臺灣博碩士論文加值系統

本研究主要目的在於探討網路市場導向與服務創新對使用者滿意度有何程度的影響，經由問卷調查，對象為曾經使用過虛擬社群之民眾，共收集541份樣本(第一次有251份；第二次有290份)，進行結構方程模式分析。本研究首先探討各項潛在變數的概念與定義並提出一套建構量表的程序步驟後，本研究應用結構方程模式方法，進行網路市場導向與服務創新量表測量模式與結構模式之配適度驗證，並檢測所探討之研究假設。結果顯示網路市場導向對於使用者滿意度有著正向影響關係；服務創新對於使用者滿意度有著正向影響關係。最後，期許本研究發展出的兩個相關評估量表(網路市場導向與服務創新)，可以供虛擬社群網路業者參考之用。

The purpose of this study is to determine how the Internet market orientation and service innovation affect the user satification. This study used survey questionnaires to gather the data, collected 541 samples (i.e., first samples, N1= 251; second samples, N2= 290), and the structural equation modeling was used to analysis the relationships. First, we adopted the comprehensive procedures of measurement scale development recommended by Churchill(1979) and MacKenize et al.(2011) and derived a measurement scale for the two relevant assessment scale (Internet-mediated market orientation and service innovation). Then, the research and application of structural equation modeling approach for the above relevant assessment scale and structural model fit validation and testing of research hypotheses are discussed. Analytical results indicate that Internet-mediated market orientation has a positive impact on the user satisfaction; service innovation has positive influence the user satisfaction. Finally, recommendations for Internet-mediated market orientation and service innovation researchers for improved use of virtual community enterprise are also provided.

中文摘要 vi
ABSTRACT vii
目錄 viii
第一章 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 研究流程 4
第二章 文獻探討 6
第一節 市場導向 6
第二節 虛擬社群 13
第三節 創新 16
第四節 服務 20
第五節 服務創新 22
第六節 使用者滿意度 26
第七節 市場導向、服務創新以及使用者滿意度之關係 29
第三章 研究方法與設計 32
第一節 研究架構 32
第二節 研究變數之定義與衡量 35
第三節 問卷設計與研究對象 40
第四節 資料分析方法 42
第四章 量表之發展與設計 46
第一節 量表發展程序之設計 46
第二節 量表精簡 54
第三節 量表再精簡 57
第五章 研究結果 67
第一節 樣本分析 67
第二節 模式驗證結果與分析 69
第六章 結論與建議 74
第一節 研究結論 74
第二節 研究限制與後續建議 76
參考文獻 79
附錄一：原始問卷 88
附錄二：第一次修正後問卷 91
附錄三：正式問卷 94

圖目錄
圖1-1 研究流程圖 5
圖2-1市場導向架構圖 8
圖2-2 服務創新構面 25
圖3-1 研究架構圖 34
圖4-1 量表發展程序 48
圖4-2 本研究提出發展量表之程序 50
圖4-3 本研究所建構網路市場導向構面的一階測量模式之驗證性因素分析圖 63
圖4-4 本研究所建構網路市場導向構面的二階測量模式之驗證性因素分析圖 64
圖4-5 本研究所建構服務創新構面的一階測量模式之驗證性因素分析圖 65
圖4-6 本研究所建構服務創新構面的二階測量模式之驗證性因素分析圖 66
圖5-1 本研究之結構模式圖 72



表目錄
表2-1 MARKOR量表題項 7
表2-2 市場導向的衡量題項 9
表2-3 兩種市場導向量表之彙整表 9
表2-4 市場導向與網路市場導向互動之比較 11
表2-5 各學者的創新定義 17
表2-6 各學者的服務定義 20
表2-7 服務創新定義 23
表2-8 各學者對滿意度之定義 27
表3-1 網路市場導向之操作性定義與衡量題項 35
表3-2 服務創新之操作性定義與衡量題項 37
表3-3 使用者滿意度之操作性定義與衡量題項 39
表3-4 不同的學者建議模式配適度之指標值 45
表 4-1 網路市場導向量表的第一次修正後問卷之分項對總項相關係數值 55
表4-2 服務創新量表的第一次修正後問卷之分項對總項相關係數值 56
表4-3 第一次修正後問卷刪除題項後之信度分析表 56
表4-4 KMO之判斷指標 58
表 4-5網路市場導向構面之正式問卷的因素分析與信度分析結果 59
表4-6 服務創新構面之正式問卷的因素分析與信度分析結果 60
表4-7 網路市場導向構面的一階測量模式之配適度指標 62
表4-8 網路市場導向構面的二階測量模式之配適度指標 63
表4-9 服務創新構面的一階測量模式之配適度指標 64
表4-10 服務創新構面的二階測量模式之配適度指標 66
表5-1 樣本基本資料 68
表5-2 各潛在變數之測量模式的基本配適度指標 69
表5-3 整體結構模式之配適度指標分析結果 71
表5-4 結構模式路徑係數與假說驗證 73
表6-1 研究結果彙整表 74

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