wolfinbarger and Gilly (2002)
發現履行承諾及可靠性是顧客滿意度與品質最強的預測因子，也是顧客對網站的忠
誠度及再購買的第二強的預測因子。
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(三)系統有效性(System availability)
網站的技術能力能有效且無誤地運作。在系統設計品質(System design quality)
上，須具備有系統的超連結、客制化的搜尋功能、快速的連結網站、容易改正伺服
器的錯誤(Liu and Arnett , 2000)。
(四)隱私(Privacy)
網站的安全及保護消費者資訊的程度。隱私及安全是評量線上服務的關鍵因素
(Culnan, 1999)。隱私是保護個人資訊不與其他網站分享收集到的顧客資料，保護匿
名性等。而安全是顧客在使用信用卡或其他財務資訊時，免於被欺騙及財務損失的
風險(Friedman et al., 2000)。
二、享樂的(Hedonic)線上服務品質
雖然，Parasuraman et al. (2005)陳述“其他體驗像是樂趣或愉快等方面，不符合
服務品質的概念，因為享樂是不同的利益，在所有文獻或對所有顧客而言是不相關
的＂(p. 229)。但是，在複雜的線上服務品質量表發展過程中，有一些學者仍表達對
享樂的線上服務品質構面的關心(Bauer et al., 2006)。因為在先前的研究裡，eTailQ
(Wolfinbarger and Gilly, 2003)和E-S-QUAL量表都缺乏以享樂的服務品質構面，來衡
量線上服務品質。
但是，Babin et al. (1994, 2005)指出，如果購物過程只評估產品或服務所獲得的
實用利益，則許多無形和情感方面的購物經驗都將被排除在外。這個想法被環境心
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理學所支持，指出特別是在有形／實體環境服務經驗的過程中，所產生的情感會比
顧客認知的反應還要多(Bitner, 1990)。
Wakefield and Blodgett (1999)藉由擴大傳統服務品質研究實證證實，實體設施的設計
(即商店佈局)，和環境因素(即音樂)會導致顧客的情感反應。因此，Bauer et al. (2006)
建議，情感的構成要素應被併入評估線上服務品質的文獻裡。
根據心流理論，像是線上服務接觸激起的情感，特別是藉由網際網路特性，譬
如多媒體、互動性、超媒體(hypermediality)和一個高控制水平的導覽(Childers et al.,
2001; Csikszentmihalyi, 1988; Hoffman and Novak, 1996)。事實上，尋找樂趣、娛樂的
情感反應是消費者評估線上服務的重要關鍵，而心流經驗是網路使用行為的主要決
定性因素(Van Riel et al., 2001)。
儘管已發展出來的eTailQ量表有高度的信度和效度，但是，將線上購物享樂品
質相關的問項剔除已受到批評。Bauer et al. (2006)認為，沒有考慮線上購物的享樂觀
點(即樂趣或娛樂)是一個主要的缺失。為了充分獲得線上購物活動服務品質的衡
量，應該整合線上購物的潛在娛樂和情感價值，像是網站設計或樂趣的特徵，以及
網站使用的娛樂性已成為不可或缺的因素(Bauer et al., 2006)。
在探討網路使用者對網站之滿意度時，Eighmey (1997)指出網站之娛樂價值、資
訊價值、使用的容易性是網路使用者評估網站滿意度時之主要考量。
Richmond(1996)認為網站之娛樂性會吸引網路使用者，增加瀏覽網站的時間及刺激
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他們的購物慾望。綜合以上之文獻分析可發現，網站所提供的娛樂性功能確實會影
響網路使用者之購物意願。
綜合以上所述，為了得到全面性的線上服務品質量表，本研究包含實用和享樂
的品質要素。本研究參考Parasuraman et al. (2005)所提出的(E-S-QUAL)線上服務品質
構面(效率，履行，系統有效性和隱私)以及娛樂的品質構面，來衡量消費者對線上
服務品質的認知。有鑑於此，本研究希望透過線上購物者的角度，去探討線上購物
者所關心的線上服務品質之內涵與構面，以作為衡量線上服務品質之依據。
第三節顧客知覺價值
在最近幾年裡，顧客知覺價值在實體通路的文獻中受到許多的注意。 (e.g.,
Parasuraman and Grewal, 2000; Sirohi et al., 1998; Sweeney, Soutar, and Johnson,
1999 )。Cronin et al. (2000)認為，服務業的文獻研究，主要是針對顧客知覺價值、服
務品質和滿意度的探討。此外，Fassnacht and Köse (2007)在虛擬通路的領域，也曾
探討線上服務品質與顧客知覺價值的關係。顧客知覺價值是源自於公平理論，指顧
客的產出/投入對服務提供者的產出/投入的比率(Oliver and DeSarbo, 1988)。而在行
銷文獻中，價值通常是指品質和價格間的一種抵換關係(Varki and Colgate, 2001)。
雖然之前已經提出一些價值的概念性模型(e.g., Holbrook, 1994; Sweeney and
Soutar, 2001)，然而價值通常是被描述為獲得、交易、使用和補償價值(see Parasuraman
