近年來，由於網路技術的快速進步，各行各業依賴網路的需求日趨頻繁，各種網路服務應運而生。本研究旨在探討服務性內容網站之服務品質、便利性以及滿意度之關係，以PZB等人所提出服務品質，結合Berry等人所提便利性設計問卷，對於「服務性內容網站」滿意度進行調查。本研究採用問卷調查法，以Google表單採便利抽樣方式進行，計回收問卷311份。所得資料係以敍性統計分析、因素分析、Pearson 積差相關分析、迴歸分析進行統計。研究結果顯示，整體服務品質對整體便利性具有正向顯著影響，整體便利性對滿意度具有正向顯著影響，整體服務品質對滿意度具有正向顯著影響，並經由複迴歸分析發現，服務品質和便利性對滿意度具有正向顯著影響，解釋力高達77％，而且便利性對滿意度的影響遠高於服務品質，顯示服務性內容網站的便利性成為網站經營的關鍵因素。本研究提供另一個學術的角度衡量網站的效益，所提出之服務品質及便利性的衡量構面，可以做為服務性內容網站經營者改進和提升品質的參考。

In recent years, due to the rapid progress of network technology, all walks of life depend on the demand of network more and more frequently, various network services emerge at the right moment. The purpose of this study is to explore the relationship between Service Quality, Convenience and Satisfaction of service content websites, and to investigate the satisfaction of "service content website" with the service quality proposed by PZB et al., and the convenience designed questionnaire by Berry et al. In this study, 311 questionnaires were collected by using a convenient sampling method of on line Google form. The data were obtained by descriptive statistical analysis, factor analysis, Pearson correlation analysis and regression analysis. The results showed that the overall Service Quality has a positive significant influence on the overall Convenience, the overall Convenience has a positive significant influence on Satisfaction, the overall Service Quality has a positive significant influence on Satisfaction, and through multiple regression analysis found that Service Quality and Convenience has a positively significant influence on Satisfaction, explanatory power is as high as 77%, and the convenience of satisfaction is far higher than the influence of Service Quality, shows the Convenience of service content become the key factors for web business. This study provides another academic perspective to measure the effectiveness of websites. The proposed measurement dimension of Service Quality and Convenience can be used as a reference for service content website operators to improve and enhance the quality.

摘 要 I
Abstract II
致 謝 III
目 次 V
圖目次 VII
表目次 IX
第壹章　緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第三節 研究範圍 5
第四節 研究流程 6
第貳章 文獻探討 7
第一節 內容網站 7
第二節 服務品質 11
第三節 便利性 20
第四節 滿意度 23
第五節 網站服務品質、便利性與滿意度之關係探討 26
第叁章 研究設計與實施 31
第一節 研究架構 31
第二節 研究變項之操作定義及假設 32
第三節 問卷設計 35
第四節 研究實施 38
第五節 資料分析方法 43
第肆章 研究分析與結果 45
第一節 樣本資料分析 45
第二節 信效度分析 47
第三節 敘述性統計分析 50
第四節 差異性分析 53
第五節 相關分析與迴歸分析 57
第伍章 研究結論與建議 77
第一節 研究結論 77
第二節 研究建議 79
參考文獻 81
一、中文部分 81
二、英文部分 83
附錄一 網路問卷 93
附錄二 預試問卷 97
圖 目 次
圖1-1研究流程 6
圖2-1資訊系統成功模型 16
圖2-2顧客滿意度與服務品質之關係模式 28
圖2-3服務便利性模式 29
圖2-4服務型內容網站各相關變項操作架構 30
圖3-1研究架構圖 31
圖4-1有形性對決策便利性迴歸分析圖 59
圖4-2有形性對取得便利性迴歸分析圖 60
圖4-3有形性對交易便利性迴歸分析圖 60
圖4-4有形性對利益便利性迴歸分析圖 60
圖4-5有形性對後續便利性迴歸分析圖 61
圖4-6可靠性對決策便利性迴歸分析圖 62
圖4-7可靠性對取得便利性迴歸分析圖 62
圖4-8可靠性對交易便利性迴歸分析圖 62
圖4-9可靠性對利益便利性迴歸分析圖 63
圖4-10可靠性對後續便利性迴歸分析圖 63
圖4-11反應性對決策便利性迴歸分析圖 64
圖4-12反應性對取得便利性迴歸分析圖 64
圖4-13反應性對交易便利性迴歸分析圖 65
圖4-14反應性對利益便利性迴歸分析圖 65
圖4-15反應性對後續便利性迴歸分析圖 65
圖4-16保證性對決策便利性迴歸分析圖 66
圖4-17保證性對取得便利性迴歸分析圖 67
圖4-18保證性對交易便利性迴歸分析圖 67
圖4-19保證性對利益便利性迴歸分析圖 67
圖4-20保證性對後續便利性迴歸分析圖 68
圖4-21關懷性對決策便利性迴歸分析圖 69
圖4-22關懷性對取得便利性迴歸分析圖 69
圖4-23關懷性對交易便利性迴歸分析圖 69
圖4-24關懷性對利益便利性迴歸分析圖 70
圖4-25關懷性對後續便利性迴歸分析圖 70
圖4-26決策便利性對滿意度迴歸分析圖 71
圖4-27取得便利性對滿意度迴歸分析圖 71
圖4-28交易便利性對滿意度迴歸分析圖 72
圖4-29利益便利性對滿意度迴歸分析圖 72
圖4-30後續便利性對滿意度迴歸分析圖 72
圖4-31有形性對滿意度迴歸分析圖 73
圖4-32可靠性對滿意度迴歸分析圖 74
圖4-33反應性對滿意度迴歸分析圖 74
圖4-34保證性對滿意度迴歸分析圖 74
圖4-35關懷性對滿意度迴歸分析圖 75
圖4-36服務品質、便利性對滿意度迴歸分析圖 76


