碩士 / 中國科技大學 / 企業管理系 / 107 / In recent years, an issue in online shopping platform has become an important research trend in academia. Based on the customers using Shopee in Taiwan, the focus of this study lies on the relationship among the quality of online shopping services, customer satisfaction and behavioral intentions. This study used a questionnaire approach to gather information. The questionnaires were administrated to consumers who have used either Shoppe or any other auction websites. 471 questionnaires of the returned ones were evaluated in this study. Data acquired from the questionnaires were processed using linear structural equation modelling. The model was evaluated by the linear structural equation, the confirmatory factor analysis was used to verify whether the measurement mode conforms to the theoretical model, and the research hypothesis was verified by the overall linear mode path analysis.
The results indicate:
First, service quality has a significant positive impact on customer satisfaction.
Second, customer satisfaction has a significant positive impact on behavioral intentions.
Third, service quality has a significant positive impact on behavioral intention
Fourth, customer satisfaction has a partial mediating effect on service quality and behavioral intentions.
| Identifer | oai:union.ndltd.org:TW/107CKIT0682002 |
| Date | January 2019 |
| Creators | 陳萱 |
| Contributors | Wen-Jinn Chen, 陳文進 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 85 |
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