民國84年，經濟部商業司發展「塑造形象商圈計畫」、「商店街開發推動計畫」等各項關於商店街區的改善計畫，旨在輔導國內各傳統商圈重新改善，針對其傳統經營以及其優劣勢方式進行改變。本研究主要透過形象商圈內部不同的競合型態去探討其對地方行銷政策的影響效果，及在競合型態的差異之下，各個形象商圈的廠商營運績效及消費者滿意度各是為何。透過群聚分類架構將商圈分為互補性商圈及商圈兩類型，本研究首先利用判斷抽樣，選取台南安平老街、高雄旗津老街、鶯歌老街、深坑老街、淡水老街、迪化街以及三峽老街為研究對象。共得有效問卷數商家142份、消費者192份。 接著針對不同商圈類型的商家及消費者進行ANOVA單變量分析以了解互補性商圈及商圈是否在知覺度、滿意度及財務績效/消費者實質行為存在顯著差異。再以線性迴歸模型進行分析，以了解知覺度、滿意度及財務績效/消費者實質行為三者相互影響程度，及商圈類型的調節效果。 研究結果得知，1.互補性商圈整體地方行銷政策施行效果較佳，但整體仍須改進。2.消費者及廠商對形象商圈政策知覺度皆低，觀光政策應加強實行及宣傳。3.對形象商圈滿意度低，應加強調店家對於形象商圈之信任。4.消費者滿意度低，應提升商圈公共設施之建設。5.廠商財務績效低、消費者實質行為表現低，應將人潮轉為錢潮。 / The Ministry of Economic Affairs has developed a series of plans aiming to improve traditional business clusters since 1995, guiding them how to renew their old-fashioned business model and helping them to take advantage of their strength and opportunity in transforming into brand-new image business districts. This research aims at investigating whether different levels of competitiveness in image business districts can result in various effects of regional marketing policy on store operation performance and customer satisfaction. This research classifies business clusters into two types, business district and complementary business district. Based on the result of judgmental sampling, Tainan Anpingold street, Kaohsiung Qijin old street, New Taipei city Yingge, Shenkeng and Sanxia old street, and TaipeiDihua street were chosen as our samples. This research received 142 valid store manager questionnaires and 192 valid customer questionnaires. After data collection, this research examines whether there are significant differences between two types of business districts in awareness, satisfaction and operation performance through one-way ANOVA analysis, as well as tests the moderation effect of cluster type by using regression analysis. The research results show that first, the regional marketing policy had the greater effect in complementary business district. Second, since both customers and store managers are unaware of most image business district policy, the authorities should enhance promotion on image business district policy. Third, the satisfaction of store managers toward image business district is low on both types. The government should pay more attention on improving their trust on image business district policy. Fourth, customers aren’t satisfied because of the poor public infrastructure. Finally, the operation performance is low. Most visitors come but spend less money in districts.

閱讀是一切的根本，而圖書館是推廣閱讀和提供全民終身學習的場所。本研究為探討苗栗縣公共圖書館閱讀推廣成效評鑑與讀者滿意度，以提供本縣及其他縣（市）級圖書館作為提升服務品質的參考。本研究採取訪談法、文獻分析法及問卷調查法進行，採便利抽樣方式以苗栗縣18鄉鎮市立公共圖書館使用讀者為調查對象，發出樣本數共1,050份問卷，回收問卷969份，扣除樣本資料不完整者，有效樣本910份，有效問卷回收率為86.66%。 本研究利用SPSS統計軟體進行問卷統計，並以敘述性統計、獨立樣本t檢定、單因子變異數分析、信度分析等方法進行統計分析，研究分析結果如下： 一、基本資料：使用圖書館民眾以女性較多，職業以學生讀者為主，參加閱讀推廣活動最主要的訊息來源為海報文宣DM、網站、親友通知。最常參加的圖書館閱讀推廣活動為繪本共讀、說故事活動。 二.調查結果：對於本縣公共圖書館閱讀推廣成效與讀者滿意度調查顯示獲得讀者支持與肯定，整體表現滿意度高。民眾滿意度最高之前六項為：「嬰幼兒」館藏（4.66）、「兒童」館藏（4.62）、「借書次數」比以前增加（4.60）、推廣活動「訊息的提供管道」（4.59）、「Bookstart閱讀起步走-嬰幼兒」閱讀推廣活動（4.58）及「兒童」閱讀推廣活動（4.58）。而民眾最不滿意的之前六項為：「本土語言」館藏（3.13）、「多元文化」館藏（3.15）、「多元文化」閱讀推廣活動（3.20）、「本土語言」閱讀推廣活動（3.32）、「銀髮樂齡」館藏（3.70）及「銀髮樂齡」閱讀推廣活動（3.84）。 最後提出本研究結論，作為公共圖書館經營與運作之參考，並對未來相關後續研究提出建議。 / Reading is the foundation of everything, and the library is the place to promote reading and provide lifelong learning for all. This study aims to survey the overall satisfaction of Miaoli County Public Library patrons and examine the effectiveness of the library’s reading programs. The methods covered by this research study include a personal interview, literature analysis, and an expansive survey on Miaoli County Public Library patrons from the main library and its 18 branches. Of the 1050 questionnaires that were distributed as part of the survey, 969 questionnaires were completed. The questionnaires with incomplete answers were