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研究生:鍾雯琪
研究生(外文):Chung, Wen Chi
論文名稱:適地性服務品質影響使用者滿意度之探索性研究—以被動式LBS為例
論文名稱(外文):An Exploratory Study of Location-Based Service Quality and User’s Satisfaction Based on “Push LBS”
指導教授:任文瑗任文瑗引用關係
口試委員:李志成洪銘建
口試日期:2012-07-17
學位類別:碩士
校院名稱:國立聯合大學
系所名稱:資訊與社會研究所
學門:社會及行為科學學門
學類:綜合社會及行為科學學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:100
中文關鍵詞:適地性服務服務品質使用者經驗顧客價值使用者滿意度
外文關鍵詞:Location-Based Service (LBS)Service QualityUser’s ExperienceCustomer ValueUser’s Satisfaction
相關次數:
  • 被引用被引用:4
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近年來,智慧型手機、平板電腦等行動載具的持有率越來越高,App行動應用軟體之使用率也跟著大幅提升。眾多App應用軟體中,適地性服務(Location-Based Service,LBS)結合社交、地理資訊、商業行銷等科技與服務,針對超過10億人次的行動載具使用者提供服務。本研究以LBS服務品質、使用者經驗與顧客價值等三項研究構念,探討使用者對於LBS的滿意度。研究結果希望提供未來行動服務相關產業參考和修正,使得LBS的服務能夠更符合使用者的期望。本研究以隨機抽樣對持有行動載具且曾用過LBS服務使用者進行問卷調查,經過實證研究結果發現LBS服務品質越高,使用者滿意度越高;使用者經驗越豐富,會提高LBS服務品質與使用者滿意度間的關係;顧客價值越高,會導致LBS服務品質與使用者滿意度間的關係越高。根據上述實徵資料的分析結果,本研究提出實務上的意涵及對後續研究方向的建議。
Location-Based Services (LBS) provide information and entertainment services depending on the current geographical position of a user. Marketers now look for interactive communication, a two-way direction where company can reply to customers’ problems and provide tailored information immediately. The growing usage of LBS allows marketers to use this tool as a communication medium for their business objectives. In addition, the users of LBS are over one billion; therefore, for companies, commercial potential of LBS is significant. This paper explores LBS quality and user’s satisfaction which is based on push-LBS.
This study employs the PZB model as a base, adding variables of real time and information richness to LBS quality. In addition, adding two moderators of user’s experience and customer’s value to explore the relationship between LBS quality and user’s satisfaction. This study uses free online survey questionnaire to gather the data, variables include LBS quality, user’s satisfaction, user’s experience, and customers’ value.
The results indicate that reliability, empathy, and information richness of LBS quality affect user’s satisfaction positively. Moreover, results show that users’ experience influences positively the relationship between LBS quality and users’ satisfaction. Finally, customer’s value influences positively the relationship between LBS quality and users’ satisfaction. The results of the study provide advices for mobile service companies, including implication of the relationship between LBS quality and user’s satisfaction is discussed; moreover, moderating effects of user’s experience and customer’s value are also discussed.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 適地性服務(Location-based services) 7
第二節 LBS服務品質 18
第三節 使用者經驗 31
第四節 顧客價值 34
第五節 使用者滿意度 37
第三章 研究方法 39
第一節 研究架構 39
第二節 研究假說 40
第三節 操作性定義 45
第四節 問卷與抽樣設計 46
第五節 分析方法 47
第四章 資料分析 49
第一節 前測結果分析 49
第二節 正式問卷信度與效度分析 56
第三節 敘述性統計 63
第四節 多元迴歸分析 66
第五節 研究實證結果 75
第五章 結論與建議 76
第一節 研究結果 76
第二節 研究貢獻 79
第三節 研究限制與建議 80
參考文獻……………………………………………………………………………..81
附錄A 正式問卷 96


