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

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/11915

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/11915

Title:	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
Authors:	林盈宏;Ying-Hung Lin
Contributors:	企業管理研究所
Keywords:	部落格;服務品質;體驗價值;結構方程模式;Experience value;LISREL;Service quality;Blog
Date:	2007-06-09
Issue Date:	2009-09-22 14:35:04 (UTC+8)
Publisher:	國立中央大學圖書館
Abstract:	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。 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.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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