臺灣博碩士論文加值系統

企業將「客服中心」搬移到網際網路上的趨勢，不但是企業對自己販售的產品做一全面性的服務，還可以維繫企業和顧客的關係。本研究欲利用網路人與人互動之特性，反映在商業模式裡的線上客戶服務系統，將線上客服人員的長相、人格特質、甚至對話內容做不同的情境組合，是否會影響顧客對此客服人員產生不一致的評價。究竟對話中的顧客會以現實世界的外表來判斷服務人員的能力還是以網路上的文字互動評價服務人員。
研究結果顯示，資訊呈現順序效果對服務品質與關係品質具有顯著性的影響；美貌刻板印象則在個體知覺方面的評比產生影響；而性別刻板印象則是對個體知覺與關係品質評比均有顯著的影響。本研究嘗試找出可以改變消費者對服務品質或關係品質的關鍵因素，發現可以透過傳遞服務人員的相片及過往的服務表現紀錄來提升消費者的滿意及信賴；然而給予消費者相關資訊的同時，呈現的先後次序不同，也會在消費者心理中產生不同的感受，因此或許要傳遞的資訊可以盡量個別呈現給消費者閱聽，如此才能避免因為訊息傳達的順序不同而產生時近效應。

The trend that enterprises move the “customer service center” on the internet network, is not only the products which enterprises sell to oneself to do an overall service, can also maintain the relationship between enterprise and customer. This research wants to utilize the characteristic that people interact with people in the network, reflecting the on-line customer service system in the commercial way. It makes different combinations of on-line servants’ appearance, personality, even conversation content, to probe that whether it will influence customers having inconsistent evaluation to the servant.
The result of study shows that, the information order effect has obvious influence on service quality and relationship quality; physical attractiveness stereotype will influence the evaluation of personal perception; and aging stereotype will influence both personal perception and relationship quality. This research try to find the key factors that can change consumer’s attitude on service or relationship quality. We observe that it can enhance customer’s satisfaction and trust by presenting servant’s photo and performance record in the past; but while offering consumers relevant information and different order, will produce different impressions in consumer's perception. Thus, we suggest that the information should present individually to consumer, in order to avoid order effect happened.

目錄

中文摘要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VI
第一章 緒論 0
第一節 研究背景與動機 1
第二節 研究目的與範圍 3
第二章 文獻探討 4
第一節 外表吸引力 4
第二節 刻板印象 6
第三節 順序效應 11
第四節 服務品質、個體知覺及關係品質相關文獻 16
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 28
第三節 實驗設計 35
第四節 變數的操作定義與衡量 41
第四章 研究結果與分析 44
第一節 問卷信度分析及敘述統計 45
第二節 自變數操弄檢定及依變數相關分析 51
第三節 假設檢定 53
第五章 結論與建議 65
第一節 研究結果與討論 65
第二節 實務上之研究貢獻 69
第三節 研究限制 70
第四節 未來研究方向 70
參考書目 72
附錄一：「消費者服務品質知覺評量」問卷 75

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