臺灣博碩士論文加值系統

無線通訊網路發展的腳步一直以極快的速度演進，使其無線通訊網路越來越受到產業界與消費者的關注。隨著無線網路建構技術的成熟與標準化，資訊傳遞在許多行業應用上都已有成功的經驗，如何趁著這波W 化的浪潮來開拓新的市場契機，亦是相關業者重要之課題。本研究旨欲探討消費者對目前所使用無線網路系統之忠誠度是否會受消費者之人口變項、服務品質、產品價格與顧客滿意等相關因素影響；本研究採用問卷調查法，以曾經體驗無線網路服務之消費者為研究對象，並且利用SPSS 統計軟體進行敍述性統計分析、因素分析、信度分析與假設檢定進行探討提升消費者使用無線網路服務意願之關鍵成功因素為何，進而找出無線網路服務提供者未來可著力之方向。

The wireless communication network has been evolving at a rather high speed, and hence starts to draw more and more attention from industries and end users. With the maturation of wireless network construction technique and its standardization, information communication has been applied in many industries and was proved a successful experience. It becomes quite important to explore new business opportunity along with the coming of this “W”nization trend. This research aims at exploring whether the intention of using wireless network system is affected by consumers' demographics, service quality, and customer satisfaction. The research was conducted using questionnaires in this study, and experienced wireless network system users as the target group of this research. The SPSS statistical software was adapted to perform the descriptive, factor, reliability, and validity analysis, then further testing hypotheses. The results shed light on the key factors of successfully to increase the service intention of using wireless network system, and offering the future direction for wireless network system service provider.

中州技術學院碩士學位論文考試審定書.......................................... iii
博碩士論文暨電子檔案上網授權書...................................................iv
摘 要....................................................................................................iv
ABSTRACT .........................................................................................ix
誌謝.......................................................................................................x
目錄......................................................................................................xi
圖目錄.................................................................................................xv
表目錄................................................................................................xvi
第一章 緒論.........................................................................................1
第一節 研究背景及動機...............................................................1
第二節 研究目的...........................................................................2
第三節 研究流程...........................................................................3
第二章 文獻探討.................................................................................6
第一節 無線網路...........................................................................6
一、WLAN(IEEE 802.11) .......................................................7
二、WCDMA (3G) ..................................................................8
三、WCDMA-HSDPA (3.5G) .................................................9
四、WiMAX (802.16)............................................................10
第二節 服務品質.........................................................................12
一、服務品質之定義............................................................12
二、服務品質之特性............................................................14
三、服務品質之概念性衡量模式........................................15
四、服務品質之衡量構面....................................................18
五、服務品質之量表............................................................20
六、小結................................................................................23
第三節 產品價格.........................................................................24
一、價格的定義....................................................................24
二、價格和價格認知間之關係............................................25
第四節 顧客滿意.........................................................................27
一、顧客滿意之定義............................................................27
二、顧客滿意之理論............................................................29
三、顧客滿意之衡量............................................................33
四、顧客滿意之衡量構面....................................................34
第五節 顧客忠誠.........................................................................36
一、顧客忠誠之定義............................................................36
二、顧客忠誠之衡量方式....................................................38
三、顧客滿意與顧客忠誠之關係........................................40
第三章 研究方法...............................................................................42
第一節 研究架構.........................................................................42
第二節 研究假設.........................................................................43
一、服務品質與顧客滿意之關係........................................43
二、產品價格與顧客滿意之關係........................................44
三、服務品質與顧客忠誠之關係........................................45
四、產品價格與顧客忠誠之關係........................................46
五、顧客滿意與顧客忠誠之關係........................................46
第三節 問卷設計與抽樣方法.....................................................47
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第四節 資料分析方法.................................................................48
一、樣本之基本資料分析....................................................49
二、信效度分析....................................................................49
三、敍述性統計分析............................................................49
四、因素分析........................................................................49
五、假設檢定........................................................................50
第四章 研究結果與討論...................................................................51
第一節 基本資料分析.................................................................51
一、性別................................................................................52
二、年齡................................................................................52
三、教育程度........................................................................53
四、居住地............................................................................53
五、職業................................................................................53
六、收入................................................................................53
第二節 問卷之信度衡量.............................................................54
第三節 敍述性統計分析.............................................................55
一、服務品質構面分析........................................................56
二、產品價格構面分析........................................................59
三、顧客滿意構面分析........................................................60
四、顧客忠誠構面分析........................................................61
第四節 因素分析.........................................................................62
第五節 研究假設檢定.................................................................66
一、服務品質對顧客滿意之影響........................................66
二、產品價格對顧客滿意之影響........................................67
三、服務品質對顧客忠誠之影響........................................68
四、產品價格對顧客忠誠之影響........................................69
五、顧客滿意對顧客忠誠之影響........................................70
第六節 研究假設彙整.................................................................71
第五章 結論與建議...........................................................................73
第一節 研究結論.........................................................................73
一、顧客基本資料................................................................73
二、服務品質對顧客滿意及顧客忠誠之影響.....................73
三、產品價格對顧客滿意及顧客忠誠之影響.....................74
四、顧客滿意對顧客忠誠之影響........................................75
第二節 研究建議.........................................................................75
一、服務品質方面................................................................75
二、產品價格方面................................................................76
三、顧客滿意方面................................................................76
第三節 研究限制與後續研究建議.............................................77
第六章 參考文獻...............................................................................78
第一節 中文部份.........................................................................78
第二節 英文部份.........................................................................80
附錄 問卷...........................................................................................92

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