臺灣博碩士論文加值系統

2008年國內網友常進行網路活動，使用即時通訊比例已經高達八成以上，隨著即時通訊使用人口的快速成長，原本是個人娛樂使用的軟體，漸漸也發展於企業使用。過去多以探討即時通訊個人或企業內部的使用行為或溝通滿意度，較缺乏以網站為例，研究網站業者與企業客戶之間以即時通訊做為客戶溝通工具的研究。
本研究主要是以科技接受模型（TAM）為研究架構，加入組織相容性及信任兩個構面探討客戶對即時通訊線上客服的態度與使用意願，並分析可能的影響因素。調查對象為某網站的客戶，以問卷調查方式蒐集166份有效問卷，並以Visual PLS方法驗證模型。
調查結果顯示，原始TAM中的認知有用性及認知易用性對即時通訊線上客服的態度及使用意願有顯著的影響；新加入的信任對使用意願有顯著的影響；而組織相容性對態度及使用意願並沒有顯著的影響，但在以信任為中介變數時，組織相容性對使用意願才有顯著的影響。
總結來說，客戶對即時通訊線上客服的使用意願顯著，影響客戶對即時通訊線上客服的使用意願因素有認知有用性、認知易用性、態度及信任。本研究建議未來可以推行此服務，以期能減少溝通成本、增加溝通效率及增加組織競爭力。

Among the domestic people who use Internet activities today, the population of utilizing the Instant Messaging (IM) has been tremendously increased up to 80% in 2008. With the rapid population growth of IM usage, the IM which is originally used for the personal communication tool has gradually become one of the necessary gadgets for the enterprises now. It has already caused unprecedented influence on the way how people communicate with each other. In the past, researches on IM just only focused on user’s behavior or communication satisfaction. However, the studies about the website in IM online customer service are rarely being investigated so far.
The purpose of this study is to predict customers’ determinants for adopting Instant Messaging in Online Customer Service based on Technology Acceptance Model (TAM). Moreover, the research model adds two additional factors, compatibility and trust, to further analyze the potential reasons which affect the customers’ determinants. This study collects empirical data from the customers of the website. A total of 166 completed questionnaires were returned.
The empirical results show that the effects of the two original explanatory variables, perceived usefulness and perceived ease of use, have a significant impact on the attitude and intention of the customers to use the IM online customer service. Additionally, the new adding variable, trust, is critical to affect the customers’ intention to use this service. Instead, the compatibility does not show a crucial influence on the customers. However, the compatibility plays a critical role in intention when trust acts as a mediating variable.
In summary, the study shows that the customers are willing to use the IM online customer service. The customers’ determinants to use IM online customer services are based on perceived usefulness, perceived ease of use, attitude and trust. Besides, it provides suggestion that enterprises can implement this service in the future in order to not only reduce the cost of communication, but increase the efficiency of communication and competitiveness as well.

中文摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
1、 緒論 1
1.1 研究背景和動機 1
1.2 研究目的 2
1.3 研究範圍 3
1.3.1 網站 3
1.3.2 即時通訊線上客戶服務 3
1.4 研究流程 4
2、 文獻探討 6
2.1 即時通訊（IM） 6
2.2 科技接受模型（TAM） 9
2.3 組織相容性（compatibility） 12
2.4 信任（trust） 15
3、 研究設計與方法 19
3.1 研究架構與假說 19
3.2 操作型定義 21
3.3 問卷內容設計 21
3.4 抽樣設計 25
3.4.1 研究對象 25
3.4.2 施測期間 26
3.4.3 抽樣方法 26
3.5 統計分析方法 26
3.5.1 SPSS敘述性統計分析（descriptive statistics analysis） 27
3.5.2 SPSS信度分析（reliability analysis） 27
3.5.3 SPSS效度分析 27
3.5.4 Visual PLS 27
4、 研究分析與結果 29
4.1 樣本特性與資料分析 29
4.2 敘述性統計及信、效度分析 33
4.3 測量模式分析 35
4.3.1 信度及收斂效度分析 35
4.3.2 區別效度分析 36
4.4 結構模式分析 37
4.5 研究發現 41
5、 結論與建議 42
5.1 結論 42
5.2 學術貢獻 43
5.3 管理意涵 44
5.4 研究限制 46
5.4.1 研究對象 46
5.4.2 研究範圍 46
5.5 未來研究方向與建議 46
5.5.1 研究對象 46
5.5.2 研究範圍 47
5.5.3 研究變數 47
參考文獻 48
附錄 55

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