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博碩士論文 etd-1123116-174158 詳細資訊
Title page for etd-1123116-174158
論文名稱
Title
社群軟體服務品質要素之研究-以Facebook與Instagram為例
What Drives Successful Social Media Service? An Analysis of User Acceptance of Facebook and Instagram
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
116
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
2016-12-21
繳交日期
Date of Submission
2016-12-23
關鍵字
Keywords
線上服務品質、科技接受模型、社群軟體
technology acceptance model, e-SERVAQAL, social media
統計
Statistics
本論文已被瀏覽 5759 次,被下載 27
The thesis/dissertation has been browsed 5759 times, has been downloaded 27 times.
中文摘要
社群軟體的使用越來越廣泛與普及,到2014年底 Facebook 已經有 13.5 億個活躍用戶,而其他社群軟體,例如Instagram、Twitter、Youtube、Google+與LinkedIn…等,雖會員人數眾多,但「活躍使用者」的人數卻存在著相當大的差異。以2014年TechCrunch網站的統計數據來看,排名第二的 YouTube會員雖比排名第三的Twitter會員多,但積極使用的人數比例卻差不多。排名第四的 Google+ 有著更有趣的現象,它的會員比 Twitter 多,但是活躍使用者卻比 Twitter要少,到底是那些因素造成了這些差異?本研究試了解何種服務品質要素影響社群軟體的使用者態度與行為意圖,以做為未來社群軟體發展與佈署的基礎。
本研究以Zeithaml, Parasuraman, and Malhotra(2000,2002) 提出的e-SERVAQAL七個線上服務品質構面為基礎,並加入Davis, Bagozzi, and Warshaw (1989)提出的科技接受模型(Technology Acceptance Model,簡稱TAM)的認知有用及認知易用兩個構面進行探討,藉以瞭解「效率」、「履行性」、「可靠性」、「隱私」、「回應性」、「認知有用」與「認知易用」這幾個構面對於Facebook與 Instagram使用者在「使用者態度」與「行為意圖」的影響。
此研究針對台灣Facebook與Instagram的使用者進行調查,共計回收問卷200份,經檢查後刪除無效問卷10份,有效問卷共計190份,有效問卷率95%。後續則針對有效問卷進行編碼,並透過SPSS統計軟體作資料分析。研究結果顯示:1. 「使用者態度」對於「行為意圖」有顯著的正向影響。2. 「認知有用」與「認知易用」對「使用者態度」具有顯著的正向影響。因此,根據研究結果提出兩點建議:1. 提升效率與易用性以提高使用意願。2. 加強後端管理,提升有用性,以增進使用者認同。
Abstract
The large increasing popularity of social media has led more than 1.35 billion active users in Facebook by the end of 2014, while other social media, such as Instagram, Twitter, YouTube, Google + and LinkedIn …, which have a big gap between users and active users. According to the statistical results on the website, TechCrunch, in 2014, Youtube has more members than the Twitter, but the proportions of active users are almost the same. Furthermore, the members of Google + are more than Twitter, but the active users are less than Twitter. What makes the differences? We try to figure out what the key variables of service quality affect the attitude toward using and behavioral intention of social media usage. The core of this study is fundamental in developing future understandings and deployment of social media sites.
This study is based on the seven constructs of e-SERVAQAL proposed by Zeithaml, Parasuraman, and Malhotra (2000, 2002), and combine the other two constructs of technology acceptance model (TAM) proposed by Davis, Bagozzi, and Warshaw, (1989), to understand how efficiency, fulfillment, reliability, privacy, responsiveness, perceived usefulness and perceived ease of use cause different influence on the Attitude toward using and behavioral intentions.
The questionnaire was distributed in Taiwan, and the target individuals were members of social networking sites, Facebook and Instagram. A total of 200 online questionnaires offered 190 usable questionnaires for use, and non-member participants were excluded. The conclusion can help us gain a better understanding of social media usage. The results indicate that: 1. attitude toward using has significant positive impacts on behavioral intentions. 2. perceived usefulness and perceived ease of use have significant positive impacts on attitude toward using.Thus, we propose two suggestions to relative organizations as a reference. 1. Efficiency and ease of use improments. 2. Sorting the information, and ensure the usefulness of social media sites.
目次 Table of Contents
論文審定書 i
謝誌 ii
摘要 iii
Abstract iv
目 錄 vi
圖次 vii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討 5
第參章 研究設計 10
第一節 研究架構與假設 10
第二節 操作型定義及衡量方法 13
第三節 資料分析方法 22
第肆章 資料分析與討論 24
第一節 樣本特性分析 24
第二節 信度分析 37
第三節 效度分析 40
第四節 研究構面之相關分析 47
第五節 使用者態度影響因素分析 53
第六節 人口統計變數 58
第伍章 第五章 結論與建議 94
第一節 研究結論 94
第二節 管理意涵 97
第三節 研究限制與建議 98
第四節 後續研究建議 98
參考文獻 100
附錄 研究問卷 103
參考文獻 References
一、 中文部份:

