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研究生:鄭堡雄
研究生(外文):Cheng,Pao-Hsiung
論文名稱:探討線上服務忠誠度重要影響變數-以網路電視為例
論文名稱(外文):The Discussion E-Service Loyalty Material Effect Variable-An Empirical Study of Internet Protocol Television(IPTV)
指導教授:趙國仁趙國仁引用關係
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:資訊管理系碩士在職專班
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:2009
畢業學年度:97
語文別:中文
論文頁數:80
中文關鍵詞:網際網路服務品質知覺價值滿意度忠誠度轉換成本
外文關鍵詞:IPTVService QualityPerceived ValueSatisfactionLoyaltySwitching Costs
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近年來,網路電視(Internet Protocol Television,IPTV)一直是寬頻線上應用服務發展之重要議題,被形容為下一世代網際網路的殺手級應用(Xiao et al.,2007)。然而,在今日消費大眾擁有多種電視服務模式的替代選擇下,業者除非能留住客戶並持續消費,否則將難以維持營收,遑論獲利。因此,如何維持並提升客戶的線上忠誠關係,以創造營收提升獲利,遂成為IPTV現階段發展亟須探討的重要課題。本研究目的即以IPTV為例,探討線上服務「忠誠度」的重要影響變數及其間相互影響關係。

本研究經文獻回顧整理提出模型架構,以國內最大IPTV營運商中華電信MOD(Multimedia on Demand)業務作為實證研究對象,透過問卷方式蒐集資料,並使用偏最小平方法(Partial Least Squares, PLS)進行分析發現:

一、網路電視之服務品質、顧客知覺價值、滿意度及移轉成本,對顧客忠誠度具有顯著的正向影響。
二、網路電視之服務品質、顧客知覺價值,對顧客滿意度具有顯著的正向影響。
三、網路電視之服務品質、顧客知覺代價,對顧客知覺價值具有顯著的正向影響。
四、網路電視之顧客移轉成本與滿意度交互作用;及顧客移轉成本與知覺價值交互作用,兩者對顧客忠誠度具有顯著的正向影響關係,驗證結果並不成立。
以上主要模型架構驗證結果具有70.5%之解釋力,頗具參考價值。而「移轉成本」調節效果驗證失敗,卻能反映國內IPTV目前高退租率之產業現況。研究最後將根據實證結果,提出研究上發現之管理意涵及相關建議,以供實務改善暨學術後續研究方向之參考。
In recent years, the IPTV (Internet Protocol Television) has been the important topic of the broadband e-service developments, and to be described that the killer application is for the next-generation Internet (Xiao et al., 2007). Nowadays, the consumers have various substitute choices of kinds of television pattern service, unless the entrepreneurs can keep the customers and increase their consumptions continually, it is difficult to maintain stable earning, not to mention to have profit. Therefore, how to maintain and promote the customer e-service loyal relations and how to earn more profits become the important topics of the IPTV’s development.

This research’s goal is to discuss the important variables of e-service loyalty and to find the mutual relations during them by the base of IPTV.
This research proposes the model construction by the document revise reorganization, the domestic biggest carrier provider, Chunghwa Telecom, whose MOD(Multimedia On Demand) service as the object of this program, through the questionnaire way and collect the materials and uses the PLS (Partial Least Squares), the analysis as follows:

1.IPTV’s Service Quality, Customer Perceived Value, Customer Satisfaction and Switching Cost have remarkable impact on Customer Loyalty.
2.IPTV’s Service Quality and Customer Perceived Value have remarkable impact on Customer Satisfaction.
3.IPTV’s Service Quality and Customer Perceived Sacrifice have remarkable impact on Customer Perceived Value.
4.The result of the Mutual Adjustment Effect proves that the relation either between Customer Switching Cost and Customer Satisfaction and Customer Loyalty or between Customer Switching Cost and customer perceived value and customer loyalty is nonexistent.