and Grewal, 2000; Woodruff and Robert, 1997)。
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Parasuraman, Zeithaml, and Berry (1988)定義顧客知覺價值是，消費者對產品效
用的整體評估，以得到什麼和付出什麼的看法為基礎。這是獲得利益(即買家獲得產
品的利益)和成本之間的抵換關係(即買方獲取產品的貨幣和非貨幣成本)。
Grewal, Monroe, and Krishnan (1998)將顧客知覺價值分成二個構成要素─獲得價
值和交易價值。他們定義知覺獲得價值是，從產品或服務中，顧客所認知到的結果，
而知覺交易價值的定義是，從一個好的交易中，顧客所認知到的心理滿意度。
顧客價值是所有行銷活動的基礎，而且高的顧客價值是顧客再度光顧的主要動
機(Holbrook and Morris, 1994)。因此，顧客價值的管理只要關係交換能提供較好的
價值時，則有助於顧客對服務提供者的忠誠度行為意圖(Sirdeshmukh et al., 2002)。
Ravald and Grönroos (1996)認為價值是關係行銷的一個重要構念，並且是最成功
的競爭策略之一。顧客知覺價值被認為是顧客滿意度和忠誠度的重要預測因子和關
鍵決定因素，它是獲得競爭優勢最重要的衡量(Petrick and Backman, 2002)。在電子
商務裡，顧客知覺價值的重要性是由於可以容易的在線上，比較產品特色和價格
(Anderson and Srinivasan, 2003)。
第四節線上滿意度
Bailey and Pearson (1983)根據心理學對滿意度的研究結果，定義顧客滿意度
是：「在已知情況下的滿意是不同因素影響下個人之感覺或態度之總和」。定義線
上滿意度為顧客和電子商務公司先前購買經驗的滿意程度(Anderson and Srinivasan,
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2003)。Szymanski and Hise (2000)提出影響消費者線上滿意度模型，並且定義線上滿
意度(e-satisfaction)為顧客在線上購物經驗的整體感受。Szymanski and Hise (2000)利
用焦點群體法(focus-group interview)歸納出四項線上滿意度的前置因子，包括便利性
(convenience)、產品提供和產品資訊(product offerings and product information)、網站
設計(site design)和財務安全性(financial security)，而實證研究的結果發現，便利性、
網站設計和財務安全性對於線上滿意度有顯著性的正向影響。Burke (2002)也發現線
上購物者對於便利性、產品品質、價值提供以及透過線上購物經驗所提供的產品選
擇，是最令線上購物者感到滿意。Jeong, Oh, and Gregoire (2003)的研究指出，當網
站的資訊傳達供應高品質的產品時，則會增加顧客的滿意度，且會正向的顯著影響
顧客在線上訂位的意願。另外，Fassnacht and Köse (2007)對於線上服務品質的研究，
也發現線上服務品質和線上滿意度有強烈地相關。
第五節線上忠誠度
在服務業中，顧客忠誠度是指顧客對於公司的人員、產品或服務的一種依附感
或情感，此種感受將直接影響到顧客行為(Jones and Sasser, 1995)。
Griffin (1998)提出顧客忠誠度具備以下四個特點：(一)經常性重複購買(二)購買
該公司提供的其它產品或服務(三)建立口碑行銷(四)抵抗其他競爭者的促銷活動。然
而，Sirohi et al. (1998)提出三項商店忠誠度的衡量包含：(一)再購意願(二)未來願意
購買更多的產品(三)願意推薦該商店給其他人。Sirdeshmukh, et al. (2002)以產品或服
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務的使用率、向他人推薦意願及再次購買的可能性來衡量顧客忠誠度。De Wulf and
Odekerken-Schroder (2003)則以購買頻率及消費金額來衡量行為忠誠。
由於線上市場的競爭性，刺激許多線上零售商和服務提供者，更致力於對線上
滿意度及忠誠度的重要性(Rodgers, Negash, and Suk, 2005)。Cyr et al. (2005)定義線上
忠誠度為重遊網站或未來還會在該網站內購買產品。Flaviań, Guinaliú and Gurrea
(2005)認為線上忠誠度是，顧客從該網站的購買意圖，以及顧客不會轉換到另一個
網站購買產品。
Srinivasan, Rolph, and Kishore (2002)提出八項影響線上忠誠度的因素(8C)包括
有：客製化(Customization)、聯繫互動性(Contact interactivity)、關懷(Care)、虛擬社
群(Community)、便利性(Convenience)、培養(Cultivation)、選擇性(Choice)、網站特
色(Character)。Srinivasan et al. (2002)研究發現，當消費者對特定的網路商店產生忠
誠度後，消費者會給予正面的口碑並樂於推薦給其他人，並且對價格具有較高的忍
受程度。
12
第三章研究方法
本研究根據研究目的，建立研究架構，並針對相關文獻進行探討與整理，以建
