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題名 網路服務接觸臨場感對網路服務品質及網路忠誠度之影響 作者 林宏遠 貢獻者 賴士葆
林宏遠關鍵詞 網路服務接觸
網路服務品質
網路忠誠度
生動性
互動性
遙距臨場感
e-service encounter
e-service quality
e-loyalty
vividness
interactivity
telepresence日期 2005 上傳時間 11-Sep-2009 16:56:35 (UTC+8) 摘要 服務接觸是行銷活動的重要關鍵，過去已有許多的研究探討實體商業環境下的服務接觸。然而，隨著寬頻的普及與資訊科技的發展，電子商務已逐漸成為民眾日常消費的模式之一，但研究上卻缺乏對於網路服務接觸的深入探討。為釐清網路服務接觸之特性，本研究首先引用遙距臨場感的概念，分析消費者使用網站服務的虛擬體驗，並進一步探討網站的生動性與互動性對於網路服務接觸臨場感的影響，以及網路服務接觸臨場感對於網路服務品質及網路忠誠度的影響。 本研究以學生及實務界人士為樣本，透過線性結構方程式驗證相關假說及理論架構。結果發現網站上生動性與互動性的搭配可以對網路服務接觸臨場感產生正向的影響，說明網站經營者可以藉由生動性與互動性的操作來提高消費者對於網路服務接觸臨場感的感受，讓消費者在網站的使用過程中，可以有更接近真實的體驗。此外，研究結果亦發現生動性不僅可以提高網路服接觸臨場感的程度，同時也會有助於提高網站的互動性。其次本研究之結果發現，網路服務接觸臨場感程度愈高，則網路的服務品質也會跟著增加，同時還可以進一步提高消費者對於網站的忠誠度。 本研究之結果，進一步發展出經驗性產品網站開發技術的採用原則，網站開發過程中，應先考量技術的互動性效果，其次再考量生動技術的搭配。亦暨網站開發人員在技術成本的考量下，應先設法滿足消費者對於互動性的需求，而無需過度追求炫麗的多媒體效果。 最後，於研究過程中，因考量到過去相關研究中對生動性構念的衡量缺乏多構面之量表，故本研究亦透過專家訪談及問卷前測分析，發展出具多構面特性之生動性量表，足以做為後續研究使用。 參考文獻 一、中文文獻
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企業管理研究所
91355511
94資料來源 http://thesis.lib.nccu.edu.tw/record/#G0913555111 資料類型 thesis dc.contributor.advisor 賴士葆 zh_TW dc.contributor.author (Authors) 林宏遠 zh_TW dc.creator (作者) 林宏遠 zh_TW dc.date (日期) 2005 en_US dc.date.accessioned 11-Sep-2009 16:56:35 (UTC+8) - dc.date.available 11-Sep-2009 16:56:35 (UTC+8) - dc.date.issued (上傳時間) 11-Sep-2009 16:56:35 (UTC+8) - dc.identifier (Other Identifiers) G0913555111 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/29958 - dc.description (描述) 博士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所 zh_TW dc.description (描述) 91355511 zh_TW dc.description (描述) 94 zh_TW dc.description.abstract (摘要) 服務接觸是行銷活動的重要關鍵，過去已有許多的研究探討實體商業環境下的服務接觸。然而，隨著寬頻的普及與資訊科技的發展，電子商務已逐漸成為民眾日常消費的模式之一，但研究上卻缺乏對於網路服務接觸的深入探討。為釐清網路服務接觸之特性，本研究首先引用遙距臨場感的概念，分析消費者使用網站服務的虛擬體驗，並進一步探討網站的生動性與互動性對於網路服務接觸臨場感的影響，以及網路服務接觸臨場感對於網路服務品質及網路忠誠度的影響。 