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Xia, F., Zhang, W., Ding, E., and Hao, R. (2011), A-GPS assisted Wi-Fi access point discovery on mobile devices for energy saving, Global Information Infrastructure Symposium (GIIS), 2011, pp.1-6.
Yoon, C. (2010), Antecedents of customer satisfaction with online banking in china: the effectsof experience, Computers in Human Behavior, 26(6), pp. 1296-1304.
Zaidi, Z. R. et al. (2010), Real-time detection of traffic anomalies in wireless mesh networks. Wireless Networks, 16(6), pp.1675-1689.
Zeithaml, V. A. (1988), Consumer perceptions of price, quality, and value: a means-end odel and synthesis of evidence, Journal of Marketing, 52(7), pp.2-22.
三、 書籍文獻
Chunk Martin(許瑞宋編譯),2011,「決戰第三螢幕:隨時、定位、互動,行動時代緊貼顧客的行銷與消費新模式」,天下文化。
安守中,2005,「進階GPS定位原理及應用」,全華圖書。
吳明隆,2009,「SPSS 操作與應用:問卷統計分析實務(第二版)」,台北市:五南。
吳思華,1996,「策略九說」,台北:麥田。
林東清,2008,「資訊管理:e 化企業的核心競爭能力(第三版)」,台北,智勝文化。
邱宏昌、謝依靜,2008,「服務行銷與管理」。台北市:雙葉。
邱皓政,2006,「量化研究與統計分析-SPSS中文視窗版資料分析範例解析(第三版)」,台北:五南圖書公司。
邱皓政,2009,「量化研究與統計分析–SPSS中文視窗版資料分析範例解析」,台北:五南。
陳正昌、程炳林、陳新豐、劉子鍵,2009,「多變量分析方法–統計軟體應用修訂五版」,台北市:五南。
陳寬裕、王正華,2011,「論文統計分析實務-SPSS與AMOS的運用(第三版)」,台北:五南。
榮泰生,2009,「SPSS與研究方法」,台北:五南。
數位時代雜誌第194期,「適地性服務 商業應用再升級」,2010年7月。
數位時代雜誌第207期,「In-Stat:2015年全球智慧型手機App下載產值將達290億美金」,2011年8月。
Cyert, R. M. and March, J. G. (1963), Behavioral theory of the firm, Englewood Cliffs, NJ: Prentice Hall.
Daft, R. L. and Lengel, R. H. (1984), Information richness: A new approach to manager information processing and organization design, in Research in Organizational Behavior. JAI Press, Greenwich, Conn.
Gronroos, C. (1990), Service management and marketing, Lexington, MA: Lexington Books.
Hair, J. F. J., Black, W. C., Babin, B. J., Anderson, R. E., and Tatham, R. L. (2006), Multivariate data analysis with reading (6th ed.). Boston: Pearson. (Pearson international edition).
Kotler, P. (2000), Marketing management:analysis, planning, implementation, and
control, 10th ed., New Jersey: Prentice-Hall.
Kotler, P. (2003), Marketing management. New Jersey: Prentice-Hall.
Kotler, P. and Keller, K. L. (2009), Marketing management (13th eds), Pearson.
Oliver, R. L. and Rust, R. T. (1994), Service quality: Insights and managerial implication from the frontier. New York: Sage Publications.
Rokeach, M. J. (1973), The nature of human values, New York, NY: The Free Press.
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Stevens, J. (1992), Applied multivariate statistics for the social sciences, NJ: Lawrence Erlbaum.
Sheth, Bruce, I. N., and Barbara, L. G. (1991), Consumption values and market choices: theory and applications, Cincinnati, OH: Southwestern Publishing.


四、 網路文獻
水杉而,2010,「BoHoKan 報好康 最多人使用的 LBS 行動優惠平台」,擷取日期2012/3/26。
http://3c.msn.com.tw/View.aspx?ArticleID=55050
資策會,2008,「2008年消費者對科技化服務需求調查報告」,擷取日期2012/1/10。
http://books.find.org.tw/newbook_disp.asp?book_id=78
資策會,2011,「未來生活從心出發融入創新力、設計力、科技化的五大貼心服務體驗」。擷取日期2012/2/15。http://www.iii.org.tw/Service/3_1_1_c.aspx?id=895
資策會,2012,「行動版即時好屋搜尋網頁 快速媒合房屋交易」。擷取日期2012/3/10。
http://www.iii.org.tw/m/ICT-more.aspx?id=524European
Information Technology Observatory (EITO),擷取日期2012/2/19, http://www.eito.com/
Gartner,「Gartner: Q3,2010 Mobile Phone and Smartphone market shares」,擷取日期2012/2/17。
http://ronnie05.wordpress.com/2010/11/10/g7-2/
InsightExpress,擷取日期2012/3/1
http://www.greenbook.org/company.cfm/InsightExpress
Mobile Future Institute (MFI),擷取日期2012/2/19,
http://www.mobilefutureinstitute.com/mobile1/the-money-in-mobile

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