部落格網站的服務品質與體驗價值對使用者忠誠度影響之研究

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林盈宏(Ying-Hung Lin) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

部落格網站的服務品質與體驗價值對使用者忠誠度影響之研究
(The impact of service quality and experience value on Blog users loyalty)

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摘要(中)

部落格隨著Web 2.0的浪潮崛起，部落格風潮已經席捲全球，這是個人人部落格的年代，它不但是一個新的網路應用型態，更是代表一個新的媒體。強調「互動、分享、參與」是部落格的精神也是它受歡迎的主要原因，而這樣的精神必須透過服務的提供來傳達。
此外，二十一世紀已經從服務經濟時代提升至體驗經濟時代，提供服務已經無法創造更高的附加價值，而是應以產品及服務為媒介，透過整體氣氛營造，使顧客產生更高的體驗價值來創造企業獲利。
本研究以部落格使用者的角度出發，探討他們希望接收到的服務品質為何並以PineⅡ and Gilmore在1998年所提出的體驗價值概念為基礎，驗證使用者的忠誠度是由部落格的服務品質轉換為體驗價值進而提高使用滿意度而來。
本研究以實證的方式，針對曾經瀏覽或撰寫部落格的網友為研究對象並發放問卷，總計回收樣本340份，有效樣本數共有296份。採用線性結構模式來驗證「網站服務品質」、「體驗價值」、「使用滿意度」與「忠誠度」四個潛在變數間的因果關係。研究結果顯示「服務品質」會直接影響「體驗價值」與「使用滿意度」；同時「體驗價值」亦會顯著影響「使用滿意度」；最後，「使用滿意度」的高低深深影響到使用者對部落格網站的「忠誠度」與否。

摘要(英)

With Web 2.0 wave arise, Blog one of application of Web 2.0 got more popular nowadays. It would be a new type media against with traditional one. This application emphasizes “Interaction, sharing, participation”. It’s main spirit of Web 2.0.and the reason why it get more popular. The spirit is displayed on Blog service quality. So we want to discuss the service quality how to impact member loyalty.
Besides, 21 century has promoted from service economy to experience economy. To provide service can not create more added value. Product and service are medium and by atmosphere molding. It will enrich member’s experience value to increase corporate profit.
In this study, we discuss what kinds of service quality will appeal member. Then, we introduce Pine and Gilmore experience value concept to test that the member loyalty is converted by service quality and experience value through member satisfaction.
In the study, we adapt exploratory method. We collected 340 cases that ever used Blog before, and there are 296 effective cases. We use LISREL to test the relation between service quality, experience value, member satisfaction, and loyalty.
The result of study shows that service quality had direct impact on experience value and member satisfaction. In the same time, we find that experience value also has impact on member satisfaction, too. Finally, member satisfaction has significant impact on loyalty.

關鍵字(中)

★ 部落格
★ 服務品質
★ 體驗價值
★ 結構方程模式

關鍵字(英)

★ Experience value
★ LISREL
★ Service quality
★ Blog

論文目次

目錄 i
表目錄 iii
圖目錄 v
一、緒論 1
1-1 研究背景與動機 1
1-2 研究目的 3
1-3 研究流程 3
二、文獻探討 5
2-1 Web 2.0 5
2-1-1 Web 2.0的定義 5
2-1-2 Web 2.0於商業上的影響 6
2-2 部落格(Blog) 7
2-2-1 部落格(Blog)的定義 7
2-2-2 部落格的發展與趨勢 8
2-2-3 部落格的元素 9
2-3 網站服務品質 10
2-3-1 服務品質的定義 10
2-3-2 網站服務品質的衡量 12
2-4 體驗價值 14
2-4-1 體驗 14
2-4-2 顧客價值 15
2-4-3 體驗經濟 16
2-4-4 體驗價值的構面 18
2-4-5 網站的體驗價值 20
2-5滿意度與忠誠度 21
2-5-1 滿意度 21
2-5-2 忠誠度 23
三、研究設計 26
3-1研究架構 26
3-2研究假說 27
3-2-1 網站服務品質與體驗價值的關係 27
3-2-2 服務品質與使用滿意度的關係 27
3-2-3 體驗價值與使用滿意度的關係 27
3-2-4 使用滿意度與忠誠度的關係 27
3-3研究變數與問卷設計 28
3-3-1網站服務品質 28
3-3-2體驗價值 30
3-3-3使用滿意度 31
3.3.4忠誠度 31
3-4 抽樣與研究設計 32
3-4-1 研究對象 32
3-4-2 抽樣方法 32
3-4-3 前測分析 32
3-4-4 量化分析方法與工具 34
四、研究結果 36
4-1 樣本輪廓、敘述性分析 36
4-1-1 部落格使用者人口統計變數分析 36
4-1-2 部落格使用行為分析 37
4-1-3 敘述性分析 39
4-2 信度效度檢定 43
4-2-1 信度分析 43
4-2-2 效度分析 44
4-3 人口統計變數對研究變數影響 48
4-4 模型檢定結果 53
4-4-1本研究的LISREL模型 53
4-4-2 整體模型適合度檢定 58
4-4-3結構模式分析 59
五、結論與建議 62
5-1 研究結論 62
5-2 研究貢獻 63
5-2-1 學術上貢獻 63
5-2-2 實務上貢獻 64
5-3 研究限制 64
5-3 未來研究建議 65
參考文獻 66
一、中文文獻 66
二、英文文獻 67
附錄一、正式問卷 72
附錄二、相關係數矩陣 76

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指導教授

張東生(Dong-Shang Chang)

審核日期

2007-6-22

推文