Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/35027
|
| Title: | 網路教學品質、品牌形象對顧客滿意與行為意向之研究──以政大公企網路學院為例
A Study of Customer Satisfaction and Behavior Intention by E-Teaching Quality and Brand Image – A Case Study of NCCU E-College |
| Authors: | 楊忠銘
Yang, Chung-ming |
| Contributors: | 賴士葆
李易諭
Lai, Shi-Bao
Lee, Yi-Yu
楊忠銘
Yang, Chung-ming |
| Keywords: | 網路學習
品牌形象
行為意向
資訊品質
系統品質
服務品質
顧客滿意
E-Learning
Brand Image
Behavior Intention
Information Quality
System Quality
Service Quality
Customer Satisfaction |
| Date: | 2004 |
| Issue Date: | 2009-09-18 13:36:17 (UTC+8) |
| Abstract: | 近年來，由於網路科技與相關基礎建設的日趨成熟，讓網路廣被接受與使用，也對網路教學產生推波助瀾的效應，使網路教學成為全球一日千里，發展迅速的產業之一。
由於網路教學產業發展的前景可期，近年來許多大學院校及私人企業也都紛紛投入開發；但值得我們關心的是，傳統教育與新興的網路教育，到底有何差異？網路教學如何在提供教育的同時，也兼顧到顧客 （學習者）的滿意度呢？
本研究藉由文獻回顧以及與相關人員的深入訪談中找出學員在網路學習上所注重的因素，其中包括網路教學品質（包括：資訊品質、系統品質、服務品質）、教學互動以及品牌形象；除了針對這五個構面的品質表現進行敘述分析，本研究並使用LISREL進行驗證性的研究，瞭解此五構面是否分別和顧客滿意與行為意向有著正向關係，以提供網路教育者設計出更符合顧客需求的課程。
未來，網際網路科技將更加地進步，透過網路的學習也勢必更廣為普及，因此如何提供更優質、更具效率的網路學習環境，來吸引顧客，並建立起長期關係，對網路教育提供者將是很值得研究的議題。
In less than two decades, the expansion of internet technology and relevant infrastructure are getting ripe to yield many positive results, such as the varied way people communicate and the daily information convey by media has shifted from papers to electronic. Moreover, one of the most noticeable outcomes is the development of learning through internet, the so-called E-teaching, which is undoubtedly becoming a rising industry.
E-teaching industry now has been mushrooming and there have been plenty of universities, colleges and individual enterprises joining this trend. Therefore, it is also the time to think about some elementary but crucial tasks of E-teaching. What’ the difference between traditional and such state-of-the-art style of learning, for example, and how to take care of customers` (or E-learners`) satisfaction with E-service?
By interview with relevant personnel and retrospect with historical references, the research attempts to indicate five important factors that E-learners concern most during their learning process, covering from the internet teaching quality (includes: information quality, system quality, service quality), teaching interaction and brand image. In order to provide
E-teaching designers with more practical guiding principles, to build up better courses to meet customers` need, the research tries to figure out the relation between these five factors and customer satisfaction and the behavior intention through the narrative analysis and LISREL based on E-College of National ChenChi University case.
In the near future, the internet technology will be more universal, while learning through internet will be accepted more extensively. Meanwhile, how to offer higher quality, better benefit, and attractive elements to catch customers’ eyes and keep long-term relationship with E-learners will be the topic worthy for an advanced study. |
| Reference: | 壹、中文部分
1. 小名川真治郎（2000），CS研究小組譯，顧客滿意經營的實踐，桃園：和昌出版社。
2. 王梅玲（2002），「全球化資訊」，圖書資訊學專業課程九十一年度，臺北：國家圖書館。
