本研究目的在於透過蕃薯藤運動網,了解綜合型運動網站使用者對於網站服務品質的評估準則,並比較、分析使用者對於蕃薯藤運動網期望服務與實際感受服務間之差距。研究採用問卷調查法,以蕃薯藤運動網之使用者為研究對象,主要研究結果顯示:(一)綜合型運動網站服務品質衡量可分為「系統使用」、「資訊價值」、「溝通服務」與「娛樂互動」四大構面;(二)使用者對於蕃薯藤運動網所提供的各項線上服務品質皆達滿意的標率(平均值高於中間值3),且對於「資訊價值」的滿意度最高:(三)使用者最重視的服務品質前三項皆屬於「系統使用」題項,且都與系統之安全性相關;(四)在期望水準與目前實際提供服務品質差距上,差距最大的兩個項目亦屬於「系統使用」題項,且都與系統之安全性相關。由此可見綜合型運動網站之經營者,應該更重視系統之安全性,並適度將各項服務之安全性保護措施告知網站使用者,以建立使用者對網站之信心。
This study examined how customers evaluate the service quality of the Yam Sports website, as well as identify the differences between customers' expected services and perceived services. A self-administered questionnaire through sports.yam.com was used to collect data. The primary findings were as follows. First, four factors of evaluating service quality of sports website were identified, including ”system operation,” ”valuable information,” ”communication & service,” and ”entertainment & interactivity.” Second, customers were generally satisfied with the service quality of Yam Sports with ”system operation” as the most satisfying factor. Third, the top three items of service quality that customers are concerned about were all under the factor of ”system operation” focusing on system security issue. Fourth, the concern with the website security issues related to ”system operation” showed significant differences between ”expected services” and ”perceived services”. In general, this study revealed that sports website should pay more attention to system safety issues to establish credibility for building customers' confidence in using the websites.