立研究假設。接著說明本研究主要的研究對象，並透過收集實證資料，作為假設的
驗證基礎。相關研究方法說明如下：
第一節研究架構
本研究架構是修正Fassnacht and Köse (2007)所發展出來，本架構提出線上服務
品質影響線上滿意度和顧客知覺價值，進而影響線上忠誠度。此外，再進行檢視線
上滿意度和顧客知覺價值兩者間之關係對於線上忠誠度的中介效果。如圖一所示。
線上滿意度
H1 H4
H2
線上服務品質線上忠誠度
H3 H5
顧客知覺價值
圖二本研究架構
第二節研究假設
在線上環境的研究中，有些學者主張服務品質對滿意度有正向地影響(Devaraj et
al., 2002; Rodgers et al., 2005)。過去文獻也強烈支持線上服務品質對顧客滿意度有正
面的影響(Fassnacht and Köse, 2007)。其提出的假設如下：
13
H1：線上服務品質對線上滿意度有正向之影響。
由於線上市場的競爭性質，刺激許多線上零售業者和服務提供者更致力於線上
忠誠度的重要性。現今，顧客能以較簡單及較少成本去搜尋更多的產品資訊，去達
成購買決策，使得經營者建立和維持線上服務品質顯得更加重要(Rodgers et al.,
2005)。Zeithaml et al. (2002)指出線上服務品質影響滿意度、購買意願及購買。研究
指出線上服務品質對購買的重要性，線上服務品質是網站再購意願的主要的決定因
素。Fassnacht and Köse (2007)也指出線上服務品質對線上忠誠度有正面的影響。本
研究提出假設如下：
H2：線上服務品質對線上忠誠度有正向之影響。
在目前服務品質的文獻中，一般同意服務品質對顧客知覺價值有正面的直接影
響(e.g., Cronin et al., 2000)。此外，Fassnacht and Köse (2007)的研究中，認為線上服
務品質越完善，會使顧客的知覺價值越高。基於這些論點，本研究建議如下：
H3：線上服務品質對顧客知覺價值有正向之影響。
忠誠度的行為構面和重覆產品購買或購買意圖相關 (e.g., Kuehn, 1962) 。
Reichheld and Sasser (1990)認為提高顧客滿意度，可使顧客未來的忠誠度增加。許多
研究一致地支持，顧客滿意度和忠誠度兩個構念間具有強烈的相關性(Fornell,
1992)。同樣地，許多研究發現線上滿意度和線上忠誠度二者之間也呈正相關
(Anderson and Srinivasan, 2003; Devaraj et al., 2002; Yang and Peterson, 2004; Rodgers
14
et al., 2005)。Fassnacht and Köse (2007)也認為提高顧客的線上滿意度，將有助於顧
客對該網站的線上忠誠度。其提出的假設如下：
H4：線上滿意度對線上忠誠度有正向之影響。
Zeithaml (1988)認為顧客知覺價值是決定顧客忠誠度的主要因素。當顧客對產品
或服務有較高的知覺品質時，則會使顧客的知覺價值提高，進而促進顧客對產品的
再購意願。Chang and Wildt (1994)指出顧客知覺價值是購買意願的主要促成因素。
Fassnacht and Köse (2007)也主張顧客知覺價值對線上忠誠度有正向的影響。按照先
前討論和發現提出下列的假設：
H5：顧客知覺價值對線上忠誠度有正向之影響。
第三節變數的操作性定義
本研究探討之變數包括：「線上服務品質」、「顧客知覺價值」、「線上滿意
度」、及「線上忠誠度」，其變數操作性定義與衡量構面整理如表一所示。
15
表一變數操作性定義與衡量構面
變數名稱變數操作性定義衡量構面參考資料
顧客能輕易及迅速進入和
效率
使用網站的程度。
網站所提供的技術能力能
系統有效性
有效且無誤地運作。
線上零售商能正確完成服
z Parasuraman et al. (2005)
線上服務品質務承諾與準時地傳遞產品履行
z Childers et al. (2001)
給顧客。
網站安全及保護消費者資
隱私
訊的程度。
在線上購物過程，令人感
到快樂、使用的娛樂性程娛樂
度。
顧客購買產品與服務時，
對產品效用的整體評估所 z Parasuraman, Zeithaml,
顧客知覺價值
得到總利益與總犧牲間之 and Berry (1988)
差異。
z Anderson and Srinivasan
顧客滿意與線上零售商先 (2003)
線上滿意度
前購買經驗的整體感受。 z Szymanski and Hise
(2000)
顧客對網站的使用頻率、
向他人推薦或未來還會再 z Sirdeshmukh et al. (2002)
線上忠誠度
次購買該網站產品的可能 z Cyr et al. (2005)
性。
資料來源：本研究整理
第四節問卷設計
一、前測部分
16
在正式發放問卷之前，用前測來探知受試者在填寫問卷時，是否有對問卷題目
不了解的情形發生。首先，對30位曾經有網站購物經驗之大同大學事業經營系所的
學生進行前測部份。在收集測試者的意見之後，再對於部分語意不清或初步統計檢
定需改善的選項進行修改。最後，再對問卷與版面進行修飾後定稿。
二、正式問卷
本研究透過結構式問卷來蒐集資料，並依據上述研究架構與假說，設計本研究
的問卷(問卷如附錄一)，而所有項目皆利用以李克特(Likert)七點尺度來衡量。7：表
示非常同意題目所述，1：表示非常不同意題目所述，其主要內容說明如下：
(一) 顧客知覺價值
此部分是用來衡量顧客對於網站的知覺價值。參考Parasuraman et al. (2005)之研
究來發展本研究的衡量指標。如表二所示。
