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博碩士論文 etd-0623108-145818 詳細資訊
Title page for etd-0623108-145818
論文名稱
Title
3G 影音服務特性對顧客滿意度之關聯性研究
An Exploratory Study of the Relationships between 3G Video Service Attributes and Customer Satisfaction
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
102
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2008-06-06
繳交日期
Date of Submission
2008-06-23
關鍵字
Keywords
娛樂性、資訊品質、服務品質、易用性、顧客滿意度、時尚性、3G影音服務
customer satisfaction, fashion, ease of use, entertainment, information quality, service quality, 3G video service
統計
Statistics
本論文已被瀏覽 5729 次,被下載 0
The thesis/dissertation has been browsed 5729 times, has been downloaded 0 times.
中文摘要
本研究探討3G影音服務的特質,如易用性、服務品質、資訊品質、娛樂性、時尚性等五構面,是否對顧客滿意度有所影響。本研究採用問卷調查法,經統計資料分析後,發現這五個構面對於3G影音服務滿意度皆具有正向與直接的影響性。本研究結果提供行動通信業者在設計及行銷其影音服務內容時的參考依據。
Abstract
This study investigates impacts of factors on customer satisfaction of 3rd generation mobile video services. This research used questionnaire survey and found that these five dimensions, ease of use, service quality, information quality, entertaimnet, and fashion, have direct and positive impact on customer satisfaction. The results give some practical suggestions with regard to design and marketing strategies for 3G video service providers.
目次 Table of Contents
目錄
第一章 緒論 3
第一節 研究背景與動機 3
第二節 研究目的與問題 5
第二章 文獻探討 6
第一節 3G行動影音服務 6
第二節 3G行動通訊相關研究 22
第三節 顧客滿意度研究 23
第四節 影響3G影音顧客滿意度之構面因素 30
第三章 研究方法 40
第一節 研究架構 40
第二節 研究假設 40
第三節 研究構面之操作型定義與衡量 43
第四節 研究設計 47
第五節 資料分析方法 48
第四章 實證分析結果 51
第一節 敘述性統計分析 51
第二節 因素分析 55
第三節 信度分析 59
第四節 相關分析 60
第五節 共線性分析 61
第六節 迴歸分析 63
第五章 研究討論 67
第一節 服務品質 67
第二節 資訊品質 68
第三節 易用性 69
第四節 娛樂性 69
第五節 時尚性 70
第六章 結論與建議 72
第一節 研究結論 72
第二節 研究限制 73
第三節 研究貢獻 74
第四節 研究建議 75
參考文獻 79
附件一 97
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