我國資訊透明化信賴電子商店公布欄之服務品質衡量研究

Measure the service quality of trust e-store bulletin

劉淑真(Shu-Chen Liu)

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(2004年)

https://doi.org/10.6342/NTU.2004.01295

摘要

電子商務已成為現代人生活的一部分，網路商店購物通路已經逐漸在零售市場佔有一席之地，但消費者對於安全機制之疑慮、使用者購買習慣及對個人隱私的顧慮是目前阻礙電子商務推動的三大因素。我國政府仿效先進國家做法，希望藉由商業群體間(business community) 的制約與市場競爭，迫使業者確實遵守規範，再者以業者自律的方式，彌補法律未及規範科技或商業新發展的缺憾，因此推動資訊透明化信賴電子商店公布欄，期能建立消費者信賴度，促進電子商務之良性發展。公布欄服務成功與否的關鍵課題是繫於服務的品質，因此本研究嘗試進行公布欄服務品質衡量模式之探討，以期進一步提升、改善公布欄整體服務品質水準。
本研究整合服務品質(五個構面)、系統品質、及資訊品質等七個構面，發展出衡量信賴電子商店公布欄整體服務品質的構面，並從這些構面衍生出對應的問項有33道題目，且以e-mail 方式發送問卷，再經過信度、效度的檢驗，證實這是一份適合用來衡量公布欄整體務品質的量表。再用item-to-total 方法刪除相關係數太低的兩個項目，進行敘述統計分析。
在研究結果中，發現服務品質部分構面僅有「反應性」與「資訊品質」這兩個因子對於「整體服務品質」有顯著的影響。
至於提升服務品質之管理策略，本研究在綜合所進行各項分析之後，提出現階段資訊透明化信賴電子商店公布欄應規劃與推動之優先順序較重要的前三者，分別是(一)從成員業者的需求角度，將整體網站功能做更精緻的規劃與建置，，讓成員業者也能充分使用電子商務知識庫整體功能與量身訂做的資訊內容，並特別規劃成員個別化服務，而非只是局限於公佈欄的成員專屬服務。(二)專案計畫人員培養敬業精神與教育訓練，強化內部員工的道德感與紀律，配合系統資訊安全防護，強化保護成員的隱私資料，透過層層安控機制，避免成員資料不當使用或外洩。(三)以作業技能之教育訓練使員工對事務更瞭解與熟練，讓手續簡便與作業速度提升。

關鍵字

服務品質 ； 信賴電子商店公布欄 ； 網路信賴

並列摘要

Now, electronic commerce has become a part of human life. Network store shopping has gradually played a important role in the retail market. Consumers concern the safety organism & privacy issue that block the electronic commerce promotion. Taiwan’s government refers the informer country’s experience to courage the self-obligation of the business community & marketing competition that push the service providers to obey game rule. By business community self-control, improves the un-completed definition of law for new technologies and new commerce development. The trust e-store bulletin of information transparency is created. The key criteria of success for Bulletin service is decided by service quality. This study measures the service quality of the trust e-store bulletin in order to improve the service level of whole service quality.
This study integrates seven dimensions , which are traditional service quality(including five dimensions), system quality, and information quality, and develops original dimensions for measuring the total service quality of trust e-store bulletin. Beside, it develops corresponding questionnaire 33 items and uses e-mail to send and collect the questionnaire. Through reliability and validity analysis, it also proofs that the scale can be used to measure the service quality of trust e-store bulletin. After the item-to-total correlation, delete 2 of the least relative items, then execute descriptive statistic analysis.
The study verified only the responsiveness and information quality dimensions of service quality have significant difference on total service quality.
Summary analysis of the study, we can suggest the management strategies for improving the service quality that trust e-store should focus on the following items：
1.Starting from member’s demand, improve functions and tailor made personal service for member.
2.Training the project members, improve discipline、 morality and security for member’ s information security.
3.Training professional skill, improve efficiency and effectiveness.

並列關鍵字

trust e-store bulletin ； network trust ； service quality

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