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研究生:宫唯庆
研究生(外文):Cong Duy Khanh
論文名稱:資訊品質、系統品質、服務品質與顧客感知价值關聯性之探討-以現今越南行動銀行市場為例
論文名稱(外文):Examining the influence of service outcomes on customers’ service evaluation- The case of mobile banking in Vietnam
指導教授:王智弘王智弘引用關係
指導教授(外文):Wang, Chih-Hung
口試委員:王智弘陳水蓮湯雅云
口試委員(外文):Wang, Chih-HungChen, Shui-LienTang, Ya-Yun
口試日期:2014-06-02
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系
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:英文
論文頁數:62
中文關鍵詞:Delone and Mclean之IS success 構面行動銀行資訊品質系統品質服務品質顧客認知行爲顧客認知便利性顧客感知价值
外文關鍵詞:DeLone and McLean’s IS success modelMobile bankingInformation qualitySystem QualityService qualityPerceived conveniencePerceived service value
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行動銀行被視為是一個資訊交易平臺。從資訊技術觀點來看,該銀行的業務績效會受到此行動銀行服務之特性所影響。此外,行動銀行之交易渠道亦是銀行與客戶之間的連接平台平,客戶可以通過銀行的電腦系統渠道進行交易。因此如何有效實施此行動銀行的關鍵因素取舍於該銀行的系統品質、資訊品質、服務品質以及顧客之評價。本研究以Delone and Mclean之IS success 構面為基礎,結合顧客認知行爲(Theory of Planned Behavior 理論)與顧客認知便利性作爲本研究之架構,此外本研究會透過河內(越南)某銀行隨機選擇200位顧客以問卷調查方式來驗證此理論。而AMOS分析軟件用於鑑定此架構之信效度。研究結果發現“系統品質”、“服務品質”與“顧客認知行爲”、“顧客認知便利性”有著正相關,而“顧客認知行爲”、“顧客認知便利性”與“顧客感知价值“亦顯著正相關,反觀“資訊品質”與“顧客認知行爲”、“顧客認知便利性”不顯著,此原因可能與銀行所提供之資訊不足或資訊不對稱有關。
Mobile banking is considered as an information intensive business. From the information technology perspective, quality characteristics of mobile banking should have a definite impact on the business value of the bank. Moreover; mobile banking channels are the essential interface between the bank and its customers. Using these online channels, customers transact with the bank’s computer network electronically. Thus, examining the quality of the system, the quality of the information provided by the system, the quality of services offered by the providers, the customer’s use of the system, as well as the impact of using the technologies on the customer’s perception of service value, are all necessary for the success of the m-banking practice. By using the IS success model as our theoretical framework and integrating perceived control (from Theory of Planned Behavior), perceived convenience in the model, this study may provide an integrated understanding of m-banking success. The relationships of latent constructs were examined by employing an empirical study. 200 respondents were selected from target population in Hanoi city (Vietnam). AMOS was used for testing the reliability, the validity and
the support of the proposed hypotheses. Empirical findings affirmatively confirmed the positive influence of system quality and service quality on perceived control and perceived convenience. Consequently customers’ perceived service value is also positively impacted by post-using experiences (control and convenience). Contradictory to the proposed hypothesis, information quality has little or no impact on customer feeling of control and convenience. That can be contributed by the inefficient quantity and quality of information that provided by the bank.

ACKNOWLEDGMENT I
ABSTRACT II
摘要 IV
TABLE OF CONTENTS VI
LIST OF TABLES VIII
LIST OF FIGURES IX
Chapter 1: Introduction 1
1.1 Research background 1
1.2 Research purpose: 4
1.3 Research design 5
Chapter 2: Literature review 6
2.1 Mobile banking in Vietnam 6
2.2 Theoretical background 7
2.2.1 Delone& Mclean IS success model 7
2.2.2 Theory of Planned Behavior in SSTs context 10
2.3 Perceived Service value in SSTs 11
2.4 Perceived Service Convenience 14
2.5 Perceived control 18
2.6 Hypothesis development & Conceptual framework 20
2.6.1 Relationship between information quality, perceived control and perceived convenience 21
2.6.2 Relationship between system quality, perceived control and perceived convenience 22
2.6.3 Relationship between service quality, perceived control and perceived convenience 23
2.6.4 Relationship between perceived control and service value 24
2.6.5 Relationship between perceive convenience and service value 25
Chapter 3: Research Methodology 27
3.1. Scale development and questionnaire design 27
3.2. Data collection 29
3.3 Data Analysis 30
3.3.1 Descriptive statistics: 30
3.3.2 Reliability: 30
3.3.3 Validity analysis: 30
3.3.4 Convergent and Discriminant validity: 30
3.3.5 Hypotheses test: 31
Chapter 4: Data analysis and result 32
4.1. Descriptive Analysis 32
4.2. Confirmatory Factor analysis 34
4.3. Hypotheses testing 37
Chapter 5: Conclusion and discussion 39
5.1. Conclusion 39
5.2. Managerial implication 40
5.3. Limitations and future research 42
REFERENCES 44
Appendixes: 57
Survey questionnaire (English transcript): 57
Survey questionnaire (Vietnamese version): 60

Table 1 Perceived Value definitions 12
Table 2 Perceived Value literature 13
Table 3 Convenience outcomes and antecedents 17
Table 4 Perceived Control literature 19
Table 5- Measurement items for each variable 28
Table 6 Demographic characteristic of the respondents 33
Table 7 Confirmatory factor analysis 35
Table 8 Mean, standard deviation, correlations and discriminant validity 37
Table 9 Structural equation model test for hypotheses 38

Figure 1- DeLone & McLean's (2003) updated IS success model 8
Figure 2 Conceptual Framework 26
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2. 餐廳屬性對服務價值、顧客滿意度與再購意願之影響─ 以台中市西提牛排為例
3. 系統品質、資訊品質、介面設計、知覺要素、知覺價值、企業社會責任、消費者態度對消費使用行為意圖之影響研究─以智慧型手機為例
4. 應用集群分析法針對行動銀行客群制定行銷策略之研究—以C行動銀行消費者為例
5. 探討資訊品質、系統品質及服務品質對消費者滿意度及購買意圖影響之研究-期望確認理論之擴展
6. 探討行動銀行的系統品質、資訊品質與介面設計品質對其使用者滿意度與持續使用意圖之影響
7. 銀行服務品質及房貸客戶銀行選擇之研究-以D銀行中壢分行為例
8. 內部行銷、工作滿意、組織承諾與留任意願的關係—以空軍某單位軍職人員為例
9. 代言人可信度、品牌可信度對消費者知覺價值與品牌權益之影響:以手機品牌為例
10. 探索社群媒體中品牌粉絲專頁的電子口碑效果: 以越南為例
11. 服務友誼對顧客滿意度與口碑的影響-以越南Vietcombank銀行為例
12. 個性咖啡店商店印象、服務品質、顧客滿意度之研究
13. 服務品質、體驗行銷、顧客滿意度、再購意願之研究-以統一星巴克咖啡為例
14. 服務品質、促銷與企業形象對顧客購買意願的影響探討─以嘉義縣市加油站為例
15. 服務品質、工作態度、顧客忠誠度、顧客滿意度關係之研究-以嘉義地區銀行往來客戶為例
 
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