表二知覺價值衡量項目
構念衡量項目
1.這個網站的產品和服務的價格是便宜的。
2.我認為這個網站的整體使用是便利的。
知覺價值(Perceived Value)
3.我認為這個網站的操作程度是良好的。
4.整體而言，在這個網站購物是值得的。
資料來源： Parasuraman, A., V. A. Zeithaml, and A. Malhotra. “E-S-QUAL—a
multiple-item scale for assessing electronic service quality.” Journal Service Reserch 7,
no.3 (2005): 231.
(二) 線上服務品質
此部分是用來衡量網站的服務品質，共有五個指標變數。分別參考Parasuraman
17
et al. (2005)以及Childers et al. (2001)之研究來發展本研究的衡量指標。如表三所示。
表三線上服務品質衡量項目
構念構面衡量項目
1.在這個網站可以很容易地找到我需要的產品或服務。
2.在這個網站上很容易悠遊各處。
3.在這個網站可以使我很快地完成交易。
效率 4.這個網站提供了清楚有條理的資訊。
(EFF) 5.這個網站網頁載入速度很快。
6.這個網站使用方法很簡單。
7.我可以很快地進入這個網站。
8.這個網站是相當井然有序的。
1.這個網站一直處於正常營運狀態。
系統
實用的線上服務 2.這個網站能立即地啟動和運作。
有效性
品質 3.這個網站不曾故障而無法使用。
(SYS)
(Utilitarian 4.當我輸入訂單資訊後，網頁不會靜止不動。
E-S-Qual) 1.這個網站一旦接受訂單，就會信守交貨的承諾。
2.這個網站備有物品以便會適時交貨。
3.這個網站會很快地運交我所訂的產品。
履行
4.這個網站會按照訂單項目出貨。
(FUL)
5.這個網站只要聲稱有貨的產品，就會有現貨供應。
6.這個網站對於出售的產品誠實無欺。
7.這個網站對於產品的遞送能做出明確的承諾。
1.這個網站會保護我的網路購物行為的相關資訊。
隱私
2.這個網站不會將我的個人資訊分享給其他網站。
(PRI)
3.這個網站會保護我的信用卡資訊。
1.在這個網站上購物是愉快的。
2.在這個網站上購物將令我感覺很好。
享樂的線上服務 3.在這個網站上購物是很枯燥的。
品質娛樂 4.在這個網站上購物會使我專注於購物的過程。
(Hedonic (ENJ) 5.在這個網站上購物是令人興奮的。
E-S-Qual) 6.在這個網站上購物是令人愉悅的。
7.在這個網站上購物是令人不舒服的。
8.在這個網站上購物是有趣的。
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no.3 (2005): 230–1.
Childers, T. L., C. L. Carr, J. Peck, and S. Carson. “Hedonic and utilitarian motivations
for online retail shopping behavior.” Journal Retail 77, no.4 (2001): 531.
(三) 線上滿意度
此部分是用來衡量顧客對網站的線上滿意度，參考Parasuraman et al. (2005)之研
究來發展本研究的衡量指標。如表四所示。
表四線上滿意度衡量項目
構念衡量項目
1.我很滿意在這個網站上的購物決定。
2.如果我再次購物，則該網站上會令我有不同的購物感覺。
3.我在這個網站上購物是明智的選擇。
線上滿意度
4.我認為在這個網站上的購物決定是不適當的。
(Satisfaction)
5.在這個網站上購物，我會認為是對的。
6.在這個網站上購物，我會感到不開心。
資料來源：Anderson, R. E. and S. S. Srinivasan. “E-satisfaction and E-loyalty: A
Contingency Framework.” Psychology and Marketing 20, no.2 (2003): 134.
(四) 線上忠誠度
此部分是用來衡量顧客對網站的線上忠誠度，參考Parasuraman et al. (2005)之研
究來發展本研究的衡量指標。如表五所示。
表五線上忠誠度衡量項目
構念衡量項目
1.我會對其他人說這個網站的好話。
2.我會推薦這個網站給其他人。
線上忠誠度 3.我會鼓勵朋友和其他人在這個網站上進行交易。
(On-line Loyalty) 4.我會考慮這個網站作為我未來交易的第一選擇。
5.未來幾個月在這個網站上我會有更多交易。
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no.3 (2005): 231.
第五節抽樣方法
本研究的研究對象是以具有網路購物經驗的消費者為主。受試者被要求回想最
近使用過的線上購物供應商來填答(Parasuraman et al., 2005)。本研究以網路問卷的方
式，在My3Q討論區張貼問卷網址，或透過電子郵件的方式發送網址給予受試者填答。
本研究於2008年4月5日至4月20日為止，共回收250份問卷，扣除10份回收之樣
本發現全部以同一尺度回答問題(全填4：無意見)等無效問卷，有效問卷為240份。
第六節分析方法
1、敘述性統計分析：藉以描述樣本的基本結構。
2、信度分析：信度有外在信度與內在信度，而內在信度最常使用的方法為Cronbach’α
係數，Cronbach’α是衡量同一構念間之衡量問項是否具有一致性。在社會科學領
