博碩士論文 etd-0905112-153442 詳細資訊


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姓名 徐鵬翔(Peng-Hsiang Hsu) 電子郵件信箱 hawk920412@gmail.com
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 100學年第2學期
論文名稱(中) 智慧型手機使用滿意度與品牌忠誠度之研究
論文名稱(英) A Study on User Satisfaction and Brand Loyalty of Smartphones
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    摘要(中) 智慧型手機已是現代人生活中,不可或缺的一項必要產品,越來越多的手機消費者使用智慧型手機,但是許多報告以及調查均指出,智慧型手機使用者的滿意度與牌忠誠度,會因不同的品牌,而呈現顯著的差異性。
    因此,本研究以智慧型手機的使用者做為主要的研究對象,採用 Bhattacherjee (2001)為因應資訊系統所發展出來的 ECT-IS 模型作為研究基礎,探討智慧型手機系統使用者的確認程度、滿意度、有用性認知之間的關係。以及對品牌忠誠度再次購買或推薦同品牌智慧型手機的意願。除此之外,並根據 Park, Jaworski & MacInnis(1986)的研究,將有用性認知分為三個利益構面,分別是功能性、象徵性、體驗性利益,建構本研究的架構。
    為了驗證理論架構,本研究透過網路問卷方式進行智慧型手機使用者的問卷調查,再以PLS方法來分析衡量模型與結構模型。研究結果顯示:1.確認程度對使用滿意度及有用性認知會產生顯著影響;2.智慧型手機的使用滿意度會對品牌忠誠度有顯著影響;3.Apple、Samsung、hTC三大智慧型手機品牌的功能性、象徵性、與體驗性利益對滿意度及品牌忠誠度的影響程度有部份差異,呈現出各個品牌不同的特色。
    摘要(英) Smartphones have become essential to modern people. More and more consumers are using smartphones. However, according to many reports and investigation, they indicate that user satisfaction and brand loyalty will differ from various brands and represent significant differences.
    This research adopted Bhattacherjee’s (2001) ECT-IS model as the basic research framework to examine relationships among expectation confirmation, user satisfaction, perceived usefulness and brand loyalty of the smartphones. The model was further extended by measuring perceived usefulness with functional, experiential, and symbolic brand benefits proposed by Park, Jaworski & MacInnis (1986) to investigate how they influenced user satisfaction and brand loyalty. The results include the following:
    1. Expectation confirmation had a significant impact on user satisfaction and perceived usefulness.
    2. User satisfaction had a positive effect on brand loyalty.
    3. Different effects on user satisfaction and brand loyalty were found among three smartphone brands, Apple, Samsung, and hTC.
    關鍵字(中)
  • 品牌忠誠度
  • 使用滿意度
  • 期望確認
  • 智慧型手機
  • 認知品牌利益
  • 關鍵字(英)
  • Smartphones
  • User Satisfaction
  • Brand Benefits
  • Brand Loyalty
  • 論文目次 第一章 緒論 1
    1.1 研究背景 1
    1.2 研究動機與目的 3
    1.3 研究流程 7
    第二章 文獻探討 8
    2.1 智慧型手機 8
    2.2 IS接受後持續採用模式 12
    2.3 確認程度 15
    2.4 滿意度 16
    2.5 有用性認知 18
    2.6 品牌利益 20
    2.7 品牌忠誠度 22
    第三章 研究架構與方法 25
    3.1 研究架構 25
    3.2 研究假設 26
    3.3 研究變項與操作型定義 30
    3.4 問卷設計 34
    3.5 研究對象與抽樣方法 35
    3.6 資料分析方法 35
    第四章 研究結果分析 37
    4.1 敘述統計分析 37
    4.2 問卷信效度分析 42
    4.3 檢定結果分析 44
    4.4 研究結果彙整 62
    第五章 結論與建議 66
    5.1 研究發現與結論 66
    5.2 研究貢獻 68
    5.3 研究限制與未來研究方向建議 69
    參考文獻 71
    中文部份 71
    英文部份 72
    網站部份 75
    附錄 76
    實際發放問卷 76
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    網站部份
    1.資策會, http://www.find.org.tw
    2.T客邦, http://www.techbang.com.tw
    3.PIDA, http://www.pida.org.tw/
    4.Gartner, http://www.gartner.com/technology/home.jsp
    口試委員
  • 邱兆民 - 召集委員
  • 何淑君 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2012-07-28 繳交日期 2012-09-05

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