[[alternative]]電子平台服務的運用對顧客滿意度與口碑之影響

碩士[[abstract]]隨著4G行動網路的出現，無線網路(Wi-Fi) 和行動裝置的普及與多樣性，為了使顧客能隨時隨地接收到最新的訊息與即時性的服務，大多數的企業都有建置網站或為行動裝置設計該企業專屬的應用程式來傳遞訊息，讓顧客可以隨時隨地的獲取企業即時性的資訊與服務，這就是網路便利性與行動性的價值所在。 本研究主要目的為了解科技與品牌間的交互關係，首先研究顧客在網路便利性、行動性價值對於網路感知易用性、感知有用性之間的交互作用，進而探討影響品牌聯想、品牌知名度與品牌依附度，最後擴及顧客滿意度與口碑之間的影響程度。 本研究主要使用線上問卷調查，受答者要曾使用過國泰金控或中華電信公司的電子平台服務，例如網站或行動應用程式；並使用IBM SPSS AMOS 2.0的軟體進行驗證性因素分析與結構方程模型分析，最終研究結果得到以下五點：(1)流動性價值對感知有用性有正向顯著影響；(2)方便性價值對感知易用性與感知有用性有正向顯著影響；(3)感知有用性對品牌聯想、品牌知名度與品牌依附度有顯著正向的影響；(4) 品牌聯想、品牌知名度與品牌依附度對顧客滿意度有顯著正向的影響；(5)顧客滿意度對口碑有正向顯著的影響。 建議企業未來須著重在提升該公司資訊傳遞的感知有用性及易用性，如此可藉著易用性去加強有用性，使得品牌聯想、品牌知名度與品牌依附度因感知有用性提升而提升，並藉此提升去影響到顧客滿意度與口碑。[[abstract]]With mobile-Internet (Wi-Fi) popularization and the diversification of mobile devices, most enterprises have used the Internet world. Company-constructed Web sites or electronic platform services such as applications enable customers to receive the latest information and immediate service. Enterprises have invested in virtual platforms, which allow for convenient and mobile performance that meaning user can using ubiquitous services. This study sought to understand the effect of convenient and mobile performance on customers’ perceived ease of use and perceived usefulness as well as the resulting influence on brand perception and reputation, customer satisfaction, and customer recommendations. Online questionnaires were completed by people who had used the company’s electronic platform service of Chunghwa Telecom or Cathay Financial Holdings companies. A total of 717 valid questionnaires were used to obtain data for this study. The research findings were as follows: (1) mobility significantly positively affects PU; (2) convenience has a significantly positive effect on perceived ease of use and PU; (3) PU has a significantly positive effect on brand association, brand awareness, and brand attachment; (4) brand association, brand awareness, and brand attachment have a significantly positive effect on customer satisfaction; and (5) customer satisfaction has a significantly positive effect on word of mouth. The theoretical and managerial implications of this study as well as its limitations and suggestions for future research are discussed herein.[[tableofcontents]]Table of Contents Table of Contents I List of Figures IV List of Tables V Chapter 1 Introduction 1 1.1 Overview 1 1.2 Research Objectives 2 1.3 Research Process and Thesis Organization 3 Chapter 2 Literature Review 5 2.1 Mobility Value 5 2.2 Convenience Value 6 2.3 Technology Acceptance Model 7 2.4 Brand Association 8 2.5 Brand Awareness 9 2.6 Brand Attachment 10 2.7 Customer Satisfaction 10 2.8 Word of Mouth 11 2.9 Relationship Between Mobility and the Technology Acceptance Model 12 2.10 Relationship Between Convenience and the Technology Acceptance Model 13 2.11 Relationship Among the Technology Acceptance Model and Brand Association, Awareness, and Attachment 14 2.12 Relationship Among Brand Association, Awareness, and Attachment and Customer Satisfaction 15 2.13 Relationship Between Customer Satisfaction and Word of Mouth 16 2.14 Moderating Effect: Industry Type 17 Chapter 3 Research Model and Methodology 18 3.1 Research Setting 18 3.2 Measurement Development 19 3.3 Questionnaire Design and Pretest 20 3.4 Sampling and Data Collection 20 3.5 Data Analysis Method 21 Chapter 4 Data Analysis and Results 23 4.1 Sampling and Respondent Profile 23 4.2 Measurement Model Analysis 25 4.3 Reliability and Validity 26 4.4 Structure Equation Model Analysis 31 Chapter 5 Conclusions 38 5.1 Discussion 38 5.2 Theoretical Implications 40 5.3 Managerial Implications 41 5.4 Limitations and Future Research 42 References 43 Appendix 57 List of Figures Figure 1.1.Research process 4 Figure 3.1 Research conceptual framework 18 Figure 4.1 Structural equation modeling analyses 33 List of Tables Table 3.1 Sources of the Measure Items 20 Table 3.2 Returned questionnaires 21 Table 4.1 Demographic variables of the participant profiles 24 Table 4.2 CFA model fit of the scale 26 Table 4.3 Analysis of reliability and convergent validity 27 Table 4.4 AVE and correlation and chi-squared difference 29 Table 4.5 CI of the scale 30 Table 4.6 Analysis of goodness-of-fit measures 31 Table 4.7 Hypothesis test analysis 33 Table 4.8 Direct, indirect, and total effects 35 Table 4.9 Invariance of companies 37 Table 5.1 Analysis of hypothesis test 39[[note]]學號: 602620048, 學年度: 10