網路商店服務品質與知覺價值對顧客態度忠誠影響之研究

Abstract

本研究旨在探討網路商店服務品質與知覺價值如何透過顧客滿意、信任與關係承諾等中介機制，影響其態度忠誠。研究架構以關係行銷與服務品質理論為基礎，透過問卷調查方式蒐集具網購經驗之消費者樣本，共獲得有效樣本231份。研究變數涵蓋服務品質、知覺價值、顧客滿意、顧客信任、顧客關係承諾與顧客態度忠誠，並以結構方程模型（SEM）進行實證檢驗。研究結果顯示，服務品質與知覺價值均會正向影響顧客的滿意與信任，進而提升其關係承諾與態度忠誠；其中，顧客滿意、信任與承諾確實在服務品質與忠誠之間發揮部分中介效果。此結果說明，單純依賴價格或促銷不足以建立顧客忠誠，唯有透過提升整體服務品質並加強價值感知，才能有效增強顧客的持續支持與推薦意願。本研究除補足既有文獻在網路商店消費情境下的理論缺口外，亦為實務經營者提出具體建議：應從網站設計、交易安全、客服反應與價值創造等多面向同步提升，以鞏固顧客的信任與承諾，進而建立長期競爭優勢。This study aims to investigate how service quality and perceived value in online stores affect customer attitudinal loyalty through the mediating mechanisms of satisfaction, trust, and relationship commitment. Based on theories of relationship marketing and service quality, thestudy conducted a questionnaire survey targeting consumers with online shopping experience, yielding 231 valid responses. The research model includes six constructs—service quality, perceived value, customer satisfaction, trust, relationship commitment, and attitudinal loyalty—and was empirically tested using structural equation modeling (SEM). The findings reveal that both service quality and perceived value positively influence customer satisfaction and trust, which in turn enhance relationship commitment and attitudinal loyalty. Furthermore, satisfaction, trust, and commitment were found to play significant mediating roles between service quality and loyalty. These results suggest that price competition alone is insufficient to build customer loyalty; instead, online retailers must strengthen overall service quality and value perception to encourage repurchase and word-of-mouth recommendation. This study not only fills theoretical gaps in understanding consumer behavior in the online shopping context but also provides practical implications for online retailers. Specifically, improving website design, transaction security, customer service responsiveness, and value creation are essential strategies for building customer trust and commitment, thereby sustaining competitive advantage.