摘要................................................................................................................................i Abstract ..........................................................................................................................ii 致謝詞.......................................................................................................................... iii 目錄...............................................................................................................................iv 圖目錄..........................................................................................................................vii 表目錄........................................................................................................................ viii 第一章 緒論................................................................................................................1 1.1 研究背景.............................................................................................1 1.2 研究動機.............................................................................................3 1.3 研究目的.............................................................................................4 1.4 研究流程.............................................................................................5 第二章 文獻探討........................................................................................................6 2.1 網路銀行.............................................................................................6 2.1.1 網路銀行的定義································································································ 6 2.1.2 網路銀行提供的服務························································································ 7 2.2 服務品質.............................................................................................8 2.2.1 服務品質的定義與特性···················································································· 8 2.2.2 服務品質的概念性模式···················································································· 9 2.2.3 服務品質的衡量構念······················································································ 11 2.2.4 網路銀行服務品質的主要因素······································································ 12 2.3 顧客知覺價值....................................................................................13 2.3.1 顧客知覺價值的定義······················································································ 13 2.3.2 電子商務的顧客知覺價值·············································································· 15 2.4 顧客滿意度........................................................................................18 2.4.1 顧客滿意度的定義·························································································· 18 2.4.2 顧客滿意度的模式·························································································· 20 2.5 顧客忠誠度........................................................................................21 2.5.1 顧客忠誠度的定義·························································································· 21 2.5.2 顧客忠誠度的衡量·························································································· 22 第三章 研究方法......................................................................................................24 3.1 研究架構...........................................................................................24 3.2 研究變數之定義與衡量.....................................................................25 3.2.1 服務品質··········································································································· 25 3.2.2 成本價值··········································································································· 25 3.2.3 顧客滿意度······································································································· 26 3.2.4 顧客忠誠度······································································································· 26 3.3 研究假說...........................................................................................27 3.4 研究對象...........................................................................................29 3.5 問卷設計...........................................................................................29 3.5.1 問卷研擬過程·································································································· 29 3.5.2 問卷內容··········································································································· 30 3.6 問卷發放與資料收集方式.................................................................32 第四章 研究結果及討論..........................................................................................34 4.1 人口統計變數分析............................................................................34 4.1.1 性別··················································································································· 34 4.1.2 年齡··················································································································· 34 4.1.3 居住地··············································································································· 35 4.1.4 教育程度··········································································································· 36 4.1.5 婚姻··················································································································· 36 4.1.6 年所得··············································································································· 37 4.1.7 行業別··············································································································· 37 4.1.8 帳戶數··············································································································· 38 4.1.9 使用頻率··········································································································· 39 4.1.10 最常使用的交易功能······················································································ 39 4.1.11 最常使用的網路銀行······················································································ 40 4.1.12 帳戶數與使用頻率·························································································· 42 4.2 問卷信度與效度分析........................................................................43 4.2.1 信度分析··········································································································· 43 4.2.2 效度分析··········································································································· 44 4.3 敘述統計量分析................................................................................45 4.3.1 服務品質··········································································································· 45 4.3.2 顧客成本價值·································································································· 48 4.3.3 顧客滿意度······································································································· 50 4.3.4 顧客忠誠度······································································································· 51 4.3.5 最常使用之五大網路銀行·············································································· 52 4.4 相關分析...........................................................................................52 4.5 單因子變異數分析............................................................................54 4.5.1 性別差異··········································································································· 54 4.5.2 年齡差異··········································································································· 54 4.5.3 居住地差異······································································································· 55 4.5.4 教育程度差異·································································································· 56 4.5.5 婚姻狀況與4 個構念······················································································ 57 4.5.6 年所得差異······································································································· 58 4.5.7 帳戶數差異······································································································· 59 4.5.8 使用頻率差異·································································································· 60 4.6 假說檢定...........................................................................................62 4.7 研究發現與討論................................................................................64 第五章 結論與建議..................................................................................................66 5.1 研究結論...........................................................................................66 5.1.1 服務品質以反應性認知感受最高，成本價值以時間成本認知感受最高66 5.1.2 服務品質、成本價值與顧客之滿意度、忠誠度的關係····························· 67 5.1.3 顧客滿意度及顧客忠誠度呈顯著正相關····················································· 67 5.2 研究建議...........................................................................................67 5.2.1 對實務之建議·································································································· 68 5.2.2 對後續研究者之建議······················································································ 69 5.3 研究限制...........................................................................................70 參考文獻......................................................................................................................71 附錄..............................................................................................................................74 附錄一 實體問卷.......................................................................................74 附錄二 優仕網簡介....................................................................................78