社群顧客服務持續使用因素之研究

社群通訊軟體己成為智慧型手機必備一款App，它改變訊息傳遞及取得的方式，影響社交互動方式及商業服務模式。企業因應使用者各種不同的溝通需求情境，在不同社群通訊軟體平台推出相同社群顧客服務，其目的提升使用者對企業的黏著性，社群顧客服務是以服務為導向，以即時溝通方便性為原則。本研究藉由社群顧客服務介面使用經驗、服務體驗及隱私安全等三面向作為衡量構面，探討使用者對社群顧客服務滿意度與持續使用意圖之關係。本研究架構以「IS接受後持續採用模式」與「資訊系統成功模式」為研究架構理論基礎。以網路問卷方式進行資料收集，並以SmartPLS3.0為統計分析工具，進行信效度分析及假說檢定。研究結果顯示：(1)介面易用性、操作一致性及易學性對社群顧客服務滿意度有顯著相關；(2) 互動品質及資訊回饋對社群顧客服務滿意度有顯著相關；(3) 隱私安全對社群顧客服務滿意度有顯著相關；(4) 社群顧客服務滿意度對持續使用有顯著相關。建議業者應積極在不同群社群軟體建立官方帳號，並提供社群顧客服務，符合使用者日常行為習慣，提升服務滿意度。期望本研究所獲得結果可作為後續企業評估參考依據。

關鍵字

即時通訊；使用體驗；服務體驗；隱私安全；持續使用

並列摘要

The social application has become an essential application for the smartphone. It has already changed the method of delivering and receiving messages. Also, it has impacted the way of interacting with others and the mode of the business services. Nowadays, enterprises promoted the similar social customer service on different social platforms in order to adapt different communication environments. The purpose of doing so is to strengthen the adhesiveness of customers. Actually, the social customer service is based on the principle of the convenience of prompted communication. This study measured from three distinct aspects, including the experience of using social customer service, service experience and privacy security. It attempts to discuss the relationship between the satisfaction of customer service and the intention of continuous usage. Theoretically, this study is based on the ”A Post-Acceptance Model of IS Continuance” and “Information Systems Success Model”. In addition, the method of data collection is online questionnaire. Using SmartPLS3.0 as the tool of statistical analysis in order to proceed Reliability and Validity Analysis and hypothesis testing. The result of study has shown: 1) Easy to learn and use is one of the significant factors of the satisfaction of social customer service. 2) Interactive quality and information feedback have considerable correlation to the satisfaction of social customer service. 3) Privacy security has notable impact on the satisfaction of social customer service. 4) The satisfaction of social customer service is quite significant to continuous usage. Therefore, we highly recommend enterprises should be active in creating official accounts and providing the customer service on different social applications. Furthermore, enterprises also need to comply with user’s daily habits and put the best effort to increase the satisfaction of customer service. Expecting the outcome reached from this study can be the assessment to enterprises in the future.