3. 呂木琳（2002），「美國網路大學的現況及發展」，駐舊金山文化組通訊網路版（http://www.sfmoe.org/asp_c/news_ltr/0205.htm），第28期，2002年5月。
4. 李彥甫（2001），「資料採礦扮演企業ｅ化要角」，經濟日報，2001年06月27日，第65版。
5. 李雅慧（2000），「成人的網路學習」，成人學習革命，台北：師大書苑，pp. 229-255。
6. 李曜昇（2003），「遠距教學資訊系統品質量表發展」，國立政治大學資訊管理研究所碩士論文。
7. 岳修平、劉芳秀（2001），「網路輔助遠距教學互動活動設計之研究」，教育研究資訊，第9卷，第1期，pp. 76-90。
8. 林世懿（2004），「2003年底全球寬頻用戶數逾1億台灣寬頻滲透率全球排名第四」，網路脈動，台北：資策會網站（http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=3060），2004年3月30日。
9. 林建煌（2002），消費者行為，台北：智勝。
10. 林美智（2000），「空中大學師生互動與學生學習滿意度之研究」，國立高雄師範大學成人教育研究所碩士論文。
11. 洪順慶（2001），行銷管理，二版，台北：新陸書局。
12. 徐明珠（2001），「瞄準加入WTO後的教育產業」，國家政策論壇，第1卷，第9期，pp. 152-154，2001年9月20日。
13. 周泰華，黃俊英，郭德賓（1999），「服務品質與顧客滿意評量模式之比較研究」，輔仁管理評論，第6卷，第1期，pp. 37-68。
14. 國際貿易局（2002），我國參與WTO多邊貿易談判策略之經濟分析，台北：國貿局。
15. 張霄亭（2000），「我國教學科技的發展與趨勢」，教學科技與媒體，第49期，pp. 9-12。
16. 許朱勝（2002），「e-Learning 擋不住的學習風潮」，經濟日報，2002年10月26日，第28版。
17. 陳怡玲（2003），「UN：2002年底全球上網人口達5.91億」，網路脈動，台北：資策會網站（http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=2897），2003年11月27日。
18. 黃美玲（2001），「成人參與非同步遠距教育學習動機及學習意向研究」，國立彰化師範大學商業教育學系碩士論文。
19. 黃富順（2002），成人學習，台北：五南。
20. 楊子青，賴宏仁，陳年興（1997），「以網際網路為基礎之學習環境」，電腦學刊，第9卷，第2期，pp.16-32。
21. 楊家興（1992），「視聽教育與我國隔空教學之發展」，教育資料集刊，第17輯，pp. 197-208。
22. 楊家興（1995），「遠距教育下的傳播科技：新舊教學媒體的省思」，教學科技與媒體，pp. 5-12。
23. 楊國德（2002），「歐美國家網路學習的應用與發展趨勢」，成教雙月刊，第67期，pp. 9-20。
24. 鄒淑文（2004），「線上學習成長空間大」，經濟日報，2004年02月03日，第39版。
25. 劉曾遂（2002），「試論遠程教育的人才培養模式及其運作機制」，兩岸開放及遠距教育研討會論文集2001年，台北：國立空中大學。
26. 蔡崇元（2002），「網路教學者教學互動策略之研究─以大學推廣教育教師為例」，國立臺灣師範大學社會教育研究所碩士論文。
27. 賴士葆（1995），生產作業管理－理論與實務，台北：華泰書局。
28. 謝宜君、紀文章（2003），「從學習動機、學習傾向及學習滿意度來探討遠距教學的學習支持－以網路教學為例」，隔空教育論叢年刊，第15輯，pp. 39-54。
29. 藍鴻文（2002），「科技介入服務接觸之研究－以網路教學為例」，國立中山大學企業管理研究所碩士論文。
貳、英文部分
1. Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, NY: The Free Press.
2. Anderson, T. D. and D. R. Garrison (1998), “Learning in a Networked World: New Roles and Responsibilities,” Distance Learners in Higher Education, WI: Atwood Publishing, pp. 97-112.
3. Bagozzi, R. P. and Y. Yi (1988), “On the Evaluation of Structural Equation Models,” Academic of Marketing Science, Vol. 16, pp. 76-94.
4. Bandura, A. (1977), Social Learning Theory, Englewood Cliffs, NJ: Prentice Hall.
5. Berry, Leonard L. (2000), “Cultivating Service Brand Equity,” Academy of Marketing Science, Vol. 28, No. 1, Winter 2000, pp. 128-137.
6. Berry, L. and T. W. Thomoson (1982), “Relationship Banking: Art of Turing Customers into Clients,” Journal of Bank Retailing, Vol. 4, pp. 64-73.
7. Cavallo, Gerald O. and Joel Perelmuth (1989), “Building Customer Satisfaction,” Strategically Bottomline, January 1989, pp. 29–33 .
8. Clark, R.E. (1985), “Confounding in Educational Computing Research,” Journal of Educational Computing Research, pp. 137-148.
9. Cobb-Walgren, C. J., C. A. Ruble and N. Donthu (1995), “Brand Equity, Brand Preference, and Purchase Intent,” Journal of Advertising, Vol.24, No.3, pp. 25-40.
10. Cox, C. A. (1985), “The Seven Myths of Service Marketing,” Banking Marketing, Vol.17, No.6, pp. 24-32.
11. Cronin Jr. J. J., M. K. Brady and G. T. M. Hult (2000), “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,” Journal of Retailing, Vol. 76, No. 2, pp. 193-218.
