(3.230.154.160) 您好!臺灣時間:2021/05/08 01:22
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

: 
twitterline
研究生:魏秀芸
研究生(外文):Hsiu-Yun Wei
論文名稱:使用多媒體E-SERVQUAL衡量數位學習品質及對再購意願之影響-以臺灣知識庫公司為例
論文名稱(外文):Using Multimedia E-SERVQUAL to Measure E-learning Quality and Repurchasing Intention - Taiwan Knowledge Bank Case
指導教授:蘇明鴻蘇明鴻引用關係
指導教授(外文):Ming-Hung Shu
口試委員:黃士滔、楊金山
口試委員(外文):Shih-Tao Huang、Jin-Shan Yang
口試日期:2014-05-17
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:工業工程與管理系碩士班
學門:工程學門
學類:工業工程學類
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:58
中文關鍵詞:E-SERVQUAL、數位學習、學習滿意度、再購意願
外文關鍵詞:E-SERVQUAL、E-Learning、Learning Satisfaction、Repurchase Intention
相關次數:
  • 被引用被引用:4
  • 點閱點閱:374
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:4
  • 收藏至我的研究室書目清單書目收藏:1
在電子資訊科技快速發展之下,網際網路普及化的趨勢是促使各個產業發展的策略與方式徹底改變,企業導入電子商務新的商業模式帶來的將是高效率的競爭優勢。本研究是針對文教機構產業因應環境所產生新的變遷而改變經營的商業模式,由於數位化的教學逐漸成為現在授課方式的資訊服務趨勢,因此在全球化的競爭環境之下,文教機構服務產業要如何帶給消費者最優質的服務品質與學習環境並且獲得高評價,儼然提供高品質的服務成為企業競爭優勢的門檻。
本研究根據Udo et al.(2011)提出的SERVQUAL量表,將原始的構面之有形性、可靠性、回應性、保證性與同理心,經修正後擬出本研究新的「E-SERVQUAL」量表來衡量多媒體數位環境下學生的學習品質,五個構面屬性當中包含有形性、同理心、回應性、可靠性以及教材設計五個構面。經由本研究實證分析結果顯示,
E-SERVQUAL構面之有形性對數位學習品質有顯著的正向關係;E-SERVQUAL構面之同理心對數位學習品質有顯著的正向關係;E-SERVQUAL構面之教材設計對數位學習品質有顯著的正向關係。此外本研究也將延伸探討影響再購意願之因素,包含數位學習品質、學習滿意度與再購意願三個構面,研究結果發現學習滿意度對再購意願有直接的影響關係且學習滿意度對再購意願的影響程度大於數位學習品質。最後,根據研究結果提出相關建議給業者做為經營改善之參考依據。

Under the rapid development of electronic information technology, many organizations utilize the Internet to benefit their own performance and competitiveness. This forms a new business model for education industry to promote multimedia E-learning. Since the globalization brings keen competition among industries, the issue “How to obtain outstanding reputation through quality service and good study environment” is important for education industry nowadays, namely quality is essential in the business competition. Therefore, this study focuses on the education industry with digital-teaching material, then aims to analyze its effectiveness.
According to SERVQUAL scale proposed by Udo et al. (2011), it includes five dimensions: Tangibles, Reliability, Responsiveness, Assurance and Empathy. However, the study further invented E-SERVQUAL scale which covers five dimensions such as Tangibles, Empathy, Reliability, Responsiveness and Teaching Materials Design. It was used to measure students’ learning quality during their multimedia E-learning. Later, empirical analysis of this study showed significant influence among the dimensions of E-SERVQUAL scale. First, Tangibles shows a positive relationship to E-learning quality. The Empathy shows a positive relationship to E-learning quality. The Teaching Materials Design shows a positive relationship to E-learning Quality. Then, the study extends to a bigger scale by adding three more dimensions: E-learning Quality, Learn Satisfaction, and Repurchase Intention. The results showed Learning Satisfaction shows a positive relationship to Repurchase Intention; meanwhile, Learning Satisfaction shows greater influence to Repurchase Intention than E-learning quality. In the end, the contribution is to provide helpful data for education industry. The results of this study can work as reference material to improve their business model.

摘要 i
ABSTRACT ii
致謝 iii
目錄 iv
表目錄 v
圖目錄 vi
一、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究範圍與限制 3
1.4 研究流程 3
二、文獻探討 5
2.1 服務品質 5
2.2 數位學習 7
2.3 E-SERVQUAL 11
2.4 教材設計 12
2.5 學習滿意度 13
2.6 再購意願 13
2.7 公司介紹-臺灣知識庫 15
三、研究方法 18
3.1 研究架構 18
3.2 研究假說 19
3.3 研究變項之操作型定義 20
3.4 問卷設計 23
3.5 統計分析方法 24
3.6 問卷前測 26
四、實證與分析結果 27
4.1 預試資料分析結果 27
4.2 基本資料分析 29
4.3 Pearson相關分析 33
4.4 路徑分析 34
4.5 不同性別學生對使用數位學習平台之影響因素的差異比較 36
4.6 不同上課類別學生對使用數位學習平台之影響因素的差異比較 40
五、結論與建議 47
5.1 研究結論 47
5.2 研究建議 49
參考文獻 50
附錄 55