excluded, and the remaining 910 surveys were used in this analysis, resulting in a response rate of 86.66%. In this study, the researcher uses descriptive analysis, independent T-test, one-way ANOVA, and reliability test to analyze the data. The results are as follows: Most of the patrons of Miaoli County Public Library are female and students. The patrons primarily acquire information about reading activities through library posters, the online website, or by word of mouth from their family members. The most popular library reading promotion activities are the picture book reading and story-telling activities. The results also show that most patrons are satisfied with the library’s service and promote reading activities. They are most satisfied with the library’s infants and young children collections (4.66), children collections (4.62), frequency of borrowing books (4.59), bookstand activities (4.58) and reading activities for children (4.58). Otherwise, they are most unsatisfied with the library’s native language collection (3.13), Multiculturalism collection (3.15),reading activities on Multiculturalism (3.20), reading activities of native language (3.32), collections for elders (3.70) and reading activities for the elders (3.84). The results of this study are presented as reference for improving public library operations and can serve as insight for future research.

本研究提出一個四階段的消費者重購承諾心理評價程序模式，認為消費者將依據知覺品質和期望品質的比較形成品質失驗，然後藉由內在的價值函數將品質失驗轉換成為同樣是失驗觀點的個別交易滿意度（滿意度失驗）。在形成個別交易滿意度之後，消費者將依循累積滿意度基礎的個別交易滿意度邊際微調模型來形成當期的累積滿意度，並且依據當期的累積滿意度和當期的忠誠門檻值比較的結果，進而產生品牌忠誠或品牌轉換的行為意圖。 整體而言，失驗觀點的個別交易滿意度（滿意度失驗）和品質失驗之間的關係大致服膺期望理論價值函數的特性。此外，本研究提出的累積滿意度基礎的個別交易滿意度邊際微調模型也獲得支持，並進一步確定累積滿意度的調整過程主要是採行性線的調整模式。最後，本研究提出的累積滿意度忠誠門檻模型亦獲得實證證據的充分支持。因此，一旦當期的累積滿意度決定之後，消費者將以他心目中對競爭品牌的累積滿意度做為比較的基礎、當作忠誠門檻值，進行焦點品牌累積滿意度和競爭品牌累積滿意度的比較，並且依據比較的結果形成品牌忠誠或品牌轉換的行為意圖。 / This study proposes a four-stage model about the process of consumers’ repurchase commitment. The model postulates that consumers would result in quality disconfirmation based on the result of comparison between perceived quality and expected quality, then transform it through intrinsic value function into transaction-specific satisfaction which is defined as satisfaction disconfirmation. Once transaction-specific satisfaction is formed, consumers would result in current cumulative satisfaction according to cumulative satisfaction-based transaction-specific satisfaction marginally adjusting model that depicts current cumulative satisfaction as a function of previous cumulative satisfaction and current transaction-specific satisfaction. And finally, according to loyal threshold model of cumulative satisfaction, intention to repurchase or switch buying would be formed based on the relative magnitude between cumulative satisfaction and loyal threshold which is defined as cumulative satisfaction towards a main competing brand. Overall speaking, the relation function between quality disconfirmation and transaction-specific satisfaction exhibits most traits of value function depicted in the prospect theory. Furthermore, the cumulative satisfaction-based transaction-specific satisfaction marginally adjusting model proposed by this study was supported by experimental data, and the result shows that the adjusting process of cumulative satisfaction complies mainly with linear adjusting model. And finally, the loyal threshold model of cumulative satisfaction was fully supported by experimental data, and the result implies that consumers would take the cumulative satisfaction towards a main competing brand as the comparing basis, i.e., loyal threshold, and then compare cumulative satisfaction towards a focal brand with this comparing basis to decide whether to repurchase the products of the focal brand or instead switching to buy the goods of the competing brand.

