Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22578
標題: 使用者網站知覺品質與使用意願之研究-以線上財富管理服務為例
The study of user-perceived web quality and user involvement - an example of online wealth management
作者: 丁碧瑤
Ting, Pi-Yao
關鍵字: wealth management;財富管理;web site quality;e-wealth management;e-advise service;網站品質;線上財富管理;線上顧問服務
出版社: 電子商務研究所
引用: Wu, M. L.吳明隆(2003)。SPSS統計應用學習實務-問卷分析與應用統計。台北:知城數位科技。 Lin, Q. S.林清山(1992)。心理與教育統計學。台北:東華書局。 Qiu, H. Z.邱皓政(2000)。社會與行為科學的量化研究與統計分析-SPSS中文視窗版資料分析範例解析。台北:五南。 Zhang, J. W.張繼文&Zheng, Q. T.鄭巧婷(2000)。E世代網路理財大趨勢。台北:商智文化出版。 黃秀媛(譯)(2005)。藍海策略。台北市:天下遠見。(Kim, W. C. & Mauborgne, R., 2005)。 Feng, Z. Y.馮震宇(1999)。網際網路與證券市場,證券暨期貨市場發展研討會論文選集(頁180-209)。 Lai, L. Q.賴麗秋(1997,12月)。虛擬券商投資人的新管道。統領雜誌,46-46。 Han, H. E.韓懷恩, Wen, G. W.溫光偉&Chen, Z. T.陳宗天(1997)。以全球資訊網為研究調查工具之實驗探討:就調查國際旅遊市場為例,第三屆國際資訊管理研究暨實務研討會,492-499。 Wang, X. L.王筱鈴(2000)。我國網路銀行發展現況及實證研究(碩士論文,台北大學,2000)。全國博碩士論文資訊網,089NTPU0385007。 Jin, R. X.金任先(2001)。關係價值、關係強度與顧客忠誠度關係之實證研究-以台灣網路銀行為例(碩士論文,淡江大學,2001)。全國博碩士論文資訊網,090TKU00627013。 Xiao, F. Y.蕭富元(1999)。證券業網路下單稽核環境之研究(碩士論文,淡江大學,1999)。全國博碩士論文資訊網,087TKU00396023。 Taishin Bank台新銀行(2005)。台新銀行取得金管會核准財富管理業務執照、創新優質財富管理服務,持續深度管理客戶財富。線上檢索日期:2006年6月5日。網址:http://www.taishinbank.com.tw/money/wm/topic.jsp Institute for Information Industry資策會(2005)。國內電子商務經營現況及發展趨勢介紹。線上檢索日期:2006年6月14日。網址:http://www.ec.org.tw。 Bernstein, P., Lach, L. & Ainsworth, J.H.(2000). Financial Planning for CPAs. New York:John Wiley & Sons. Charles, C. Z. & Lynn, L. C.(2003). Make Yourself a Millionaire: How to Sleep Well and Stay Sane on the Road to Wealth. New York:McGraw-Hill. Devellis, R.F.(1991). Scale development: theory and applications.. Thousand Oaks: Sage. Maslow, Abraham H.(1954). Motivation and personality (2nd ed.) . New York: Harper & Row. Nunnally, J. C.(1978). Psychometric theory (2nd ed.). New York: McGraw-Hill Aladwani, A. M. & Palvia, P. C. (2002). Developing and validating an instrument for measuring user-perceived web quality, Information and Management, 39, 467-476. Anderson, E. W., Cales, F. & Donald, P. L. (1994). Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing, 58, 53-66. Anol, B.(2001). Understanding information systems continuance: an expectation model. MIS Quarterly, 25(3), 351-370. Bell, H. & Tang, N.(1998). The effectiveness of commercial Internet web sites: a user’s perspective. Internet Research, 8 (3), 219-228. Bhuian, S. N.(1997). Marketing cues and perceived quality: perceptions of Saudi consumers toward products of the U.S., Japan, Germany, Italy, U.K. and France. Journal of Quality Management, 2 (2), 217-235. Bitner, M. J.(1992). Services capes: the impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. Christine S.(2000, May). Consumer trust tempers net banking. Adweek, 68-68. Churchill, Gilbert, A. & Suprenant, C.(1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 9 (4), 419-504. Cox, F. & Dale, B.(2001). Service quality and e-commerce: an exploratory analysis. Management Service Quality, 11(2), 121-131. Dabholkar, P. A. (1996). Consumer evaluations of new technology-based self-service options: in investigation of alternative models of SQ, International Journal of Research in Marketing, 13(1), 29-51 Day, R.L. (1977). Extending the concept of consumer satisfaction, Association for Consumer Research, 4(1), 149-154 Dragulanescu, N.G.(2002). Website quality evaluations: criteria and tools. International Information and Library Review, 34, 247–254. Fornell, C. (1992). A traditional customer satisfaction barometer: the Swedish experience. Journal of Marketing, 56, 6-21 Grönroos, C.(1984). An applied service marketing theory. European Journal of marketing . 16(17), 30-41. Huizingh, E. K.