反垃圾郵件服務品質分析-以HiNet為例

Analysis of Anti-Spam Service Quality-A Case Study of HiNet

康儀玟(Yi-Wen Kang)

指導教授 ： 陳煇煌

大同大學/經營設計學院/資訊經營學系所/碩士(2006年)

摘要

本研究採用ZPM學者所提出的e-SERVQUAL網路服務品質評估模式[36]，針對國內最大ISP業者(HiNet)，探討網際網路使用者對於反垃圾郵件(Anti-Spam)的服務品質之期望與認知。採用網路問卷方式進行調查，並建立反垃圾郵件服務之服務品質、使用者滿意度、行為意向之關係。以IPA方法將服務品質屬性進行分類，提供業者改進的方向。本研究結果發現如下：
1. 反垃圾郵件服務存著在落差，其中以滿足構面的落差最大，顯示未來ISP應著重於服務的過濾能力。
2. 反垃圾郵件服務的服務品質有溝通回應、有效性、信賴性、效率四個因素。
3. 反垃圾郵件服務的行為意向有忠誠度、支付費用、抱怨與轉換三個因素。
4. 反垃圾郵件服務品質的溝通回應、有效性、效率與滿意度呈現正相關。
5. 透過IPA分析，反映使用者目前最希望ISP能有效防堵垃圾郵件並降低垃圾郵件處理時間。業者可根據IPA分析之結果，調整目前反垃圾郵件服務的權重，以期能準確符合使用者之需求。
6. 反垃圾郵件服務之整體服務品質、使用者滿意度、行為意向三者之間有顯著關係。其中，使用者滿意度與行為意向之 “忠誠度” 與 “支付費用” 為正相關，與 “抱怨與轉換” 則為負相關。

關鍵字

網路服務品質 ； 顧客滿意度 ； 行為意向 ； 垃圾郵件

並列摘要

Recently, the inundation of the Internet spam has been receiving much attention. Therefore, the purpose of this thesis research is to study how the WebMail users of the HiNet, the biggest ISP in Taiwan, expect and recognize the quality of HiNet's Anti-Spam service. This study is based on the study of the quality evaluation model of the e-Service Quality proposed by ZPM. By random sampling, we used Web questionnaire to investigate the differences between the expected quality of services and the recognized quality of services obtained by the users of Anti-Spam. The analysis of the investigation
results can help ISPs to provide more economic and suitable Anti-Spam Services. The major findings of this study are as follows:
1. The factor of fulfillment is significantly canonical correlated to the parts of Anti-Spam service. It is telling us the focus on the filter capability of service for ISP's future.
2. The service quality of Anti-Spam includes four factors: the contact, validity, confidence, and efficiency.
3. The behavior intention of Anti-Spam has three factors: the loyalty, fees, complaint and transformation.
4. The contact, validity, efficiency, satisfaction have positive relationship with the service quality of Anti-Spam.
5. After the IPA's analysis, the result, it responses the hope from user to filter out spam and to reduce the process time.
6. According to the result from IPA's analysis, the service of Anti-Spam is significantly relationship with overall service quality, satisfaction, behavior
intention. Besides, it is positive relationship between satisfaction and behavior intention include loyalty and fees. It is negative significantly relationship between complaint and transformation.

並列關鍵字

e-Service Quality ； Customer Satifiscation ； Behavior Intention ； Spam Mail

參考文獻

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