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研究生:林家瑋
研究生(外文):Lin, Chia Wei
論文名稱:雲端服務為基礎的服務創新:以行動裝置為例
論文名稱(外文):A Service Innovation Based on Cloud Computing Service: Mobile Devices as an Example
指導教授:李慶長李慶長引用關係
指導教授(外文):Lee, Ching-Chang, Ph.D
學位類別:碩士
校院名稱:國立臺北商業技術學院
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
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:70
中文關鍵詞:雲端運算服務創新品牌形象知覺價值忠誠度
外文關鍵詞:Cloud ComputingService InnovationBrand ImagePerceived ValueLoyalty
相關次數:
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  • 下載下載:386
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近年來雲端運算的發展日趨成熟,相關研究亦逐日增加,據Gartner統計報告指出,2008年全球雲端運算的產值高達464億美元,並預估2013年將成長到1,500億美元,成長的幅度高達3倍以上,因此雲端運算的相關產品服務與創新是眾企業所舉目關注的議題。
惟過去研究均著重在雲端之網路安全、內部流程改善與採用意願的部份,較少在企業的雲端服務創新與消費者知覺雲端服務創新部份做探討。因此本研究主要探討消費者對企業雲端服務創新的看法,並透過問卷調查的方式,來深掘企業推出創新的雲端服務,對知覺價值、品牌形象、滿意度與忠誠度有何影響。
研究結果顯示,企業於雲端服務上投入越多,消費者對企業之服務創新、知覺價值、品牌形象、滿意度與忠誠度均有正面的影響,由此結果說明,盡早開發創新的雲端服務為企業的當務之急。綜上所述,希望藉由本研究驗證結果,能有助於企業採用雲端運算與推出創新的雲端服務上有較完善的策略考量。

Recently, the development of cloud computing comes to maturity and the relevant researches are increasing. According to the statistics report that is conducted by Gartner, the output value of cloud computing runs up to $46.4 billion. By 2013, the output value will increase three times up to $150 billion. Therefore, relevant products and service innovation of cloud computing is a concerned issue to enterprises.
In the past, the research of cloud computing focuses on internet security, process improvement and adoption intention. There are seldom discussed about cloud service innovation and perceived cloud service innovation. This research aims to explore customers’ willingness toward cloud service innovation. By questionnaire and survey, we discuss the effects of cloud service innovation. As the result, the more efforts the enterprise invest, the more positive effects in SI, PV, BI, Sat and Loy. We suggest that enterprises develop innovative cloud service as soon as possible. This research hopes to improve enterprises’ decisions on adopting cloud computing and launching innovative cloud service.

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
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 資源基礎理論 7
一、資源基礎理論定義 7
二、資源構面 7
第二節 雲端運算(Cloud Computing) 9
一、雲端運算定義 9
二、部署模型 10
三、服務模式 11
第三節 服務創新(Service Innovation) 14
第四節 知覺價值(Perceived Value) 16
第五節 品牌形象(Brand Image) 18
第六節 滿意度(Satisfaction) 20
第七節 忠誠度(Loyalty) 22
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假設 25
一、服務創新(Service Innovation) 25
二、知覺價值(Perceived Value) 26
三、品牌形象(Brand Image) 27
四、滿意度(Satisfaction) 28
第三節 問卷設計 29
一、服務創新(Service Innovation) 30
二、知覺價值(Perceived Value) 31
三、品牌形象(Brand Image) 32
四、滿意度(Satisfaction) 33
五、忠誠度(Loyalty) 34
第四節 研究對象及問卷回收方式 35
第五節 資料分析工具與方法 35
第四章 研究結果與分析 37
第一節 敘述性統計分析 37
一、樣本基本資料分析 37
二、共同方法變異 39
三、常態檢定 41
四、共線性分析 42
第二節 信度與效度分析 43
一、信度分析 43
二、效度分析 44
第三節 結構方程模式分析 49
一、整體模型配適度分析 49
二、整體模型路徑分析 51
第四節 研究結果討論 54
一、服務創新 54
二、知覺價值 54
三、品牌形象 55
四、滿意度對忠誠度的影響 56
第五章 研究結論與建議 57
第一節 研究結論 57
第二節 學術與管理意涵 57
一、學術意涵 57
二、管理意涵 58
第三節 研究限制與未來研究方向 58
參考文獻 59
附錄A 問卷 66

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