近年來，雲端運算(Cloud Computing)成為最熱門的資訊應用模式，各資訊服務供應商紛紛投入雲端系統開發的市場中，然而，目前台灣地區的企業對於雲端運算的認知及採用比例偏低，表示企業對雲端運算仍有一定的疑慮存在。目前企業導入意願最大之雲端系統類型為CRM (Customer Relationship Management)系統，因此，本研究將以已導入雲端CRM系統之企業作為研究對象，以了解目前雲端CRM系統之使用成效與滿意度，並歸納出影響企業使用雲端CRM成效與滿意度之因素。本研究採用資訊系統成功模式為基礎，參考SaaS (Software as a Service)與CRM系統之特性發展本研究模型，針對台灣地區已經導入雲端CRM系統之企業使用者發放問卷。
本研究總計回收121份有效問卷，以PLS方法進行資料分析，結果發現影響雲端CRM系統的使用者使用意圖的主要因素為：系統有用性與組織的顧客管理策略。本研究也發現，使用者認為目前雲端CRM系統確實可為工作帶來實際成效，並對於系統及顧客管理成效及行銷成效皆有不錯的滿意度。其中，使用者對於雲端運算的態度，對雲端CRM系統有用性的認知以及使用意圖的調節效果並不顯著；然而，當系統使用者對於雲端運算的態度較正面，而對於雲端CRM系統有用性的認知較低時，其對於雲端CRM的使用意圖會更低。

Cloud computing in recent years has become one of the most popular IT applications. Many IT service providers have invested in the cloud services market. However, few enterprises in Taiwan have actual use experience with cloud computing, which is an indication that enterprises still have some concerns about it. The cloud system that enterprises are most interested in is the CRM (Customer Relationship Management) system. Therefore, this study chooses these enterprises as research objects. The purposes of this study are to understand the satisfaction level of current cloud CRM users in their enterprises and to determine the key factors which significantly affect enterprise effectiveness and user satisfaction with cloud CRM. Based on the literature, the research model is first established based on the Information System Success model and the characteristics of SaaS and the CRM system. Then, questionnaires are developed and distributed to the enterprises currently using cloud CRM.
As a result, 121 valid questionnaire responses are collected. By conducting a PLS analysis, it is found that the key factors influencing user’s use intention with regard to cloud CRM are: system usefulness and the customer management strategy of the organization. The users believe that cloud CRM can bring actual effectiveness, and they are satisfied with it since it helps in customer relationship management performance and in marketing performance. Also, the moderating effect, user attitude toward cloud computing, has no significant impact on the users’ perceptions of cloud CRM usefulness and use intention. However, when users have a higher level of positive attitude toward cloud computing, but perceive cloud CRM usefulness to be lower, their use intention will be correspondingly very much lowered.

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