服務品質 行動價值 顧客滿意度與行為意向關係之研究

A Study of Relationship among Service Quality, Mobile Value, Customer Satisfaction and Behavior Intention

楊信良(Hsin-Liang Yang)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2005年)

摘要

數位，一個引領時代的名詞。過去幾年全球經濟的不景氣，使得倚賴外貿出口的台灣，猶如荒原漠地，直至去年，全球第二、亞洲第一的台北國際電腦展登場之後，台灣這片土地才又出現綠意盎然的生機，如此重大的轉折起因於國內外資訊科技大廠皆力推數位生活的概念，此即以顧客為導向，利用網路將生活中的資訊、消費性電子和通訊產品等加以連結，以達共享數位內容的目的。現今科技產品中，以行動電話的普及率最高，且兼具資訊、消費性電子和通訊產品的功能，再者，根據資策會ACI-FIND於2005年1月的研究報告指出，國內目前最受歡迎的十大行動網路服務中，資訊加值服務便佔了五項。故本研究欲以手機產業中之資訊加值服務作為探討的範圍，配合智慧型手機用戶為調查對象，加以強化消費者使用行動資訊加值服務時，心中所認知的價值。最後，透過文獻的整理與分析建立起本研究之概念性架構。
本研究採立意抽樣的方式，針對相關加值服務的討論網站進行資料的蒐集，回收問卷350份，有效問卷301份，並在各項衡量指標達到標準後，利用LISREL 8.54統計軟體來針對研究假設進行實證分析。實證分析結果顯示：
本研究假設良好的服務品質會帶給顧客正向的知識價值、情感價值、便利與彈性感受、良好的知識價值會帶給顧客正向的滿意度、良好的情感價值會帶給顧客正向的滿意度、良好的便利與彈性感受會帶給顧客正向的滿意度、良好的顧客滿意度會帶給顧客正向的行為意向等皆獲得顯著的支持。

關鍵字

服務品質 ； 行動價值 ； 顧客滿意度 ； 行為意向

並列摘要

A noun which pilot the era is digitization. Due to the global economics depression, Taiwan depending on the export suffered the economic struggle as in the desolate and uninhabited desert. Till past year the Taipei Int'l Information Technology Show made our country full of the novelty again. Why the vital transition would appear? Because many of the internal and overseas information technology companies carried out the concept of the digitalize life which focused on customer orientation and linked the information, consumer electronics, and telecommunication products to achieve the objective to share the digital content via the internet. Mobile phone has information, consumer electronics, and telecommunication functions becoming the most popular technology product invention today. In addition the research report edited by the Institute for Information Industry ACI (Advanced e-Commerce Institute) FIND (Focus on Internet News & Data) in 2005 January indicated that information value-added service occupied five kinds in the most popular ten mobile network service. According to the above background this study is conducted to discuss the mobile information vale-added service in the mobile phone industry. In order to strengthen the perceived value after using the smart phone, this study aimed at customers who use the smart phone. Finally, the conceptual framework via the reference collection, arrangement, and analysis was constructed.
This study adopted the purposive sampling method and focused on the website related to the value-added service to collect data. 350 questionnaires were collected and 301 of them were valid for evaluation. After achieving the standard of the measuring indexes, the LISREL 8.54 was used to analysis the research hypothesis and the empirical analysis outcome were as follows: this study assumes that good service quality will bring positive knowledge value and affections value to the customers. Good service quality will bring positive convenience and flexible feeling to the customer. Good knowledge value, affection value, convenience feeling, and flexible feeling will bring the positive satisfaction to the customer. Finally the good customer satisfaction will bring the positive behavior intention to the customer. All the hypotheses developed in this study were significantly supported.

並列關鍵字

Service Quality ； Mobile Value ； Customer Satisfaction ； Behavioral Intentions

參考文獻

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