線上購物服務品質之探究-以T公司購物網為例

一、 研究目的：基於民眾對網路的高度依賴，Direct to Consumer模式在零售業中日益風行，企業若要實現永續經營，需不斷提供更完善且具競爭力的服務。本研究旨在探討影響線上通路服務品質滿意度的關鍵服務品質屬性及消費者期望，並探討資源分配的優先順序以調整和改善策略。
二、 研究方法：本研究採便利抽樣及部分滾雪球抽樣法蒐集問卷，將問卷結果透過SPSS軟體分析所需之資訊，運用整合重要性績效分析法及三因子理論解析各屬性之歸類並界定調整程度。
三、 研究結果：位於第二象限優先改善項目為「E1商品價格」及「R3退換貨服務」屬績效因子，為競爭重點，需立即改善；「E3服務態度」、「E4客服連繫方式」及「T1商品展示介面」屬興奮因子，投入少量資源即能顯著提升績效，建議優先改善。
四、 研究貢獻：本研究為企業提供了改善服務品質的策略指引及結果解讀的參考方向，以較客觀角度確認消費者期望，為企業提供具有價值性之建議，期能有助於企業未來提升具競爭力服務及發展永續經營，亦具研究之參考價值。

Purpose: As enterprises are committed to providing better
and more competitive services for sustainable development. The purpose of this
study was to explore the attributes and consumer expectations that affect
online shopping service quality, and to identify the priorities for adjusting
and improving strategic resource allocation.

Method: This study designed a questionnaire based on the
SERVQUAL scale and analyzed the results to classify and define the degree of
adjustment needed for each attribute using integrated Importance-Performance
Analysis (IPA) and the three-factor theory.

Findings: The research results show that the priority
improvement projects in the second quadrant are "E1 product price"
and "R3 return and exchange service." These are performance factors
and key points of competition that need immediate improvement. "E3 service
attitude," "E4 customer service contact information," and
"T1 product display interface" are excitement factors. Investing a
few resources in these areas can significantly improve performance, so it is
recommended to prioritize their improvement.

Contribution: This study provides
enterprises with guidance for formulating strategies to improve service
quality. It is expected to help enterprises enhance their competitive services
and develop sustainable operations in the future, and also has significant
research reference value.