本研究以學生及實務界人士為樣本，透過線性結構方程式驗證相關假說及理論架構。結果發現網站上生動性與互動性的搭配可以對網路服務接觸臨場感產生正向的影響，說明網站經營者可以藉由生動性與互動性的操作來提高消費者對於網路服務接觸臨場感的感受，讓消費者在網站的使用過程中，可以有更接近真實的體驗。此外，研究結果亦發現生動性不僅可以提高網路服接觸臨場感的程度，同時也會有助於提高網站的互動性。其次本研究之結果發現，網路服務接觸臨場感程度愈高，則網路的服務品質也會跟著增加，同時還可以進一步提高消費者對於網站的忠誠度。 本研究之結果，進一步發展出經驗性產品網站開發技術的採用原則，網站開發過程中，應先考量技術的互動性效果，其次再考量生動技術的搭配。亦暨網站開發人員在技術成本的考量下，應先設法滿足消費者對於互動性的需求，而無需過度追求炫麗的多媒體效果。 最後，於研究過程中，因考量到過去相關研究中對生動性構念的衡量缺乏多構面之量表，故本研究亦透過專家訪談及問卷前測分析，發展出具多構面特性之生動性量表，足以做為後續研究使用。 zh_TW dc.description.tableofcontents 第一章 緒 論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 5 一、研究問題 5 二、研究目的 6 第三節 研究範圍與限制 7 一、分析單位 7 二、研究範圍 7 三、研究限制 8 第二章 文獻探討 9 第一節 生動性 9 一、生動性的定義 9 二、生動性的相關研究 11 第二節 互動性 13 一、互動性的定義 13 二、互動性的構面 15 三、互動性相關研究 17 第三節 服務接觸 19 一、服務接觸的定義 19 二、服務接觸的類型 19 三、服務接觸與整體服務之關係 21 四、服務接觸的重要性 26 第四節 科技與服務接觸 28 一、科技對於服務的影響 28 二、科技介入服務接觸 31 第五節 網路服務接觸臨場感 34 一、服務接觸的四大元素 34 二、網路服務接觸 37 三、遙距臨場感 42 四、網路服務接觸臨場感 47 第六節 網路服務品質 50 一、網路服務品質之定義 50 二、服務品質與網路服務品質 52 三、網路服務品質之構面 55 第七節 網路忠誠度 61 一、忠誠度的發展與定義 61 二、網路忠誠度 62 三、網路忠誠度之相關研究 63 第八節 小結 65 第三章 研究設計 67 第一節 理論架構 67 第二節 初步消費者個案分析 72 一、目的 72 二、資料收集方式與個案選擇 72 三、訪談問題 73 四、個案分析 74 第三節 研究假說 79 一、生動性及互動性與網路服務接觸臨場感之關係 79 二、生動性與互動性之關係 80 三、網路服務接觸臨場與網路服務品質之關係 81 四、生動性與網路服務品質之關係 82 五、互動性與網路服務品質之關係 83 六、網路服務品質與網路忠誠度之關係 84 第四節 研究變項與問卷設計 86 一、變數定義與衡量 86 二、問卷設計 95 第五節 研究樣本與資料收集 97 一、樣本數 97 二、研究樣本與資料蒐集方式 97 第六節 資料分析及假說檢驗方法 99 第四章 實證結果分析 101 第一節 基本資料分析 101 一、問卷發放與回收 101 二、樣本基本資料分析 101 第二節 信度與效度分析 107 一、信度分析 107 二、效度分析 108 三、小結 115 第三節 衡量模式分析 116 一、驗證型因素分析進行方式 116 二、構念衡量模型之配適度 116 三、衡量變項之調整 121 四、小結 122 第四節 假說驗證 123 一、整體模型分析 123 二、假說驗證 124 三、小結 126 第五節 影響網路服務品質構念之相關分析 128 一、互動性構面與網路服務品質構面之相關分析 128 二、網路服務接觸臨場感與網路服務品質構面之相關分析 129 三、小結 130 第五章 結論與建議 131 第一節 研究結論 131 一、生動性與互動性及網路服務接觸臨場感之關係 132 二、網路服務接觸臨場感與網路服務品質之關係 132 三、生動性與網路服務品質之關係 133 四、互動性與網路服務品質之關係 133 五、網路服務品質與網路忠誠度之關係 134 六、小結 134 第二節 理論與實務意涵 136 一、理論意涵 136 