| Summary: | 碩士 === 聖約翰科技大學 === 工業工程與管理系碩士班 === 98 === In recent years, as the popularity of Internet network and the rapid growth of online store, online shopping has become consumers’ favorite buying channel. How to provide a satisfactory quality of service to attract more consumers has become a very important issue to web store vendors.
We surveyed service quality literatures and discussed with experts, and then apply fuzzy sets theory to analyze consumer satisfaction with online shopping service quality. In this study, a service quality assessment scale which includes 6 dimensions and 42 items is developed for conducting a questionnaire survey.
From the study we got the following results. Consumers have the highest level satisfaction with “website design”, and the second highest level satisfaction with “efficiency”. However, they are most unsatisfied with "security”. The result can be the reference for improving the online shopping service quality.
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