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題名 網路教學品質、品牌形象對顧客滿意與行為意向之研究──以政大公企網路學院為例
A Study of Customer Satisfaction and Behavior Intention by E-Teaching Quality and Brand Image – A Case Study of NCCU E-College
作者 楊忠銘
Yang, Chung-ming
貢獻者 賴士葆<br>李易諭
Lai, Shi-Bao<br>Lee, Yi-Yu
楊忠銘
Yang, Chung-ming
關鍵詞 網路學習
品牌形象
行為意向
資訊品質
系統品質
服務品質
顧客滿意
E-Learning
Brand Image
Behavior Intention
Information Quality
System Quality
Service Quality
Customer Satisfaction
日期 2004
上傳時間 18-九月-2009 13:36:17 (UTC+8)
摘要 　　近年來，由於網路科技與相關基礎建設的日趨成熟，讓網路廣被接受與使用，也對網路教學產生推波助瀾的效應，使網路教學成為全球一日千里，發展迅速的產業之一。

　　由於網路教學產業發展的前景可期，近年來許多大學院校及私人企業也都紛紛投入開發；但值得我們關心的是，傳統教育與新興的網路教育，到底有何差異？網路教學如何在提供教育的同時，也兼顧到顧客 （學習者）的滿意度呢？

　　本研究藉由文獻回顧以及與相關人員的深入訪談中找出學員在網路學習上所注重的因素，其中包括網路教學品質（包括：資訊品質、系統品質、服務品質）、教學互動以及品牌形象；除了針對這五個構面的品質表現進行敘述分析，本研究並使用LISREL進行驗證性的研究，瞭解此五構面是否分別和顧客滿意與行為意向有著正向關係，以提供網路教育者設計出更符合顧客需求的課程。

　　未來，網際網路科技將更加地進步，透過網路的學習也勢必更廣為普及，因此如何提供更優質、更具效率的網路學習環境，來吸引顧客，並建立起長期關係，對網路教育提供者將是很值得研究的議題。
In less than two decades, the expansion of internet technology and relevant infrastructure are getting ripe to yield many positive results, such as the varied way people communicate and the daily information convey by media has shifted from papers to electronic. Moreover, one of the most noticeable outcomes is the development of learning through internet, the so-called E-teaching, which is undoubtedly becoming a rising industry.

E-teaching industry now has been mushrooming and there have been plenty of universities, colleges and individual enterprises joining this trend. Therefore, it is also the time to think about some elementary but crucial tasks of E-teaching. What’ the difference between traditional and such state-of-the-art style of learning, for example, and how to take care of customers` (or E-learners`) satisfaction with E-service?
By interview with relevant personnel and retrospect with historical references, the research attempts to indicate five important factors that E-learners concern most during their learning process, covering from the internet teaching quality (includes: information quality, system quality, service quality), teaching interaction and brand image. In order to provide

E-teaching designers with more practical guiding principles, to build up better courses to meet customers` need, the research tries to figure out the relation between these five factors and customer satisfaction and the behavior intention through the narrative analysis and LISREL based on E-College of National ChenChi University case.

In the near future, the internet technology will be more universal, while learning through internet will be accepted more extensively. Meanwhile, how to offer higher quality, better benefit, and attractive elements to catch customers’ eyes and keep long-term relationship with E-learners will be the topic worthy for an advanced study.
參考文獻 壹、中文部分
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貳、英文部分
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參、網站資料
1. http://www.edu.tw/中華民國教育部網。
2. http://www.elearners.com/數位學習者。
3. http://www.find.org.tw/資策會。
4. http://www.lib.usf.edu/美國南佛羅里達州大學。
5. http://www.idc.com.tw/國際數據資訊。
6. http://www.ocac.gov.tw/中華民國僑務委員會網站。
7. http://www.point-topic.com/
8. http://www.unctad.org/聯合國貿易暨發展委員會
9. http://www.usnews.com/美國新聞與世界報導。
描述 碩士
國立政治大學
企業管理研究所
90355071
93
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0903550711
資料類型 thesis
dc.contributor.advisor 賴士葆<br>李易諭zh_TW
dc.contributor.advisor Lai, Shi-Bao<br>Lee, Yi-Yuen_US
dc.contributor.author (作者) 楊忠銘zh_TW
dc.contributor.author (作者) Yang, Chung-mingen_US
dc.creator (作者) 楊忠銘zh_TW
dc.creator (作者) Yang, Chung-mingen_US
dc.date (日期) 2004en_US
dc.date.accessioned 18-九月-2009 13:36:17 (UTC+8)-
dc.date.available 18-九月-2009 13:36:17 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 13:36:17 (UTC+8)-
dc.identifier (其他 識別碼) G0903550711en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35027-
dc.description (描述) 碩士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) 90355071zh_TW
dc.description (描述) 93zh_TW
dc.description.abstract (摘要) 　　近年來，由於網路科技與相關基礎建設的日趨成熟，讓網路廣被接受與使用，也對網路教學產生推波助瀾的效應，使網路教學成為全球一日千里，發展迅速的產業之一。