二、實務意涵 140 第三節 後續研究建議 143 一、將個人態度的差異做為本研究模型的干擾變數 143 二、可將生動性量表應用至其它網路行銷的相關研究 145 三、可比較不同技術下生動性對於網站服務成效的影響 145 四、可將本研究之理論架構進行縱斷面的分析 145 參考文獻 147 一、中文文獻 147 二、英文文獻 147 附錄一 訪談紀錄 167 附錄二 專家座談紀錄 189 附錄三 前測問項 194 附錄四 正式問卷 197 附錄五 永慶房仲網簡介 204 表目錄 表2-1、 生動性之定義 10 表2-2、 互動性之定義 15 表2-3、 各學者所提之互動性衡量構面 17 表2-4、 不同構面下的服務接觸類別 21 表2-5、 關於服務接觸影響力之相關研究整理 27 表2-6、 以服務行銷金字塔為基礎的相關研究議題 30 表2-7、 自助服務科技分類 31 表2-8、 科技介入矩陣 33 表2-9、 網路服務具有的特性 40 表2-10、 實體環境與網路空間服務劇場元素之比較 42 表2-11、 相關研究對於遙距臨場感的看法及意涵 44 表2-12、 實體化遙距臨場感的效益 46 表2-13、 社會化遙距臨場感的效益 47 表2-14、 網路服務及網路服務品質之定義 52 表2-15、 傳統服務品質構面與網路服務品質構面的定義 53 表2-16、 E-SERVQUAL構面及內容 56 表2-17、 修正後網路服務品質構面 57 表2-18、 各學者所提之網路服務品質衡量構面 57 表2-19、 顧客忠誠度之定義 62 表2-20、 網路忠誠度之定義 63 表2-21、 網路忠誠度之相關研究 64 表2-22、 本研究重要文獻研究主題彙整 65 表2-23、 本研究重要文獻研究主題彙整(續) 66 表3-1、 受訪者個案基本資料 73 表3-2、 上網時間與網路購物產品類型 75 表3-3、 消費者使用網路購物原因 76 表3-4、 網路購物臨場感的來源 77 表3-5、 網站服務的評價 78 表3-6、 本研究之假說彙整表 85 表3-7、 生動性量表前測因素分析結果 88 表3-8、 互動性量表 89 表3-9、 網路服務接觸臨場感量表 92 表3-10、 網路服務品質量表 93 表3-11、 網路忠誠度量表 95 表3-12、 各構念之衡量 96 表4-1、 樣本回收統計表 101 表4-2、 有效樣本的性別分佈統計表 102 表4-3、 有效樣本的年齡分佈統計表 102 表4-4、 有效樣本的職業分佈統計表 103 表4-5、 有效樣本的教育程度統計表 104 表4-6、 有效樣本的每天平均上網時間統計表 104 表4-7、 有效樣本的平均月所得統計表 105 表4-8、 有效樣本是否會使用網路上的討論區的統計表 106 表4-9、 Cronbach’s α值的可信度範圍 107 表4-10、 構念之信度彙總分析 108 表4-11、 生動性構念之收歛效度分析 111 表4-12、 互動性構念之收歛效度分析 112 表4-13、 網路服務接觸臨場感構念之收歛效度分析 113 表4-14、 網路服務品質構念之收歛效度分析 114 表4-15、 網路忠誠度構念之收歛效度分析 115 表4-16、 生動性構念衡量模型之配適度 117 表4-17、 互動性構念衡量模型之配適度 118 表4-18、 網路服務接觸臨場感構念衡量模型之配適度 119 表4-19、 網路服務品質構念衡量模型之配適度 120 表4-20、 網路忠誠度構念衡量模型之配適度 121 表4-21、 各構念經修正後題項彙總表 122 表4-22、 整體模型之配適度 124 表4-23、 研究假說驗證結果 127 表4-24、 互動性構面與網路服務品質構面之相關矩陣 128 表4-25、 網路服務接觸臨場感構面與網路服務品質臨場感構面之相關矩陣 129 表5-1、 研究假說驗證結果彙總表 131 圖目錄 圖2-1、 服務接觸三元素（Service Encounter Triad） 21 圖2-2、 服務接觸互動過程 22 圖2-3、 服務接觸評估模式 23 圖2-4、 服務接觸之分析架構 24 圖2-5、 服務作業系統與服務傳遞系統 25 圖2-6、 服務行銷金字塔 29 圖2-7、 電腦超媒體下的互動溝通模式 38 圖2-8、 網路服務接觸臨場感構念之形成 49 圖3-1、 本研究之理論架構 70 圖3-2、 本研究之線性結構模型 71 圖3-3、 資料分析流程圖 100 圖4-1、 本研究整體模型（full model）之分析結果 125 圖5-1. 