| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 103 === This research mainly explored the influence of the consuming wishes base on four service quality facets of e-shop, "security", "reliability", "ease of use", "customer service" and its regulation effect between consumer Intention and service quality of e-shops after introduce into the recommendation mechanism as below, "collaborative filtering recommendation mechanism", "content-based recommendation mechanism", "association-based recommendation mechanism", "hybrid filtering recommendation mechanism". According to questionnaire and survey research dimension, surveying objects have online shopping experience for consumers, 150 valid questionnaires, the effective rate of 97.6%, and the average reliability cronbach's alpha are greater than 0.5 or more, the display has a certain reliability. Samples collected using SPSS version 12 statistical software perform structural analysis of samples, reliability and validity analysis, descriptive statistical analysis, independent sample T test, variance analysis and statistical methods such as hierarchical regression analysis to make assumptions about data analysis and validation of the proposed study.
The results found that, it is positive effect for the consuming wishes with the quality of service of the e-shops facets, the "security" and "customer service". As for the facets of the recommended mechanism, " Content-based recommendation mechanism " and " Hybrid filtering recommendation mechanism " have a regulation effect for service quality of the e-shops and consuming wishes, especially Content-based recommendation mechanism has a positive regulatory effect for the ease of use to network quality of service; and the Hybrid filtering recommendation mechanism has a positive regulatory effect for the security facet of service quality e-shops facets. Finally, according to the analysis put forth For the suggestion of industry.
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