　　由於網路教學產業發展的前景可期，近年來許多大學院校及私人企業也都紛紛投入開發；但值得我們關心的是，傳統教育與新興的網路教育，到底有何差異？網路教學如何在提供教育的同時，也兼顧到顧客 （學習者）的滿意度呢？

　　本研究藉由文獻回顧以及與相關人員的深入訪談中找出學員在網路學習上所注重的因素，其中包括網路教學品質（包括：資訊品質、系統品質、服務品質）、教學互動以及品牌形象；除了針對這五個構面的品質表現進行敘述分析，本研究並使用LISREL進行驗證性的研究，瞭解此五構面是否分別和顧客滿意與行為意向有著正向關係，以提供網路教育者設計出更符合顧客需求的課程。

　　未來，網際網路科技將更加地進步，透過網路的學習也勢必更廣為普及，因此如何提供更優質、更具效率的網路學習環境，來吸引顧客，並建立起長期關係，對網路教育提供者將是很值得研究的議題。		zh_TW
dc.description.abstract (摘要) In less than two decades, the expansion of internet technology and relevant infrastructure are getting ripe to yield many positive results, such as the varied way people communicate and the daily information convey by media has shifted from papers to electronic. Moreover, one of the most noticeable outcomes is the development of learning through internet, the so-called E-teaching, which is undoubtedly becoming a rising industry.

E-teaching industry now has been mushrooming and there have been plenty of universities, colleges and individual enterprises joining this trend. Therefore, it is also the time to think about some elementary but crucial tasks of E-teaching. What’ the difference between traditional and such state-of-the-art style of learning, for example, and how to take care of customers` (or E-learners`) satisfaction with E-service?
By interview with relevant personnel and retrospect with historical references, the research attempts to indicate five important factors that E-learners concern most during their learning process, covering from the internet teaching quality (includes: information quality, system quality, service quality), teaching interaction and brand image. In order to provide

E-teaching designers with more practical guiding principles, to build up better courses to meet customers` need, the research tries to figure out the relation between these five factors and customer satisfaction and the behavior intention through the narrative analysis and LISREL based on E-College of National ChenChi University case.

In the near future, the internet technology will be more universal, while learning through internet will be accepted more extensively. Meanwhile, how to offer higher quality, better benefit, and attractive elements to catch customers’ eyes and keep long-term relationship with E-learners will be the topic worthy for an advanced study.		en_US
dc.description.tableofcontents 摘要 I
目次 III
圖目錄 VI
表目錄 VII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 3
第四節 研究流程 5
第貳章 文獻探討 7
第一節 網路教學相關文獻探討 7
一、 遠距教育的基本定義與要素 7
二、 遠距教育的沿革 9
三、 網路教學的相關研究 11
第二節 網路教學品質相關文獻探討 15
一、 品質的定義 15
二、 網路教學品質衡量模式 17
三、 資訊品質的定義與衡量 19
四、 系統品質的定義與衡量 20
五、 服務品質的定義與衡量 22
六、 教學互動的相關文獻 23
第三節 品牌形象相關文獻探討 27
一、 品牌形象的定義 27
二、 品牌形象的衡量 28
第四節 顧客滿意相關文獻探討 29
一、 顧客滿意的定義 29
二、 顧客滿意的衡量 30
第五節 行為意向相關文獻探討 32
一、 行為意向的定義 32
二、 行為意向的衡量 33
第參章 研究方法 35
第一節 研究架構與假設 35
一、 概念性架構 35
二、 研究假設 37
第二節 研究變數的定義與衡量 40
一、 資訊品質 40
二、 系統品質 40
三、 服務品質 40
四、 教學互動 41
五、 品牌形象 41
六、 顧客滿意 41
七、 行為意向 41
第三節 問卷設計與抽樣 42
一、 問卷對象 42
二、 問卷設計 42
三、 抽樣設計 44
第四節 資料分析方式 46
一、 基本描述性統計 46
二、 信度與效度分析 46
三、 線性結構關係模式 48
四、 LISREL架構分析 51
第肆章 研究分析與結果 54
第一節 樣本結構分析 54
一、 個人資料分析 54
二、 學習經歷 61
三、 網路使用狀況 65
第二節 敘述性統計資料分析 69
一、 資訊品質 69
二、 系統品質 70
三、 服務品質 71
四、 教學互動 73
五、 品牌形象 74
六、 綜合敘述分析 75
七、 顧客滿意 78
八、 行為意向 78
第三節 相關分析 79
第四節 LISREL模式分析 80
一、 模式適配度分析 80
二、 基本模式適配度分析 80
三、 整體模式適配度分析 83
四、 模式內在品質適配度分析 85
五、 模式分析結果 88
第五節 整體模式路徑圖 89
第六節 研究假設與驗證結果 91
第伍章 結論與建議 93
第一節 研究結論與建議 93
第二節 研究限制與未來方向 98
一、 研究限制 98
二、 未來方向 98
附錄Ａ：網路教學模式－以政大公企網路學院為例 99
附錄Ｂ：問卷 108
參考文獻 114

