服務接受模式之建構與實證研究 = The construction and empirical study of service acceptance model in service industry
林丸鈴、葉子明 黃開義
E-mail: 9806272@mail.dyu.edu.tw
摘 要
隨著經濟的成長，社會對服務的需求會更為殷切，服務業的 發展水準已經成為衡量一個國家和地區經濟社會發展水準的重 要 標誌，而過去以賣方為主的產品導向、銷售導向的觀念已逐漸消 失，隨之而來的是顧客服務導向的盛行，在競爭激烈 的市場環境 中，許多企業為了吸引顧客，也為了留住顧客，而提供了許多的 服務給顧客，然而，卻有不少提供高品質服 務的企業不但無法提 昇獲利，反而造成虧損，於是企業所提供的服務是否被顧客所接 受的議題更值得企業界深思與檢討
。 本研究針對行為意向進行相關理論的文獻探討，並依據服務 業產業特性，預期顧客採取消費行為除了個人本身的一般 態度， 將受到外在社會壓力及本身擁有資源的影響，故參考計畫行為理 論延伸建構服務接受模式。透過相關文獻探討，
作為問卷設計的 根據，並經由問卷調查填寫方式針對台灣地區購物中心消費者為 調查對象，進行資料蒐集後，以SPSS 統 計套裝軟體樣本資料統 計分析，並以SmartPLS 進行結構方程模型之驗證與分析。 研究結果發現，欲強化顧客服務接受行 為意向，除了服務品 質與認知價值的提高之外，顧客本身所擁有的資源以及主要參考 群體的支持與認同也具有相當程度 的重要性，此外，高收入族群 樣本的行為控制知覺對顧客行為意向不具影響力，有別於整體樣 本與低收入族群樣本的分 析結果。
關鍵詞 : 服務業、行為理論、部份最小平方法
目錄
封面內頁 簽名頁 博碩士論文暨電子檔案上網授權書...iii 中文摘
要... iv ABSTRACT ... v 誌 謝...vi 目錄...vii 圖目 錄...xi 表目錄...xii 第一章 緒 論... 1 1.1 研究背景與動機... 1 1.2 研究目 的... 3 1.3 研究流程... 4 第二章 文獻探 討... 6 2.1 服務業... 6 2.1.1 服務的定 義... 6 2.1.2 服務業的分類... 8 2.2 購物中
心... 10 2.2.1 購物中心的起源... 10 2.2.2 購物中心的定 義... 11 2.2.3 購物中心的分類... 13 -v i ii- 2.3 行為理 論... 16 2.3.1 態度理論... 16 2.3.2 理性行為理 論... 17 2.3.3 計劃行為理論... 19 2.3.4 認知價值概念模 型... 22 2.3.5 服務品質、價值與行為意向... 22 2.4 服務品
質... 23 2.4.1 服務品質的定義... 24 2.4.2 服務品質的構 面... 26 2.4.3 服務品質的評量... 28 2.4.4 服務品質的影響效 果... 30 2.5 認知價值... 31 2.5.1 認知價值的定義與意 涵... 31 2.5.2 認知價值的衡量構面... 32 2.5.3 認知價值的影響效
果... 33 2.6 影響服務接受行為相關因素探討... 34 2.6.1 主觀規範、態度與行為 意向... 34 2.6.2 態度與行為意向... 35 2.6.3 行為控制知覺、態度與行為意 向... 35 2.6.4 認知價值與行為意向... 36 2.6.5 服務品質與態
度... 36 2.6.6 服務品質與認知價值... 37 第三章 研究設計與方法 論... 38 3.1 研究架構... 38 3.2 研究假
設... 39 3.3 研究變數的定義與衡量... 40 3.3.1 服務品 質... 40 3.3.2 認知價值... 40 3.3.3 主觀規 範... 41 3.3.4 態度... 42 3.3.5 行為控制知 覺... 43 3.3.6 行為意向... 43 3.4 問卷設
計... 44 3.5 研究對象... 46 3.6 分析工具與方 法... 47 3.6.1 敘述性統計方法... 47 3.6.2 信度分
析... 47 3.6.3 效度分析... 48 3.6.4 結構方程模式分 析... 49 第四章 實證結果分析... 52 4.1 樣本資料分 析... 52 4.2 信度分析... 54 4.3 效度分 析... 54 4.3.1 收斂效度... 54 4.3.2 區別效
度... 55 4.4 整體研究模式暨假設驗證... 56 4.4.1 測量模型分 析... 56 4.4.2 結構模型分析... 58 - x - 4.5 差異分
析... 60 4.5.1 低收入顧客服務接受模式分析... 61 4.5.2 高收入顧客服務 接受模式分析... 63 4.5.3 小結... 65 第五章 結論與建
議... 66 5.1 研究結論... 66 5.2 實務意 涵... 67 5.3 未來研究建議... 70 參考文 獻... 72 附錄... 86
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