臺灣博碩士論文加值系統

隨著科技的日益的進步，上網收發e-mail對於網路使用者來說已是一個必要的動作，在電子郵件系統競爭激烈的市場中，每個信箱都一昧的擴大信箱的容量，來滿足顧客對信箱太小的抱怨，對於垃圾信件或是病毒之預防卻不見有顯著的改善，電子郵件系統功能不斷的增加，然而，這些附加功能對顧客來說不完全都是重要且必須的。本研究希望了解一般消費者對於電子郵件系統，所需要以及所重視的構面，再運用品質機能展開技術，將顧客需求融入電子郵件系統設計。研究結果如下：
1.使用Kano分類電子郵件系統之服務品質，可發現電子郵件系統之服務大多係為當然品質和一元品質，而「網頁設計美觀且具有創意」和「版面安排簡潔明瞭」則是被視為魅力品質。
2.對於電子郵件系統之期望重要度，顧客最重視的是「個人資料將不會被惡意外洩或竊取」、「郵件的傳送過程是安全可靠的」與「不會對個人電腦造成危害」，顯示顧客較重視隱私與安全性。
3.在HotMail、Yahoo Mail與Gmail之競爭分析中，顧客對Yahoo Mail之滿意度明顯比其他兩家業者要來的低，而顧客對HotMail與Gmail兩者滿意度則是不相上下。
4.由品質機能展開可得知電子郵件系統前五項重要品質技術改善項目，分別為「阻隔垃圾與廣告信件」、「資料庫管理系統」、「員工道德教育訓練」、「用戶意見回覆時效」、「客服人員表達與態度」。

Along with the progress in technology day by day, it is necessary to receive and send email for internet users, but e-mail system market competition is very vigorous. Email-box managers only pay attention to expand their email space to satisfy their customers, and neglect the importance of the prevention in spam mails and virus. The function of email system is continuous increment; however those additional functions aren’t important and necessary for most customers. This research would like to know what services or functions of E-Mail System are necessary to consumers. So, we have applied Quality Function Deployment (QFD) to find out consumers’ needs into the product design of E-Mail System. There are several issues have been discussed as follow in this research:
1.Most of service quality of E-Mail Systems are one-Dimensional quality element and must-be quality of Kano model. And, “The web designing is beautiful and has a creativity” and “The web designing is simple and clear” are attractive quality element of Kano model.
2.The 3 most important quality dimensions of E-Mail System for consumers are “Personal privacy will not be leaked or stolen”, “The transmission of mails is safe and dependant” and “It will not harm the computer”. So consumers attach great importance to privacy and safety.
3.A competition analysis among HotMail, Yahoo Mail and Gmail of E-Mail System
has also been finished. The satisfied degree of Yahoo Mail is lower than HotMail’s and Gmail’s. The satisfied degrees of HotMail and Gmail are almost equal.
4.The result shows that the most important service qualities are “Separate Spam and Advertisement Letter”, “Data Base Management System ; DBMS”, “Respond Customer’s Opinions Immediately” and “Customer Service’s Expression and Attitude”.

摘要 i
ABSTRACT iii
誌 謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 4
1.4 研究範圍 5
1.5 研究限制 5
第二章 文獻探討 6
2.1 電子郵件系統 6
2.1.1 電子郵件系統功能 6
2.2 服務品質 10
2.2.1 服務品質定義 10
2.2.2 服務品質構面 12
2.3 網路服務品質 15
2.3.1 網路服務品質模式 15
2.3.2 網路服務品質構面 17
2.4 二維品質模式（Kano） 23
2.4.1 二維品質模式之演進 23
2.4.2 二維品質模式(Kano’s Model)之定義 24
2.4.3 二維品質模式之歸類 27
2.5 品質機能展開(QFD) 30
2.5.1 品質機能展開之定義 30
2.5.2 品質屋 30
2.5.3 整合Kano 模式與品質機能展開 33

第三章 研究方法 36
3.1 研究架構 36
3.2 問卷設計 38
3.3 研究設計 41
3.3.1 抽樣設計與資料收集 41
3.3.2 統計資料分析 41
3.3.3 Kano二維品質分類 42
3.3.4 品質屋之建構 42
第四章 資料分析 45
4.1 電子郵件系統前置問卷結果 45
4.2 正式問卷分析 47
4.2.1 基本人口統計變數分析 47
4.2.2 信度分析 50
4.3 Kano 二維品質分類 53
4.3.1 重要度與滿意度分析 55
4.3.2 服務品質技術 59
4.3.3 品質機能展開 60
第五章 結論與建議 62
5.1 結論 62
5.2 後續研究建議 68
參考文獻 69
附錄A (前置問卷) 76
附錄B (正式問卷) 79

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