圖目錄
圖1- 1 研究流程圖 6
圖2- 1傳統教育與遠距教學 7
圖2- 3 Delone and McLean資訊系統成功模式 18
圖2- 4 Pitt資訊系統成功模式 18
圖2- 5 態度與行為意向之關係 32
圖3- 1本研究之概念性架構 38
圖3- 2 LISREL分析流程 49
圖3- 3整體模式路徑圖 52
圖4- 1各班受訪者之職業別分佈圖 57
圖4- 2各班受訪者之職位別分佈圖 58
圖4- 3 Ｑ-plow圖 84
圖4- 4整體模式路徑圖 89
圖A- 1政大公企網路學院教學流程 107

表目錄
表2- 1我國遠距教學之主要發展歷程 10
表2- 2 2003年我國家庭資訊通訊技術應用概況表 13
表2- 7 Garvin的產品品質維度 17
表2- 8教材品質構面 19
表2- 9服務品質調查表的五大特性說明 23
表3- 1 問卷設計題項 43
表3- 2 回收樣本信度與平均變異抽取量表 47
表3- 3 觀察變項參數表 52
表4- 1 各班受訪者之性別、婚姻狀況與年齡表 55
表4- 2 各班受訪者之職業別分佈表 56
表4- 3 各班受訪者之職位別分佈表 58
表4- 4 各班受訪者之畢業學院別分佈表 59
表4- 5 各班受訪者工作年資分佈表 60
表4- 6 各班受訪者之個人收入分佈表 61
表4- 7 各班受訪者之新舊生分佈表 62
表4- 8 各班受訪者是否續修調查表 62
表4- 9 各班受訪者過去參與公企中心課程調查表 63
表4- 10 各班受訪者參與其他大學碩士學分課程調查表 63
表4- 11 各班受訪者參與其他大學網路學分課程調查表 64
表4- 12 各班受訪者上班地點寬頻使用狀況 65
表4- 13 各班受訪者家中網路使用狀況 66
表4- 14 各班受訪者接觸網路時間 66
表4- 15 各班受訪者平均每日上網時數 67
表4- 16 各班受訪者主要上網學習地點 68
表4- 17 敘述統計分析表－產品品質 69
表4- 18 敘述統計分析表－系統品質 70
表4- 19 敘述統計分析表－服務品質 72
表4- 20 敘述統計分析表－教學互動 74
表4- 21 敘述統計分析表－產品品質 74
表4- 22 各題項得分排行表 76
表4- 23 各構念得分排行表 77
表4- 24 敘述統計分析表－顧客滿意 78
表4- 25 敘述統計分析表－行為意向 79
表4- 26 構面相關矩陣分析 79
表A- 1 政大公企中心課程 101
表A- 2政大公企中心單位委辦課程 101
表A- 3 傳統學習與網路學習比較表 106
表A- 4 傳統學習與政大公企網路學院教學活動比較表 108		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0903550711en_US
dc.subject (關鍵詞) 網路學習zh_TW
dc.subject (關鍵詞) 品牌形象zh_TW
dc.subject (關鍵詞) 行為意向zh_TW
dc.subject (關鍵詞) 資訊品質zh_TW
dc.subject (關鍵詞) 系統品質zh_TW
dc.subject (關鍵詞) 服務品質zh_TW
dc.subject (關鍵詞) 顧客滿意zh_TW
dc.subject (關鍵詞) E-Learningen_US
dc.subject (關鍵詞) Brand Imageen_US
dc.subject (關鍵詞) Behavior Intentionen_US
dc.subject (關鍵詞) Information Qualityen_US
dc.subject (關鍵詞) System Qualityen_US
dc.subject (關鍵詞) Service Qualityen_US
dc.subject (關鍵詞) Customer Satisfactionen_US
dc.title (題名) 網路教學品質、品牌形象對顧客滿意與行為意向之研究──以政大公企網路學院為例zh_TW
dc.title (題名) A Study of Customer Satisfaction and Behavior Intention by E-Teaching Quality and Brand Image – A Case Study of NCCU E-Collegeen_US
dc.type (資料類型) thesisen
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