1.山本辰夫(1986),盧淵源釋。事務、營業、服務的品質管制,台北:中華顧問公司。
2.內政部戶政司全球網(2011),歷年全國人口統計資料,http://www.ris.gov.tw。
3.王秋華(2001),網路教學之學生學習行為與學習滿意度及學習績效的關係,大葉大學資訊管理研究所未出版碩士論文。
4.李孟訓、周建男、林俞君(2007),休閒農場之服務品質、關係品質與顧客忠誠度之關聯性研究,農業經濟半年刊,第80期,頁125-168。
5.李怡璇(2003),探討 e-Learning 網路教學媒體呈現比較-以基督教中華福音神學院遠距教學為例,國立雲林科技大學資訊管理所未出版碩士論文。
6.李永基(2002),以虛擬社群概念探討企業數位化學習之研究-以D公司為例,中原大學資訊管理學系未出版碩士論文。
7.余珉萱(2013),台灣補教業再購意願之研究,龍華科技大學商學與管理研究所未出版碩士論文。
8.林偉智(2010),國立臺灣大學綜合體育館服務品質、顧客滿意度與再購意願之研究,國立臺灣師範大學體育學系未出版碩士論文。
9.林榮斌(2003),影響企業建構網路化訓練相關因素之探討,台灣科技大學研究所未出版碩士論文。
10.林佑儒(2009),國立臺灣師範大學體育學系學生學習滿意度與生涯規劃之研究,國立臺灣師範大學未出版碩士論文,台北市。
11.林偉智(2010),國立台灣大學綜合體育館服務品質、顧客滿意度與再購意願之研究。國立臺灣師範大學體育學系未出版碩士論文。
12.美國教育訓練發展協會ASDT(2002),E-Learning,http://www.learninggcircuits.org/2002/oct2002/survey.html.
13.洪嘉蓉(2005),服務品質顧客滿意度與忠誠度關係之研究-以ISP為例,電子商務研究。第3卷,第2期,頁153-172。
14.施豐坤(2006),服務品質與顧客滿意之研究-以補習班為例,逢甲大學經營管理碩士在職專班未出版碩士論文。
15.陳怡芳、陳宏志、陳宏亮、吳聰慧(2011),應用創新教學策略設計數位教材暨對教材品質評鑑之探討,嘉南學報,第37期,頁258-270。
16.陳進丁(2004),固網通信服務品質之顧客滿意度、後續行為研究-以中華電信高雄市市內電話用戶為例,義守大學未出版碩士論文,高雄市。
17.許民盛(2008),南投縣社區大學生活藝能課程學員學習需求與滿意度之研究,國立暨南國際大學成人與繼續教育研究所未出版碩士論文。
18.孫培真(2004),數位教材製作,金禾出版社,台北市。
19.曾光華(2011),服務業行銷與管理:品質提升與價值創造,前程文化,新北市,三版。
20.黃鴻鈞(2005),教師對藝術進修網站圖形使用者介面滿意度調查研究,國立新竹教育大學美勞教育研究所未出版碩士論文。
21.黃文翰(2002),服務補救不一致,服務補救後滿意度與消費者後續行為意圖之關係研究,國立東華大學觀光暨遊憩管理系未出版碩士論文。
22.黃英忠、吳淑鈴、林昭秀、黃毓華、吳三江(2002),學習資源品質、學習滿意度與學後回饋傾向之相關性研究,人力資源管理學報,第2卷,第3期,頁85-100。
23.曹世亮(2001),電子學習(E-Learning)發展現況之探討,生活科技教育,34(5),頁32-39。
24.楊明璧、林聰儒、顏瑞琪(2003),E-Learning在輔助知識管理上之角色,電子商務與數位生活研討會,頁6-7。
25.楊蕙菱(2013),影響再購意願因素之探討-以轉換成本為干擾變數並以台灣紙業採購人員為例,國立高雄應用科技大學企業管理系碩士班未出版碩士論文。
26.蔡德祿(2005),淺談e-Learning與SCORM標準,資訊與電腦,第276期,頁10-12。
27.臺灣知識庫(2013),TKB臺灣知識庫公司簡介,http://www.tkb.com.tw。
28.顏晴榮(2006),從學習論談數位教材設計的考量,生活科學月刊,第39卷,第4期,頁10-18。
1.Abraugh, J. B., (2000), How classroom environment and student engagement affecting in internet-based MBA courses. Business Communication Quarterly, 4 , pp. 9-26.
2.Anaraki, F. (2004), Developing an effective and efficient e-learning platform. International Journal of Computerized, 12(2), pp. 57-63.
3.Bateson, H. G. (2002), Essential of Service Marketing: Concepts, Strategy, and Cases, Orlando: Harcourt.
4.Barr, R. B., and Tagg, J. (1995), From Teaching to Learning: A New Paradigm for Undergraduate Education. Chang, 27, pp. 12-25.
5.Collier, J. E. and Bienstock, C. C. (2006), Measuring Service Quality in E-Retailing, Journal of Service Research, 8(3), pp. 260-270.
6.Davidow, M. (2003), Have you heard the word? The effect of word of mouth on perceived justice, satisfaction and repurchase intentions following complaint handling. Journal of Consumer Satisfaction, Dissatisfaction and Complaint Behavior, 16, pp. 67-80.
7.Etzel, M. J., B. J. W., and W.J.S. (2001), Marketing Management 12thed Irwin: McGraw Hill.
8.Folkes, V. S. (1988), Recent Attribution Research in Consumer Behavior: A Review and New Directions, Journal of Consumer Research, 14 (3), pp. 548-565.
9.Gardiner, L. (1998), Why We Must Change: The Research Evidence. Thought and Action, 14(1), pp. 71-88.
10.Guielford, J. P. (1965), Fundamental Statistics in Psychology and Education. 4th ed., McGraw-Hill, New York.
11.Hsieh, M. H., Pan, S. L., and Setiono, R. (2004), Product-, corporate-, and country-image dimensions and purchase behavior: A multi country analysis. Journal of the Academy of Marketing Science, 32(3), pp. 251-270.
12.Janes, W. N. and Sasser P. L. (1995), Involvement, attributions, and consumer responses to rebates. Journal Business and Psychology, 9(3), pp. 279-297.