域中，0.7 是可以接受的最小信度值(Nunnally and Bernstein, 1994)。
3、驗證因子分析：本研究以AMOS 6.0統計軟體進行驗證因子分析，檢驗本硏究之
衡量模式的各項配適度指標，並衡量各題項與構念之間的收斂效度，及各構念之
間的區別效度。
4、結構模式驗證：主要是驗證模式和調查資料的配適程度，並檢定本硏究之硏究假
設。
20
上述之結構方程模式（SEM）統計方法，已廣泛地應用在社會科學及行銷上，
共包含2個部份：衡量模式及結構模式。衡量模式：考慮各種衡量方法的適當性，而
這些衡量方法是用於理論構面中。結構模式：明確指出變數構念間的關係。SEM的
方法結合這2個模式以確定在觀察的抽樣資料中，變異－共變異矩陣間的適合度，以
及在理論或研究模式上所隱含的意義。
21
第四章資料分析
第一節樣本資料
本研究採用網路問卷的方式，共回收250份問卷，其中有效之問卷為240份，有
效問卷回收率為96%。有效樣本之基本資料描述如下表六：
表六樣本資料
人口統計項目人數百分比(%)
男 142 59.17%
性別
女 98 40.83%
20 歲以下 43 17.92%
年齡 21~30 歲 186 77.50%
31~40 歲 11 4.58%
自由業 8 3.33%
服務業 28 11.67%
製造業 10 4.17%
職業軍公教人員 11 4.58%
商 32 13.33%
學生 148 61.67%
其它 3 1.25%
國小 1 0.41%
高中職 10 4.17%
教育程度
大專院校 172 71.67%
研究所(含)以上 57 23.75%
未婚 221 92.08%
婚姻狀況
已婚 19 7.92%
5,000 元以下 62 25.83%
5,001~10,000 元 92 38.33%
可支配所得
10,001~30,000 元 58 24.17%
30,001 元以上 28 11.67%
有效樣本之基本資料描述如下：在調查樣本中，性別百分比：女性(40.83%)小
22
於男性(59.17%)；年齡集中在21至30歲(77.5%)；教育程度以大專院校(71.67%)居多；
職業多數是學生(61.67%)；婚姻狀況以未婚(92.08%)為主；最後，可支配所得集中在
5,001至10,000元(38.33%)。
第二節結構方程模式分析
本研究參考Fassnacht and Köse (2007)的線上服務品質模型，本架構的線上服務
品質為自變數，透過中介變數－線上滿意度和顧客知覺價值，來影響線上忠誠度。
根據Anderson and Gerbing (1988)進行兩階段分析：第一階段進行驗證性因素分析
(Confirmatory Factor Analysis , CFA)進行構念信度、區別效度、收斂效度，而第二階
段進行結構模型分析，針對模型進行檢定其配適度，並評估各路徑之效果。此外，
本研究依據Sethi and King (1994)所提出的步驟，來改善模型的適配度：
一、刪除因素負荷量小於0.6的變數。
二、當適配度指標未達可接受範圍時，依序刪除相關修正指標(M.I.)較高的變數，
尤其是MI值大於5的指標，予以優先刪除(Joreskog and Sorbom,1986)。
綜合以上論點，本研究發現刪除線上滿意度第4、6題問項，可能會改善整體模
式之適配度。
表七刪除問項
問項因素負荷量修正指標(M.I.)
線上滿意度第 4 題問項 0.166 SAT6<--SAT4 = 119.234
線上滿意度第 6 題問項 0.266 SAT4<--SAT6 = 116.106
線上滿意度第 4 題問項：我認為在這個網站上的購物決定是不適當的。
23
線上滿意度第 6 題問項：在這個網站上購物，我會感到不開心。
由於刪除線上滿意度的這兩題問項皆是反向題，因此，在不影響衡量線上滿意
度的情況下，本研究建議將這兩個問項予以刪除。最後，模式適配度評鑑結果摘要
表顯示，在刪除線上滿意度4、6題問項後，對整體模式之配適度的確有明顯的改善。
圖三本研究模型
一、測量模型分析
(一) 構念信度
本研究使用SPSS 14.0 for Windows統計軟體，求算出各構念信度，其各構念之
信度皆大於0.7 (Nunnally and Bernstein, 1994)。其驗證結果如下表八。
24
表八信度檢驗
構念構面衡量問項 Cronbach’α
顧客知覺價值 4 0.868
效率 8 0.919
系統有效性 4 0.780
線上服務品質履行 7 0.929
隠私 3 0.873
娛樂 8 0.821
線上滿意度 4 0.840
線上忠誠度 5 0.909
(二) 區別效度
本硏究根據Anderson and Gerbing (1988)之信賴區間檢定，進行各因素間區別效
度之評估。依據各構念之間的相關係數在加減兩個標準誤之後的信賴區間，是否包
含1.0來顯示兩構念之間是否具有區別效度，如果未包含1.0的數值，則表示兩構念之
間具有區別效度。如表九所示。
表九各構念間的區別效度
構念配對信賴區間是否具有區別效度
E-SQ<-->E-SAT 0.768~0.916 是
E-SQ<-->E-LOY 0.612~0.816 是
E-SQ<-->PV 0.698~0.946 是
E-SAT<-->E-LOY 0.669~0.861 是
E-SAT<-->PV 0.607~0.875 是
PV<-->E-LOY 0.440~0.736 是
(三) 收斂效度
不同的指標變數用來測量相同的構念時，而這些不同指標變數間之得分，具有
很強的相關性時，則這些不同指標變數間就具有收斂效度。一般採用因素負荷量 t
