臺灣博碩士論文加值系統

因全球高等教育環境變動與網路普及化，近年來台灣各大專院校均面臨了全球國際化的競爭，學校透過建立網站的方式，也成為推廣該校的行銷方式之一。因此了解網站對於使用者觀感與影響其使用意願的因素日益重要。

本研究採用Gladwin(1989)的「民族誌決策樹模式」做為研究方法，以探索使用者使用大學網站時，影響其使用意願之決策因素。第一階段對24位使用者進行深度訪談，從網站現況找出影響使用者使用學校網站之關鍵因素，以萃取出的10項決策準則、決策路徑建構出一民族誌決策樹模式；第二階段對125位使用者使用問卷式訪談，進行所建模式之驗證。經修正後之決策樹模式正確率92.8%，此數值確認本研究決策樹模式已具備預測能力。本研究藉由建立此決策樹，可從其決策準則及決策路徑找出影響使用者意願之因素，用以提升使用者的意願及滿意程度，並於實務上協助學校網站改進之建議。

In recent years, due to the changes of higher education environment and the popularization of Internet, there were high competitions from internationalization among universities in Taiwan. Schools also promoted themselves by constructing websites. Therefore, it became more important to understand users’ intention to use a university website.
This study applied Gladwin’s ethnographic decision tree modeling (1989) as method to understand and explore the decision criteria of the users while using the university websites. In the first phase of study, we elicited 10 criteria from in-depth interviews with 24 subjects. Then, a logical decision tree model was derived from this 10 criteria with priority adjusted. In the second phase of study, we tested on 125 subjects by questionaired interviews. After adjusting, the decision tree model predicted 92.8% accuracy, means that the model has predictability already.
By observing the decision tree model, we found the decision criteria and decisions paths of user, it may provide us to understand the factors that affecting users’ intention to use a university website. In practice, the finding of this study may also suggest schools improve the quality of websites and satisfaction of users.

目錄
中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
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 研究範圍 3
1.4 研究限制 3
1.5 研究流程 3
第二章 文獻探討 5
2.1 教育與行銷 5
2.1.1 教育行銷的意義 5
2.1.2 教育行銷的內部行銷、外部行銷及互動行銷 6
2.1.3 學校與服務 8
2.1.4 顧客導向 9
2.2 服務品質的衡量方式 9
2.3 學校網站與服務品質 11
2.3.1 網站架構設計 11
2.3.2網站服務品質的衡量方式 12
2.3.3 大學網站 13
2.4使用意願 13
2.4.1 服務品質與顧客滿意度、使用意願 14
2.5 資訊系統成功模式 15
第三章 研究方法 19
3.1研究設計 19
3.2 決策樹模式 19
3.2.1決策模式的建立 20
3.2.2決策模式的檢驗 23
3.3 研究實施程序 24
3.3.1 訪談大綱 24
3.3.2 訪談對象 26
3.3.3訪談資料之信效度 26
第四章　研究分析與結果 28
4.1前導性研究 28
4.1.1 研究對象背景 28
4.1.2 決策樹模式雛形 29
4.1.3前導性研究階段調整 32
4.2 決策樹模式建立 33
4.2.1 研究對象背景 34
4.2.2 產生決策準則 36
4.2.3 建立決策樹模式 38
4.3 決策樹模式驗證 42
4.3.1 研究對象背景 42
4.3.2 驗證決策樹模式 43
4.4 研究分析之綜合結果 47
第五章　研究結論與建議 51
5.1 研究結論 51
5.2 研究貢獻 52
5.3 未來研究之建議 53
參考文獻 54
一、中文文獻 54
二、英文文獻 55
附錄一：受訪者A1訪談資料 59
附錄二：受訪者A2訪談資料 62

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