12. David, E. J., G. E. Scott and C. Obray (1993), “Quality Implement through Statistical Process control,” Quality Forum, Vol. 19, No. 1, pp.10-14.
13. DeLone, W. H. and E. R. McLean (1992), “Information Systems Success: The Quest for the Dependent Variable,” Information Systems Research, Vol. 3, No. 1, pp.60-95.
14. Dobni, D. and V. A. Zeithaml (1990), “In Search of Brand Image: A Foundation Analysis,” Advances in Consumer Research, Vol.17, pp.110-119.
15. Eastmond, D. V. (1992), “Learning Approaches of Adult Students Taking Computer Conferencing Courses,” ERIC Document No. ED352938.
16. Eastmond, D. V. (1994), “Adult Distance Study Through Computer Conferencing,” Distance Education, Vol. 15, No. 1, pp. 128-52.
17. Engel, J. F., R. D. Blackwell and P. W. Miniard (1995), Consumer Behavior, 8th Ed., NY: The Drydden.
18. Farquhar, P. H. (1989), “Managing Brand Equity,” Marketing Research, Vol. 12, No. 1, pp. 24-33.
19. Fornell, Claes (1992), “A National Customer Satisfacrtion Barometer: The Swedish Experience,” Journal of Marketing, Vol. 55, January 1992, pp. 1-21.
20. Foster, S. T. (2001), Managing Quality: An Integrative Approach, NY: Prentice Hall.
21. Garrison, D. R. (1993), “A Cognitive Constructivist View of Distance Education: An Analysis of Teaching-Learning Assumptions,” Distance Education, Vol. 14, No. 2, pp. 199-211.
22. Garvin, David A. (1984), “What Does ‘Product Quality’ Really Mean,” Sloan Management Review, Fall 1984, pp. 25-43.
23. Garvin, David A. (1987), “Competing on the Eight Dimensions of Quality,” Harvard Business Review, Nov.-Dec. 1987, pp. 101-109.
24. George Hubbard, Beverly Rodgers, Jerry Ashton and Jana Bland (1995), Distance Education: Research, Current Practice & House Bill 2128, TX: Texas Center for Educational Technology.
25. Gilbert, L. and D. R. Moore (1998), “Building Interactivity into Web Courses: Tools for Social and Instructional Interaction,” Educational Technology, Vol. 38, No. 3, pp. 29-35.
26. Griffin, J. (1997), Customer Loyalty: How to Earn It, How to Keep It, NY: Lexington Book.
27. Gronholdt, L., A. Martensen and K. Kristensen (2000), “The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences,” Total Quality Management, Vol. 11, pp. 509-515.
28. Hair, J. F., R. E. Anderson, R. L. Tatham and W. C. Black (1998), Multivariate Data Analysis, 5th ed., UK: Prentice Hall International.
29. Hillman, D. C. A., D. J. Willis and C. N. Gunawardena (1994), “Learner-Interface Interaction in Distance Education: An Extension of Contemporary Models and Strategies for Practitioners,” The American Journal of Distance Education, Vol. 8, No. 2, pp. 30-42.
30. Jones, Thomas O. and W. Earl Sasser Jr. (1995), “Why Satisfied Customers Defect,” Harvard Business Review, Nov.- Dec. 1995, pp.88-99.
31. Kahn, B. K., D. M. Strong and R.Y. Wang (2002), “Information Quality Benchmarks: Product and Service Performance,” Information and Management, pp. 23-33.
32. Keegan, Desmond (1990), Foundations of Distance Education, 2nd ed., London and NY: Routledge.
33. Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer- Based Brand Equity,” Journal of Marketing, Vol. 57, No. 1, pp. 1-22.
34. Kirkwood, A. (2000), “Learning at Home with Information and Communication Technologies,” Distance Education, pp. 248-259.
35. Kolter, P. (1991), Marketing Management Analysis, Planning, Implementation and Control, 7th ed., NJ: Prentice-Hall.
36. Kolter, P. (1992), “Marketing’s New Paradigm: What’s Really Happening Out There,” Planning Review, Vol. 20, Sep.-Oct. 1992, pp. 51-52.
37. Kotler, P. (1996), Marketing Management: Analysis Planning, Implementation and Control, 9th ed., NJ: Prentice-Hall.
38. Kolter, P., S. M. Ang and S. M. Leong (1999), Marketing Management – an Asian Perspective, 2nd ed., Singapore: Prentice Hall.
39. Lam, Y. and A. Wong (1974), “Attendance Regularity of Adult Learners: An Examination of Content and Structural Factors,” Adult Education, Vol.24, No. 2, pp. 130-142.