(2000). The content and design of web sites: an empirical study. Information and Management, 37 (3), 123-34. Johnson, K. L. & Misic, M. M.(1999). Benchmarking: a tool for web site evaluation and improvement. Internet Research, 9 (5), 383-392. Kaynama, S. A. & Black, C. I..(2000). A proposal to assess the service quality of online travel agencies:an exploratory study. Journal of Professional Services Marketing, 21(1), 63-68. Liu, C. & Arnett, K.P.(2000). Exploring the factors associated with web site success in the context of electronic commerce. Information and Management, 38 (1), 23-33. Lin, C. J. & Lu H.(2000). Towards an understanding of the behavioral intention to use a web site. International Journal of Information Management, 20(3), 197-208 Moon, J. & Kim, Y.(2001).Extending the TAM for a world-wide-web context. Information and Management, 38(4).217-230 Oliver, R. L.(1981). Measurement and evaluation of satisfaction process in retail settings. Journal of Retailing, 57(Fall), 25-48 Oliver, R. L. & DeSarbo, W. S.(1988). Response determinants in satisfaction judgments. Journal of Consumer Research, 14(4), 495-507 Ostrom, A. & Iacobucci, D. (1995). Consumer tradeoffs and evaluation of services. Journal of Marketing, 59( January), 17-28. Parasuraman A., Zeithaml, V. A. & Berry, L. L.(1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(Fall), 41-50. Parasuraman A., Zeithaml, V. A. & Berry, L. L.(1988). Communication and control process in the delivery of service quality. Journal of Marketing, 52, 35-48 Pitknow, J. E. & Recker, M. M.(1995). Using the web as a survey tool: results from the second WWW user survey. Computer Networks and ISDN Systems, 27, 809-822 Rose, G.., Khoo, H. & Straub, D. W.(1999). Current technological impediments to business-to-consumer electronic commerce. Communications of the Association for Information Systems, 1, 1-74 Spreng, R., MacKenzie, S. & Olshavsky, R. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60, 15-32 Thomson Media Inc.(2003), A Makeover for Wealth Management. Bank Technology News, 16, 54 Wan, H. A.(2000). Opportunities to enhance a commercial web site. Information and Management, 38 (1), 15-21. Yang, Z., Peterson, R. T. & Huang, L.(2001). Taking the pulse of Internet pharmacies. Marketing Health Services. 21(2), 4–10. Zeithaml, V. A., Parasuraman, A. & Malhotra, A.(2002). Service quality delivery through web sites: a critical reviews of extant knowledge. Academy of Marketing Science, 30(4), 362-375 Barnes, S. & Vidgen, R.(2000). Webqual: An exploration of web site quality. Retrieved, June 6, 2006 from the World Wide Web: http://is2.lse.ac.uk/asp/aspecis/20000052.pdf
摘要: 
進入21世紀網路多元化數位時代,由於使用環境的成熟,電子商務已是目前最受到討論的議題之一,而投入電子商務的廠商更是不可數計。網際網路對於消費者的行為、市場結構或交易方式,皆產生了重大的衝擊,影響層面極為深遠,它所提供的不只是便利的交易,還進一步的提升到個人化服務,以及金融商品的整合服務,因此企業建立客戶服務作業 e 化機制,不僅可以提昇服務品質、強化競爭力,進而滿足顧客的需求,更加以擴大市場涵蓋率,且在無地區、無國界、無時間限制下,讓客戶透過單一網站使用服務,而唯有讓顧客得到最完善的服務,才能穩住顧客信心,進而開拓新客源。因此,提供線上財富管理服務將是線上理財服務必然的趨勢,本研究先針對線上財富管理服務使用意願關連性進行調查。研究發現,「在學校接受財務相關訓練者」、「受過工作相關財務訓練者」、「自己決定財務計畫者」、「和家人、朋友一起討論決定者」、「得知理財相關網站-以搜尋引擎者」、「得知理財相關網站-以從入口網站超連結者」、「使用過線上金融服務者」、「使用過網路銀行」與未來是否會使用線上財富管理服務具有顯著相關。
再者,由於網站已成為企業在數位世界的展示櫥窗,它的品質關係企業的形象,其互動服務的深度代表企業對顧客的承諾與尊重。一個好的企業網站所創造的衍生商業價值是無可計量的,相反的,一個粗製網站,它所產生的負面效應也絕對會超乎所節省的建置成本。網站設計品質除視覺風格的表現外,網頁設計的技巧,網際網路技術的應用都反應網站設計者的技術純熟度,以及用心程度。因此,本研究針對使用者網站知覺品質進行研究調查。研究發現,「期望品質」的平均數高於「知覺品質」,顯示使用者對於網站的期望高於實際所體驗的服務,且從25個服務品質項目中僅「網站看起來是吸引人」這項服務項目,使用者在期望知覺品質上無顯著的差異存在,其餘項目皆達顯著水準,亦即使用者所體驗到的品質是有落差,也代表網站的服務尚有提升與改善空間。其中以「網站總是開啟並且可使用」、「在網站裡使用者可以找到與消費者有關的政策(例如隱私和爭議處理的詳細說明)」、「在網站裡使用者可以找到該公司產品或服務的詳細說明」差異最大。而「在網站裡使用者可以找到該公司的基本資訊(例如目標、負責人)」差距最小。

