從顧客關係管理發展開始,不論是在全球還是台灣的資訊管理系統市場,一直保持在低佔有率市場的地位,並且遠遠的落後其他資訊管理系統。過去的資訊管理系統因只需公司內部單方面的導入及使用,不需考慮到公司外部使用部份,相較於顧客關係管理系統(Customer Relationship Management, CRM)的導入,除了公司內部人員的使用之外,還需要外部使用者的資訊提供甚至使用,此部分在學術上的相關研究並不多,故本研究以顧客關係管理系統之外部使用者為對象,目的在於瞭解外部使用者顧客關係管理系統使用之態度及行為為意圖之影響因素為何,並引用Davis的科技接受模式(Technology Acceptance Model, TAM)為主要理論基礎架構,並考量顧客使用特性,另外新增產品品質及信任兩項變數,探討其對外部使用者使用CRM的影響。 本研究採用AMOS軟體進行結構方程模式的分析,實證分析後發現「產品品質」確實會透過「信任」進而對外部使用者的使用「認知有用性」、「認知易用性」、「態度」及「行為意圖」產生顯著的影響。此外,本研究亦證實以「信任」為中介變數之模型,確實較可解釋到變相之間的關係。 由此可知,在外部使用者對於使用顧客關管理系統上,往後須真影響外部使用者之信任作為考量,以便吸引更多外部使用者前來使用。最後,根據研究結果對業者提出實務建議,以及給予後續研究者參考的方向。
Since the customer relationship management (CRM) system was established, it has remained at a low market share position in Taiwan or global market, and even has been far behind other information management systems. Past information management systems usually are used internally without taking into account of external use. However, the CRM system can be used both internally and externally. Due to the lack of sufficient literature, the present study aims to target external users of the CRM system as study objects and explore the factors that are likely to affect the attitudes and behavioral intentions of external users. The Technology Acceptance Model (TAM) will be used as a theoretical framework. Considering the customer use features, this study adds two variables, product quality and trust, and examines their potential effects on external users of the CRM system. Using the AMOS software, this study has conducted the analysis of structural equation modeling (SEM). The empirical results show that product quality indeed had significant influences on perceived usefulness, perceived ease of use, attitudes, and behavioral intentions via trust. The present study confirms that trust is an important mediator in explaining the relationships among the variables described above. In view of the above, the trust of external users of the CRM system should be taken into consideration seriously in order to attract more and more external users. Finally, the study discusses the practical implications along with limitations and suggestions for future research.