25
檢定來衡量，當所有 t 值都是在3.29(α=0.001)以上時，就顯示其具有收斂效度
(Fornell and Larcker, 1981)。本研究測試結果於表十所示。
(四) 平均萃取變異
利用AMOS 6.0進行驗證性因素分析後，計算模式中每一構念之解釋變異量。本
研究各構念的平均萃取變異量都大於0.5(Fornell and Larcker, 1981)，由表十所示，故
表示本研究的解釋變異是可接受的。
26
表十標準化負荷量、標準誤、t 值及解釋變異量彙總表
構念與構面標準化負荷量標準誤 t 值* 平均萃取變異
顧客知覺價值(PV) 0.638
PV1 0.656 0.067 9.79
PV2 0.815 0.045 18.11
PV3 0.884 0.030 29.47
PV4 0.823 0.029 28.38
線上服務品質(E-SQ) 0.618
效率(EFF) 0.868 0.033 26.30
系統有效性(SYS) 0.743 0.056 13.27
履行(FUL) 0.882 0.027 32.67
隠私(PRI) 0.608 0.055 11.05
娛樂(ENJ) 0.798 0.029 27.52
線上滿意度(SAT) 0.577
SAT1 0.853 0.028 30.46
SAT2 0.573 0.067 8.55
SAT3 0.726 0.062 11.71
SAT5 0.851 0.033 25.79
線上忠誠度(E-LOY) 0.662
LOY1 0.896 0.025 35.84
LOY2 0.900 0.028 32.14
LOY3 0.844 0.043 19.63
LOY4 0.690 0.055 12.55
LOY5 0.714 0.055 12.98
資料來源：本研究整理
*:所有t 之p<0.001
二、結構模型分析
本研究使用AMOS 6.0統計軟體，進行結構方程模式(SEM)分析，使用最大概似
估計法(Maximum Likelihood)，進而了解變數之間的關係，驗證是否支持本研究假
設。故進行整體結構方程模式分析，藉此來驗證H1~ H5。根據Hu and Benler (1999)
的模式配適度標準，可得知本研究的結構模式配適度相當理想，如表十一的分析結
27
果所示。
表十一最佳適配模式之適配度評鑑結果摘要表
評鑑項目評鑑結果
壹、模式之基本配適標準
1. 是否沒有負的誤差變異？是
2. 誤差變異是否達顯著水準？是
3. 因素負荷量是否介於 0.5~0.95 之間是
貳、整體模式之配適度(外在品質)
1.卡方考驗值與自由度比值是否小於 3？(χ2／DF<3) 是，值為 2.960
2. TLI 指數是否大於 0.9？是，值為 0.907
3. IFI 指數是否大於 0.9？是，值為 0.923
4. CFI 指數是否大於 0.9？是，值為 0.922
參、模式內在結構適配度(內在品質)
1.潛在變數的構念信度是否都在 0.7 以上? 是
2.潛在變數的平均萃取變異量是否都在 0.5 以上? 是
3.所估計的參數是否都達顯著水準? 是
以下將本研究之路徑參數估計值、顯著性整理，以及本研究基於上面的統計分
析驗證提出假設證明，整理如下表十二，本研究架構之路徑關係結果如下圖四。
表十二假設檢定結果
研究假設路徑期望符號估計值 t 值結果
H1 線上服務品質→線上滿意度＋ 0.851** 8.393 支持
H2 線上服務品質→線上忠誠度＋ 0.292 1.787 弱支持
H3 線上服務品質→顧客知覺價值＋ 0.830** 11.693 支持
H4 線上滿意度→線上忠誠度＋ 0.565** 4.202 支持
H5 顧客知覺價值→線上忠誠度＋ -0.067 -0.625 不支持
資料來源：本研究 **p<0.05.
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線上滿意度
0.851 0.565
0.292
線上服務品質線上忠誠度
0.830 -0.067
顧客知覺價值
圖四本研究架構之路徑關係結果
表十三檢驗各構念之的直接效果、間接效果及總效果
路徑直接效果間接效果總效果
線上服務品質→線上滿意度 0.851** --- 0.851
線上服務品質→線上忠誠度 0.292 0.425** 0.717
線上服務品質→顧客知覺價值 0.830** --- 0.830
線上滿意度→線上忠誠度 0.565** --- 0.565
顧客知覺價值→線上忠誠度 -0.067 --- -0.067
**p<0.05
由表十二可知，線上服務品質正向影響線上滿意度和顧客知覺價值，表示H1、
H3成立。然而，線上服務品質對線上忠誠度不顯著影響，表示H2不成立。
線上滿意度會正向影響線上忠誠度，此表示H4成立。而在檢驗H5時，我們得到
一個令人驚訝的結果：知覺價值對線上忠誠度有不顯著的負向影響。由於我們是假
設有一個正向的影響，即表示H5不成立。
由表十三可知，線上服務品質對線上忠誠度的直接效果不顯著，路徑係數為
0.292(P>0.05)，但透過中介變數－線上滿意度，影響線上忠誠度的間接效果顯著，
其間接效果等於0.425總效果等於0.717。因此，線上滿意度具有完全中介效果。
29
表十四各構念間的中介效果
構念配對信賴區間是否具有中介效果
E-SQ<-->E-SAT --- 否
E-SQ<-->E-LOY 0.039~0.761 是
E-SQ<-->PV --- 否
E-SAT<-->E-LOY --- 否
E-SAT<-->PV --- 否