The above result of main model construction has 70.5% explanation faith standard and of highly reference value. But the adjustment effect of switching Cost confirmation is failed that shows the present situation of high breaking lease rate in Taiwan. The research of the real diagnosis result will propose the management meanings and related suggestions to be the reference of the practical improvement and the academic following research direction.
壹、緒論1
一、研究背景及動機1
二、研究課題及目的1
三、研究範圍與對象2
四、研究流程2
貳、文獻探討4
一、網路電視(IPTV)4
二、服務品質(Service Quality)11
三、顧客忠誠度(Customer Loyalty)17
四、顧客滿意度(Customer Satisfaction)20
五、知覺價值(Perceived Value)23
六、轉換成本(Switching Costs)26
七、各研究構念變數間之關係29
參、研究方法37
一、研究架構及假說37
二、各研究變數操作型定義及衡量問項39
三、問卷設計及資料收集43
四、資料分析工具44
肆、研究分析與結果46
一、問卷回收及處理46
二、資料基本特性分析46
三、衡量模式分析46
四、結構模式分析51
五、研究假說檢定結果57
伍、研究結論及建議58
參考文獻60
附錄一、my3q設計問卷60
附錄二、衡量模式因素負荷表60
附錄三、主要模型VPLS運算結果圖60
附錄四、交互作用模型VPLS運算結果圖60

表目錄
表2-1 IPTV定義文獻彙總表5
表2-2全球性IPTV與區域性IPTV比較表6
表2-3線上服務品質核心服務文獻量表(E-S-QUAL)16
表2-4線上服務品質補償服務文獻量表(E-RecS-QUAL)17
表2-5線上服務忠誠度文獻量表20
表2-6線上服務滿意度文獻量表22
表2-7顧客知覺價值文獻量表26
表2-8顧客轉換成本文獻量表28
表3-1線上服務品質操作型定義及衡量問項40
表3-2線上服務顧客忠誠度操作型定義及衡量問項41
表3-3 線上服務顧客滿意度操作型定義及衡量問項41
表3-4 線上服務顧客知覺價值及知覺代價操作型定義及衡量問項42
表3-5 線上服務顧客移轉成本操作型定義及衡量問項43
表4-1基本資料特性及敘述性統計分析表46
表4-2衡量模式-內部一致性信度、收斂效度檢驗結果48
表4-3衡量模式-區別效度檢驗結果50
表4-4主要模型檢驗結果52

圖目錄
圖1-1研究流程3
圖2-1 IPTV服務架構7
圖2-2中華電信MOD載送架構9
圖2-3中華電信MOD營運模式10
圖2-6 PZB服務品質概念模式12
圖2-7線上服務品質(e-SQ)概念模式13
圖2-8價格、品質、價值認知模式25
圖2-9品質、價值、滿意、行為意向研究模式29
圖2-10消費者移轉成本理論模式30
圖2-11顧客價值、知覺滿意度、顧客忠誠度、移轉成本關係概念模式30
圖3-1研究架構37
圖4-1主要模型檢驗結果52
圖4-2調節變項交互作用模型檢驗結果55
中文部份
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中華電信(2006)。大電視(MOD)推廣與產、學合作之實作探討,95年度員工研究專題報告,高雄市:作者。
中華電信(2008)。MOD退租風險分析,內部客戶資料行為分析。
朱澔偉(2006.06)。三網合一趨勢下 IPTV 發展之機會與挑戰(下),IEK產業情報網產業焦點,工業技術研究院,產業經濟與趨勢研究中心。
朱澔偉(2008.08)。亞太地區IPTV新興市場發展現況探討,IEK產業情報網產業焦點,工業技術研究院,產業經濟與趨勢研究中心。
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胡志男(2008)。IPTV發展前景(下)—從電信固網業者觀點看IPTV 市場發展前景,MIC 產業研究報告,財團法人資訊工業策進會資訊市場情報中心。
徐慧霞 莊致芬(2008)。顧客關係管理系統導入對顧客滿意度及忠誠度的影響:以壽險業為例,Journal of China Institute of Technology 38卷,頁6。
郭家蓉(2005/06)。全球IPTV服務發展現況,MIC產業分析報告,財團法人資訊工業策進會。
陳建成(2008)。台灣高鐵服務品質及服務價值與顧客滿意度關係之實證研究,「數據分析」3 卷3 期,頁95-116。
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謝雨珊(2008 04)。全球IPTV 服務發展現況,TRI產業研究,拓墣產業研究所。

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