臺灣博碩士論文加值系統

行動電話用戶的普及、行動上網人數的成長、手機功能的搭配與電信業者角色和行銷策略的轉換，皆顯示行動網路服務的重要性。而在行動語音市場的利潤下降的情況下，電信業者積極推展行動網路服務，因此，有必要進一步瞭解行動網路服務的顧客滿意度及顧客忠誠度之影響因素。本研究參考資訊系統成功模式、資訊科技使用意圖、資訊科技持續使用、顧客滿意度和顧客忠誠度相關研究，發展出行動網路服務顧客忠誠度之整合模型。研究以問卷調查方式搜集資料，並使用結構方程模式（Structural Equation Modeling, SEM）進行分析，研究結果發現：（1）行動網路服務的「顧客滿意度」對「顧客忠誠度」有顯著影響。（2）「知覺易用性」、「知覺娛樂性」、「知覺有用性」是影響「顧客滿意度」的主要因素。（3）「系統品質」、「資訊品質」、「服務品質」皆會顯著影響「知覺易用性」，但品質變數對於「顧客滿意度」的影響則不顯著。本研究期望能夠提供電信業者在推展行動網路服務與制訂行銷決策之參考。

The development of mobile internet services is proliferating due to the popularization of mobile phone subscribers, the growth of mobile internet user, and the powerful functions of cell phone. Due to the decrease in profit margin of mobile voice services, telecom operators need to develop their mobile internet services aggressively. Therefore, it is imperative to investigate the factors affecting customer satisfaction and loyalty in mobile internet services usage in order to promote these services. Based on the research of IS success model, IT usage intention models, and IT continuance usage literature, this study develops an integrated research model to explain customer satisfaction and loyalty of mobile internet services. An online survey was conducted, and structural equation modeling analysis was adopted to test the research model. The results from empirical studies show that customer satisfaction is an important determinant of customer loyalty, while customer satisfaction is significantly affected by perceived ease of use, perceived enjoyment, and perceived usefulness. System quality, information quality, and service quality have direct effects on perceived ease of use. Surprisingly, system quality, information quality, and service quality do not show significant influence on customer satisfaction. This research provides telecom operators directions on developing mobile Internet services and their marketing strategies.

一、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 論文結構與研究流程 4
二、 文獻探討 6
2.1 行動網路服務簡介 6
2.1.1 行動商務概述 6
2.1.2 行動網路服務之定義與特色 7
2.1.3 行動網路服務之分類 8
2.1.4 行動網路服務之價值鏈 10
2.1.5 行動網路服務之相關技術 13
2.2 資訊系統成功模式 14
2.2.1 DeLone and McLean（1992）資訊系統成功模式 14
2.2.2 DeLone and McLean（2003）資訊系統成功修正模式 15
2.2.3 資訊系統成功模式之相關研究 17
2.2.4 SERVQUAL量表 19
2.2.5 行動網路服務之品質 23
2.3 資訊科技使用意圖與持續使用行為 23
2.3.1 資訊科技使用意圖 23
2.3.2 資訊科技持續使用 26
2.4 顧客滿意度 29
2.4.1 顧客滿意度的涵義 29
2.5 顧客忠誠度 31
2.5.1 顧客忠誠度的涵義 31
2.5.2 行動服務的顧客忠誠度（M-Loyalty） 31
2.5.3 顧客滿意度與顧客忠誠度的關係 33
三、 研究模型與方法 35
3.1 研究假說 35
3.2 研究變數的定義與操作化 40
3.2.1 系統品質 41
3.2.2 資訊品質 42
3.2.3 服務品質 43
3.2.4 知覺易用性 44
3.2.5 知覺有用性 45
3.2.6 知覺娛樂性 46
3.2.7 顧客滿意度 46
3.2.8 顧客忠誠度 47
3.3 研究設計 48
3.3.1 問卷設計 48
3.3.2 前測 48
3.3.3 研究對象 49
3.3.4 問卷調查 50
四、 資料分析 51
4.1 樣本基本資料分析 51
4.2 資料分析 54
4.2.1 測量模型檢定 54
4.2.2 收斂效度和區別效度 57
4.2.3 信度分析 58
4.3 假說檢定 58
4.3.1 結構模型契合度檢定 59
4.3.2 假說檢定 59
五、 結論與建議 61
5.1 研究結論 61
5.2 管理實務建議 65
5.3 研究限制 66
5.4 後續研究建議 66
參考文獻 68
附錄一、正式問卷 73

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