資訊管理文獻中，對於電子商務環境的顧客資訊滿意度衡量模式甚少探討。目前文獻中的使用者資訊滿意度(UIS)，以及使用者自建系統滿意度(EUCS)兩種衡量模式，主要是適用於「傳統資料處理環境」或是「使用者自建系統環境」。因此，本研究將發展一個適用於「數位產品網路行銷環境」的顧客資訊滿意度衡量模式。首先，本研究探討了網站顧客資訊滿意度(WCIS)的概念性定義，作者從文獻中歸納出初步的顧客資訊滿意度衡量構面與問項，並透過訪談、焦點群體、先導研究等方法來加以補充與調整。再者，本研究也說明了量表問項產生過程、資料蒐集方法、以及純化測量的步驟。作者並運用兩個配額樣本來進行探索性因素分析以及驗證性因素分析，其中嚴謹地檢驗了顧客資訊滿意度衡量模式的信度、內容效度、效標關聯效度、收歛效度、區別效度，以及法理效度。最後，本研究探討了顧客資訊滿意度衡量模式在實務界與學術界的應用方式，並討論了本研究所面臨的若干限制，同時提出一些未來可以進一步研究的方向。作者希望本研究所提出的顧客資訊滿意度衡量模式，未來可以被其他研究人員用來發展網路行銷或電子商務理論。 CHAPTER 1. INTRODUCTION….………………………………………….….…1 CHAPTER 2. DOMAIN OF WEB CUSTOMER INFORMATION SATISFACTION ……………………………………………………………………..4 2.1 The Focus of This Study…………………………………………….…..…….4 2.2 The Impact of E-commerce on the Business Process of DPSPs….……….…..5 2.3 Instruments for Measuring User Information Satisfaction (UIS) and End-User Computing Satisfaction (EUCS)…….……………..……………….6 2.4 The Conceptual Definition of Web Customer Information Satisfaction ….…..9 2.5 The Theoretical Framework for Assessing WCIS……………………….…..12 2.6 Service Quality versus Customer Satisfaction………………………….……14 CHAPTER 3. GENERATION OF SCALE ITEMS……….……………………...16 3.1 Generation of Initial Item List……………………………………………...16 3.2 Pilot Study…………………………………………………………………....17 CHAPTER 4. SCALE PURIFICATION AND EXPLORATORY FACTOR ANALYSIS…...…………………………………………………………..19 4.1 Sample and Procedure……………………………………………………….19 4.2 Item Analysis and Reliability Estimates……………………………………..20 4.3 Identifying the Factor Structure of the WCIS Construct…..…………………21 4.4 Reliability…………………………………………………………………….23 4.5 Content Validity………………………………………………………………25 4.6 Criterion-Related Validity……………………………………………………25 4.7 Reliability and Criterion-Related Validity by Type of Web Site……………..26 4.8 Discriminant and Convergent Validity……………………………………….27 4.9 Nomological Validity………………………………………………………...28 CHAPTER 5. THE CONFIRMATORY FACTOR ANALYSIS OF THE WCIS INSTRUMENT………………………………………………...……………30 5.1 Need for Confirmatory Analysis………………………………………….….30 5.2 Methods……………………………………………………………………....33 5.3 Data Collection for Confirmatory Analysis………………………………….41 5.4 Alternative Models…………………………………………………..……….43 5.5 Criteria for Comparing Model-Data Fit…..………………………………….46 5.6 Checks for Statistical Assumptions………………………………………….49 5.7 Estimation Method…………………………………………………………...50 5.8 Results………………………………………………………………………..50 5.9 Assessment of Reliability and Validity………………………………………55 5.10 The Measurement of Service Quality……………………………………….60 5.10.1 The Development of SERVQUAL and IS-adapted SERVQUAL………61 5.10.2 Refinement of an EC-adapted SERVQUAL…………………………...66 5.11 Research Findings for Confirmatory Analysis……………………………...72 5.11.1 Findings for Question One……………………………………………72 5.11.1 Findings for Question Two……………………………………………74 5.12 Comparison of Underlying Dimensions Between UIS, EUCS and WCIS…………………………………………………………………..76 CHAPTER 6. IMPLICATIONS………….………………………………………..77 6.1 Implications for Practice……………………………………………….....….77 6.2 Implications for Research.……………………………………………………79 CHAPTER 7. CONCLUSION……..………………………………………………81 REFERENCE……………...………………………………………………………..83 GLOSSARY…………………………………………………………………………95 APPENDIX A Measurement of Web Customer Information Satisfaction – Forty-Three Items Used in the Pilot Study…………………………………………...97 APPENDIX B Observed Correlation Matrix of WCIS Instrument in Confirmatory Analysis..