消費者科技準備度對線上服務品質評量之影響研究

THE INFLUENCE OF CUSTOMERS' TECHNOLOGY READINESS INDEX ON EVALUATION OF ONLINE SERVICE QUALITY

王俊凱(Chun-Kai Wang)

指導教授 ： 翁崇雄

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2005年)

https://doi.org/10.6342/NTU.2005.00576

摘要

證據顯示，透過網站傳達服務品質是網站成功的基本策略，為了要提供更好的服務品質，網站公司的管理者首先必須瞭解消費者是如何認知以及評估線上的服務品質。
本研究參考了許多服務品質領域的論文，而整合出線上服務品質的六個構面，並且導入科技準備度的概念，以瞭解消費者科技準備度對於衡量線上服務品質之影響。
本研究和兩家台灣知名的購物網站合作，進行了一個月左右的線上實證研究工作。發現安全性、可靠性、交易功能、易用性、網站美學以及復原性是消費者在評估線上服務品質時所使用到的六個重要因素。除此之外，研究亦發現消費者的科技準備度對於消費者所認知的服務品質和行為意向有著正向的關係。藉由研究的結果，本研究希望能提供已從事或者即將進入該領域的公司一些建議，幫助他們提升線上服務品質和獲利。除此之外，就管理面來說，本研究也期望線上商店的管理者可以更瞭解顧客衡量線上服務品質的準則以及消費者科技度所帶來的影響，幫助他們能夠制訂適合的管理策略。

關鍵字

線上服務品質 ； 科技準備度 ； 電子商務

並列摘要

Evidence exists that service quality delivery through web sites is an essential strategy to success. To delivery superior service quality, managers of company with web presences must first understand how custumers perceive and evaluate online customer service.
This research reviews some studies from service quality field to integrate the six constructs of online service quality. In addition, this research combines the concept of technology readiness index (TRI) to understand the influnce of customers’ TRI on evaluation of online service quality.
Two famous Taiwan online store is cooperated in doing a one-month investigation.The research result suggests that security, reliability, ease of use,function of payment, graphic style, recovery are six crucial factors that customers use in evaluating online service quality. In addition, the result also shows that customers’ TRI is positive correlated with customers’ percived online service quality and behavior intention. Through this results, we hope to provide some suggestions the the companies in the field or the ones that want to participate in to upgrade their online servie quality and gain profits. Besides, from the perspecive of management , this research also hopes that the manager of online stroe can understand more about the criterion that customer use to evaluate online service quality and the influence of customer’s TRI to help them make appropriate management strategies.

並列關鍵字

online service quality ； technology readiness index ； electronic commerce

參考文獻

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