臺灣博碩士論文加值系統

線上音樂平台已逐漸成為音樂產業的重要商機，然而，根據資策會MIC 2009年的報告卻發現，台灣目前僅有17.6%的網路使用者選擇付費聆聽線上音樂。根據Hurley & Estelami (1998)指出，服務品質與滿意度可說是互為因果關係，良好的服務品質會正向影響顧客的滿意程度，進而決定顧客未來是否再購的意圖與行為。本研究試圖探討線上音樂平台的網站服務品質與顧客滿意度之關連性，其主要以網路服務品質之各構面資訊完整性、選擇性、可攜性、便利性、娛樂性、與偶像崇拜作為衡量標準，進而了解各構面與顧客滿意度的相關性。
本研究採用網路問卷的方式，蒐集有使用台灣線上音樂平台的樣本資料，經由實證分析的結果顯示，選擇性、便利性、娛樂性、與偶像崇拜對於顧客滿意度皆具有正向的影響，其中便利性對於顧客滿意度具有高度的影響性與解釋力，其次為選擇性，而資訊完整性與可攜性則對於顧客滿意度無顯著影響。根據實證分析的結果，本研究建議台灣線上音樂平台業者應加強提供網路使用者選擇性多、便利性高、且能滿足其娛樂與偶像崇拜的功能。

Online music has become an important commercial possibility in the music industry. However, according to the marketing research of Market Intelligence & Consulting Institute on 2009, there’re only 17.6% of those web users willing to pay for online music. Hurley and Estelami (1998) mentioned that the service quality will affect the customer satisfaction. Superior service quality will have a positive effect on customer satisfaction, and proceed to affect the customer’s repurchase intentions and behavior. In this research, we tried to find the relationship between service quality and customer satisfaction for online music. The main aspects of online service quality are informativeness, selection, portability, convenience, perceived enjoyment, and Idolization.
In this research, we collected data of online music in Taiwan by conducting a survey on the Internet. It’s found that selection, convenience, perceived enjoyment, and Idolization have a positive influence on customer satisfaction based on statistical analysis. Above all, the aspect of convenience is highly relative to customer satisfaction. As a result, the author suggests that online music should add more functions according to the four aspects mentioned above.

中文摘要......................................................................... II
英文摘要........................................................................ III
目錄…............................................................................ IV
表目錄............................................................................ VI
圖目錄........................................................................... VII
第一章 緒論............................................................ 1
第一節 研究背景與動機........................................ 1
第二節 研究目的與問題........................................ 2
第三節 研究流程.................................................... 3
第二章 文獻探討.................................................... 5
第一節 線上音樂平台之定義與發展.................... 5
第二節 服務品質.................................................. 13
第三節 網站服務品質.......................................... 18
第四節 可攜性...................................................... 29
第五節 偶像崇拜.................................................. 31
第六節 顧客滿意度.............................................. 33
第七節 服務品質與顧客滿意度之關連性研究.. 38
第八節 線上音樂網站之相關研究...................... 39
第三章 研究方法.................................................. 42
第一節 研究架構.................................................. 42
第二節 研究假設.................................................. 42
第三節 研究構面之操作型定義與衡量.............. 46
第四節 研究設計.................................................. 51
第五節 資料分析方法.......................................... 53
第四章 實證分析結果.......................................... 56
第一節 敘述性統計分析...................................... 56
第二節 信度分析.................................................. 61
第三節 相關分析.................................................. 62
第四節 共線性分析.............................................. 63
第五節 廻歸分析.................................................. 65
第五章 研究討論.................................................. 70
第六章 結論與建議.............................................. 75
第一節 研究結論.................................................. 75
第二節 研究貢獻與建議...................................... 76
第三節 研究限制.................................................. 78
參考文獻....................................................................... 80
附錄 正式問卷.................................................. 90

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