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研究生:謝原鈴
研究生(外文):Yuan-Ling Hsieh
論文名稱:企業導入行動化行銷資訊系統使用成效之探討
論文名稱(外文):Discussion of the Effectiveness of Import operations Using Marketing Information System of Enterprise
指導教授:彭國芳彭國芳引用關係
指導教授(外文):Dr.Kuo-Fang Peng
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:流通管理系
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:2013
畢業學年度:101
語文別:中文
論文頁數:78
中文關鍵詞:行銷資訊系統期望確認理論行銷績效
外文關鍵詞:Marketing Information SystemsExpectation Confirmation TheoryMarketing Performance
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企業行動化系統已漸漸成為現在的趨勢,國內外雖有許多企業導入行銷資訊系統之相關研究,但用於行動通訊產品上的顯為少見,根據過去文獻,企業導入新科技時的導入因素及導入後的應用功能將影響導入績效,因此,本研究的目的旨在探討企業在導入行動化資訊系統時使用成效之探討,其中以期望確認理論(ECT)來判別有用性,期望性質,和後續是否持續採用因素及使用後績效深入剖析,因此企業在導入行動資訊系統時除了要投入人力及資金外,對內部實施整體作業時更要謹慎考量,以準確掌握契機及擬定適當策略,期有了正確適當實施策略後,能獲得良好的實施績效,也能讓企業內部流程及未來做最好的準備。
本研究旨在以「期望確認理論」(Expectation-Confirmation Theory, ECT)為基礎,並探討「知覺有用」、「期望確認」、「滿意」、「持續使用意願」及後續的「行銷績效」之間之影響。模式經由SPSS統計軟體估計,研究結果顯示:使用者其確認程度對於知覺有用性、滿意度具有正向顯著的影響;而知覺有用對於滿意度、持續使用有正向顯著的影響;其滿意度對於持續使用具有正向顯著的影響;持續使用對於之後的行銷績效也有正向顯著的影響。研究結果顯示受訪者認為行銷資訊系統對使用者而言,具有非常大之效用與幫助,本研究根據研究結果提出相關建議,供企業資訊部門後續研發設計之參據。

Corporate actions system has gradually become a trend now. Although many domestic and foreign enterprises to import marketing information systems research, but for mobile communication products on display is a rare, based on past literature, business importing new technology introduction factors and imported into the application function will affect performance, Therefore, the purpose of this study was to investigate into action enterprise information system, it uses the Effectiveness of ,Among Expectation Confirmation Theory (ECT) to determine usefulness, desired properties, and whether the continued use of factors and follow-up after use performance-depth analysis, Therefore, enterprises in the import mobile information systems in addition to investment in human and capital, the internal implementation of the overall job better be careful consideration, in order to accurately grasp the opportunity and develop appropriate strategies With the correct and appropriate implementation of the strategy, the implementation can get a good performance, but also allows internal processes and in the future to do the best preparation.
This study aimed at "Expectation Confirmation Theory" (Expectation-Confirmation Theory, ECT)-based and explores "perceived usefulness", "Expectation Confirmation", "satisfied", "continued use intention" and subsequent "Marketing Performance" in between affected. Mode through the SPSS statistical software estimation, the results show: User extent of its confirmation on perceived usefulness, satisfaction has a significant positive impact; while perceived usefulness for satisfaction, continued use has a positive impact; their satisfaction for continued use has a significant positive impact; ; after continuous use for marketing performance also has a positive impact. The results show that respondents believe marketing information system for users with very large and the effectiveness of assistance based on the research results of suggestions for follow-up research and design enterprise IT departments the reference data.

中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
第一章  緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 4
1.4 研究流程 4
第二章 文獻探討 6
2.1 行銷資訊系統 6
2.2 企業資訊系統行動化 11
2.2. 1 企業行動商務之定義 11
2.2.2 資訊科技的採用因素 16
2.3 期望確認理論研究 18
2.3.1 期望確認理論 18
2.3.2 期望確認理論相關研究之重要構面解釋 23
2.4 業務人員績效研究 28
第三章  研究方法 32
3.1 研究架構 32
3.2 研究假設 33
3.3 各名詞操作型定義 35
3.4 問卷設計 36
3.5 研究對象及研究限制 38
3.6 統計分析方法 39
第四章 資料分析方法 43
4.1 敘述性統計 43
4.2 信度分析 49
4.3 效度分析 50
4.4 線性相關分析 52
4.5 路徑分析 53
4.6 小結 56
第五章 結論與建議 58
5.1 研究發現 58
5.2 結論與建議 60
5.3 未來研究方向 63
參考文獻 64
附錄 75


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