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研究生:魏碧緯
研究生(外文):Maggie Wei
論文名稱:科技始終來自人性?消費者科技準備度與顧客知覺價值關係之探討
論文名稱(外文):Human Technology? An Exploration of the Relationship between Consumer Technology Readiness Index and Customer Perceived Value
指導教授:葉凱莉葉凱莉引用關係
指導教授(外文):Kaili Yieh
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:行銷與流通管理研究所
學門:商業及管理學門
學類:行銷與流通學類
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:67
中文關鍵詞:科技準備度顧客知覺價值科技型服務
外文關鍵詞:Technology Readiness IndexCustomer Perceived ValueTechnology Readiness IndexCustomer Perceived ValueTechnology-Based Service
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科技日新月異並快速介入服務流程之中,改變傳統服務低科技、高接觸(Low-Tech, High-Touch)的本質。然而,以科技為基礎之服務通常為先前不存在的新現象且經常為高度創新,往往造成顧客在使用科技型服務(technology-based service)的過程中產生挫折。再者,顧客知覺價值為決定顧客忠誠度之重要前置變數,以往有關顧客知覺價值的研究皆著重於有形產品獲得與付出間價格與價值之抵換,或是人員服務品質之探討。有鑑於此,本研究欲瞭解消費者科技準備度與顧客知覺價值二者之關係,以及不同科技準備度之顧客,其在顧客知覺價值上是否有所不同。
本研究以曾經搭乘高鐵且自行購票者為樣本,有效樣本數548份,並以結構方程模式進行假設驗證,結果顯示:(1)消費者科技準備度會正向顯著影響顧客知覺價值;(2)消費者科技準備度中之樂觀與不安全對顧客知覺價值影響最大;(3)顧客知覺的使用與安全價值受消費者科技準備度影響程度最大;(4)不同科技準備度類型的消費者其所認知之顧客知覺價值具有顯著差異。
Technology advances with time and infuses into service process rapidly. It changes traditional nature of service encounter of low-tech, high-tech. However, technology-based services are usually nonexistent new phenomenon previously, and are often highly innovative. As a result, customers feel frustrated in dealing with them. Furthermore, customer perceived values is a critical antecedent variable to decide the customer loyalty. Many related researches focus on the trading-off between price and value of tangible product or service quality offering by personnel. Therefore, this research would like to explore the relationship between consumer technology readiness and customer perceived value, also investigate different technology readiness segments whether differ in the customer perceived value.
The study uses the passengers of Taiwan High Speed Rail as the sample. The valid questionnaires are 548. After the analysis of Structural Equation Modeling, the result revealed: (1)consumer’ technology readiness has significantly positive influence on customer perceived value; (2) Optimism and Insecurity have the most impact to the technology readiness; (3)In-use and security value are effected by technology readiness the most; (4)Different technology readiness segments differ in customer perceived value.
目錄 I
表目錄 III
圖目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 3
第三節 研究目的 3
第四第 研究流程 4
第二章 文獻回顧 5
第一節 科技準備度 5
第二節 顧客知覺價值 14
第三節 科技準備度與顧客知覺價值 19
第四節 科技準備度與人口統計變數 21
第三章 研究方法 22
第一節 研究架構與假說 22
第二節 研究範圍與對象 23
第三節 變數定義與衡量 23
第四節 問卷設計 26
第五節 統計分析方法 28
第六節 問卷發放過程 28
第四章 實證分析與結果 30
第一節 樣本結構與敘述性統計分析 30
第二節 科技準備度與顧客知覺價值信效度分析 38
第三節 結構方程模式 46
第四節 集群分析與多因子數異數分析 51
第五章 結論與建議 52
第一節 研究結論 52
第二節 管理意涵 53
第三節 研究限制 53
第四節 後續研究建議 54
參考文獻 55
附錄一 – 顧客知覺價值量表 62
附錄二 – 科技準備度量表量表 63
附錄三 – 正式問卷 64


表 目 錄
表2-2 科技採用的五種消費者類型 10
表3-1 相關變數衡量方法 24
表3-2 前測問卷信度分析 29
表4-1 樣本結構 31
表4-2 整併後人口統計分佈狀況 33
表4-3 主要購票與付款方式 34
表4-4 科技準備度各構念與問項平均 34
表4-5 顧客知覺價值各構念與問項平均 37
表4-6 因素負荷量判斷標準 39
表4-7 以樣本為基礎判斷之因素負荷量 39
表4-8 科技準備度因素分析 40
表4-9 顧客知覺價值因素分析 42
表4-10 科技準備度信度分析 43
表4-11 顧客知覺價值信度分析 45
表4-12 多指標多因果模式分析結果摘要表 50
表4-13 消費者科技準備度分類 51
表4-14 五種消費者類型與顧客知覺價值 51


圖2-3 科技準備度驅動因子 8
圖2-4 高科技與高接觸顧客服務 11
圖2-5 知覺價值構成要素 15
圖2-6 消費價值衡量模式 17
圖2-7 服務行銷金字塔與品質-價值-忠誠鏈之整合 20
圖3-1 研究架構 22
圖4-1 科技準備度與顧客知覺價值第一個典型變量 47
圖4-2 科技準備度與顧客知覺價值第二個典型變量 48
圖4-3 科技準備度與顧客知覺價值第三個典型變量 49
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賴燊標 (2007)。自助服務技術(SST)使用者接受度之研究 - 以航空公司報到自助服務櫃台為例。國立台灣科技大學企業管理研究所碩士論文,未出版,台北市。
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三、網路資源
行政院主計處
http://www.dgbas.gov.tw/mp.asp?mp=1
中華民國統計資訊網
http://www.stat.gov.tw/mp.asp?mp=4
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