臺灣博碩士論文加值系統

網路相簿服務已經變成現代人們記錄日常生活的重要媒介，然而目前未有研
究探討此一新興服務的使用者行為。本研究除了以滿意度來探討影響使用者再使
用意願，更加入了認知價值與轉換成本概念，提出一個探索網路相簿使用者再使
用意願的理論模式，希望能藉此更加充分有效探索出影響使用者再使用意願的關
鍵要素。
本研究採用網路問卷調查法，主要調查對象為有再付費使用網路相簿的使用
者，總共蒐集到500 份有效問卷，並以結構方程模式來驗證模式內各變數間的因
果關係。研究結果發現如下，組成網站品質的三個構面中，網站外觀與技術的適
當會正向影響使用者滿意度，而認知價值是正向影響滿意度最顯著的前因，轉換
成本中的程序轉換成本與關係轉換成本會影響使用者的持續使用意願，滿意度仍
是影響使用者持續使用意願最顯著的前因。因此本研究不僅對於實務界與學術
界，都有良好的啟示。

As the rapid growth of the internet, web album has become an important part of
people’s daily live. People can use web album to share e-photo with friend and storage
e-photo. However, little research has been done to develop an integrated model of
user continuance intention behavior album based on theoretical foundation. In this
research, a theoretical model, based on satisfaction, perceived value and switching
costs, was developed to examine the factors that would affect customer’s continuance
intention. We hope this model can totally understand users’ behavior.
This research adopts the questionnaire investigation method of the network, the
main respondent are someone who pay the web-album. Five hundred valid
questionnaires were collected. A structural equation modeling was employed test
hypothesis. The result of study finds that as follows: the results show that web quality
has positive effect on customers’ satisfaction. Not only satisfaction but also perceived
value and switching costs have direct effect on customers’ continuance intention.
Theoretical and managerial implications are sound discussed.

第一章 緒論 .......................................................................................................... 1
第一節 研究背景與動機 ............................................................................ 2
第二節 研究目的與問題 ............................................................................ 5
第三節 研究流程 ........................................................................................ 5
第二章 文獻探討 .................................................................................................. 7
第一節 網路相簿 ........................................................................................ 7
第二節 認知價值 ...................................................................................... 13
第三節 網站品質 ...................................................................................... 15
第四節 轉換成本 ...................................................................................... 17
第五節 滿意度 .......................................................................................... 19
第六節 持續使用 ...................................................................................... 21
第三章 研究方法 ................................................................................................ 23
第一節 研究模式 ...................................................................................... 23
第二節 研究假設 ...................................................................................... 24
第三節 研究變數定義與衡量 .................................................................. 27
第四節 問卷設計 ...................................................................................... 29
第五節 調查對象與方式 .......................................................................... 31
第六節 資料分析方法 .............................................................................. 31
第四章 資料分析 ................................................................................................ 35
第一節 問卷發放與回收 .......................................................................... 35
第二節 樣本基本資料分析 ...................................................................... 35
第三節 信度分析 ...................................................................................... 38
第四節 測量模式分析 .............................................................................. 42
第五節 結構模式與路徑分析 .................................................................. 53
第五章 結論與建議 ............................................................................................ 56
第一節 研究結論 ...................................................................................... 56
第二節 研究建議 ...................................................................................... 59
第三節 研究貢獻 ...................................................................................... 60
第四節 研究限制 ...................................................................................... 61
第五節 未來研究建議 .............................................................................. 62
參考文獻 ................................................................................................................ 1
附錄一：研究問卷 ........................................................................................ 9
附錄二：問卷第一部分資料分析結果 ...................................................... 16
附錄三：研究變數相關矩陣 ...................................................................... 17

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