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研究生:陳韻芬
研究生(外文):Yu-feng Chen
論文名稱:影響網路下單資訊系統使用者忠誠度之實證研究
論文名稱(外文):An Empirical Study the Influence factors of the Trading System Users' Loyalty
指導教授:張裕幸張裕幸引用關係
指導教授(外文):Yuh-shihng Chang
學位類別:碩士
校院名稱:世新大學
系所名稱:資訊傳播學研究所(含碩專班)
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:85
中文關鍵詞:服務品質電腦素養認知有用性認知易用性顧客滿意度顧客忠誠度
外文關鍵詞:service qualitycomputer equipmentperceived usefulnessperceived ease of usecustomer satisfactioncustomer loyalty
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近年,證券商不惜斥資上億元從韓國引進HTS(HOME TRADING SYSTEM)網路下單系統,除了提供基本的下單報價功能,更開發出百種帳務組合功能與個人化的看盤組版功能,企圖以技術能力滿足顧客需求,吸引新顧客,留住舊顧客。但很可惜,券商此番大動作雖獲投資人好評,卻未引起投資人熱烈反應,使用率偏低,券商反而必須投入更多行銷預算吸引投資人注意。由此可見,一直為市場所尊崇的個人化與全功能帳務的網路下單服務,事實上卻不見得能為券商帶來實質的利益,是什麼樣的因素使顧客反應與券商預期有所落差?什麼樣的服務才是網路下單的投資人想要的?如何維繫投資人與券商間長期的關係持續下單?
以網路下單而言,投資人的電腦素養、認知有用性與認知易用性是影響投資人使用與持續使用網路下單的因素,這些因素造就投資人習慣了某個下單系統,在競爭者誘因不足時,相當不容易轉換至其它網路下單系統,即使是同券商的系統間轉換亦是如此,因此,除了服務品質、顧客滿意度等因素,電腦素養、認知有用性與認知易用性似乎可成為影響顧客忠誠度重要因素。
本研究以投資人的角度,探討證券網路下單服務品質對顧客忠誠度的影響,並將電腦素養、認知有用性與認知易用性納入本研究模型中做探討。研究目的有下列五點:
(一) 了解國內目前證券產業針對網路下單的發展現況;
(二) 探討個案公司現有網路下單投資人對於個案公司所提供的服務品質之滿意度,找出網路下單投資人實際知覺之服務品質構面衡量指標;
(三) 探討個案公司投資人所認知之網路下單服務品質、顧客滿意度與顧客忠誠度(繼續使用)之間存在的關係;
(四) 探討網路下單使用者所認知的電腦素養、認知有用性與認知易用性在顧客滿意度與忠誠度間所扮演的角色;
(五) 提供客觀的建議給個案公司做為開發網路下單與管理之參考;
本研究結果發現電腦素養對顧客忠誠度有正向影響,電腦素養會透過認知易用性影響顧客忠誠度,代表券商可以藉由對電腦素養的培養,讓顧客即使滿意度低,仍會傾向繼續維持與原券商的關係,反之,當轉換所須的電腦素養相同時,即使顧客的滿意度不低,由於轉換容易,顧客會有嚐鮮心態,而更換網路下單的券商。因此,券商除了要維持自身的聲譽、形象與服務品質外,可以實施差異化服務,以區別其他券商的服務,讓顧客認知其有用性與易用性,且同時提升系統服務品質與主動的培養顧客電腦素養,使投資人感到操作容易、動線清楚且時時貼心提示引導,打破投資人畏懼使用電腦,讓沒有高深電腦能力的投資人輕輕鬆鬆完成網路下單。若輔以加強服務人員的溝通能力與親和力,提升顧客在人際關係上感受到的服務品質,則將有助顧客長期的黏著性。

關鍵字:服務品質,電腦素養,認知有用性,認知易用性,顧客滿意度,顧客忠誠度
Recent years, the securities companys spend over hundred million NT dollars amounts to purchase HTS(Home Trading System) from South Korea. HTS except provides the basic trading function, develops the function which got a hundred kinds personalized experiences,that attempted by the technical ability to meet the customers requirements, attracted the new customers, detained the old customers.
Unfortunately,the securities companys purchases HTS certainly not to obtain the user good appraisal and the anticipated response. The utilization ratio is low, securities companys must invest the more marketing amount to attract the investor. Obvious,personalized trading system has not brought the benefit for securities companys.What do customers really want from their trading system experiences? What attributes are the most important in their judgments of quality, satisfaction and loyalty?
The issue of trading system that affects the customers to be used and re-used factors includes computer equipment,perceived usefulness,perceived ease of use,and these factors caused the customers to be used to it. When competitor cause insufficiency, is not easy to transform to other trading system, even if is transforms with between the securities company system also is so. Therefore, except service quality, customer judgments of satisfaction,the computer equipment,perceived usefulness,perceived ease of use may become affects the customers loyalty important attribute.
This thesis by customer's angle, discussion trading system service quality to the customers loyalty influence, and computer equipment,perceived usefulness,perceived ease of use brings into this research model to do the discussion. The thesis’ goals are following:
1.Understands trading system development in Taiwan.
2.Understands the customer satisfaction of the case study that provided service quality, and develop a reliable and valid scale for the measurement of eTail quality.
3.Understands the customer of the case study is related to service quality,customer satisfaction,customer loyalty.
4.Understands the customer satisfaction and customer loyalty of the case study is related to computer equipment,perceived usefulness,perceived ease of use.
5.The thesis’analysis suggests that provid the case study company.
The thesis’ analysis the computer equipment has the direct influence to the customer loyalty.The computer equipment has permeated perceived ease of use to influence the customer loyalty. That represent securities company should train computer equipment for customer , even if the customer satisfies is low, still could continue to keep the original securities company's relations. Otherwise, when computer equipment transforms complication the same, even if customer's satisfaction is high, the customer can have replacement for the securities company. Therefore, the securities company except needs to keep the prestige, the image and the service quality, that must implement the difference service among other the securities company. The securities company must to let customer cognition its usefulness and the usability, also upgrade the system service quality and the active trained customer computer equipment, that makes the customer to feel the operation is easy, the website is clear, and intimate how to use. The trading system can break the customer who is afraid of using the computer and let customer ease to use trading system. If the securities company can be strong salesman or call center in communication ability for upgrade the customer service quality and relationship, then will be helpful the customer long-term to use the trading system.

Key word:service quality, computer equipment, perceived usefulness,perceived ease of use, customer satisfaction,customer loyalty
中文摘要 I
ABSTRACT III
目 次 V
表 次 VII
圖 次 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究範圍與對象 2
第三節 研究目的 3
第四節 研究架構與步驟 4
第二章 文獻探討 6
第一節 網路下單的現況 6
第二節 服務品質與顧客滿意度 9
第三節 顧客忠誠度 17
第四節 電腦素養 19
第五節 科技接受模型 22
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假說 26
第三節 變數定義與操作化 28
第四節 研究設計 33
第四章 資料分析 35
第一節 樣本基本資料分析 35
第二節 信度與效度檢驗 44
第三節 假說檢定 51
第四節 整體架構分析與彙整 58
第五章 結論與建議 60
第一節 研究結論 60
第二節 研究貢獻 62
第三節 研究限制 64
第四節 未來研究方向 65
參考文獻 67
附錄A 預試問卷 72
附錄B 正式問卷 75
附錄C 樣本基本分析比例圖 78
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