在行動商務崛起的時代，智慧型載具已和我們的生活密不可分了。由於行動載具和網際網路的發達，比起過去電腦上網的時候，行動科技已突破空間的限制，打造出能夠隨時隨地的取得線上資訊的環境。而過去許多實體店發展出許多行銷手法，來建立使消費者瘋迷的樂潮，如超商的集點活動。如今業者也逐漸的嘗試，將這股趨勢引領至行動平台上。本研究透過消費者熱衷的「集點」行為，來探討出用戶對行動集點平台的使用，是否能夠促進其對平台的忠誠度。在行動平台所提供的服務上，有別於一般實體店的服務，因此研究目標旨在探討：O2O的促銷下，集點平台所提供服務的品質，能否吸引使用者持續使用。
本研究透過整理先前對行動服務品質文獻，將服務品質整理出六大構面，分別為資訊、設備、設計、情境、有形服務與服務品質的價態六大子構面，來探討服務品質與忠誠度間的關係。實驗採用問卷的方式，讓使用者根據其使用集點平台的經驗，來回想平台所提供的服務品質，填答其使用的感受。最後研究結果顯示，使用行動集點平台的用戶對平台所提供的資訊、行動載具的設備、使用的情境與其對整體服務認知上的控制程度，皆會影響其對集點平台的忠誠度。
研究結果對學術上的影響來說，過去雖有探討行動的服務品質之研究，但對於服務品質與忠誠度間關係與O2O和集點之情境研究較少，因此本論文為此進行假說與研究。對實務上的影響方面，由於行動科技雖然快速發展，但在台灣的環境中許多行動的應用都尚未普及，藉此本研究結果將能帶給集點平台業者做為參考之用途。此外在論文最後說明本研究地研究限制，以及提供未來學者們日後可以研究之方向。

In the mobile generation, mobile devices have totally bounded up with our lives. Comparing with the personal computer generation, the technology of mobile had broken the limit of space and time, also built up the environment of obtaining information in anywhere and anytime. In the past, retailers came out with the marketing strategy such as the reward points, which can attract customers to collect points actively in a short period. Now, retailers are willing to combine the services with mobile platforms to extend their services. This research aims to understand the loyalty program, which impacts the loyalty in O2O mobile service.According to the previous research, we propose the six dimensions of service quality to test the relations between service quality and loyalty in O2O context. Results show that the dimensions of information, equipment, situation and valence will affect the satisfaction and loyalty.This research provides managerial and practical implications for m-commerce in O2O situation, and explains the limitations and future directions of the studies.

第一章 緒論 1
第一節 背景與動機 1
第二節 研究目的 3
第二章 文獻探討與理論架構 5
第一節 線上到線下的購物模式（Online-to-Offline） 5
第二節 服務品質（Service Quality） 6
第三節 服務品質對滿意度及忠誠度的影響 9
第四節 研究架構 11
第三章 研究方法 14
第一節：研究變數的定義衡量 14
第二節：問卷設計 15
第三節：問卷流程 18
第四章 研究結果 20
第一節：敘述統計分析 20
第二節：結果分析 25
第五章 結論與建議 30
第一節：研究結果發現 30
第二節：管理意涵 32
第三節：實務意涵 33
第四節：研究限制與未來研究建議 34
參考文獻
一、 論文期刊 35
二、 網站資料 39
附錄 40

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二、網站資料
中華民國電子商務年鑑：http://ecommercetaiwanapp.blogspot.tw/2013/12/2013_4184.html
Trendgo^+市場調查雲端資料庫第一品牌官網：
http://plus.trendgo.com.tw/Home/Index
AndroidHeadlines: Featured: Communication and News Apps Garner Most Loyalty from Users.
http://www.androidheadlines.com/2012/12/featured-communication-and-news-apps-garner-most-loyalty-from-users.html