……………………………………………………………....99 APPENDIX C Observed Correlation Matrix of Initial EC-SERVQUAL Instrument…………….……………………...………………………………………100 APPENDIX D The LISREL Program for WCIS Model 1……..…………………...101 APPENDIX E The LISREL Program for WCIS Model 2.……….………………...102 APPENDIX F The LISREL Program for WCIS Model 3...………………………...104 APPENDIX G The LISREL Program for WCIS Model 4..………………………...105 APPENDIX H The LISREL Program for EC-SERVQUAL Model 1.…………….106 APPENDIX I The LISREL Program for EC-SERVQUAL Model 2.…………….107 APPENDIX J The LISREL Program for The Structural Model Between WCIS and EC-SERVQUAL Measures………………………………..………………...108 ABOUT THE AUTHOR…………………………………………………………...110 / MIS literature has not addressed the measurement of web customer information satisfaction (WCIS) in electronic commerce. Current models for measuring user information satisfaction (UIS) and end-user computing satisfaction (EUCS) are perceived as inapplicable as they are targeted primarily towards either conventional data processing or the end-user computing environment. This study develops a comprehensive model and instrument for measuring customer information satisfaction for web sites that market digital products and services. This paper first discusses the concepts and definitions of WCIS construct from the literature. The researcher summarizes his findings in a theoretical framework. Based on this framework, the researcher develops a measurement instrument to measure web customer information satisfaction. The procedures used in generating items, collecting data, and purifying a multiple-item scale are described. The researcher has carefully examined evidences of reliability, content validity, criterion-related validity, convergent validity, discriminant validity, and nomological validity by analyzing data from two quota samples. The potential applications for practitioners and researchers are then explored. Finally, the researcher concludes this study by discussing limitations and potential future research. The researcher hopes that the proposed WCIS instrument with good reliability and validity can be used by other researchers to develop and test Internet marketing and EC theories in the future.

資訊產品通路商除提供給下游經銷商金流與物流之外，另外訴求的就是差異化：「服務」，差異化就是比相關業者做的更好，假設能在「服務差異化」勝出，那就會有機會留住顧客提高顧客黏稠度吸引顧客再次購買，資訊產品通路商講求的是規模經濟，賺的是管理財，企業競爭加劇產品單價持續降低和客戶需求的多樣化，傳統的人工單據服務模式無法即時掌握服務品質相對執行成本高顧客滿意度也難以控制，因此延伸出服務經營的變革，這將推動企業營運模式的重大轉變，服務基礎建設與營運流程及管理流程建置，將有利於公司瞭解服務營運品質與顧客滿意度能在競爭激烈環境中取得了主動權，因應顧客需求採取一對一行銷策略。 本研究主要探討「服務品質與顧客滿意度」，如何建立服務商業模式，如何為顧客創造價值，特别是客戶需求多樣化如何來滿足？服務具備無形性又無法儲存，生產與消費同時進行特性，如何滿足顧客技術品質與功能品質，服務作業系統如何設計？服務如何傳遞與顧客溝通，服務品質管理循環與全面品質管理，經由數據分析、歸納、整理導引出顧客關係管理架構。 本研究依此理論架構，以案例公司為例設計顧客滿意度調查表進行統計、分析，從分析過程中不斷改善服務品質與提高顧客滿意度並修正顧客關係管理架構，精進營運流程與管理流程。

本研究旨在瞭解臺北市公立高中職校長空間領導與行政人員工作滿意度之現況為何，並分析不同背景變項之行政人員於知覺其校長空間領導和工作滿意度之差異情形，更進一步探究二者之相關程度高低情形；輔以分析校長空間領導對於行政人員工作滿意度之預測力效果，最後，再以結構方程模式檢定校長空間領導與行政人員工作滿意度之間的適配效果。 本研究採問卷調查研究法方式進行數據資料蒐集，抽取臺北市全部公立高中職合計35所學校，一共發出700份問卷，回收621份問卷，其中有效問卷計574份，問卷有效率為82%。調查問卷資料處理以平均數及標準差進行描述性統計分析、t考驗、單因子變異數分析、Pearson積差相關、多元逐步迴歸以及結構方程模式等統計方法進行探究。最後，本研究獲致相關結果如下： 一、公立高中職行政人員知覺「校長空間領導」整體屬中高程度，而以「融入課程教學」構面知覺程度最高。 二、公立高中職行政人員知覺其「工作滿意度」整體屬中高程度，而以「人際關係」構面知覺程度最高。 三、行政人員不同背景變項分析，對於校長空間領導的知覺上，在性別上男性高於女性；年齡上51歲以上高於31-40歲；服務總年資則是26年以上者高於1-10年及11-15年者；行政年資21年以上高於6-10年者；以及職務則是專職組長高於兼職組長者，均達顯著程度之差異。 