臺灣博碩士論文加值系統

依據帕累托20-80法則（Pareto principle）中，指出企業80%的銷售額是來自於20%的重要客戶，在有限的企業資源下，企業須將焦點著重於具有經濟效益的顧客上，因此企業將有限的資源針對最有價值的顧客執行顧客關係管理以創造出企業的利益。在顧客關係管理的文獻中，關於推展顧客關係管理成功與否的影響因素研究很多。有別於以往的研究文獻，本研究的目的，希望能以科技接受模式探討當企業員工在使用新資訊科技時，影響其使用意願的外部因素為何？企業在導入新資訊科技初期，該如何加強外部因素影響企業員工的使用意願？
本研究的問卷總計回收98份，均為有效問牶，問卷回收率率為83％。透過回收問卷與統計分析，本研究中的七個假說均是獲得支持成立。本研究的管理意涵部分，希望可以成為將來個案公司在制定推展顧客關係管理系統策略時的參考資料之一。本研究的研究結果顯示，顧客關係管理系統與本文中所列的四大影響因素都具有顯著之正相關，說明顧客關係管理系統使用意願確實與該四大因素有相關，當資訊科技基礎建設做得越完善、顧客關係導向的公司文化越深化、對重要顧客能重視其需另外高階主管的支持則會是重要影響因素。

According to the 20-80 Pareto Principle, 80% of business enterprises’ sales amount come from only 20% of its important customers, with limited enterprise resources, business enterprises are forced to focus on customers with economical profits, and therefore enterprises implement Customer Relationship Management(CRM) with limited resources to create their benefits. In documents concerning CRM, there are many studies about the factors that affect the successfulness in the implementation of CRM. Different from the studies in the past, this study is aimed to use Technology Acceptance Model to explore what are the external factors that influence employees’ willingness to use new information technologies? And how can the business enterprise enhances its employees’ willingness to use the said new information technology at the early stage when it is introduced?
In this study, total of 98 questionnaires are responded, all are valid questionnaires, response rate is 83%. Through responded questionnaires and statistical analysis, 7 hypothesis in this study are supported and accepted. In terms of managerial implication of this study, it is hoped that this can serve as a reference for the company in this case study for making and promoting its strategies for CRM system, outcome of this study is – there is significant positive correlation between CRM system and the four major influential factors listed in this article, result shows willingness to adopt CRM system is indeed related to the said 4 major factors, the more flawless and sound the infrastructure of information technology is, and the more deepening of corporate culture for customer relationship orientation, attentions from important customers, and the support from top management are all important influential factors.

誌謝 v
目錄 vi
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 4
第一節 顧客關係管理(CRM)的定義 4
第二節 CRM系統影響因素 6
一、 資訊科技基礎建設 7
二、 顧客關係導向之企業文化 8
三、 專注重要顧客 9
四、 高階主管支持 10
第三節 CRM系統與其功能 10
第四節 科技接受模式(TAM) 11
一、 理性行為理論(Theory of Reasoned Action; TRA) 12
二、 計劃行為理論(Theory of Planned Behavior；TPB) 13
三、 科技接受模式(Technology Acceptance Model，TAM) 15
四、 科技接受模式之實証相關研究 17
第三章 研究方法 20
第一節 研究架構 20
第二節 研究變數 21
第三節 研究假設 22
一、 對組織投入的認知與(認知有用性＆認知易用性)之關係 22
二、 認知易用性與認知有用性之關係 22
三、 認知有用性與使用態度之關係 22
四、 認知易用性與使用態度之關係 23
五、 使用態度與持續使用意願之關係 23
六、 認知有用性與持續使用意願之關係 24
第四節 變數定義、操作性定義、衡量與問卷設計 24
第五節 抽樣方法 32
第六節 資料分析方法 33
第四章 資料研究分析與結果 35
第一節 問卷統計分析 35
第二節 信效度分析 37
第三節 獨立樣本t檢定 38
第四節 單因子變異數分析 41
第五節 迴歸分析 46
第五章 結論與建議 47
第一節 結論 47
第一節 管理意涵 48
第二節 研究限制 50
第三節 未來研究方向建議 51
參考文獻 52
英文 52
中文 56
圖目錄
圖1-1研究架構 3
圖2-1理性行為理論 Theory of Reasoned Action (TRA) 12
圖2-2計畫行為理論Theory of Planned Behavior (TPB) 15
圖2-3科技接受模式Technology Acceptance Model(TAM) 16
圖3-1本研究架構圖 21
表目錄
表2-1科技接受模式相關文獻之彙整 18
表3-1本研究之變數 21
表3-2認知有用性 變數問項 25
表3-3認知易用性 變數問項 26
表3-4資訊科技基礎建設 變數問項 27
表3-5顧客關係導向之企業文化 變數問項 27
表3-6專注重要顧客 變數問項 28
表3-7高階主管支持 變數問項 29
表3-8使用態度 變數問項 30
表3-9持續使用意願 變數問項 31
表4-1人口統計變數分析 40
表4-2信度標準摘要表 41
表4-3性別與各變數之獨立樣本T檢定 43
表4-4是否聽過客戶關係管理與各變數之獨立樣本T檢定 44
表4-5不同年齡在各變數間之變異數分析 46
表4-6不同教育程度在各變數間之變異數分析 48
表4-7不同服務部門在各變數間之變異數分析 50
表4-8迴歸分析 51

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