江義平、蘇韋綸(2006) ,「網路之服務品質構面類型與重要性對容忍區之影響」,管理與系統,第十四卷第四期, 573-602頁。

周鴻志(2003),「科技接受模式在遠距教學網站之應用」,政治大學資訊管理研究所碩士論文。

陳伶秀、謝喜昌(2008), 「3C 網路購物之線上服務品質構面探討—以E-S-QUAL 模式」,2008資訊科技國際研討會論文集/2008 International Conference on Advanced Information Technologies (AIT)。

二、 英文部份:

Jingjun (David) Xu; Benbasat, Izak; Cenfetelli, Ronald T, 2013, Integtating Service Quality with System and Information Quality: An Empirical Test in e-Serviec Context.”. MIS Quarterly, Sep 2013, Vol. 37 Issue 3, p777-A9. 27p. 4 Diagrams, 8 Charts.

Khanna, Rupali and Ankita Sang, 2015, “Zomato using SERVQUAL Applications to Provide Services to the User to Discover Restaurants.” Maharaja Agarsen Institute of Technology, New Delhi, India

Kwon, Sang Jib; Park, Eunil; Kim, Ki Joon.,2014, “What drives successful social networking services? A comparative analysis of user acceptance of Facebook and Twitter.”Social Science Journal, Dec2014, Vol. 51 Issue 4, p534-544. 11p.

Lederer, Albert L.; Maupin, Donna J,2000,“The technology acceptance model and the World Wide Web.”Decision Support Systems. Oct 2000, Vol. 29 Issue 3, p269. 14p. 4 Black and White Photographs, 5 Charts.

Mansour,Ben; Kaouther. Journal of Business & Industrial Marketing. 2016, “Innovation and technology acceptance model (TAM): A theoretical approach.” Journal of Business & Industrial Marketing, 2016, apr-iun2014, Issue 2, p59-65. 7p.

Nematia, Babak, Hossein Gazorb, Seyed Norollah MirAshrafic and Kianoush Nazari Amelehb, 2012, “Analyzing e-service quality in service-based website by E-SERVQUAL” a Department Acoounting & Management of Payam Noor University of Damavand, Tehran, Iran.

Parasuraman, A.; Zeithaml, Valarie A.; Berry, Leonard L.,1985,“A Conceptual Model of Service Quality and Its Implications for Future Research.” Journal of Marketing, fall 1985, Vol. 49 Issue 4, p41-50. 10p. 2 Diagrams, 1 Chart.

Rauniar, Rupak; Rawski, Greg; Yang, Jei; Johnson, Ben, 2014, “Technology acceptance model (TAM) and social media usage: an empirical study on Facebook.” Journal of Enterprise Information Management. 2014 Vol. 27 Issue 1, p6-30. 25p.

Wolfinbarger, Mary; Gilly, Mary C,2003,“eTailQ: dimensionalizing, measuring and predicting etail quality.” Journal of Retailing, fall 2003, Vol. 79 Issue 3, p183. 16p.

Zeithaml, Valarie A.; Parasuraman, A.; Malhotra, Arvind,2002,“Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge.”Journal of the Academy of Marketing Science,fall 2002, Vol. 30 Issue 4, p362-375. 14p.2 Diagrams.
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