臺灣博碩士論文加值系統

由於網際網路的盛行，使得服務型態轉變，以往服務人員為主之傳統服務型態評估項目已經不適用，而服務是提供無形商品，因此更需要瞭解顧客的期望與需要，加上服務的提供需要顧客與服務人員的接觸且須在短時間內將服務完成，比製造業需要更高的跨部門的整合；而品質機能展開(Quality Function Deployment, QFD)正是具有進行跨部門的規劃、溝通與整合的分析工具。Kano二維品質模式（Two-Dimension Model）對提升較高顧客滿意及價值更有幫助。本研究乃運用二維品質分析模式來掌握外部顧客需求的影響特性，並透過品質機能展開方法將其轉化為內部需加強的重點，俾有助於服務品質與顧客滿意度的提升。

Due to the prevailing of internet, it transforms the type of service. The traditional service evaluations for service persons are not suitable for nowadays. The service provides invisible products. The requirement and anticipation of customers need to be investigated. Service after sales requires the contact of the costumers and service persons and it needs to be done in a short time. So, it demands the higher integration ability the manufacture industry.Quality Function Deployment (QFD) is an analysis tool for planning, communicating and integrating for crossing departments. Kano Two-Dimension Model will be helpful to promote the costumers， satisfaction and the value of the product. This research is the utilization two-dimensional quality analysis pattern grasps the external customer demand the influencing characteristic, and penetrates the quality function to launch the method to transform it the key point which must strengthen for the interior, inferior is helpful to the service quality and the customer degree of satisfaction promotion.

目 錄
中文摘要 ………………………………………………………………………… i
英文摘要 ……………………………………………………………………… ii
目錄....................................................iii
表目錄 …………………………………………………………………………… v
圖目錄 ………………………………………………………………………… vi
第一章 緒論 ………………………………………………………………………1
1.1 研究背景與動機 ……………………………………………………………1
1.2 研究目的 ……………………………………………………………………2
1.3 研究流程與架構 ……………………………………………………………2
第二章 文獻探討 …………………………………………………………………4
2.1 二維品質模 ……………………………………………………………… 4
2.1.1 二維品質模式沿革 ……………………………………………………4
2.1.2 Kano二維品質模式相關文獻 ……………………………7
2.1.3 二維品質品質歸類方法……………………………………9
2.2 QFD品質機能展開 ………………………………………………… 11
2.2.1 QFD品質機能展開之發展歷史.……………………………………11
2.2.2 品質機能展開架……………………………………………13
2.2.3 品質機能展開相關研………………………………………14
2.3 整合 Kano 模式與品質機能展開 ………………………………17
2.4 網路購物 ……………………………………………………………20
2.4.1 台灣與國外目前網路購物之發展現況……………………………20
2.5 服務品質 ……………………………………………………………24
2.5.1 服務品質的意義與特性……………………………………………24
2.5.2 服務品質的構面……………………………………………………26
2.6 服務品質在網路購物中的應用……………………………………………32
第三章 研究方法 ……………………………………………………………35
3.1 研究方法之流程與架構……………………………………………………35
3.2 問卷調查……………………………………………………………………37
3.2.1 問卷調查……………………………………………………………37
3.3 問卷內容……………………………………………………………………41
3.4 抽樣方法 ……………………………………………………………………42
3.5 問卷分析……………………………………………………………………42
3.6 建構品質屋……………………………………………………………45
第四章資料整理與分析.......................................48
4.1 統計分析 ……………………………………………………………48
4.1.2信度及效度分析…………………………………………………51
4.1.3服務品質重要性的各項排序與差異……………………………51
4.1.4東森購物網、富邦momo及ViVa TV競爭分析……………………52
4.2 Kano二維品質分類…………………………………………………56
4.3 不同顧客屬性對網路購物服務品質之差異…………………………58
4.4 品質機能展開………………………………………………………65
4.4.1網路購物服務品質品質機能展開………………………………65
第五章結論與建議 …………………………………………………………68
5.1結論……………………………………………………………………68
5.2後續研究建議…………………………………………………………71
參考文獻 …………………………………………………………………73
附錄一：前測問卷……………………………………………………… 82
附錄二：正式問卷……………………………………………………… 88
附錄三：東森得易購公司、富邦媒體科技股份有限公司及(Viva)英屬維京群島商中購媒體科技股份有限公司簡介 ……………91

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［1］凱絡媒體週報第461期「張大眼睛看網路購物現況」http://irich123.blogspot.com/2009/01/2009.html