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研究生:林俊成
論文名稱:Web2.0社群網站服務品質之研究-以Kano二維品質模式觀點
指導教授:李有仁李有仁引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:127
中文關鍵詞:二維品質模式網站服務品質社群網站
外文關鍵詞: Web 2.0
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本研究旨在探討Web2.0時代下社群網站的服務品質要素,以剛進入國內的世界最大社群網站「Facebook」為研究對象。以焦點團體訪談(Focus group)方式,輔以文獻支持,針對Facebook的使用者做深度訪談,探索使用者所在意的社群網站服務品質要素。訪談結果共整理出24個B2C,及12個C2C等共36個社群網站服務品質要素。再將36個服務品質要素結合Kano模式,探討每個要素的二維品質特性。同時 加入涉入程度、網站社交強度及使用者經驗為調解變數,探討不同涉入程度、網站社交強度及使用者經驗下,服務品質要素的二維品質分類特性。研究結果歸類出4個魅力品質、8個一維品質、16個必須品質及8個無差異品質。另外在不同涉入程度、網站社交程度及使用者經驗下,對於網站服務品質的二維品質皆有不同的分類。
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究方法 5
第四節 研究流程 6
第二章 文獻回顧 7
第一節 WEB2.0 7
第二節 網站服務品質 12
第三節 虛擬社群 20
第四節 二維品質模式 23
第五節 涉入程度 33
第六節 關係強度(RELATIONSHIP STRENGTH) 35
第七節 使用者經驗 36
第八節 小結 38
第三章 研究設計與方法 39
第一節 WEB2.0 社群網站服務品質要素探索 39
第二節 研究架構 48
第三節 構面操作型定義 49
第四節 問卷設計 50
第五節 資料蒐集方法 58
第六節 資料分析方法與工具 58
第四章 研究結果 60
第一節 前測分析結果 60
第二節 信度分析 65
第三節 WEB2.0社群網站服務品質評比 66
第四節 KANO二維品質要素歸類 67
第五節 品質改善指標 78
第五章 結論 94
第一節 結論 94
第二節 管理意涵 96
第三節 理論貢獻 99
第四節 研究範圍與限制 100
第五節 未來研究建議 101

圖1本研究之研究流程 6
表2.1 Web2.0與Web1.0應用比較 7
圖2.1 Web2.0概念地圖 9
表2.2、Web2.0 4C特色 10
表2.3 PZB服務品質構面(1985) 14
表2.4 PZB服務品質構面(1988) 14
表2.5 網站服務品質維度相關文獻 18
圖2.2 雙因子理論示意圖 23
表2.6二維品質模式相關文獻 28
表2.7 Kano, et al. (1984)品質要素歸類表 30
表2.8 Schvaneveldt, et al. (1991)品質要素歸類表 31
表2.9 Berger, et al. (1993)品質要素歸類表 31
表2.10 Matzler & Hinterhuber (1998)品質要素歸類表 32
表3.1 本研究焦點訪談受訪者分組標準化資料 40
表3.2 本研究焦點訪談受訪者資料 41
表3.3 焦點團體訪談問題大綱與回答摘要 42
表3.4 B2C服務品質要素 44
表3.5 C2C服務品質要素 46
表3.6 本研究構面操作型定義 49
表3.7 B2C服務品質變數前測衡量問項 50
表3.8 C2C服務品質前測衡量問項 51
表3.9涉入程度衡量問項 52
表3.10 網站使用經驗衡量問項 53
表3.11 網站使用經驗衡量問項 53
表3.12 Matzler & Hinterhuber (1998)品質要素歸類表 54
表3.13 B2C服務品質構面衡量問項 54
表3.14 C2C服務品質構面衡量問項 57
表4.1 前測問卷樣本資料結構 60
表4.2 B2C服務品質因素 62
表4.3 C2C服務品質因素 63
表4.4 B2C服務品質問項辨別力分析 63
表4.5 C2C服務品質問項辨別力分析 64
表4.6 前測信度分析結果 65
表4.7 各網站品質服務評比 66
表4.8 正式問卷樣本資料結構 68
表4.9 Kano分類結果二 (全體樣本) 71
表4.10 Kano分類結果二 (全體樣本) 72
表4.11 樣本依調節變數標準化後分類結構 73
表4.12 Kano分類結果 (依調節變數分類) 76
表4.13 品質改善指標象限表 (全體樣本) 79
表4.14 滿意度改善指標 (全體樣本) 80
表4.15 品質改善指標象限表 (低涉入程度) 81
表4.16 滿意度改善指標 (低涉入程度) 82
表4.17 品質改善指標象限表 (高涉入程度) 83
表4.18 滿意度改善指標 (高涉入程度) 84
表4.19 品質改善指標象限表 (低社交強度) 85
表4.20 滿意度改善指標 (低社交強度) 86
表4.21 品質改善指標象限表 (高社交強度) 87
表4.22滿意度改善指標 (高社交強度) 88
表4.23 品質改善指標象限表 (一般使用者) 89
表4.24滿意度改善指標 (一般使用者) 90
表4.25 品質改善指標象限表 (重度使用者) 91
表4.26滿意度改善指標 (重度使用者) 92
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