With the advent of divergent digital era in the 21st century, due to mature applicable environment, E-commerce has become one of the attentive interests under the discussion increasingly and there have been innumerable firms investing in E-commerce. Internet causes remarkable impact on consumer behaviors, market structures or transaction ways profoundly. What E-commerce can serve not only just confined to transaction convenience but reversely extended to individualized service, together with the integral service of financial products available. Thus, the E-mechanisms created by firms cannot only improve service quality and competence, but also satisfy customers'' demands with resultantly expanded markets accessible. Also, under no limitation of regional, national or timing boundaries, it is available for consumers to use the service through a single website and also allow consumers with all-round service scopes to hold customers'' confidence and explore new customer resource. Thus, to provide the online financial service will be definitely the must-do trend in the future. This study starts with a survey of use intention correlation of online wealth management service. Indicated by the result of research, there is significant correlation between “those who take financial training course in school”, “those who made have taken on-the-job compliance financial training program”, “those who made one's own financial plan”, “those who discuss with family, friends beforehand”, “those who learned about financial management websites - by employing search engine”, “those who learned about financial management websites - By hyper linking from portal website”, “those who used finance online services”, and “those who used internet bank”, and the possibility of using online wealth management services in the future.
Furthermore, website has become display windows for enterprises in the digital world so that its quality represents the image of enterprise and its interaction services characterize the promise and respect to the customers. The derivative commercial worth created by a well-operated website is actually invaluable. On the contrary, the negative effects resulted from an inefficiently and improperly managed website will exceed undoubtedly the value of the construction cost saved. Apart from the vision style is one of features of website design quality, the skills of website design as well as the application of internet techniques are all the indices to prove if the website designer is sufficiently devoted and whether his design techniques are well-honed. Therefore this study conducts specifically a research on user-perceived web quality. On the Basis of the data and information resulted from the research: the mean of “expected quality” is higher than that of “perceived quality”, which explains the expectancy of users towards the website services is higher than actually experiences services. Among the 25 service items provided, only the item “website's appearance is attractive” shows no significant difference between expected quality and perceived quality, the rest services are all reach the significant standard, i.e. there is currently a gap between the expectancy and the actually experience quality, which leaves room for further improvement and advancement of web services. “Website is always open and available”, “policies concerning the rights of consumers are presented (e.g. the detailed description regarding the issues of privacy and controversy)” are the services with highest difference. And the ones with the lowest difference are “the users could find basic information of the company (such as objective, responsible person etc.)” is the one with least difference.
URI: http://hdl.handle.net/11455/22578
其他識別: U0005-1207200614382200
Appears in Collections:科技管理研究所

Show full item record
 

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.