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研究生:李世鴻
研究生(外文):Shih-Hong Lee
論文名稱:索引式網頁對網站顧客關係之影響研究
論文名稱(外文):A Study of the Relationship between IndexPage and Customer Relationship On Line
指導教授:吳肇銘吳肇銘引用關係
指導教授(外文):Chao-Ming Wu
學位類別:碩士
校院名稱:中原大學
系所名稱:資訊管理研究所
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:2001
畢業學年度:89
語文別:中文
論文頁數:77
中文關鍵詞:索引式網頁資料探勘顧客關係管理適性化網站
外文關鍵詞:Index pageData miningCustomer relationship managementAdaptive web
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許多研究一再的指出建立與維繫顧客關係、顧客忠誠度乃是企業獲利的關鍵因素,但有些學者亦特別指出:「在網際網路的世界裡,顧客忠誠度較於以往更加脆弱」。究其原因主要是由於在網路世界中,資訊是完全透明的,新的技術或促銷手法會很快的被競爭對手仿效,網站間的異質性創造不易。此外,再加上使用者可以任意比較、搜尋符合自己需要的網站,然後決定選用哪個網站,因此,網站使用者相當程度地主導了電子商業的發展及走向。所以網站的設計與服務對於顧客關係及忠誠影響甚大,如何製造出一個讓使用者接受與滿意的網站,將顧客「黏著」在網站上,進而提昇網站的經營績效,乃是業界與學界不得不面對的重要研究議題。
然而,究竟要如何才能設計出一個符合顧客需求的網站?現今的網站在講求內容的豐富與多樣性下,往往設計的相當複雜,但卻不易理解與使用。因此本研究參考Etzionit(1999)所提出「適性化網站」(Adaptive Web)─「索引式網頁」(Index Page)的作法,經由分析網站記錄使用者存取模式的記錄檔,找出使用者經常一起瀏覽的網頁,進而將這些相關的網頁組織起來,以成為一組可以相互鏈結的索引式網頁,提升網站瀏覽便捷性。本研究發展一套索引式網頁機制,並透過實驗方式來驗証其對網站顧客關係的影響效果,而在顧客關係測量上,本研究將採用「科技接受模型」中的變數,做為衡量效果的變數。
根據資料分析的結果,本研究獲得以下研究結論:
1.「索引式網頁」可以提昇使用者對網站「有用性」與「易用性」的知覺
2.「索引式網頁」對使用者網站「易用性」知覺的影響強於「有用性」
3.「索引式網頁」可藉由提昇使用者對網站「有用性」、「易用性」的知覺,進而提昇使用者對網站的「態度」。並增加其對網站的「使用意向」,加強顧客關係。
Lots of studies point out that the customer relationship and loyalty is the key factor that enterprise making profit. But some of researcher have indicate that : Customer loyalty is more weak in the Internet. In the cyberspace, information is complete transparent, new technology or promotion tactics is easy to be imitated, the difference of website is hard to create. Besides, users can arbitrarily compare, search the website matching their demand. For this reason users predominated the development of the EC. Therefore how to design a website to make user accept, satisfy and stick on the website, is the critical issue for the academic and enterprise.
However, how to design a website to meet the customer need? Present websites usually design too complex and sophisticate to use. Therefore this study adapts “Index page” to solve the above problem. First, this study analyze log file of user access, then find out the web pages that users view simultaneously, then organize these related web pages into a set that can mutually linked. By this way, it will make the website more convenient. Beside, this study will test the effect of index page by experiment.
According to the result for statistic analyze, the research conclusion are listed briefly as follows:
1.IndexPage can promote users’ perceived ease of use and usefulness to website.
2.The influence of IndexPage over the perceived ease of use of target website is greater than it over the perceived usefulness.
3.By the way IndexPage promotes users’ perceived ease of use and usefulness, it can further affect users’ attitude and intention to website and customer relationship.
論文目錄I
表目錄III
圖表目錄IV
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. 研究範圍與限制6
1.4. 論文架構8
第二章、 文獻探討10
2.1. 顧客關係管理與個人化服務10
2.1.1. 顧客關係管理的定義10
2.1.2. 顧客關係管理與網站經營14
2.1.3. 個人化服務19
2.1.4. 網站顧客關係與科技接受模型23
2.2. 適性化網站與索引式網頁27
2.2.1. 適性化網站27
2.2.2. 索引式網頁30
2.3. 資料探勘32
2.3.1. 資料探勘定義與程序32
2.3.2. 資料探勘分類34
2.3.3. 網際資料探勘36
第三章、 研究方法40
3.1. 研究架構40
3.2. 研究設計42
3.3. 資料分析方法46
第四章、 系統設計48
第五章、 資料分析57
5.1. 基本資料特性說明57
5.2. 測量模型之檢測59
5.2.1. 構念效度檢定59
5.2.2. 判別效度檢測61
5.2.3. 信度檢測62
5.3. 假說檢定63
第六章、 結論與建議70
6.1. 研究結論70
6.2. 研究貢獻73
6.3. 實務上的建議75
6.4. 未來之研究方向76
6.5. 研究限制77
參考文獻78
附錄一:研究問卷84
附錄二:資料探勘結果資料表86
附錄三、名詞解釋91
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