13.Jones, M. A. and J. Suh (2000), Transaction-Specific Satisfaction and Overall Satisfaction: An Empirical Analysis, Journal of Service Marketing, 14(2), pp. 147-159.
14.Kaiser, H. F. (1974), An Index of Factorial Simplicity. Psychometrika, 39(1), pp. 31-36.
15.Kao, Y. F., Wub, C. M., and Deng, W. J. (2009), The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25, pp. 887-896.
16.Kotler, Philip (2000), Marketing Management: Analysis, Planning, 1mplementation and control, 10th Edtion, New Jersey, Prentice Hall Inc.
17.Kotler, P., and Keller, K. L. (2006), Marketing Management 12th ed. Prentice-Hall Inc.
18.Kotler, Philip, (1991), Marketing Management: Analysis, Planning, 1mplementation and control, New Jersey: Prentice-Hall Inc. 7th ed.
19.Martin, C.L. (1988), Enhancing children’s satisfaction and participation: Using a predictive regression model of bowling performance norms. The physical Educator, 45(4), pp. 196-209.
20.Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry (1985), A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49, pp. 41-50.
21.Parasuraman, A., Leonard L. Berry, Valarie A. Zeithaml, (1988), SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, pp. 12-40
22.Park, J. W., Robertson, R., and Wu, C. L. (2004), The effect of airline service quality on passenger’s behavioural intentions: A Korean case study. Journal of Air Transport Management, 10, pp. 435-439.
23.Puntambeker, S., Stylianou, A., and Hubscher, R. (2003), Improving navigation and learning in hypetext environments with navigation concept maps. Human-Computer Interaction 18, pp. 395-428.
24.Rovai, A. P., and Jordan, H. M. (2004), Blended learning and sense of community: A Comparative Analysis with Tradition and fully online Graduate Course. International Review of Research in Open and Distance Learning, 5(2).
25.Santos. (2003), E-service Quality: A Model of Virtual Service Quality Dimensions. Managing Service Quality, 13(3), pp. 233-246.
26.Shih, T., and Hung, J. (Eds.). (2006), Future directions in distance learning and communication technologies: Advance in distance education technologies. Hershey: IGI Global.
27.Stodnick, M., and Rogers, P. (2008), Using SERVQUAL to measure the quality of the classroom experience. Decision Sciences Journal of Innovative Education, 6(1), pp. 115-133.
28.Tsiros, M. and Mittal, V. (2000), Regret: A model of its antecedents and consequences in consumer decision making. Journal of Consumer Research, 26(4), pp. 401-417.
29.Tough, A. (1979), The major learning efforts: recent research and future directions. Adult Education, 28(4), pp. 250-265.
30.Udo, G., Bagchi, K. and Kirs, P. (2011), Using SERVQUAL to assess the quality of e-learning experience. Computers in Human Behavior, Vol.27, No.3, May, pp. 1272-1283.
31.Urdan, T. A., and Weggen, C. C., (2000), CORPORATE E-LEARNING : EXPLORING A NEW FRONTIER, WR Hambrecht +CO.
32.Zeithaml, V. A., Parasuraman, A., and Malhotra, A. (2000), E- Service Quality: Definition, Dimensions and Conceptual Model. Marketing Science Institute
Working Paper Series, Cambridge, MA.
33.Zeithaml, V. A., Parasuraman, A., and Malhotra, A. (2002), Service Quality
Delivery through Web Sites: A Critical Review of Extant Knowledge. Journal
of the Academy of Marketing Science, 30(4), pp. 362-375.


QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