Influences of Taiwan e-commerce websites’ service quality in customer satisfaction, by using PChome online shopping as an example

• Main Authors: Sheng Hao Tsao, 曹聖豪
• Other Authors: Hsi-Chun Alister Wang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/01853213076018573319

碩士 === 國立臺灣師範大學 === 圖文傳播學系在職進修碩士班 === 98 === There are more and more businesses tended to develop and operate e‐commerce websites in Taiwan, they are looking forward to see huge markets and opportunities in this e‐commerce industry. In the forth quarter of 2008, the global financial tsunami struck the economic heavily, Taiwan is no exception, but it had brought otaku economy out and became more matured. E‐commerce did not fall into this tsunami mess, but transferred into a next level. The method of developing e‐commerce websites is to stand in the consumers’ aspect, and there points of views. However, customer satisfaction may be varied from different consumers, when they visit those sites. In order to analyze service qualities, this research is be done by random surveys and meetings, to verify the relationship between consumers and customer satisfaction. This study will provide specific suggestions regarding Taiwan e‐commerce websites’ service quality, and to solidify consumer satisfaction. The results of this study are follows: （1）When one browse e‐commerce websites in Taiwan, the rate of customer satisfaction will be varied due to the “most frequently used online shops.” Furthermore, people do have higher customer satisfaction when visiting PChome Online shop. （2）When one browse e‐commerce websites in Taiwan, the rate of customer satisfaction will be varied due to the “the time spending on searching goods on online shops.” People tended to have higher customer satisfaction when they do searching goods over two hours per week. （3）When one browse e‐commerce websites in Taiwan, the rate of customer satisfaction will be varied due to the “gender.” In this study we found that in the most part, men have higher customer satisfaction than women. （4）When one browse e‐commerce websites in Taiwan, the rate of customer satisfaction will be varied due to the “age.” People who are below twenty years old have higher customer satisfaction than those who are above. （5）Quality of services of a website include guarantee transactions, purchasing efficiency, integrated system, accuracy of responds, instant services, and return policy are factors of customer satisfaction. The equation below is regression analysis: Rate of customer satisfaction= 0.471 × guarantee transactions＋0.317 × purchasing efficiency＋0.300 × integrated system＋0.267 × accuracy of responds＋ 0.400 × instant services＋ 0.295 × items return policy