PV<-->E-LOY --- 否
本硏究根據Shrout and Bolger (2002)，進行中介效果之評估。依據各構念之信賴
區間，是否包含0來顯示兩構念之間是否具有中介效果，如果未包含0的數值，則表
示兩構念之間具有中介效果。如表十四所示。
30
第五章結論
第一節研究結論
本研究比較先前文獻早已建立的兩個量表，由Wolfinbarger and Gilly (2003)發展
的eTailQ量表，和Parasuraman et al. (2005)提出的E-S-QUAL量表。整合了享樂的線
上服務品質要素，由此產生內在的購物動機。然而，在eTailQ和E-S-QUAL兩個線上
服務品質量表裡，都沒有考慮到這方面的問題。因此，本研究提供一個完整的線上
服務品質構面，希望能對線上零售商在評價顧客的線上服務經驗有一個全面的衡量
依據。
根據前章的實證分析結果，得到本研究之結論如下。
一、線上服務品質對線上滿意度之影響。
本研究之線上服務品質包含「效率」、「履行」、「系統有效性」、「隱私」
及「娛樂」五個品質構面，分析結果發現，線上服務品質對線上滿意度具有顯著之
正向影響。表示網站之線上服務品質越完善，越能有效提高消費者對該網站之滿意
度。五個品質構面之重要性依次為履行、效率、娛樂、系統有效性、隱私。
二、線上滿意度對線上忠誠度之影響。
線上滿意度對線上忠誠度有顯著之正向影響，表示顧客對網站的線上滿意度越
高，則其線上忠誠度越高。本研究結果與Yang and Peterson (2004)的研究一致。因此，
31
如果線上零售商能提供完善的線上服務品質，來增加顧客之線上滿意度時，則可能
提升顧客對該網站的使用頻率、向他人推薦或未來還會再次購買該網站產品的可能
性。
三、線上服務品質對線上忠誠度之影響。
線上零售商所提供的服務品質，可能必須藉由滿足顧客的線上滿意度，才能增
加顧客對該網站之線上忠誠度。因此，對線上零售商而言，提供完善的線上服務品
質，是與顧客建立良好關係的一種方式。
在本研究文獻裡一直強調線上服務品質的重要性。綜合上述三個結論發現與先
前的研究廣泛地一致(Fassnacht and Köse, 2007)且得到線上服務品質→線上滿意度→
線上忠誠度的正向關係。
四、線上服務品質對顧客知覺價值之影響。
線上服務品質對顧客知覺價值有顯著之正向影響，表示線上零售商所提供的線
上服務品質越好，則顧客之知覺價值會越高。
五、顧客知覺價值對線上忠誠度之影響。
顧客知覺價值對線上忠誠度沒有顯著之正向影響，表示顧客的知覺價值越高，
並不會使顧客提高線上忠誠度。
另外，綜合樣本分析的結果，我們可以得到以下主要結論：
32
一、以消費者的教育程度而言，從事網路購物的消費者，主要學歷為大專院校
(71.67%)，表示高學歷者較願意使用線上購物來進行消費。
二、以消費者的年齡層而言，線上購物的年齡集中在21至30歲(77.5%)，顯示21~30
歲這個年齡層的消費者，較其它年齡層有更多的線上購物經驗，表示年輕族
群對於網路購物的消費模式接受度是較高的。
三、以職業而言，學生是線上購物的主要消費族群(61.67%)，顯示學生在網路購
物的交易活動是相當的活絡。
第二節管理意涵
根據本研究之分析結果與探討，期望能對於線上零售商之經營者及消費者有所
幫助和建議。
1、提升顧客的線上忠誠度方法
提升顧客的線上忠誠度是網站關鍵的成功因素，當顧客對網站產生線上忠誠度
時，會降低線上零售商與顧客的行銷成本，而且提升顧客對網站的認同感，最終，
將為線上零售商帶來利潤。
Reichheld and Sasser (1990)的研究指出，當線上零售商可以減少5%的顧客轉移
率時，則可以為線上零售商提高25%到85%的利潤。
33
因此，線上零售商若能可靠並正確地提供線上服務來滿足顧客需求，並藉由完
善的線上服務來提升顧客的線上滿意度，將可吸引更多的顧客前來消費，成為具有
競爭優勢的線上零售商。
2、線上服務品質是最主要的關鍵因素
就重要性而言，網站之線上服務品質是影響顧客線上滿意度的最主要關鍵因
素，包括，效率、履行、系統有效性、隱私和娛樂五個品質構面。
為了確保服務的一致性，線上零售商對於產品的遞送，必需能做出明確和信守
交貨的承諾，才能有效提升顧客之線上忠誠度。然而，線上零售商提供完善的服務
品質，是最容易影響顧客線上滿意和忠誠度的一種方法。因此，線上零售商應該繼
續管理和改善線上服務品質，以滿足現有和潛在顧客的購買需求和慾望。
最後，建造和發展線上服務品質的過程中，顧客將產生知覺價值和線上滿意度。
然而，線上零售商維持完善的服務品質，似乎能為自己帶來可觀的利潤，這也是線
上零售商期望，藉由提供完善的服務品質提升顧客線上忠誠度的一種途徑。
第三節研究限制和未來研究方向
本研究因人力及時間上的不足，在研究過程中所遭遇的困難與限制如下：
一、本研究僅於My3Q和其他網站張貼問卷網址或透過電子郵件方式發送網址予
受測者填答，雖然，本研究已盡力發送問卷網址予不同族群，但仍使侷限於
34
上述因素，因此本樣本未必能完全代表整個網路購物族群。
二、研究以網路問卷的形式進行樣本之收集，為使樣本資料具可靠性，花費許多
時間在樣本資料的檢視上，希望未來能有適當的過濾機制(例如:可避免重複
填答等)設計。
三、本研究僅使用線上網站之實證樣本，所以此結論也許無法概化到其他產業。
因此，未來研究者在參考本研究和其結論於其他產業時需謹慎處理。
35
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應用 E-S-Qual 量表探討線上服務品質對忠誠度之 影響－以線上滿意度和顧客知覺價值為中介變數

