-
---
Ying-Feng Kuo Chi-Ming Wu
[email protected] [email protected]
1.
(Olla & Patel, 2002) (Clarke, 2001)
2003
113%( 2006)
(average revenue per user, ARPU)
ARPU ARPU 2005 070
(Khatibi et al., 2002; Zhilin & Robin, 2004; Mahatanankoon et al., 2005)
Keen Mackintosh (2001)
(Patterson et al., 1997; Petrick, 2002)
(Bansal & Voyer, 2000)
(Khatibi et al., 2002)
(Patterson et al., 1997)
(Shih & Shim, 2002; Gunasekaran & Ngai, 2003) (Wen & Mahatanankoon, 2004; Mahatanankoon et al., 2005; Xu & Gutierrez, 2006) (Olla & Patel, 2002; Li, 2005) (Siau et al., 2001; Xu & Gutierrez, 2006) Cronin Taylor (1992) (SERVPERF )
2.
2.1
(Wen & Mahatanankoon, 2004; Xu & Gutierrez, 2006)
( , 2001) ( , 2003)
2.2
(Juran, 1974) (Crosby, 1979) Cornell (1984) Parasuraman (1988) SERVQUAL Parasuraman (1988)(Cronin & Taylor, 1992; Teas, 1993; Van Dyke et al., 1997)
Cronin Taylor (1992)
(SERVPERF SERVQUAL )
SERVQUAL SERVPERF
SERVQUAL
(Cronin & Taylor, 1992; Zeithaml et al.,
1996) SERVPERF Negash (2003) Chae (2002)
2.3
(Patterson et al., 1997)(Zhilin & Robin, 2004)
(Wang & Liao, 2007)
(Landrum & Prybutok, 2004; Hsu, 2006; Park & Kim, 2006)
(Gerpott et al., 2001; McKinney et al., 2002; Landrum & Prybutok, 2004; Park & Kim, 2006)
(Landrum & Prybutok, 2004; Collier & Bienstock, 2006; Hsu, 2006; Park & Kim, 2006) (Khatibi et al., 2002; Wang et al., 2004) 1 H1
2.4
(Sirdeshmukh et al., 2002) Zeithaml(1988)
Bolton Drew (1991) Zeithaml (1988)
(Hsu, 2006; Lin & Wang, 2006)
(Hishamudi & Ali, 2004; Wang et al., 2004; Turel &
Serenko, 2006) 2 3 H2 H3
2.5
(word-of-mouth communication, WoM)
(Hellier et al., 2003)
(Westbrook, 1987)
(Bansal & Voyer, 2000)
(Gerpott et al., 2001; Collier & Bienstock, 2006; Kim & Kim, 2006) Wang (2004)
(Zeithaml et al., 1996)
(Cronin & Taylor, 1992; Anderson & Sullivan, 1993; Zeithaml et al., 1996; Wang et al., 2004) (Patterson et al., 1997; Petrick, 2002) Wang (2004) 4 5 6 H4
H5 H6
3.
3.1
Cronin Taylor(1992) Chae (2002) McKinney (2002) Muylle (2004) Kim (2004) Wang (2004) Lin Wang(2006) Wang Liao(2007) 34 10 5 8 11 Oliver(1981) Lin Wang(2006) 3 Zeithaml(1988) Wang (2004) 3 Wang (2004) 3 Likert3.2
(2006) 57.5% 21-30 54.2% Cronbach’s α 0.752 0.843 (Nunnally, 1978) 1100 100% 387
4.
(58.5%) (89.1%) (54.5%) ( ) (21.9%) ( ) (17.0%) 1000 (74.9%) 30 (91.9%) 200 (81.8%) (2006)(48.7%) (48.4%) (28.5%) (47.9%) (40.6%) (32.9%)
4.1
SEM(structural equation model
) LISREL
8.52
Cronbach α 0.833 0.864
(CFA) GFI=0.859 CFI=0.958
NFI=0.950 0.717 0.934 χ2(53)=151.784 (p<0.01) GFI=0.943 CFI=0.989 NFI=0.983 0.663 0.958 0.975 0.984 0.923 0.953
(Fornell & Larcker, 1981) χ2(52)=137.955 (p<0.01) GFI=0.948 CFI=0.990 NFI=0.984 0.684 0.952 1 1 1 1 H1 SQCS(+) 0.366** H2 SQCV(+) 0.674** H3 CVCS(+) 0.531** H4 CSPB(+) 0.387** H5 SQPB(+) 0.001 H6 CVPB(+) 0.499** **p<0.01
5.
Turel Serenko(2006) 1 Johnson Sirikit(2002) Wang (2004) 1( NSC95-2416-H-390-006) [1] <http://www.dgt.gov.tw/chinese/Data-statistics/ 11.2/5-Mobile-3625.shtml> 2006 [2] - YesMobile 2001 [3] LISREL 2003 [4] -2003 [5] <http://www.find.org.tw/find/home.aspx?page= many&id=154> 2006
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