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系統識別號 U0026-0107201315473300
論文名稱(中文) 行動通訊應用軟體使用者行為意向之研究─以台灣北部、中部、南部為例
論文名稱(英文) An Investigation of Mobile Communication Application for Users’ Behavior Intention – A study in Northern, Middle and Southern Taiwan
校院名稱 成功大學
系所名稱(中) 統計學系碩博士班
系所名稱(英) Department of Statistics
學年度 101
學期 2
出版年 102
研究生(中文) 林宜慧
研究生(英文) Yi-Hui Lin
學號 r26004035
學位類別 碩士
語文別 中文
論文頁數 118頁
口試委員 指導教授-吳宗正
口試委員-溫敏杰
口試委員-賴明材
中文關鍵字 行動通訊應用軟體  資訊系統成功模式  電子商務成功模式  線性結構關係模式 
英文關鍵字 E-commerce systems success  Information System Success Model  Linear Structural Relationship Model  Mobile Communication Application Software 
學科別分類
中文摘要 近年來隨著智慧型手機的普及,使用行動通訊應用軟體已經成為一股潮流
,根據資策會的調查,民眾在行動上網時最主要從事的行為就是使用社交網路,智慧型手機崛起帶起免費通訊軟體風潮,進而取代昂貴的通話費,在眾多行動通訊軟體競爭激烈下,面對層出不窮的選擇,企業應該要更加積極擬定行銷策略,思考該如何爭取使用者滿意度與忠誠度,將變成行動通訊應用軟體業者的首要課題。
本研究主要以台灣北、中、南三大行政區,且有使用過行動通訊應用軟體之民眾作為研究對象,採取分層比例隨機抽樣法在網路上蒐集樣本。本研究根據DeLone and McLean (2003)所提出更新後的資訊系統成功模式,並同時參考Wang (2008)提出的更新電子商務系統成功模式的基礎,透過變異數分析探討人口統計變項與不同的行動通訊應用軟體對本研究構面之影響,同時建立適合的線性結構關係模式,藉此探討系統品質、資訊品質、服務品質、知覺價值、使用者滿意度以及行為意向之關聯性。
本研究證實系統品質、資訊品質、服務品質、知覺價值、使用者滿意度以及行為意向間之關聯性,因此建議行動通訊應用軟體業者應提升知覺價值,以增加使用者正向的行為意向,進而增加使用者的忠誠度,並根據本研究之結果,提供建議給後續研究參考使用。
英文摘要 In recent year, using Mobile Communication Application become a trend as the prevalence of smart phone. According to the investigation of institute for information industry, surfing social network is the most often to do in wireless on line. It causes the sensation on free communication software to replace the expense of telephone bill. Under such severe competition, the company should promptly establish the marketing research. Increasing the contentment and loyalty to the customer is the main issue for the company.
In this research, we study the people who lived in North, Middle Southern, with the experience using communication software before. We apply the stratified sampling to collect data on online questionnaire. Furthermore, in the basis of DeLone and McLean (2003) information system success of model and Wang (2008) the respecified e-commerce system success model, the research study the vital statistics by ANOVA then, state the influence for difference software to our study. We also construct suitable LISREL model to explore the relations with system quality, information quality, service quality, perceived value, customer satisfaction and behavioral intention.
This study verifies that there has the relationship of system quality, information quality, service quality, perceived value, customer satisfaction and behavioral intention. Therefore, the communication software company should enhance the perceived value to raise the positive behavioral intention to customer. In addition, let the customer be loyal to the product. Finally, this study will suggest some idea for the future research.
論文目次 目錄 I
表目錄 III
圖目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與對象 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 行動通訊應用軟體 6
第二節 系統品質 7
第三節 資訊品質 8
第四節 服務品質 10
第五節 知覺價值 18
第六節 使用者滿意度 21
第七節 行為意向 23
第八節 資訊系統成功模式 25
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假說 30
第三節 研究變項操作型定義與衡量 31
第四節 問卷設計 33
第五節 抽樣設計 37
第六節 統計分析方法 40
第四章 實證分析 49
第一節 前測分析 49
第二節 信度分析 52
第三節 樣本結構分析 52
第四節 基本敘述統計量 54
第五節 因素分析 59
第六節 效度分析 64
第七節 變異數分析 69
第八節 線性結構關係模式 79
第九節 多群組線性結構關係模式之比較 86
第五章 研究結論與建議 93
第一節 研究結論 93
第二節 研究建議 95
第三節 研究限制 97
參考文獻 98
附錄 107
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