表 目 次
表2-1服務品質定義一覽表 12
表2-2服務品質評估模式一覽表 13
表2-3 SERVQUAL 構面與原始衡量服務品質的關係表 15
表2-4網路資訊業服務品質評估模式一覽表 17
表2-5網路資訊業服務品質構面修定表 18
表2-6顧客滿意度定義一覽表 23
表3-1研究變項之操作定義表 32
表3-2服務性內容網站「大學網」衡量問卷 36
表3-3服務品質預試題項信度分析摘要表 38
表3-4便利性預試題項信度分析摘要表 39
表3-5滿意度預試題項信性度分析摘要表 40
表3-6服務品質、便利性和滿意度KMO值效度分析摘要表 41
表3-7服務品質、便利性和滿意度變項構面KMO值效度分析摘要表 42
表4-1回收樣人口變項統計摘要表 45
表4-2服務品質信度分析摘要表 47
表4-3便利性信度分析摘要表 47
表4-4滿意度信度分析摘要表 48
表4-5服務品質、便利性、滿意度構面效度分析摘要表 49
表4-6本研究各變項效度分析摘要表 49
表4-7服務品質敘述性統計分析摘要表 50
表4-8便利性敘述性統計分析摘要表 51
表4-9滿意度敘述性統計分析摘要表 52
表4-10性別對於服務品質、便利性和滿意度之獨立樣本 t 檢定分析摘要表 53
表4-11不同年齡對於服務品質、便利性和滿意度單因子變異數分析摘要表 54
表4-12接觸網站時間對於服務品質、便利性和滿意度單因子變異數分析摘要表 55
表4-13瀏覽網路時間對於服務品質、便利性和滿意度單因子變異數分析摘要表 55
表4-14服務品質、便利性、滿意度、各變項之相關分析摘要表 57
表4-15服務品質、便利性、滿意度、各變項構面之相關分析摘要表 58
表4-16有形性對決策便利性、取得便利性、交易便利性、利益便利性、後續便利性之
簡單迴歸分析摘要表 59
表4-17可靠性對決策便利性、取得便利性、交易便利性、利益便利性、後續便利性之
簡單迴歸分析摘要表 61
表4-18反應性對決策便利性、取得便利性、交易便利性、利益便利性、後續便利性之
簡單迴歸分析摘要表 64
表4-19保證性對決策便利性、取得便利性、交易便利性、利益便利性、後續便利性之
簡單迴歸分析摘要表 66
表4-20關懷性對決策便利性、取得便利性、交易便利性、利益便利性、後續便利性之
簡單迴歸分析摘要表 68
表4-21決策便利性、取得便利性、交易便利性、利益便利性、後續便利性對滿意度之
複迴歸分析摘要表 70
表4-22有形性、可靠性、反應性、保證性、關懷性對滿意度之複迴歸分析摘要表 73
表4-23整體服務品質和整體便利性之簡單迴歸分析摘要表 75
表4-24整體服務品質和整體便利性對滿意度之複迴歸表 76

一、中文部分
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