臺灣博碩士論文加值系統

本研究為探討我國東部地區空軍官兵對服裝供售站的相關服務與滿意度關係，選擇利用網路問卷，針對APP購物平台使用性性、促銷活動及服務品質等變項，以曾使用過服裝供售站APP之東部地區空軍官士兵為母體進行抽樣調查，透過問卷蒐集資料。運用電腦統計軟體SPSS進行資料分析檢驗變數之間的因果關像。
本研究資料透過樣本結構分析、敘述性統計分析、因素分析、信效度分析、獨立樣本t檢定、單因子變異數、相關分析、迴歸分析等獲得研究結果，根據研究發現獲得結論，並根據研究結論提出研究建議，以供相關業管單位作為調整經營政策之參考。
本研究六項假設均獲得支持，顯示填答者大多數對於服裝供售站所提供的各項服務感到滿意。服裝委外經營及使用電商模式提供APP購物平台的出現，讓使用者可以自行選擇所需要的服裝及裝備，因而更能滿足個人的需求。

This study aims to discuss the opinions on clothing suppliers and the related satisfactions from Air Force military officers and soldiers in Eastern region of Taiwan by using the methods of online questionnaires. Furthermore, to collect the data from those who have used the service on clothing supplier applications, examining variables such as the use of the shopping application platform, promotional sales campaign, and service quality. By using the computer statistical software SPSS analyzes the causal relationships between the variables.
Next, this study conducts sample structure analysis, descriptive statistical analysis, factor analysis, reliability and validity analysis, independent sample t-tests, one-way ANOVA, correlation analysis, and regression analysis so as to explore the issues and summarize into conclusions, hoping that by deducing the results, some suggestions can be made for the relevant departments to future policy and system improvements.
Last but not least, all six hypotheses have been supported, indicating most respondents were satisfied with various services provided by the clothing suppliers platform. Compared to the old methods of clothing supply, which often caused several inconveniences and infringed on personal rights. On the other hand, bringing in the way of outsourcing clothing operations and using e-commerce such as shopping application platforms allow users to choose the clothing and equipment they need; therefore, gaining more affirmative support for the clothing supplier system.
The results of this study will be able to provide the relevant departments in Air Force and winning bidders with an understanding of the satisfactions of users in Air Force after using the various services and experiencing sales campaigns provided by the clothing suppliers. What’s more, this study can serve as a reference for continuous improvement in the future.

謝　誌 I
論文摘要 III
ABSTRACT V
目　錄 VII
圖　次 IX
表　次 XI
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 名詞釋義 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 APP購物平台使用性 7
第二節 促銷活動 17
第三節 服務品質 28
第四節 顧客滿意度 32
第三章 研究方法 43
第一節 研究架構 43
第二節 研究假設 43
第三節 研究變項之操作型定義衡量 47
第四節 研究方法及工具 50
第五節 問卷發放及回收 52
第四章 資料分析與研究結果 59
第一節 樣本結構分析 59
第二節 敘述性統計分析 60
第三節 因素分析 64
第四節 信效度分析 67
第五節 獨立樣本t檢定 69
第六節 單因子變異數分析ANOVA 70
第七節 相關分析 79
第八節 迴歸分析 84
第九節 研究假設檢定結果之彙整 88
第五章 結論與建議 91
第一節 結論 91
第二節 建議 93
第三節 研究限制 94
附錄一: 問卷 109

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三、網路部分
謝佩如（2021, July 9）《心理帳戶理論》如何讓客人從自己「最有錢
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https://www.businessweekly.com.tw/management/blog/3007127
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