四、行政人員不同背景變項分析，對於其工作滿意度的知覺上，服務總年資26年以上高於1-10年者；學制類別則以高職學校高於高中及完全中學者，均達顯著程度之差異。 五、公立高中職校長空間領導整體與行政人員工作滿意度整體之關係，達非常顯著程度相關，係屬高度正相關，意即校長空間領導的情形愈佳，行政人員工作滿意度也愈高。其中校長空間領導以「使用者共同參與」構面對於整體行政人員工作滿意度相關性最高；另校長空間領導整體對於行政人員工作滿意度之「校長領導」構面相關性最高。 六、公立高中職校長空間領導對於行政人員工作滿意度具有顯著預測效果，其中以「使用者共同參與」預測力最佳。 七、校長空間領導與行政人員工作滿意度結構方程模式適配性尚佳。 最後依據研究結果與結論，提出各項建議供教育行政主管機關、校長以及未來後續研究之參考。 / This study aims to understand the status of a public high school level principal’s space leadership and administrative staff’s job satisfaction in Taipei city, and analyze the administrative staffs of different background about their principal’s space leadership and job satisfaction of the case. And this study also investigates the relevance of principal’s space leadership and administrative staff’s job satisfaction. In addition, analysis of principal’s space leadership for administrative staffs to predict the effects of job satisfaction. Finally, it tries to verify structural equation modeling for principal’s space leadership and administrative staff’s job satisfaction. The study adopts the questionnaire survey method. The main subjects of the questionnaire survey are directors, leaders and staffs in the high school level in Taipei city. The total numbers of questionnaires that were distributed to school is 700, 574 of which are valid. That is, the percentage of availability is around 83%. The collected datas are analyzed by the statistical method of descriptive statistics, t-test, one-way ANOVA, Pearson’s product-moment correlation coefficient, multiple stepwise regression analysis and structural equation modeling. So the findings of the study are as follows: 1.Principals in the Taipei public high school level have medium-high degree performance on their practice of leadership with regard to space. And the highest score is the dimension of “ integrating into curriculum teaching“. 2.Administrative staffs of the Taipei public high school level evaluate consequences of the job satisfaction as medium-high degree. And the highest score is the dimension of “ relationship between the people”. 3.Administrative staffs who are male , aged over 51, years of service working more than 26 , years of administrative working more than 21, and serving as full-time team leader evaluate the principal’s space leadership higher degree than the others of the subjects. 4.Administrative staffs who are service working more than 26 years, and working in vocational high schools have a higher evaluation on their job satisfaction. 5.The relation between principal’s space leadership and administrative staff’s job satisfaction in Taipei city is positively correlated. The higher the principal’s space leadership is, the more administrative staff’s job satisfaction. 6.The principal’s space leadership shows a significant predictability on administrative staff’s job satisfaction, particularly 0n the dimension of “ the users joint participation “ with a highest predictability is on administrative staff’s job satisfaction. 7.The structural equation modeling shows the adaptability between principal’s space leadership and administrative staff’s job satisfaction. According to the above conclusions, the researcher is trying to provide some suggestions as further reference for the institution of education administration, schools and whom wants to be a principal.

