Publication:

網路消費平台回復性服務品質對其消費者滿意度及忠誠度影響程度之研究-以網路運動商品消費者為例

近年來，隨著網際網路及行動通訊科技的發展，網際網路使用人數逐年激增，同時亦帶動電子商務領域的發展，不同於傳統實體店面，網路消費平台僅以圖片、文字及影片呈現服務或商品資訊供消費者瀏覽，並不能實際接觸，因而衍生出許多消費後的問題。有鑑於此，本研究藉探討網路消費平台所提供的回復性服務品質對網路運動商品消費者滿意度及忠誠度的影響。在本研究中採用網路問卷方式蒐集相關數據進行分析，研究結果發現，網路運動商品消費者在回復性服務、滿意度及忠誠度三個分量表中，各受試者會因為人口統計變項的不同，而在三大分量表中有顯著差異性存在。而回復性服務品質僅對滿意度有顯著正向影響，對忠誠度則否。本研究建議，網路消費平台相關業者應注重回復性服務，以提高消費者的滿意度。未來研究部分，建議可針對不同類型商品的消費者進行研究，以期補全相關的策略模式。

With the development of the Internet and mobile tech, the number of Internet users has a great increase in recent years, it also drived the growth of E-commerce. Unlike the tranditional stores, the E-commerce store can only show their service or merchandise in picture or text description. Thus, increase a lot of derivative problem after consumptions. According to this, we will investigate the affect of recovery service quality to consumer satisfaction and loyalty. We found out that recovery service quality only significant positive impact at consumer satisfaction but not on consumer loyalty. According to this result, we suggest companies should pay more attention on recovery service for enhance consumer satisfaction. In the future study, we recommend against other field of commodities for complete the industry strategy modle in recovery service.