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研究生:羅文龍
研究生(外文):Wen-lung Lo
論文名稱:資訊科技對關係品質的影響─以台灣研究生使用數位出版品為實證研究
論文名稱(外文):The Influence of Information Technologies on Relationship Quality: The Empirical Study of Taiwan Graduate Students Using Digital Publication
指導教授:魏大雅魏大雅引用關係曾紀幸曾紀幸引用關係
學位類別:碩士
校院名稱:國立屏東商業技術學院
系所名稱:資訊管理系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:90
中文關鍵詞:關係品質模式關係品質數位出版品
外文關鍵詞:
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:3
隨著科技的日新月異,許多新興的網路科技之運用,比過去多了互動性、動態的表現方式和人性化的介面等特性 (Ainscough & Luckett, 1996)。數位內出版品為高度數位化的商品,非常倚賴資訊科技與網路。因此,資訊科技的應用與消費者之關係品質的影響甚大。

本研以關係品質之觀點,參考國內外文獻,建構本研究架構,假設資訊科技影響關係品質與服務品質,且服務品質影響關係品質。本研究以消費者為研究對象,研究消費者對於數位出版品的關係品質之感受。

研究結果顯示,資訊科技的確會影響關係品質,並透過服務品質間接影響關係品質。本研究為釐清資訊科技、服務品質、關係品質間的變數之關係,進行路徑分析,藉以釐清各變數間的前因後果。
目錄
摘要 I
目錄 II
表目錄 III
圖目錄 IV
第壹章 緒論 …………………………………………………… 1
第一節 研究背景……………………………………………… 1
第二節 研究動機……………………………………………… 2
第三節 研究目的與研究問題………………………………… 6
第四節 論文架構與研究流程………………………………… 7
第貳章 文獻探討 ……………………………………………… 9
第一節 關係行銷……………………………………………… 9
第二節 關係品質……………………………………………… 22
第三節 服務品質……………………………………………… 32
第四節 資訊科技……………………………………………… 35
第五節 數位出版產業現況…………………………………… 35
第參章 研究方法 ……………………………………………… 42
第一節 研究架構……………………………………………… 42
第二節 變數定義……………………………………………… 44
第三節 變數衡量……………………………………………… 49
第四節 研究假設……………………………………………… 51
第五節 路徑分析……………………………………………… 55
第六節 研究對象……………………………………………… 58
第七節 資料分析方法………………………………………… 61
第八節 信度與效度分析……………………………………… 61
第肆章 實證分析 ………………………………………………66
第一節 相關分析……………………………………………… 66
第二節 關係品質模式之實證分析…………………………… 68
第三節 路徑分析……………………………………………… 74
第四節 研究結論彙總………………………………………… 75
第伍章 結論與建議 …………………………………………… 78
第一節 研究結論……………………………………………… 78
第二節 理論與實務涵義……………………………………… 81
第三節 研究限制……………………………………………… 82
第四節 後續研究之建議……………………………………… 83
參考文獻 ……………………………………………………… 84
中文部分
洪順慶(1995),「關係行銷的觀念與應用」,工商時報,民國84年12月21日,第33 版。
楊棠堯、蔡燿全(2002),「年輕族群對入門網站服務服務品質之評估準則與滿意度分析」,中華管理學報,第三卷,第二期,頁31-46。
2003數位內容產業白皮書http://www.digitalcontent.org.tw/dc_p5.html
高登第譯(P. Kotler,原著) (2002),科特勒新世紀行銷宣言,第一版,台北:天下文化。

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