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應用 E-S-Qual 量表探討線上服務品質對忠誠度之 影響－以線上滿意度和顧客知覺價值為中介變數

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應用 E-S-Qual 量表探討線上服務品質對忠誠度之

APPLYING E-S-QUAL SCALE TO ASSESS THE

Thesis for Master of Business Administration

IN PARTIAL FULFILLMENT OF THE REQUIREMENT

和享樂的線上服務品質要素。因此，本研究擴大 E-S-Qual 量表加入享樂構面，探討

式蒐集資料，採用結構方程模型(SEM)來分析，並使用 AMOS 6.0 統計軟體，進而

In order to establish a comprehensive and effective service quality scale in an

e-service quality effect on e-loyalty.

Next, we used confirmatory factor analysis (CFA) to analyze a structural equation

model of e-service quality—e-loyalty. In addition, we examined the model and estimated

to estimate relationships among all dimensions.

key factor essential to the website success.

Keywords: E-service quality; Perceived value; On-line satisfaction; On-line loyalty

directly and indirectly in completing his thesis.

Secondly, appreciative acknowledgment is given to his thesis committee’s

members, Prof. Kun-Huang Yeh（葉焜煌）and Prof. Chia-Chun Tung（童甲春）, for giving

his many valuable suggestions and comments about his thesis.

mother, Tien-Fu Chen（陳添福）and Li-Chuan Chang（張麗川）, his sister, Chin-Nuan

Chen（陳錦暖）, Chin-Ying Chen（陳錦瓔）, and his brother, Chun-Hao Chen（陳俊

Most important of all, special acknowledgment must be given to hi friend,

Ching-Ti Pan（潘京蒂）, Pei-Ju Tung（董佩如）, Chan Hsueh（薛湛）, Wen-Hui Huang

（黃文慧）, Sin-Lun Tsai（蔡欣倫）, Chung-Ting Wang（王中鼎）, Chun-Yao Lin（林

濬耀）, Chin -Yi Huang（黃晉宜）, Shih-Min Wang（王士銘）, Chun-Wei Li（李俊

the people mentioned above, thank you again.

1.2 Research Objective ..............................................................................................3

1.3 Research Procedure .............................................................................................4

2.2 E-service Quality..................................................................................................6

2.3 Perceived Value..................................................................................................12

2.4 On-line Satisfaction............................................................................................14

2.5 On-line Loyalty...................................................................................................15

3.2 Research Hypotheses .........................................................................................18

3.3 Operational Definitions of Variables ...............................................................20

3.4 Questionnaire design .........................................................................................22

3.5 Sampling Method ...............................................................................................26

4.2 Structural Equation Modeling..........................................................................30

5.2 Managerial Implications ...................................................................................42

5.3 Research Limitation and Future Directions of Research...............................44

1. Research Procedure .......................................................................................................4

3. Research Model ............................................................................................................32

4. Paths of Research Model .............................................................................................37

1. Operational Definitions of Variables..........................................................................21

2. Measurement Items of Perceived Value .....................................................................23

3. Measurement Items of E-service Quality...................................................................24

4. Measurement Items of On-line Satisfaction ..............................................................25

5. Measurement Items of On-line Loyalty .....................................................................26

6. The Sample Characteristics ........................................................................................29

7. Eliminated Higher Variables of M.I. ..........................................................................31

8. The Tests of Reliability of The Constructs.................................................................33

10. Results From Test on Validity ...................................................................................35

11. Goodness-of-Fit Measures .........................................................................................36

12. Hypothesis Test Results .............................................................................................37

13. Examining Effects on On-line Loyalty.....................................................................38

14. Mediation Effect.........................................................................................................38

1.1 Research Background and Motivation

businesses through the Internet to provide products and services to consumers.

According to “The trend of Taiwan's electronic store development in 2007”

to retain their customers.

with dissatisfied experience such as service breakdowns, lost orders, or inadequate

Therefore, management of e-service quality for online retailers became an

important challenge. Currently, the e-service quality scale mainly focuses on

consumers’ quality evaluation dimensions. In order to establish a comprehensive and

framework to analyze the overall of e-service quality.

應用 E-S-Qual 量表探討線上服務品質對忠誠度之影響－以線上滿意度和顧客知覺價值為中介變數

應用 E-S-Qual 量表探討線上服務品質對忠誠度之影響－以線上滿意度和顧客知覺價值為中介變數