感於國內圖書出版業蓬勃發展，在大型書店，如時報廣場等的推動上，國內興起一片 讀書風氣。只可惜囿於國內市場地域較小，市場分配不均，未能有大型中間商出現， 居間做資調配的工作，致使書本單價過高，佈點不完全，實為國人之憾。 故本文以出版社為調查對象，調查其與書報商間的各項往來，並詢問其滿意程度，出 版社最重視的功能項目為何。 本論文以台北市出版社為抽樣對象，以問卷調查的方式隨機抽樣400 家，回函經過統 計分析後，發現出版社所重視者為書報主的實體分配功能，其他諸如風險承擔等則未 受重視。 本研究可為圖書出版界各業者參考，藉以明白彼此間所期待的功能，祈能令其更密切 的合作。

摘 要 系統滿意度與接受度一直是資管學者所探討的研究主題之一，過去有許多學者是從許多不同的角度來進行研究，有些學者是從使用者態度與信念的角度來探討系統接受度，有些學者是從任務/科技配合的角度來探討系統的接受度與任務績效的關係，也有些學者發現群體之間的互動以及群體與系統間的互動才是影響系統成效的重要因素。 資訊系統的人機互動一直是資管領域重要的研究議題，雖然過去已經有許多的研究在於資訊系統的人機互動上，然而對於遠距教學系統的互動卻較為缺乏。由於過去的研究很少以遠距學習的群體特性對系統運作所產生的影響進行深度探討，故本研究是以群體互動的觀點，來探討群體使用者對於系統的運用過程，以及對於系統的接受度與滿意度的研究。 本研究是以適應性結構化理論的觀點，來探討群體使用者對於遠距教學系統運用的影響。適應性結構化理論指出了群體的成果並不是直接從科技或任務而來的，而是反映到這個群體是如何運用科技與相關資源後的結果。本研究以政大以及交大的遠距教學系統為其研究標的，並以參與遠距學習的學生作為問卷發放之對象，共有398份問卷資料以為分析與驗證本研究之模型。研究結果發現，除了老師的教學技巧對於遠距教學系統運用並沒有顯示出正面的影響關係之外，本研究的其他構面如科技、老師、學生以及課程等構面的相關因素都有正面的影響關係。 關鍵字：遠距教學系統、系統滿意度、適應性結構化理論、系統運用過程 / Abstract System acceptance and satisfaction is one of important issues in MIS field. Many researchers use different perspectives to study system acceptance and satisfaction. Some researchers use user’s attitude and belief to discuss system acceptance, others use task/technology perspective to discuss the relationship between system acceptance and task performance. Some scholars found system appropriation processes between users and technology is the most important factor. Man machine interaction is an important topic in MIS field. Though many researches have done in information system interaction, the interaction in distance learning system still lack of study. Few researches focus on the impact of learning group’s characteristics to system appropriations. Our research use the perspective of group interaction to depicts system appropriation and system outcomes. In the research, we based on Adaptive Structuration Theory to form our research model. Adaptive Structuration Theory points out that the system outcomes does not come directly from task or technology, it reflects how group users appropriate the system. The target systems in our research are the distance learning systems in National ChengChi University and National Chiao-Tung University. Survey