E-S-QUAL電子服務品質構面對顧客滿意與購買意圖之影響──以科技大學學生為例

The Influence of E-S-QUAL‘s Dimensions on Customer Satisfaction and Purchase Intentions – the Case of Technology University Students

網際網路的出現，改變了整個商業運作的方式，造就了新的商業世界。各型企業，紛紛建立適當的電子商店，透過線上銷售。在日益成熟的網路購物環境中，服務品質為網路零售業者成功的驅動力。因此，本研究探討電子服務品質、顧客滿意與購買意圖之關係，以了解影響顧客滿意與購買意圖之電子服務品質因素以及顧客滿意對電子服務品質與購買意圖關係之中介角色。本研究以科技大學可能在網路上購物的學生為研究對象。採用電子服務品質E-S-QUAL量表， E-S-QUAL量表包含效率、履行、系統可靠性、隱私等四構念。結果顯示電子服務品質中，效率、履行、系統可靠性、隱私與顧客滿意及購買意圖均有正向關係；就影響顧客滿意的因素而言，系統可靠性的效果最大，而效率次之；就影響購買意圖的因素而言，履行的效果最大，效率次之。顧客滿意對購買意圖具有正向效果。且顧客滿意中介了電子服務品質各因素對購買意圖的效果。

The emergence and continuous increases of online shopping and the growth in the number of internet shops have recreated a competitive new market. The objective of this study is to examine the influence of service quality on customer satisfaction and purchase intentions in the internet context. Electronic service quality is operationalized by adopting an instrument, which is based on E-S-QUAL and consists of four dimensions, namely efficiency, fulfillment, system availability, and privacy. The field research was conducted among technology university students. All quality dimensions are proved to be positive antecedents of customer satisfaction, with system availability having the most significant impact and then efficiency. All quality dimensions are also proved to be positive antecedents of purchase intentions, with fulfillment having the most significant impact and then efficiency. Furthermore, customer satisfaction mediate the relationship between electronic service quality and purchase intentions.