| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 97 === Purchase- for -you website is becoming much more popular in these few years. Nowadays,
the Internet is filled with on-line stores and which store can earn more customers to come to
shop. Thus, the service quality of Purchase- for -you website will be the critical element. This
research is designed to understand on-line shoppers needs and then can tell those who want
to run Purchase- for -you website how to attract customers.
The questionnaire of the research is based on Parasuraman, Valarie A. Zeithaml and
Arvind Malhotra’s e-SERVQUAL model and is modified with other relative literatures and
experts opinions. This study applies Kano model to understand the service quality of needs
and improve its problems. The difference of the website quality needs on each group
customers is analyzed. According to the scores of satisfaction indicators, the attributes of
website service quality are classified to clarify customers’ needs and to improve website’s
service quality and competitiveness. There are some conclusions of this study explored:
different groups of customers tend to have different classifications on quality attributes based
on Kano two-dimensional quality model of website service quality; different groups of
customers to the elements of website service quality are significant different; finding the
significant factors of website service quality to provide guideline for website when
developing operations; incorporating the results of satisfaction indicators to indicate the
degree of increase/decrease for each factor which can provide the guidelines for operators to
improve their education quality by choosing the efficient and effective factors.
The research also finds the ratio of female on-line shoppers is climbing. Thus, for those
who want to run on-line stores, if they can notice female shoppers needs when they design
their on-line stores, and then they will be able to bring much more people to their on-line
stores.
Keywords: Kano two-dimensional model, e-service quality , Purchase- for -you website ,
E-commerce
|
|---|
