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研究生:林詩涵
研究生(外文):Shih-Han Lin
論文名稱:應用期望不一致典範衡量部落格使用者滿意度之研究
論文名稱(外文):Research on Blog User Satisfaction Using Expectation Disconfirmation Paradigm
指導教授:謝中奇謝中奇引用關係
指導教授(外文):Chung-chi Hsieh
學位類別:碩士
校院名稱:國立成功大學
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:2008
畢業學年度:96
語文別:中文
論文頁數:89
中文關鍵詞:期望不一致典範使用者滿意度部落格
外文關鍵詞:Expectation Discon‾rmation ParadigmUser SatisfactionBlogWeblog
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隨著網際網路日趨普及,網路等同於社會的縮影,各色各樣的人可以透過網路進行人際互動、資訊傳遞等,從e-mail、BBS、聊天室到有一種叫做部落格的新勢力萌芽,部落格已儼然成為人與人溝通交流的一種主流型式,加上部落格的熱潮逐漸蔓延到學術界、政治界與傳播界,許多部落格服務供應商(Blog Service Provider, BSP) 業者皆開始推出部落格服務且成長快速。早期的網路使用者大多扮演閱讀者的角色,隨著技術的改良漸漸能以更具親和力的方式方便使用者進行編輯,而部落格的崛起,就是以其低技術門檻的特性,受到網路使用者的高度關切,但這也造成網路內容複雜,部落格品質良莠不齊的窘境。因此本研究從資訊系統與行銷管理的觀點,分別就使用者對於部落格的資訊品質與系統品質進行滿意度之探討,根據McKinney et al. (2002) 所提出的資訊品質與系統品質之衡量模式做為雛形架構,考慮其與一般電子商務網站之差異在於部落格網站的內容很多來自網路使用者,且最大特性在於文章內容的互動討論,因而發展適當的指標衡量工具,瞭解影響部落格使用者滿意度的相關因素,並藉由期望不一致典範(Expectation Disconfirmation Paradigm) 探討使用者事前期望與實際體驗後兩者間的關係。本研究依此模式共提出12個假說進行驗證,研究結果發現,使用者對部落格的資訊品質滿意度與系統品質滿意度均顯著影響整體滿意度,此外,期望、認知績效及不一致性的認知也對整體滿意度有間接影響效果。
With the widespread use of the Internet, large amounts of information transmission and interpersonal interaction can be performed easily on the Web. Weblogs are a new type of online channel to communicate with each other that have recently become popular, following email, BBS and instant messaging tools. In addition, as its application in academic circles, political circles and media circles, there are many BSPs (Blog Service Provider) begin to provide blog service. According to the latest State of the Blogosphere report from Technorati, there are over 70 million weblogs in existence (By comparison, it is 9 times the number of weblogs created per day just two years ago.), with about 120,000 new blogs being created daily worldwide. In the early days, Internet users mostly played the role of reader, nowadays can edit with familiar manner due to the improvement of techniques. Blogs attracted the Internet users' attention owning to its low technical threshold, however, complication of Web contents led to an awkward situation that blogs were some good and some bad. In this research, we employ information quality and system quality respectively from IS success and marketing perspective. By synthesizing the expectation discon‾rmation
paradigm in user satisfaction, the measurement model are developed in accordance with characteristics of weblogs, to examine the key constructs for blog users satisfaction. We propose twelve research hypotheses depends on our model to be verified and build up the relationship between performance received and pre-established levels of expectation.
摘要 i
Abstract ii
誌謝 iii
表目錄 vii
圖目錄 viii
第一章緒論 1
1.1 研究背景與動機. . . . . . . . . . . . . . . . . . . 1
1.2 研究目的. . . . . . . . . . . . . . . . . . . . . . 2
1.3 研究流程. . . . . . . . . . . . . . . . . . . . . . 3
1.4 研究架構. . . . . . . . . . . . . . . . . . . . . . 5
第二章文獻探討 6
2.1 部落格. . . . . . . . . . . . . . . . . . . . . . . 6
2.1.1 部落格定義. . . . . . . . . . . . . . . . . . . . 6
2.1.2 部落格特性. . . . . . . . . . . . . . . . . . . . 9
2.1.3 部落格類型. . . . . . . . . . . . . . . . . . . .13
2.1.4 部落格發展現況. . . . . . . . . . . . . . . . . .13
2.2 資訊系統成功模式. . . . . . . . . . . . . . . . . .15
2.2.1 資訊品質與網站資訊品質. . . . . . . . . . . . . .18
2.2.2 系統品質與網站系統品質. . . . . . . . . . . . . .19
2.3 顧客滿意度. . . . . . . . . . . . . . . . . . . . .21
第三章研究方法 25
3.1 研究架構. . . . . . . . . . . . . . . . . . . . . .25
3.2 研究變項釋義. . . . . . . . . . . . . . . . . . . .29
3.3 研究對象. . . . . . . . . . . . . . . . . . . . . .31
3.4 研究工具. . . . . . . . . . . . . . . . . . . . . .32
3.4.1 問卷內容. . . . . . . . . . . . . . . . . . . . .32
3.4.2 問卷設計. . . . . . . . . . . . . . . . . . . . .33
3.5 資料分析方法. . . . . . . . . . . . . . . . . . . .35
第四章資料分析與結果38
4.1 前測分析. . . . . . . . . . . . . . . . . . . . . .38
4.2 敘述性統計分析. . . . . . . . . . . . . . . . . . .40
4.2.1 樣本結構分析. . . . . . . . . . . . . . . . . . .40
4.2.2 部落格使用行為分析. . . . . . . . . . . . . . . .41
4.3 驗證性因素分析. . . . . . . . . . . . . . . . . . .42
4.4 信度分析. . . . . . . . . . . . . . . . . . . . . .45
4.5 結構方程模式分析. . . . . . . . . . . . . . . . . .45
4.5.1 常態性檢定. . . . . . . . . . . . . . . . . . . .46
4.5.2 衡量模式分析. . . . . . . . . . . . . . . . . . .46
4.5.3 結構模式分析. . . . . . . . . . . . . . . . . . .50
第五章結論與建議 66
5.1 研究結論. . . . . . . . . . . . . . . . . . . . . .66
5.2 研究建議. . . . . . . . . . . . . . . . . . . . . .69
5.3 研究限制. . . . . . . . . . . . . . . . . . . . . .70
5.4 未來研究方向. . . . . . . . . . . . . . . . . . . .71
參考文獻 73
附錄A 第一階段正式問卷 78
附錄B 第二階段正式問卷 83
附錄C 衡量模式係數表 88
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