| Summary: | 碩士 === 國立中正大學 === 企業管理所 === 98 === In the wave of globalization, the economical and technological development of the world, and the spread of internet, e-commerce has become an important marketing skill in the company. Not only the traditional manufacturers, but also the new-innovated financial enterprises, all regard e-commerce a brand new way in managing the company, providing different internet transactions of B2B and B2C. Consumers therefore enable themselves to experience the content and services of web site, via the channel of web site, and they could have some valuations on the service quality of web site. The service quality has become the reference of influence of consumers to the corporate image and valuations, and furthermore to affect the intention of future purchase. Therefore it is an important issue to study the influence of service quality on network store and corporate image to the purchasing intention of consumers.
The most of past researches into the purchase in the internet, including domestic and abroad studies, focus on the customer loyalty of the internet purchase or how the customers satisfaction degree customer loyalty, in the perspective of transaction cost and involvement theory. The research related to the corporate image focus mostly on the realm of physical store, Services-producing industries and the traditional store, while it focuses less on the realm of internet. Nowadays some scholars have developed the dimension of service quality as the Factors Affecting the intent to purchase in the internet. Besides the servicing quality in the network store, this study proposes to include the corporate image, which is never explored in the past research. As for the corporate image of network store, this study takes POPULARITY , STORE VALUE, CONVIENCE as the factor of corporate image of network store. As for the servicing quality of network store, this study broadly incorporates the related research and select CLIENT TRUST, RELIABILITY, RESPONSIVENESS, ASSURANCE, EMPATHY as the 5 most representative item.
The purpose of this research is to study the impact of every factor in these two dimensions to the consumer purchase intention of network store. The result reveals that internet service quality has significant impact on the corporate image, while service quality through corporate image also improves markedly the consumer purchase intention. To sum up, company could reinforce the service quality and to invigorate the corporate image, and then to enhance the consumer purchase intention of network store.
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