大學網站品質、滿意度與忠誠度之相關研究－以臺灣體育運動大學嘉義校區學校網站為例

National Taiwan University of Physical Education and Sport, Site Quality, Satisfaction and Loyalty Research(For Example in School Website of Chiayi Angeles)

李啟榮(Chi-Jung Lee)

《國際休閒遊憩與運動管理發展趨勢研討會專刊》 2013 (2013/12) Pp. 1-12

摘要

本研究主要目的在於了解臺灣體育運動大學網站品質、滿意度與忠誠度之關聯性，以提供學校做為參考資料。研究工具為網站品質、滿意度與忠誠度量表。研究對象以臺灣體育運動大學運動管理學系及運動資訊與傳播學系學生為研究對象。所得資料將以描述性統計、項目分析、因素分析、信度分析、變異數分析、雪費比較法及多元回歸進行分析。研究結果得知，人口背景變項在網站品質、滿意度差異性部分成立；在忠誠度則無差異性。在網站品質、滿意度及忠誠度之徑路分析達顯著差異。在徑路分析中發現網站品質可透過滿意度影響忠誠度。

關鍵字

網站品質 ； 滿意度 ； 忠誠度

並列摘要

This study aims to understand Taiwan Sport University, site quality, satisfaction and loyalty of the association, in order to provide the school as a reference. Research tools for the site quality, satisfaction and loyalty scale. Object of study in Taiwan Sport University, Department of Sport Management and Sport Information and Communication students for the study. The resulting information will be descriptive statistics, item analysis, factor analysis, reliability analysis, ANOVA, Scheffe comparison approach and multiple regression analysis. Research results, demographic background variables in site quality, satisfaction differences partially substantiated; no difference in loyalty. In site quality, satisfaction and loyalty are significant differences in the path analysis. In the path analysis can be found in site quality influence loyalty through satisfaction.

並列關鍵字

website quality ； satisfaction ； loyalty