臺灣博碩士論文加值系統

隨著科技日新月異，行動金融在全世界各地已經相當廣泛Zarifopoulos and Economides(2009)。Kamakodi and Basheer(2008)研究指出，顧客非常樂意接受使用銀行電子化金融服務；Tommi and Mika(2007)認為，在各種金融服務中，以行動電話視為最被看好的發展之一。因此本研究探討證券商提供的手機行動下單服務中，顧客對該系統服務之重要度與滿意度進行分析。
本研究彙整目前證券業的行動下單系統功能、服務內涵、市場概況等相關資料，經TAM科技接受模式與顧客認知易用性、認知有用性及相關顧客需求因素，根據PZB服務缺口模型來設計問卷之問項，以探討服務內涵和顧客需求間的缺口差距。本研究以手機下單客戶為研究對象，探討顧客對該系統的服務品質、使用期望及感受，作為認知重要和滿意的參考指標。經剔除無效問卷共回收163份有效問卷後進行IPGA(Importance Performance and Gap Analysis)分析，研究發現顧客對系統安全機制、資料隱私保護及人性化設計非常重視，且在重要性與滿意度的排名有顯著的差異，即滿意度低於重要性，呈現「負向缺口」。故本研究建議證券商應改善系統安全機制、資料隱私保護及人性化設計，同時加強系統排除障礙及技術分析的能力，相關結果將提供給證券商做為資源重整策略的參考。

With the advancement of technology, Zarifopoulos and Economides(2009) indicated that financial operations has been prevalent around the globe. Kamakodi and Basheer(2008) point out customers who are very willing to use electronic banking services; And Laukkanen and Pasanen(2007) also believe mobile phone is the most anticipated sector in financial services of all kind. Owing to the above this study, mobile trading services provided by security firm, and analyze its importance and satisfaction level to customers.
The study covers the mobile stock trading system, service content, general market situation and so on; and would apply perceived ease of use, perceived usefulness of Technology Acceptance Model (TAM), together with relevant customer demand factors, to build up a questionnaire based on PZB mode, design service gap items. The data would be collected to study gap between service content and customer demand.
This study targets the customers of mobile stock trading system, and investigate their expectation and feeling towards the system, which are to be recognized as benchmark of importance and satisfaction level.
After taking away the invalid questionnaires, 163 valid ones are recollected for IPGA (Importance Performance and Gap Analysis) analysis. Result shows that customers are paying much emphasis on system security mechanism, privacy protection and service customization. Besides, it is found that satisfaction level is lower than importance, reflecting a negative gap. Thus this study recommend security firms to improve their system security, privacy and degree of customization; meanwhile, they should also improve its capability in problem solving and technical analysis. All relevant result would be provided to security firms as reference for resource integration strategy.

目錄

中文摘要…………………………………………………………………………i
英文摘要 ……………………………………………………………………… ii
致謝 ……………………………………………………………………………iii
目錄 ……………………………………………………………………………iv
表目錄………………………………………………………………………… vii
圖目錄…………………………………………………………………………viii

第一章 緒論 ………………………………………………………………… 1
第一節 研究背景與動機 ……………………………………………1
第二節 研究目的與研究問題 ………………………………………3
第三節 研究流程 ……………………………………………………4
第四節 研究對象 ……………………………………………………6
第五節 研究範圍與限制 ……………………………………………6

第二章 文獻探討 …………………………………………………………… 7
第一節 手機行動下單系統 …………………………………………7
一、系統資訊提供 ……………………………………………… 7
二、行動下單相關研究與下單優惠方案……………………… 11
第二節 TAM科技接受模型(Technology Acceptance Model) …… 16
第三節 顧客需求(Customer Demand)……………………………… 21
第四節 PZB模式……………………………………………………28

第三章 研究設計與方法…………………………………………………… 35
第一節 研究架構 …………………………………………………… 35
第二節 研究範圍與對象 …………………………………………… 39
第三節 問卷設計 …………………………………………………… 40
第四節 IPGA分析模式……………………………………………… 42
一、 GA缺口分析(Gap Analysis) ……………………………… 42
二、 IPA分析模式(Importance-Performance Analysis; IPA)…… 43
三、 IPGA分析模式
(Importance Performance & Gap Analysis, IPGA) ………… 46

第四章 實證分析…………………………………………………………… 54
第一節 前側問卷 …………………………………………………… 54
第二節 行動下單用戶問卷 ………………………………………… 56
第三節 IPGA分析…………………………………………………… 64

第五章 結論與建議………………………………………………………… 85
第一節 研究結論 …………………………………………………… 85
第二節 管理意涵 …………………………………………………… 88
第三節 研究建議 …………………………………………………… 89
第四節 研究限制 …………………………………………………… 90

參考文獻……………………………………………………………………… 92

附錄…………………………………………………………………………… 98
附錄一、台灣各大證券商優惠方案(2011/06/07)…………………………… 98
附錄二、行動下單用戶問卷………………………………………………… 100

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(中文部分)
王傳鑫(2010)。應用IPGA模式建立國民小學網站服務品質之改善策略(碩士論文)。取自台灣碩博士論文知識加值系統。(系統編號098CHPI5230025)
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吳怡淨(2010年4月)。ATM服務品質待改善要素之研究：IPGA＆DEMATEL之觀點。華人經濟圈企業競爭力與經營管理學術研討會發表之論文，新竹市中華大學。
施恩惠(2006)。PZB服務品質構面與Kano二維品質模式關係之探討─以金融機構之信用卡服務品質為例(碩士論文)。取自台灣碩博士論文知識加值系統。(系統編號094TKU05121032)
胡秀媛(2008)。運用Kano Model與DEMATEL於贏得訂單條件的改善─以台灣工業電腦製造業個案為例(碩士論文)。取自台灣碩博士論文知識加值系統。(系統編號097CHPI5230003)
陳盈妘(2008)。以一整合性架構探討台灣行動商務科技接受度之研究(碩士論文)。取自台灣碩博士論文知識加值系統。(系統編號096NCCU5121024)
陳雅姿(2009)。桃園國際機場通關流程旅客滿意度之研究(碩士論文)。取自台灣碩博士論文知識加值系統。(系統編號097KNU00783012)
郭仲樺(2009)。使用手機為載具閱讀數位內容意願研究─以科技接受模型為例(碩士論文)。取自台灣碩博士論文知識加值系統。(系統編號097NHU05663011)
高永棋(2009)。國內推動區域銀行之關鍵成功因素及其策略之研究(碩士論文)。取自台灣碩博士論文知識加值系統。(系統編號097ISU05214029)
黃輝豹(2010)。企業客戶IP CENTREX創新通訊服務使用意願之研究(碩士論文)。取自台灣碩博士論文知識加值系統。(系統編號098TKU05457020)

(Web)
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偉士牌的實驗室(民100年6月7日)。證券商下單優惠【線上論壇】。取自http://stock.wespai.com/securities