網站技術選擇矩陣 141 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0913555111 en_US dc.subject (關鍵詞) 網路服務接觸 zh_TW dc.subject (關鍵詞) 網路服務品質 zh_TW dc.subject (關鍵詞) 網路忠誠度 zh_TW dc.subject (關鍵詞) 生動性 zh_TW dc.subject (關鍵詞) 互動性 zh_TW dc.subject (關鍵詞) 遙距臨場感 zh_TW dc.subject (關鍵詞) e-service encounter en_US dc.subject (關鍵詞) e-service quality en_US dc.subject (關鍵詞) e-loyalty en_US dc.subject (關鍵詞) vividness en_US dc.subject (關鍵詞) interactivity en_US dc.subject (關鍵詞) telepresence en_US dc.title (題名) 網路服務接觸臨場感對網路服務品質及網路忠誠度之影響 zh_TW dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、中文文獻 zh_TW dc.relation.reference (參考文獻) 邱皓政(2003)，結構方程模式: LISREL的理論、技術與應用。台北：雙葉 zh_TW dc.relation.reference (參考文獻) 耿慶瑞(1999)，「WWW互動廣告效果之研究」，國立政治大學企業管理學系博士論文。 zh_TW dc.relation.reference (參考文獻) 張紹勳(2001)，「電子商店之關係品質模式—融合交易成本理論及科技接受模式的觀點」，國立政治大學資訊管理學系博士論文。 zh_TW dc.relation.reference (參考文獻) 賴士葆、顏永森、吳豐祥(2000)，「網路商店服務品質衡量構面之研究」，2000年國際電子商務研討會論文集，69－97。 zh_TW dc.relation.reference (參考文獻) FIND (2005a)，「2005年跨媒體調查：人頭數不再是臺灣網路發展的單一指標」，資料來源INSIGHTXPLORER，資料提供資策會電子商務研究所ACI， http://www.find.org.tw/0105/cooperate/cooperate_disp.asp?id=143 zh_TW dc.relation.reference (參考文獻) Find (2005c)，「2005 94年台閩地區數位調查出爐與去年相較無大變化」，資料來源INSIGHTXPLORER，資料提供資策會電子商務研究所ACI，http://www.find.org.tw/find/home.aspx?page=news&id=3992 zh_TW dc.relation.reference (參考文獻) Find (2005b)，「OECD會員國寬頻用戶數達1.18億南韓寬頻普及率居第一」，資料來源INSIGHTXPLORER，資料提供資策會電子商務研究所ACI，http://www.find.org.tw/find/home.aspx?page=news&id=3731 zh_TW dc.relation.reference (參考文獻) 二、英文文獻 zh_TW dc.relation.reference (參考文獻) Akin, D.L., M.L., Minsky, E.D., Thiel, and C.R., Kurtzman (1983), “Space Applications of Automation, Robotics and Machine Intelligence Systems (ARAMIS) - 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