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系統識別號 U0026-1108201418184700
論文名稱(中文) 數位即時通訊軟體品牌形象、服務品質、科技接受度、顧客滿意度與顧客忠誠度關係之研究─以Facebooks messenger為例
論文名稱(英文) Research of the relationship among Brand Image, Service Quality, Technology Acceptance Model, Customer Satisfaction and Customer Loyalty for digital instant communication software –in case of Facebook Messenger.
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 102
學期 2
出版年 103
研究生(中文) 黃宏蔚
研究生(英文) Hung-Wei Huang
學號 R07014788
學位類別 碩士
語文別 中文
論文頁數 161頁
口試委員 指導教授-祝鳳岡
口試委員-趙義隆
共同指導教授-王明隆
口試委員-劉明德
中文關鍵字 品牌形象  服務品質  科技接受度  顧客滿意度  顧客忠誠度 
英文關鍵字 Brand Image  Service Quality  Technology Acceptance Model  Customer Satisfaction  Customer Loyalty 
學科別分類
中文摘要 22014年的2月19日,美國社群軟體龍頭臉書(Facebook, Inc)宣布,以總價190億美元併購跨平台行動即時通訊軟體WhatsApp,彷彿正式宣告了行動即時通訊軟體的戰國時代已正式來臨。
本研究以實際使用過Facebook Messenger 的用戶為主要研究對象,探討使用者對於行動即時通訊軟體Facebook Messenger 品牌形象、服務品質、科技接受度、顧客滿意度與顧客忠誠度間的關聯性。研究針對各年齡階層的Facebook Messenger 用戶進行問卷抽樣調查,共取得有效問卷444份,以SPSS軟體進行資料分析彙整及假設驗證,並聯繫九位Facebook Messenger 的使用者進行質化深度訪談,將訪談內容及量化統計結果進行對照討論。
經由分析結果顯示,使用者對於Facebook Messenger較為認同的部分是與Facebook帳號連結的方便性、免費的訊息傳遞功能和軟體更新服務,而比較不認同的部分則是產品形象、網路通話品質、和隱私的安全性;另外,品牌形象、服務品質和科技接受度個別對顧客滿意度與顧客忠誠度都具有正向顯著之影響,其中三者對於顧客滿意度與顧客忠誠度的影響程度,以服務品質最大,科技接受度次之,品牌形象最末,且顧客滿意度對顧客忠誠度也有顯著正向之影響;同時,研究結果顯示,使用者的年齡與Facbook好友人數對於本研究變項認知差異較大,不同性別和居住地點的使用者對於各變項的認知則沒有明顯的差別。
綜合量化統計及質化訪談的結果,本研究建議,開發能夠提高溝通效率的新功能以及與提高隱私安全性,有助於顧客滿意度與忠誠度的提升,並且能夠提高產品形象以及使用者的推薦意願,增加更多的使用者,擴大溝通的範圍。
英文摘要
The research focuses on Facebook Messenger users to discuss the correlation among brand image, service quality, technology acceptance, customers' satisfaction and loyalty to IM software. It took questionnaire survey from Facebook Messenger users of various age groups, and obtained 444 valid questionnaires in total to conduct data analysis and hypothesis verification via SPSS software. In addition, it contacted with 9 users to conduct the qualitative in-depth interview. Finally it compared interview content with quantitative statistical results.
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究範圍 4
第四節 研究目的 4
第五節 研究流程 4
第二章 文獻探討 7
第一節 行動即時通訊體 8
第二節 品牌形象 12
第三節 服務品質 17
第四節 科技接受度 23
第五節 顧客滿意度 27
第六節 顧客忠誠度 31
第七節 各相關構面之互動關係及影響 37
第三章 研究方法 43
第一節 研究方法 43
第二節 研究架構與研究假設 44
第三節 操作定義 45
第四節 問卷設計 51
第五節 研究對象 53
第六節 資料分析與研究方法 53
第四章 研究結果 57
第一節 樣本分析 57
第二節 敘述性統計分析 61
第三節 因素分析與信度檢定 68
第四節 相關分析 75
第五節 迴歸分析 80
第六節 差異性分析 92
第七節 假設驗證 108
第八節 質化訪談 111
第五章 結論與建議 116
第一節 研究結果 116
第二節 研究建議 121
第三節 研究限制與未來研究發展建議 124
參考文獻 125
參考文獻(外文部分) 130
附錄一 訪談內容 142
附錄二 問卷內容 157
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