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姓名 鍾函芸(Han-Yun Chung) 電子郵件信箱 E-mail 資料不公開
畢業系所 傳播管理研究所(Communications Management)
畢業學位 碩士(Master) 畢業時期 96學年第2學期
論文名稱(中) 3G 影音服務特性對顧客滿意度之關聯性研究
論文名稱(英) An Exploratory Study of the Relationships between 3G Video Service Attributes and Customer Satisfaction
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    摘要(中) 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。
    摘要(英) 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.
    關鍵字(中)
  • 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
  • 關鍵字(英)
  • customer satisfaction
  • fashion
  • ease of use
  • entertainment
  • information quality
  • service quality
  • 3G video service
  • 論文目次 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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    口試委員
  • 王慶寧 - 召集委員
  • 林素真 - 委員
  • 李雅靖 - 指導教授
  • 口試日期 2008-06-06 繳交日期 2008-06-23

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