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    政大機構典藏 > 傳播學院 > 新聞學系 > 學位論文 >  Item 140.119/54379
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/54379


    Title: 網路超商行銷策略之研究-以7net為例
    The study of marketing strategy of online convenience store: a case study of 7net
    Authors: 馮馨儀
    Contributors: 祝鳳岡
    馮馨儀
    Keywords: 服務品質
    知覺價值
    顧客滿意度
    顧客忠誠度
    網路超商
    Date: 2011
    Issue Date: 2012-10-30 10:54:36 (UTC+8)
    Abstract: 在台灣電子商務環境持續蓬勃發展的情況下,網路商家如何提升競爭力,盡快達到損益平衡,進而開始獲利,成為網路商家致勝的關鍵。本研究之研究個案為統一超商在2010年投資、創立的網路超商「7net」,挾著會員數屢創新高,及雲端超商的口號,是否將造成電子商務市場的變化值得觀察。
    本研究試圖以7net這個研究個案,透過量化方法中的網路問卷調查法,探究服務品質、知覺價值、顧客滿意度及顧客忠誠度四個研究變項間的關聯性。同時進行質性深度訪談法,與量化結果進行相互補充,最終提出具體的行銷策略之建議,供未來有意進軍網購市場的業者參考。
    本研究之實證結果如下:
    一、服務品質對顧客滿意度具有顯著影響。
    二、服務品質對顧客忠誠度具有顯著影響。
    三、知覺價值對顧客滿意度具有顯著影響。
    四、知覺價值對顧客忠誠度具有顯著影響。
    五、服務品質對知覺價值不具有顯著影響。
    六、顧客滿意度對顧客忠誠度具有顯著影響。
    七、人口統計變項在服務品質、知覺價值、顧客滿意度、顧客忠誠度上,僅在部分構面達顯著差異
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    Description: 碩士
    國立政治大學
    新聞研究所
    98451013
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098451013
    Data Type: thesis
    Appears in Collections:[新聞學系] 學位論文

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