行動購物服務關鍵服務品質要素確認與創新

Identification and Innovative Creation for Key Mobile Shopping Service Quality Factors

楊依依(Yi-yi Yang)

指導教授 ： 陳隆昇

朝陽科技大學/資訊學院/資訊管理系/碩士(2012年)

摘要

近年來科技與資訊的快速發展下，使用平板電腦、智慧型手機、PDA等可攜式的行動裝置漸成流行，加上全球無線通訊的普及化，促使行動購物(Mobile-Shopping)電子商務中的成為主流的消費行為。除了面對競爭的市場外，消費者意識高度抬頭，使得越來越多服務提供者開始注重網站服務品質。本研究回顧過去線上與行動購物服務品質的相關文獻，發現主要的研究集中在：(1)消費者行為意圖；(2)文獻歸納法；(3)網站購物流程。由於彙整出多項特徵，不易找出關於行動購物品質的關鍵因素，加上傳統特徵選取在挑選相關屬性，基於最大化整體準確率假設，且須藉由專家背景知識來協助取得重要特徵。因此，本研究提出一個IS-DT特徵選取(Feature Selection)方法，結合重要度-滿意度模式(Importance-Satisfaction Model, I-S model)作為決策樹(Decision Tree, DT)的專家背景知識，挑選出最佳的行動購物服務品質的關鍵因素。最後，依據IS-DT方法所找出的關鍵因素，應用創意問題解決理論(Theoria Resheneyva Isobretatelskehuh Zadach, TRIZ)解決消費者抱怨並產生創新行動購物服務，然後以狩野模型(Kano Model)瞭解消費者對於創新行動購物服務的認知需求，進而提供行動服務業者開創新服務方案之參考依據。

關鍵字

創意問題解決理論 ； 決策樹 ； 特徵選取 ； 行動購物 ； 網站服務品質 ； 物質-場 ； 狩野模型

並列摘要

With the rapid development of information and communication technology and the well constructed wireless network environment, mobile shopping has become one of major consumer behaviors in e-commerce. Except facing the competitive market and the awakening of consumer consciousness, more and more service providers begin to emphasize the service qualities of websites. This study reviewed historic literatures regarding service quality of mobile shopping. We found the major research topics focus on three groups. They are (1) customer behaviors intentions; (2) literature induction; (3) the purchase process of online shopping. These works presented too characteristics to identify the critical factors for mobile shopping. In addition, traditional feature selection methods tend to select factors based on the assumption of maximizing the overall classification accuracy. Moreover, these feature selection methods need domain knowledge which is hard to be obtained from experts to assist them to select important features. Therefore, this work aims to propose a new method called IS-DT method which combined Importance-Satisfaction (IS) model and decision tree (DT) to extract useful factors in mobile shopping. Finally, based on the extracted important factors by IS-DT method, we’ll apply TRIZ (Theoria Resheneyva Isobretatelskehuh Zadach) to resolve consumers’ complaints and create new mobile shopping services. Then, we employ Kano Model to understand consumers’ cognitive requirements of the developed new mobile shopping services. The results can provide useful references for mobile service provider to initiate new services.

並列關鍵字

Mobile Shopping ； Website E-Service Quality ； TRIZ ； Decision Tree ； Feature Selection ； Substance-Field Analysis ； Kano Model

參考文獻

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