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研究生:黃明偉
研究生(外文):Huang, Ming-Wei
論文名稱:發展網站服務品質指標: 以台灣飯店網站為例
論文名稱(外文):The Development of a Web-based Service Quality Scale: a case of Hotel Websites in Taiwan
指導教授:洪嘉良洪嘉良引用關係
口試委員:洪嘉良董澤平丁冰和
口試日期:2013-01-25
學位類別:碩士
校院名稱:國立暨南國際大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
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:86
中文關鍵詞:網站服務品質偏最小平方法服務流程網站評估量表
外文關鍵詞:Web-based service qualityPartial Least Squares (PLS)Service ProcessWebsite Scale
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服務的概念相當廣義且模糊,最主要的原因是由於服務難以量化,本研究透過系統性的文獻回顧以及深入了解飯店網站所應具備之條件,發展出「網站服務品質」,並經過偏最小平方法Partial Least Squares(PLS)驗證,結果顯示模型達到良好的信效與效度。網站服務品質可由四個主要構面所組成,包含「資訊價值」、「網站便利性」、「顧客關係」以及「服務能力」。儘管「網站服務品質」檢定假說均成立,但其理論重視部份還是有與實際不符,研究透過刪除網站便利構面下的速度性與移植性二項屬性,修正後的模型判定係數高於修正前的模型,代表模更具有解釋力。透過研究模型進而研製一份適合飯店業對於網站服務品質的評估量表,此量表簡單易計算,因此各家飯店業者皆可透過量表來衡量自家網站品質。當然飯店業者也可以依循研究構面的定義或屬性定義來自行增修操作型變數,為此可參照本論文之量化步驟給予衡量之目標。
The concept of service is quite generalized and unclear. The main reason is that service is difficult to quantify and calculate. By recollecting the previous literature and listing the terms which a hotel website needs to equip, this research develops the Web-based service quality. Through Partial Least Squares (PLS) analysis, the result proves that the model does well on both the reliability and validity. Web-based service quality consists of four aspects: information value, website convenience, customer relationship and service capability. Though the hypothesis of Web-based service quality is valid, there are still some differences between theory and reality. Therefore, this research eliminates Speed and Portability from website convenience. The R^2 of the adjusted model is higher which means it is more convincing on measuring Web-based service quality. As a result, the scale is easy for the Hospitality to measure the quality of website and to modify the operational variable by referring to the quantification in the research.
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
第二章 文獻探討 5
2.1 服務定義 5
2.1.1 服務流程 8
2.1.2 網站的服務流程 10
2.2 服務特性 11
2.2.1 服務特性與流程關係 13
2.2.2 服務品質 15
2.3 軟體品質 16
2.3.1 ISO/IEC 9126 16
2.3.2 軟體品質之服務階層協定 17
2.3.3 服務流程與ISO / IEC 9126之關係 21
2.4 網站服務品質指標 22
2.4.1 網站評估構念 22
2.4.2 ISO / IEC 9126軟體品質與網站服務品質關係 26
2.4.3 研究模型 29
第三章 研究設計與方法 34
3.1 研究指標之定義與衡量 34
(一)資訊價值 34
(二) 網站便利性 36
(三) 顧客關係 38
(四) 服務能力 39
3.2 研究假說與量表設計 41
3.2.1 資訊價值構念衡量準則 43
3.2.2 網站便利性構念衡量準則 45
3.2.3 顧客關係構念衡量準則 47
3.2.4 服務能力構念衡量準則 48
3.3 研究抽樣與分析方法 49
3.3.1 研究抽樣 49
3.3.2 分析方法 50
第四章 結果與討論 54
4.1台灣飯店網站輪廓 54
4.2構面測量模型之信度與效度 55
4.2.1 信度檢測 56
4.2.2 效度檢驗 57
4.3 研究假說檢定 58
4.3.1 資訊價值檢定 59
4.3.2 網站便利性檢定 60
4.3.3 顧客關係檢定 61
4.3.4 服務能力檢定 61
4.3.5 第二階層模型檢定 61
4.4 模型修正 62
4.4.1模式之比較 62
4.5 結果與討論 63
4.5.1 飯店構念總分 63
4.5.2 網站評估指標差異 65
第五章 討論與建議 67
5.1 研究結論 67
5.2 研究貢獻 68
5.2.1 學術貢獻 68
5.2.2實務貢獻 69
5.3 研究限制 70
5.4 未來研究建議 71
參考文獻 73
附錄A 飯店網站功能定義 76
附錄B 網站評分準則 78
附錄C 抽樣飯店之樣本 80
附錄D屬性路徑係數與T值 86
附錄E 交叉負荷結構矩陣(Cross Loadings) 87

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