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研究生:陳奕廷
研究生(外文):Chen, Yi-Ting
論文名稱:顧客關係管理系統使用意圖之探討—從科技接受模式、信任和產品品質觀點
論文名稱(外文):Understanding Intention to use Customer Relationship Management System : Contributions from TAM, Trust, and Product Quality Perspectives
指導教授:廖祿文廖祿文引用關係
指導教授(外文):LIAO, LU-WEN
口試委員:丁崇德高世州
口試委員(外文):TING, CHUNG-TEKAO, SHIH-CHOU
口試日期:2014-01-27
學位類別:碩士
校院名稱:長榮大學
系所名稱:企業管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:84
中文關鍵詞:顧客關係管理系統產品品質信任科技接受模式
外文關鍵詞:Customer Relationship Management System (CRM)Product QualityTrustTechnology Acceptance Model(TAM)
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從顧客關係管理發展開始,不論是在全球還是台灣的資訊管理系統市場,一直保持在低佔有率市場的地位,並且遠遠的落後其他資訊管理系統。過去的資訊管理系統因只需公司內部單方面的導入及使用,不需考慮到公司外部使用部份,相較於顧客關係管理系統(Customer Relationship Management, CRM)的導入,除了公司內部人員的使用之外,還需要外部使用者的資訊提供甚至使用,此部分在學術上的相關研究並不多,故本研究以顧客關係管理系統之外部使用者為對象,目的在於瞭解外部使用者顧客關係管理系統使用之態度及行為為意圖之影響因素為何,並引用Davis的科技接受模式(Technology Acceptance Model, TAM)為主要理論基礎架構,並考量顧客使用特性,另外新增產品品質及信任兩項變數,探討其對外部使用者使用CRM的影響。
本研究採用AMOS軟體進行結構方程模式的分析,實證分析後發現「產品品質」確實會透過「信任」進而對外部使用者的使用「認知有用性」、「認知易用性」、「態度」及「行為意圖」產生顯著的影響。此外,本研究亦證實以「信任」為中介變數之模型,確實較可解釋到變相之間的關係。
由此可知,在外部使用者對於使用顧客關管理系統上,往後須真影響外部使用者之信任作為考量,以便吸引更多外部使用者前來使用。最後,根據研究結果對業者提出實務建議,以及給予後續研究者參考的方向。

Since the customer relationship management (CRM) system was established, it has remained at a low market share position in Taiwan or global market, and even has been far behind other information management systems. Past information management systems usually are used internally without taking into account of external use. However, the CRM system can be used both internally and externally. Due to the lack of sufficient literature, the present study aims to target external users of the CRM system as study objects and explore the factors that are likely to affect the attitudes and behavioral intentions of external users.
The Technology Acceptance Model (TAM) will be used as a theoretical framework. Considering the customer use features, this study adds two variables, product quality and trust, and examines their potential effects on external users of the CRM system.
Using the AMOS software, this study has conducted the analysis of structural equation modeling (SEM). The empirical results show that product quality indeed had significant influences on perceived usefulness, perceived ease of use, attitudes, and behavioral intentions via trust. The present study confirms that trust is an important mediator in explaining the relationships among the variables described above.
In view of the above, the trust of external users of the CRM system should be taken into consideration seriously in order to attract more and more external users. Finally, the study discusses the practical implications along with limitations and suggestions for future research.

誌謝
中文摘要
Abstract
目錄
表目錄
圖目錄
第一章 緒論
第一節 研究背景
第二節 研究動機
第三節 研究目的
第四節 論文架構
第五節 研究流程
第二章 文獻回顧
第一節 顧客關係管理系統
第二節 產品品質
第三節 信任
第四節 科技接受模式
第三章 理論基礎與分析方法
第一節 研究架構
第二節 研究假設
第三節 研究變項之操作性定義
第四節 研究工具與問卷設計
第五節 前測
第六節 研究設計
第七節 資料分析方法
第四章 資料分析與結果
第一節 信度與效度分析
第二節 受訪者之樣本結構分析
第三節 各構面之描述性統計分析
第四節 結構方程模式之分析
第五章 結論與建議
第一節 結論
第二節 建議
參考文獻
一、中文部份
二、英文部份
附錄

一、中文部份
(一)書籍
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(二)期刊論文
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(三) 技術報告
資策會(2011)2011臺灣產業資訊應用現況與需求調查報告。
(四) 電子媒體資料
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