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研究生:蔡秀媛
研究生(外文):Hsiu-Yuan Tsai
論文名稱:行動通訊加值服務使用者滿意度、購買意向與品牌忠誠行為關係之研究-整合科技接受模型與計畫行為理論
論文名稱(外文):A Study on Relationship between Mobile Added Value Service, Customer Satisfaction, Purchase Intention and Brand Loyalty Behavior--Integrated Technology Acceptance Model with Theory of Planned Behavior
指導教授:陳惠芳陳惠芳引用關係
指導教授(外文):Huei-Fang Chen
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:80
中文關鍵詞:科技接受模型計畫行為理論主觀規範品牌忠誠行為
外文關鍵詞:Technology Acceptance ModelTheory of Plan BehaviorSubject NormBrand Loyalty Behavior
相關次數:
  • 被引用被引用:55
  • 點閱點閱:1367
  • 評分評分:
  • 下載下載:619
  • 收藏至我的研究室書目清單書目收藏:23
由於行動通訊已使用第三代行動通訊寬頻傳輸技術(Third Generation, 3G),據此開拓語音外之加值服務成為業者在激烈的競爭市場中提高平均用戶貢獻度主要策略之一。本研究整合科技接受模型與計畫行為理論,並加入品牌忠誠行為變數,據以探討行動通訊加值服務顧客使用後滿意度、購買意向與品牌忠誠行為間之關係。環顧國內外文獻,都未將品牌忠誠行為納入科技接受模型與計畫行為理論中加以研究。本研究共收集1311份有效問卷,以台北縣市、台中縣市、台南縣市及高雄縣市四大都會區使用中華電信、台灣大哥大及和信(遠傳)三家主要電信業之使用者為研究對象。經迴歸分析結果顯示品牌忠誠行為同時並存於科技接受模型與計畫行為理論中,不論從科技接受模型中,加值服務使用者對其產品透過知覺有用性、知覺易用性及滿意度或計畫行為理論中主觀規範、知覺行為控制經由購買意向後均對品牌忠誠行為產生正向影響。
Due to the rapid advancement of telecommunication technology into the third generation (3G), the exploration of factors influencing added value services has become a major strategy to increase average revenue per user (APRU) for telecom system providers. Based on the technology acceptance model (TAM) and the theory of planed behavior (TPB), this study examines the relationship between customer satisfaction/purchase intention and brand loyalty behavior. A set of 1311 effective samples are collected and analyzed. Research subjects covering users of three major telecom system providers in Taiwan covering four major cities, Taipei, Taichung, Tainan and Kaoshiung, are surveyed. The results of regression analyses show that factors which derive not only from TAM-based perceived usefulness and perceived ease of use but also from TPB-based subject norm and perceived behavioral control preceding factors clearly exert positive effects through purchase intention on brand loyalty behavior.
目 錄
第一章 緒論1
第一節 研究背景1
第二節 研究動機3
第三節 研究目的4
第四節 研究範圍4

第二章 文獻探討5
第一節 科技接受模型5
第二節 計劃行為理論12
第三節 購買意向17
第四節 品牌忠誠度18
第五節 產品特性20
第六節 電子商務及行動通訊之發展22
第七節 行動通訊加值服務之定義及其發展26

第三章 研究方法30
第一節 研究架構30
第二節 研究假設31
第三節 變相之衡量34
第四節 問卷設計38
第五節 資料收集與分析方法39
第六節 信度與效度分析44

第四章 研究結果48
第一節 相關分析48
第二節 假設檢定49
第三節 研究假設檢定結果56
第四節 研究結果與討論57

第五章 結論與建議59
第一節 研究結論59
第二節 行銷意涵60
第三節 研究貢獻61
第四節 研究限制62
第五節 未來研究建議63


參考文獻64~69
附錄 研究問卷70~72

圖 目 錄

圖1-1 2004年主要電信服務普及率趨勢分2
圖1-2 行動電話的用戶貢獻度與平均通話分鐘數2
圖2-1 GSM規格之2.5G 技術發展演進25
圖3-1 本研究架構30

表 目 錄

表2-1-1 科技接受模型相關變數文獻整理6~10
表2-2-1 計畫行為理論相關變數文獻整理14~16
表2-3-1 購買意向相關文獻整理17
表2-4-1 品牌忠誠度相關文獻整理18
表2-5-1 產品特性相關文獻整理20~21
表2-6-1 類比式行動電話系統特性比較23

表2-6-2 數位式行動通訊系統各規格標準24
表2-6-3 2G/2.5G/3G技術比較25
表3-3-1 相關變數觀念性定義34~35
表3-3-2 相關變數操作性定義36~37
表3-5-1 問卷回收結果表39
表3-5-2 樣本基本特徵39~41
表3-5-3 加值服務項目使用次數表42
表3-6-1 構念與信度分析結果表44~45
表3-6-2 解說總變異量46
表3-6-3 轉軸後成份矩陣表47
表4-1-1 Pearson相關係數表48
表4-2-11 影響知覺有用性之複迴歸分析49
表4-2-1-2 影響知覺易用性之複迴歸分析50
表4-2-2 影響滿意度之複迴歸分析50
表4-2-3 影響購買意向之複迴歸分析51
表4-2-4 影響品牌忠誠行為之複迴歸分析52
表4-2-5-1 因變數與中介變數之複迴歸分析53
表4-2-5-2 自變數與因變數之複迴歸分析(步驟一)53
表4-2-5-3 自變數與中介變數之複迴歸分析(步驟二)53
表4-2-5-4 自變數、中介變數與因變數之複迴歸分析(步驟三)53
表4-2-5-5 中介效果彙整表54
表4-2-5-6 因變數與中介變數之複迴歸分析55
表4-2-5-7 自變數與因變數之複迴歸分析(步驟一)55
表4-2-5-8 自變數與中介變數之複迴歸分析(步驟二)55
表4-2-5-9 自變數、中介變數與因變數之複迴歸分析(步驟三)55
表4-2-5-10中介效果彙整表54
表4-3-1 假設檢定結果表56
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(三)、其他
1.http://www.200e.idv.tw/交通部電信總局 E手機學苑。
2.http://www.the-infoshop.com/publisher/AR.html.
3.http://www.informationweek.com/showArticle.jhtml?articleId=173402827
4.http://www.libertytimes.com.tw/2005/new/nov/14/today-life2.htm自由電子報。
5.http://www.polaris.com.tw/3good/rdroom/report/901012_3g.htm90.10.12華邦電(2344) 張國正 個人行動通訊之過去現在與未來。
6.http://www.find.org.tw/find/home.aspx?page=news&id=4016廖慧美。美國手機訊息服務市場前途無限2005.11.21。
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