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研究生:方博霖
研究生(外文):Fang, Po-Lin
論文名稱:台灣證券服務業電子化服務品質之研究
論文名稱(外文):A Study of e-service Quality for Securities Services Industry in Taiwan
指導教授:吳徐哲吳徐哲引用關係
指導教授(外文):Wu, Hsu-Che
口試委員:李佳玲洪為璽
口試委員(外文):Lee, Chia-LingHung, Wei-Hsi
口試日期:2011-07-28
學位類別:碩士
校院名稱:國立中正大學
系所名稱:會計與資訊科技研究所
學門:商業及管理學門
學類:會計學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:131
中文關鍵詞:證券服務業電子化服務服務品質主成分分析重要度-績效分析法
外文關鍵詞:Securities Industrye-servicesService QualityPrincipal Component AnalysisImportance-Performance AnalysisIPA
相關次數:
  • 被引用被引用:6
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  隨著網際網路普及化,寬頻網路之基礎建設日益發達,加上金融消費者及投資大眾對於使用網際網路習慣的改變,對於證券交易電子化接受度越來越高,但金融證券業絕非只有網路下單此一電子化服務,亦包括線上看盤、即時新聞、推薦報告、個股盤後分析等服務;對證券業來說,網路下單相關的調查報告或學術研究已相當多,但鮮少研究對於整體電子化服務服務品質進行探討。面對競爭激烈的開放市場,想佔有一席之地勢必要能掌握其服務品質的好壞,想要提升服務品質可透過與顧客直接的溝通,進一步改善電子化服務的內容及系統,以獲得投資大眾對於證券服務業電子化服務的認同與支持,但就目前的研究,鮮少研究著墨於此,致使證券業者於衡量自家的電子化服務時並無一套衡量指標作為標準。
  本研究以Sohn et al. (2008) 所提出的 e-service Quality Measurement 為基礎,輔以後續學者針對電子化服務衡量服務品質時所需的指標,整理出一套評估台灣證券服務業電子化服務之服務品質衡量指標,透過問卷調查方式,經各類統計分析後,找出證券服務業電子化服務品質之關鍵衡量指標,提供台灣證券服務業者進行電子化服務品質衡量,並提供台灣證券服務業一個提升或改進電子化服務品質參考之依據;此外,透過重要度-績效分析法進行分析,找出目前台灣證券服務業電子化服務目前應保持之服務優勢以及需要改善的服務部分,若證券業者能夠依此進行改善,勢必能夠提升該券商在證券服務業市場之競爭力,以佔一席之地,進一步帶動台灣整個證券服務業電子化服務品質的提升。
With the popularization of Internet, broadband Internet developing well, and the changes of using Internet by investors, the acceptance of electronic securities trading is growing up and up. For securities industry, e-services include not only Internet securities orders, but also include reading the tape online, real-time news, recommended reporting, specific after-hours stocks analysis. For securities industry, there are many the survey reports or academic research of Internet securities order, but it is rarely having research topic of whole e-services quality. If the securities companies want more market share, they have to control their service quality. They could communicate with customers straightly, improve e-service content and systems for service quality, furthermore, it could make investors to improve the agree and support for e-service in securities industry, but in nowadays, there was rarely research paper of securities e-services quality, many securities companies could not have a standard to evaluate their e-service quality.
In this study, we based on Sohn et al. (2008) proposed e-service Quality Measurement in financial institutions, supplemented by subsequent scholars of electronic services required to measure service quality indicators, sorting out an evaluation of e-services quality for Taiwan securities industry, through questionnaire survey methods and various types of statistical analysis, archive a set of e-services quality measurement for Taiwan securities industry, it could provide Taiwan securities industry a reference information to improve e-services quality. Furthermore, through Importance-Performance Analysis (IPA) to explore the service predominance and inferiority part of e-service in Taiwan securities industry. As if securities could set up a modification policy, it must be improved its competitive ability in whole industry, and take one step ahead to lead whole e-services quality in Taiwan securities industry to a better place.
致謝 i
中文摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第壹章、 緒論 1
1.1 研究動機與背景 1
1.2 研究目的 5
1.3 論文架構與研究流程 8
第貳章、 文獻探討 9
2.1 國內金融相關產業市場概況 9
2.2 行動證券 15
2.3 電子化服務(e-service) 15
2.4.1 電子化服務 (e-service) 定義 16
2.5 服務品質衡量機制與指標探討 19
2.5.1 服務品質之定義 19
2.5.2 SERVQUAL(Service Quality)服務品質量表 26
2.5.3 IS-SERVQUAL 33
2.5.4 EC-SERVQUAL 35
2.5.5 E-S-QUAL 36
2.5.6 金融服務業電子化服務之服務品質指標彙整 40
第參章、 研究設計與方法 47
3.1 研究流程 47
3.2 研究工具 48
3.2.1 問卷設計 49
3.2.2 信度分析(Reliability Analysis) 52
3.2.3 專家問卷篩選問卷問項及驗證問卷內容效度 53
3.2.4 問卷發放與回收 54
3.2.5 因素分析(Factor Analysis) 54
3.2.6 主成分分析(Principle Component Analysis) 55
3.2.7 重要度-表現分析法 Importance - Performance Analysis (IPA) 57
第肆章、 資料分析與討論 62
4.1 專家問卷問項篩選及統計結果 62
4.2 基本資料敘述性統計分析 64
4.3 因素分析及主成份分析 68
4.1 信度分析 71
4.2 各行業別之主成份分析 72
4.2.8 以各行業別主成份平均分數分析 73
4.2.9 以各行業別抽樣眾數分析 80
4.3 服務品質各構面、指標差異及均值分析 86
4.4 台灣證券服務業電子化服務品質之重要度-績效分析(IPA) 94
4.5 結果說明與討論 104
第伍章、 結論與建議 110
5.1 研究結論 110
5.2 研究建議 111
5.3 研究限制 112
5.4 未來研究方向建議 113
參考文獻 115
附錄一、 台灣證券業電子化服務品質衡量指標專家問卷專家問卷 123
附錄二、 台灣證券服務業電子化服務品質衡量指標問卷 128
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梁德馨、謝玉慧、許景婷、歐惠櫻、林建邦、許元俊、邱妍蓁、柯依岑、許孝婷, (2010) ,2010 年臺灣寬頻網路使用調查報告,http://www.twnic.net.tw/download/200307/1001e.pdf
臺灣證券交易所,(2010),99年8月份集中交易市場證券商電子式交易(含網際網路及語音)金額為14,835億元, http://www.twse.com.tw/ch/about/press_room/tsec_news_detail.php?id=6180
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