以行動商務特性探討其服務品質之研究

Developing a Feature-Based Service Quality Model for Mobile Commerce: An Empirical Study

張德祥(TE-HSIANG CHANG)

指導教授 ： 葉耕榕

國立中正大學/管理學院/資訊管理學系/碩士(2014年)

摘要

許多學者對於行動商務服務品質的觀點各由不同角度解析，有些學者認為行動商務應該將焦點放在連線速度上，只要提高連線速度就可以提高服務品質；也有些學者認為行動商務應注意內容文字上的服務，只要讓用戶可以即時接收到相關有用資訊就能提升服務品質。是不是只要提升連線速度、或內容文字就可以提升服務品質?本研究認為行動商務的服務品質應該運用其特性去衡量其服務品質。
因此本研究以Brady and Cronin (2001)提出的多層與多維模型為理論主體架構外，並加入Clarke (2001) 提出的行動商務所擁有的無所不在性（Ubiquity）、定位性（Localization）、個人化（Personalization）和便利性（Convenience）四大特性，更利用DeLone and McLean (2003)提出的資訊系統成功模式去檢測本研究所提出的假說是否成立。
行動商務服務提供商可以透過本研究所發展出衡量行動商務服務品質進行檢測提供商所不足的部分予以加強，讓用戶對於企業的滿意度提升，進而創造其競爭優勢。

關鍵字

個人化 ； 行動商務服務品質 ； 服務品質 ； 行動商務

並列摘要

Previous research into the service quality of mobile commerce examines the environment of mobile transactions, such as a stable network and a speedy connection. This paper makes some changes from Brady and Cronin’s (2001) hierarchical and multidimensional model and considers these characteristics, namely, ubiquity, personalization, localization, and convenience of mobile service. It is hoped that this research will be a new paradigm of mobile commerce service quality when implementing mobile commerce in future.
Clarke (2001) summarized four value proposition dimensions of mobile commerce, namely, ubiquity, personalization, localization, and convenience. The present research uses these four dimensions to discuss the characteristics of mobile commerce and is extended to measure mobile commerce service quality.
Most studies directly apply service quality scales from marketing and management and make some changes, but the unique characteristics of mobile service make it somewhat different from others. Since existing service quality scales do not consider these characteristics, this present study develops a scale of mobile service quality by making some changes from Brady and Cronin (2001). And the present research adapts Delone and McLean’s (2003) IS Success model to measure the service quality of Mobile Commerce Service Quality.

並列關鍵字

Personalization ； Mobile Commerce Service Quality (MCSQ) ； Service Quality ； Mobile Commerce

參考文獻

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