40. Longman Dictionary of English Language and Culture (1992), England: Longman House.
41. Lynch, J. G. and D. Ariely (2000), “Wine Online: Search Costs Affect Competition on Price, Quality and Distribution,” Marketing Science, Vol. 19, No. 1, pp. 83-103.
42. Martin, G. S. and T. J. Brown (1990), “In Search of Brand Equity: The Conceptualization and Measurement of the Brand Impression Construct, in Childers, MacKenzie, Leigh, Skinner, Lynch Jr, Gatignon, Fisk and Graham,” Marketing Theory and Applications, Vol. 2, pp.431-438.
43. Mason. R. O. (1978), “Measuring Information Output: A Communication Systems Approach,” Information and Management, Vol. 1, No. 5, pp.219-234.
44. Moore, M. G., (1989). “Three Types of Interaction,” A Presentation of the NUCEA Forum: Issues in Instructional Interactiviy, National University Continuing Education Association Annual Meetings.
45. Moore, M. G., P. Cookson and J. Donaldson (1990), Contemporary Issues in American Distance Education, NY: Pregamom Press.
46. Moore, M. G., and G. Kearsley (1996), Distance Education: a Systems View, Belmont: Wadsworth.
47. Morgan, R. (2000), “A Consumer-Oriented Framework of Brand Equity and Loyalty,” Journal of Market Research Society, Vol. 42, pp. 65-78.
48. Oliver, R. L. (1981), “Measurement and Evaluation of Satisfaction Processes in Retail Setting,” Journal of Consumer Research, pp. 25-48.
49. Oliver, R. L. and W. S. Desarbo (1988), “Response Determinants in Satisfaction Judgment,” Journal of Consumer Research, Vol.14, pp. 495-507.
50. Ostrom, Amy and D. Iacobucci (1995), “Consumer Trade-Offs and the Evaluation of Services,” Journal of Marketing, No.59, pp. 17-28.
51. Park, C. Whan, Bernard J. Jaworski and Deborah J. MacInnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol. 50, pp. 135-145.
52. Parker, Cathy and Brian P Mathews (2001), “Customer Satisfaction: Contrasting Academic and Consumers` Interpretations,” Marketing Intelligence & Planning, Vol. 19, No. 1, pp. 38-44.
53. Pitt, L. F., R. T. Watson and C. B. Kavan (1995), “Service Quality: A Measure of Information System Effectiveness,” MIS Quarterly, Vol. 19, pp. 173-185.
54. Roblyer, M. D. and L. Ekhaml (2000), “How Interactive are Your Distance Courses? A Rubric for Assessing Interaction in Distance Learning,” Online Journal of Distance Learning Administration, Spring 2000, Vol. 3, No. 2.
55. Reichheld, F. F. and W. E. Sasser (1990), “Zero Defections: Quality Comes to Service,” Harvard Business Review, Sep.-Oct., pp. 105-111.
56. Reichheld, F. F. (1996), “Learning from Customer Defections,” Harvard Business Review, Vol. 74, Mar.-Apr., pp. 56-67.
57. Stevenson, W. J. (2002), Operations Management, 7th ed., NY: McGraw-Hill.
58. Stum, D. L. and A. Thiry (1991), “Building Customer Loyalty,” Training and Development Journal, April 1991, pp. 34-36.
59. Vygotsky, L. S. (1978), “The role of play in development,” In Mind in Society: The Development of Higher Psychological Functions, MA: Harvard University Press, pp. 92-104.
60. Yi, Y. (1993), “The Determinants of Consumer Satisfaction: the Moderating Role of Ambiguity,” Advance in Consumer Research, Vol. 20, pp. 502-506.
61. Zeithaml, V., A. Parasuraman and L. Berry (1990), Delivering Quality Service: Balancing Customer Perceptions and Expectations, NY: Free Press.
62. Zhang, S. and C. P. Fulford (1994), “Are Interaction Time and Psychological Interactivity the Same Thing in the Distance Learning Television Classroom,” Educational Technology, Vol. 34, No. 6, pp. 58-64.
參、網站資料
1. http://www.edu.tw/中華民國教育部網。
2. http://www.elearners.com/數位學習者。
3. http://www.find.org.tw/資策會。
4. http://www.lib.usf.edu/美國南佛羅里達州大學。
5. http://www.idc.com.tw/國際數據資訊。
6. http://www.ocac.gov.tw/中華民國僑務委員會網站。
7. http://www.point-topic.com/
8. http://www.unctad.org/聯合國貿易暨發展委員會
9. http://www.usnews.com/美國新聞與世界報導。 |
| Description: | 碩士
國立政治大學
企業管理研究所
90355071
93 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0903550711 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
