以方法目的鏈探討電信用戶使用行動客服APP之研究

Using Means-End Chain to Analyze the Mobile User Behavior of Mobile Customer Service Apps

黃建鈞(Chien-Chun Huang)

指導教授 ： 蔡子安

國立臺中科技大學/資訊與流通學院/資訊管理系碩士班/碩士(2020年)

摘要

資訊爆炸時代，智慧型手機普及加上網速飛快，人手一機的現象已讓手機與人們的生活密不可分，近年來企業努力整合虛實通路，如在門市據點之外持續加強電話客服、官方網站及行動客服應用程式（APP），期能在時代洪流中力爭上游，以臺灣五家第一類電信業者為例，目前皆有推出行動客服APP。

本研究以「方法目的鏈」的理論架構，針對臺灣五家第一類電信的120位電信用戶進行面對面的深度訪談，藉以瞭解電信用戶使用行動客服APP的形貌。研究結果發現：影響整體電信用戶使用行動客服APP較重要的關鍵屬性為「自助服務」、「帳密登入」、「帳單資訊」、「異動申請」及「異業優惠」；整體電信用戶在意較重要的結果關鍵要素有：「增加選擇」、「方便查找」、「個人隱私」、「可靠性」及「易用性」；構成整體電信用戶使用行動客服APP較重要的關鍵價值是：「安全」、「忠誠度」、「歸屬感」、「自由」及「滿足感」。而在用戶的反饋中也得知：一、APP是否具備屬性、結果與價值關鍵要素將是影響電信用戶是否持續採用的主要原因。二、現有功能之外，若能推出更多創新實用的功能，將可為行動客服APP聚焦更多關注。三、若能有效提升行動客服APP的使用率，將能基於自助服務崛起的時代優勢來改善當前的服務困境。

關鍵字

APP ； 方法目的鏈 ； 蘊含矩陣 ； 價值階層圖

並列摘要

In the age of information explosion, the popularization of smartphones, and the fast speed of the Internet, the phenomenon of one machine at a time has made mobile phones inseparable from people's lives. In recent years, companies have made efforts to integrate virtual and real channels. For example, they have continued to strengthen the official website, telephone customer service, or mobile application (APP) outside the store bases, hoping to strive for the upper reaches of the times. Take the five facility base carriers in Taiwan as examples, all have launched mobile customer service apps.
This research uses the theoretical framework of the "Means-End Chain" to conduct in-depth face-to-face interviews with 120 telecommunications users of five first-class telecommunications and telecommunications companies in Taiwan, to understand the value perception of users using mobile customer service APP. The study found that the key attributes that affect the overall telecommunications users' use of mobile customer service APP are self-service, account secret login, bill information, transaction application, and different industry discounts; what the overall telecommunications users care about The key elements of the results are: increasing choices, easy to find, personal privacy, reliability, and ease of use; the important key values that constitute the overall telecommunications users' use of mobile customer service APP are: security, loyalty, sense of belonging, freedom, and satisfaction. And in the user's feedback: to start with, whether the APP has the key elements of attributes, results, and value will be the main reason that affects the continued adoption of telecommunications users. Next, in addition to the existing functions, if more innovative and practical functions can be introduced, it will be able to focus more attention on the mobile customer service APP. Finally, if the utilization rate of mobile customer service APP can be effectively improved, the current service dilemma will be improved based on the advantages of the era of self-service rise.

並列關鍵字

APP ； Means-End Chain ； Implication Matrix ； Hierarchical Value Map

參考文獻

一、英文文獻：

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