臺灣博碩士論文加值系統

由於電子化服務的興起改變了整個證劵市場的交易模式，證劵商目前主要提供了兩個下單模式：網路下單模式及行動下單服務；過去的交易模式多半是以網路下單為主要交易的模式，而行動下單的服務模式普及率低的原因是因為行動電話的傳輸速度慢，連線不穩定和行動電話操作介面不易使用，導致行動下單服務無法大為推廣及使用普及化。
現今隨著行動電話功能日益強大，3G系統的穩定發展，投資人普遍採用的意願提高許多。目前的研究文獻多半將研究焦點放在討論顧客對於交易系統的信任以及交易的安全和風險性的問題，鮮少針對證劵商導入交易系統的內涵需求做研究探討，故本研究欲針對證劵商行動下單服務的需求進行衡量其重要性，並且使用分析網路程序法(Analytic Network Process; ANP)方法進行評估，了解證劵商最重視的行動下單架構與需求。
本研究預期探討行動下單架構下，其中包含服務內涵與轉換成本的，並比較服務內涵(帳戶管理、下單系統、系統設定)與轉換成本(程序類成本、財務類成本、關係類成本)中的要素重要性與因素相互影響性。
本文預期成果將提供給系統開發的業者作為參考依據，期盼在未來能夠使系統開發業者更了解證劵商在行動下單服務架構之下的需求。

The rising of electronic services has changed the securities market of trading patterns. Securities traders are mainly provide two orders modes: Internet trading mode and mobile trading. Most of past trading patterns use Internet trading mode as the main mode. The low rate of mobile trading mode to low penetration rate, The transmissions speed of mobile phone is slow Mobile phone user interface is not easy to use, which cases the mobile trading contents become hard to promote and generalize.
With increasing of mobile phone functions, dramatically such as , 3G system and stable development, investors will generally increase. Most found the current research literature tend to discuss the study focusing on the trust of customers trading systems transaction security and risk issues, however few studies address on adopting securities trading systems considering content need, for the purpose, this study measures to securities single service is important under the action needs, and use the Analytic Network Process (Analytic Network Process; ANP) method to assess security business’ under the need and structure important structure.
The study expects to explore the action of mobile stock trading system framework which include service content and conversion costs, and compare the service content (account management, system configuration) and switching costs (the cost of program categories, the financial category of cost, relationship category of cost) in the important elements and the interaction of each factors.
The result for measuring the weight and interaction will be available to system development industry as a reference, and hope the system develop will better understand. The securities business under the need framework of mobile service contents.

摘要 ii
誌謝 iv
表目錄 vii
圖目錄 ix
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 3
第四節 研究範圍與限制 5
第二章 文獻探討 6
第一節 服務內涵(Service contents) 6
第二節 轉換成本(Switching Costs) 13
第三節 顧客關係管理(Customer Relationship Management) 19
第三章 研究架構與方法 23
第一節 研究架構 23
第二節 研究方法 28
第四章 實證研究 31
第一節 未加權超級矩陣 42
第二節 加權後超級矩陣 43
第三節 極限化矩陣 44
第四節 權重排序 45
第五章 結論與建議 49
第一節 結論 49
第二節 建議 53
參考文獻 54
附件一、問卷 60

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