A research on the relationship among service quality, perceived value, customer satisfaction and loyalty in online shopping：an epirical case of “lativ”

網際網路的普及造就了電子商務的蓬勃發展，在目前全台灣約兩萬五千家網路購物商家當中，lativ國民服飾在2007年成立後，因標榜其服飾產品為台灣製造，並以B2C經營方式提供高品質且平價的商品，享有「台版Uniqlo」的美稱，在2010單一年度的營收即達到15億，大約是一般平價實體成衣連鎖兩百家店面的營收總和。自2007年到2010年短短四年，lativ國民服飾就成為台灣網路休閒服飾的成功領導品牌之一。 本研究為探究lativ國民服飾的服務品質、知覺價值、顧客滿意度和顧客忠誠度之關聯性，運用量化研究方法的線上問卷調查法與質化研究方法的深度訪談法。在量化的線上問卷調查方面，共取得413 份有效問卷，以PASW Statistics 18進行資料統計分析與假設驗證；在質化深度訪談部分，訪談五位lativ國民服飾的使用者，整理訪談內容後再與量化統計結果相互對照佐證。透過質量並用的研究方法，希望能夠提供業者具體的行銷策略之建議，供未來營運做為參考。 本研究實證結果如下： 一、服務品質對顧客滿意度具有顯著關係 二、服務品質對顧客忠誠度具有顯著關係 三、知覺價值對顧客滿意度具有顯著關係 四、知覺價值對顧客忠誠度具有顯著關係 五、服務品質對知覺價值具有顯著關係 六、顧客滿意度對顧客忠誠度具有顯著關係 七、人口統計變項在服務品質、知覺價值、顧客滿意度與顧客忠誠度上僅部分達顯著差異性。It is the rapid popularity of the Internet that prospers e-commerce in the world. Online shopping, probably the most popular type of e-commerce, has become the main reason for people to use the Internet in daily life. Among the apporoximately 25,000 online shopping stores in Taiwan, “lativ”, a local Taiwanese clothing manufacturer online providing high quality MIT (Made in Taiwan) products at low prices through the mode of B2C, has carried on its business since 2007 and made a name for itself promptly. The single year revenue of lativ in 2010 has reached 1.5 billion, which is about the total single year revenue of the sum of 200 normal entity clothing stores. Now, lativ is one of the leading clothing brands in the arena of online shopping. Concerning its significance as an online shopping brand, lativ becomes the main case for this research to approach the complex relationship among the service quality, perceived value, customer satisfaction and customer loyalty of online shopping by using both quantitative and qualitative research methods: online survey and in-depth interview. In the part of online survey, this research adopts PASW Statistics 18 software to empirically analyze the 413 valid questionnaires retrieved from PTT, the largest bulletin board system in Taiwan. As for the part of in-depth interview, there are 5 participants included in this research. After analyzing, this research comes to the following conclusions: 1. A significant relationship exists between service quality and customer satisfaction. 2. A significant relationship exists between service quality and customer loyalty. 3. A significant relationship exists between perceived value and customer satisfaction. 4. A significant relationship exists between perceived value and customer loyalty. 5. A significant relationship exists between service quality and perceived value. 6. A significant relationship exists between customer satisfaction and customer loyalty. 7. The obvious variations of service quality, perceived value, customer satisfaction and customer loyalty are displayed only among some of the demographic variables