data gathered from 398 students were used to test our model. The results shows that except teacher’s teaching skill, all other dimensions include technology, learner, and course are all positively affect system appropriation. Results provided substantial support for the propositions that technology and group structure will affect system use and system satisfaction. Keywords: distance learning system, system satisfaction, adaptive structuration theory, system appropriation processes

處於資訊科技發達的時代，透過網際網路，消費者可買到較低廉的商品；，也可以掌握更詳細的訊息，更快做出考慮週詳的購買決策；因為消費者搜尋資訊的成本，不因搜尋次數多及時間長而增加，消費者當然熱衷於使用網際網路在旅遊相關行業之運用並促進其蓬勃發展。本研究主要以探討旅遊網站的服務品質之滿意程度的改善建議，並透過分析探討影響服務品質構面與顧客之間的期望關係，以期能提出有效改善顧客對品質的預期程度與消費認知間的差距能縮小，最後並期望能建構出服務品質構面，提出協助業者對服務品質的管理建議。 本研究目的如下：一、瞭解顧客使用網站訂房原因。二、瞭解網路訂房顧客對網站功能之需求。三、瞭解顧客對網路訂房之服務品質認知，其整體滿意度為何。四、顧客網路訂房之後所感受的服務差距及購後反應。五、瞭解網路訂房之購後反應。六、探討網路訂房服務認知與整體訂房滿意度之關聯。七、整體滿意度對購買反應之關聯。八、了解網站促銷、親友口碑與網路訂房後所實際感受的差距與整體滿意度之關聯。 本研究參酌Parasuraman、Zeithaml 及Berry (1985)等三位學者所提出之修正後的五個構面（有形性、可靠性、回應性、保證性、情感性）為理論研究基礎，針對研究目的及理論結構設計出顧客對旅遊網站服務品質之期望與認知等問題的問項設計，並先進行關聯分析及多元迴歸分析瞭解不同顧客背景對服務構面的差異程度。本研究經由深度訪談的質化研究及文獻探討，蒐集影響消費者在旅遊網站訂房的因素、其所重視的旅遊網站服務品質構面、及知覺風險構面，再以網路問卷的形式進行量化的研究，針對在國內旅遊網站有訂房消費經驗的顧客作為研究對象，得出如下的研究結果：一經過文獻探討所萃取出的服務品質構面，分別為：內容性、導覽性、可接近性、反應性及安全性、設計與呈現構面、個人化與顧客化。由本研究實證結果顯示網站的服務品質七項構面各項因子的滿意度對於其整體訂房滿意度有顯著影響，而購後反應與服務品質對整體訂房滿意度有顯著的影響效果，旅遊網站服務滿意度、顧客認知到網站的服務品質、及顧客對網站的續訂意願、口碑推薦、價格敏感度、負面傳播行銷也會顯著影響網站整體滿意度。

本研究主要探討品牌聯盟類型與結盟伙伴的品牌形象對消費者態度及購後不滿意的影響。研究動機是因為台灣廠商在全球電子資訊產業上的地位雖然已經很重要，但是大部分廠商是以OEM及ODM的方式幫國外大品牌代工生產，廠商自己建立品牌者很少，且進入最後使用的品牌產品市場時，此時個別公司的識別通常都已經失去作用。因此，若能與能見度、知名度不錯的品牌進行聯盟，藉以強化本身品牌的優勢或權益，將對企業的成長將能達事半功倍之效。為了對國內資訊零組件廠商建立品牌或提高產品形象有所幫助，因此本研究品牌聯盟的對象擬以主要零組件廠商與個人電腦廠商聯盟推出全新個人電腦品牌產品的方式來進行研究，分為12個實驗組：3（聯合品牌A/B、聯合品牌B/A、組成份共品牌）×4（國外高形象、國內高形象、國外低形象、國內低形象）。另外將針對消費者購後不滿意進行分析，對資訊零組件廠商應該使用何種品牌聯盟策略與結盟伙伴之品牌形象選擇提出建議。研究結果發現：(1)品牌聯盟效益並不受限聯盟類型，皆可提升消費者態度。(2)在結盟伙伴選擇上，與形象良好的廠商進行聯盟，消費者態度較高。(3)台灣資訊產業的發展與品質已獲得消費大眾的肯定，國人對於電腦資訊產品已不存在外國偏見或本國偏見的想法。(4)當發生不滿意情況時，與低形象廠商合作，道德危機成本會降低；與高形象廠商合作，道德危機成本會上升。而結盟伙伴的選擇，在消費者使用不滿意時，會因聯盟類型而有差異。在採用聯合品牌A/B或組成份共品牌時，消費者使用不滿意時，與高形象之系統廠商合作較與低形象者對零組件廠商的傷害為大；若採取聯合品牌B/A的方式，與何種品牌形象的系統廠商合作對零組件廠商的影響無差異。(5)消費者產生不滿意的情況時，雖然對雙方的怪罪程度不同，但皆會對聯盟雙方產生負面口耳相傳的效果。