服務品質與行爲意向間的中介模型研究－以行動加值服務爲例

Test of a Mediating Model Linking Service Quality and Behavior Intention-The Case of Mobile Value-Added Services

紀信光(Hsin-Kuang Chi) ； 章孟宸(Meng-Chen Chang) ； 余秋慧(Chiou-Huei Yu)

《商管科技季刊》 9卷4期 (2008/12) Pp. 575-596

https://doi.org/10.30083/CMQ.200812.0007

摘要

隨著資訊科技的發達，行動通信普及率高達106%的情況下，行動通信費率則隨著競爭激烈而降價。爲獲得更多收益，行動業者便積極開發行動加值服務這項新穎服務。因此，本研究係針對行動加值服務，探討顧客知覺價值與顧客滿意度在服務品質與行爲意向中是否具有中介影響，以釐清服務品質與行爲意向之關係。研究對象爲使用過行動加值服務的消費者，採用網路問卷調查法來進行便利抽樣，共有207樣本參與回答問卷。
結果顯示顧客知覺價值與顧客滿意度對行動加值服務扮演關鍵性中介角色，表示服務品質不能直接的影響行爲意向，若欲有效提升行爲意向，必須創造顧客知覺價值與增強顧客滿意度爲首要。在研究總效果分析中，以顧客知覺價值的總效果值爲最高，再次顯示出顧客知覺價值的相對重要性。當顧客知覺行動加值服務具有愉樂效果並對生活帶來實用性時，提升顧客所認知的消費價值，將有效的提升顧客後續對公司有利之行爲（如推薦意願、再購意願及注意相關活動等）。

關鍵字

行動加值服務 ； 服務品質 ； 顧客知覺價值 ； 顧客滿意度 ； 行爲意向

並列摘要

Due to the rapid development of information technology and the rapid increase of mobile communication popularity rate to 106%, the mobile communication rate has been reduced along with these trends. In order to obtain more revenues, the mobile industry has to develop more the mobile value-added services to their mobile communication services. Therefore, this study aims to investigate the mediating effects of customer value and customer satisfaction in mobile value-added services. A total of 207 mobile communication service subscribers responded the questionnaire. The results indicated that customer perceived value and customer satisfaction played a crucial mediating role in mobile value-added services. It indicated that service quality can't direct influence behavior intentions. The foremost thing is the creation of customer perceived value and increase of customer satisfaction. The results showed that customer perceived value has the highest value in the total effect analysis. It suggests that the customer perceived value is relatively important. When consumer perceived mobile value-added services have the cheerful effect and bring the practicability in the life, it will promotes the customer perceived value and effectively increases customers' advantageous behaviors (e.g. willingness to recommend and intention to repurchase) in the future.

並列關鍵字

Mobile Value-Added Services ； Service Quality ； Customer Perceived Value ； Customer Satisfaction ； Behavior Intention

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