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研究生: 張昱翔
Zang, Yu-Xiang
論文名稱: 以行動服務觀點為基礎探討雲端SaaS服務使用者之服務品質滿意度與持續使用意圖之影響因素-以行動串流音樂為例
An investigation of user satisfaction and continuance intention of SaaS from the perspective of mobile service quality – An example of mobile streaming music
指導教授: 王維聰
Wang, Wei-Tsong
學位類別: 碩士
Master
系所名稱: 管理學院 - 資訊管理研究所
Institute of Information Management
論文出版年: 2017
畢業學年度: 105
語文別: 中文
論文頁數: 97
中文關鍵詞: SaaS持續使用串流音樂信任行動服務品質
外文關鍵詞: SaaS, Continue use, Streaming music, Trust, mobile service quality
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  • 過去的電子商務發展從傳統網路線到行動商務,而隨著商務模式的改變,舊有的服務品質衡量方式也應跟著調整。行動設備服務品質研究主要是著重於電子商務上的發展,進而從電子商務發展到行動商務。而雲端運算的文獻大多也是注重於效能資源運用的最佳化,探討雲端SaaS服務品質的文獻也都是探討純雲端運算或應用服務為主。2011年提出了移動雲端運算(Mobile cloud computing, MCC)的概念,也發現行動設備的進步已經是學術界以及工業界有目共睹的結果。可以發現目前行動雲端設備的服務已經是一項未來的趨勢。

    因此過去單純探討移動設備服務品質或者是雲端服務品質的架構已經不太適用,本研究希望收集有關行動服務品質的文獻以及雲端服務品質的文獻並加以歸納整理,並建構出新的適用於行動設備,用行動設備的角度去探討雲端服務品質的新架構,而信任是使電子商務能夠蓬勃發展的主要因素,在服務品質相關文獻當中本研究認為增加信任可以使整體研究架構上更加完善,因此加入信任進行研究。

    本研究以行動裝置使用者收聽線上音樂服務平台為研究對象,共回收371份有效問卷進行結構方程模式資料分析。研究結果顯示信任會影響滿意度與持續使用意圖,互動品質會影響滿意程度。而環境品質則呈現不顯著的結果,而研究推論可能的原因是因為電信服務供應商在收訊涵蓋率較差的幽閉環境並無提供其他的連線方式導致,而結果品質造成不顯著推論可能原因是因為youtube使用者在收聽音樂服務時容易在中途出現廣告所導致。服務品質與信任則是不顯著的結果,研究推論可能是因為受到未來的服務方式或內容的改變等不確定因素,所以使用者仍持保留的態度。

    The development of E-commerce has grown recently and cloud computing is applied to mobile device. In addition, the measurement of service quality will be adjusted according to different behaviors. In 2011, the concept of MCC was proposed and cloud computing became the trend in industrial and academic fields.
    Therefore, the purpose of the study is to construct the model which can be applied to mobile cloud service based on related literature. Moreover, customer trust is an important factor in e-commerce, thus, we are going to use trust to get a more complete model.

    This study used a survey research approach for data collection. Data collected from 371 respondents was analyzed using SPSS 23.0 and SmartPLS 3.
    The results show that trust has an effect on satisfaction and the intention to continuance use; service quality has an effect on satisfaction; satisfaction has an effect on the intention to continuance use. However, service quality has no significant effects on the trust.

    The participants of the study are the users who use mobile streaming music. Data collected from 371 respondents was analyzed using CFA of SEM to validate our research model.

    摘要 i Abstract ii 第壹章 緒論 1 第一節 研究背景 1 第二節 研究動機 3 第三節 研究目的 4 第四節 研究範圍與限制 4 第五節 研究流程 5 第貳章 文獻探討 7 第一節 服務品質 7 第二節 SaaS服務品質 10 第三節 小結 (一) 14 第四節 信任 15 第五節 滿意度 16 第六節 持續使用意圖 17 第七節 小結 (二) 17 第參章 研究方法 19 第一節 研究模型 19 第二節 研究假說 21 第三節 問卷設計 23 第四節 資料分析與前測 29 第五節 資料分析方法 41 第肆章 資料分析 44 第一節 敘述性統計分析 44 第二節 信度分析 64 第三節 效度分析 71 第四節 結構方程模型 77 第五節 小結 79 第伍章 結論與建議 80 第一節 研究發現與結論 80 第二節 研究貢獻 81 第三節 研究限制與未來發展方向 82 參考文獻 85 附錄一、本研究問卷 91

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