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.

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。

由人力資源管理的觀點，員工福利是整體待遇上相當重要的一環，過去企業常以增加福利的方式作為偏低薪資的彌補，如今隨著勞動力結構的改變、員工權益的覺醒，雇主也逐漸認知到員工福利不僅能獲得稅務上優惠、以及傳達照護員工的善意，更能透過制度的完善設計，發揮其功利性價值，從而達成人力資源管理上激勵、留才的效果。 我國政府機關的待遇制度常為民間企業參考的指標，其員工福利照護完整，亦向被視為人員投入公職及趨向永業的主要因素。本研究在現行政府機關各類福利制度的比較分析中，發現各類福利給與的重覆性極高，然惟有公教住宅輔購一項，不僅在總體福利支出中增加的幅度最大，且即使員工符合申請條件，亦未必能獲得，加以住宅輔購政策既可為雇主內部管理工具，亦能補充公共福利提供之不足，極能彰顯員工福利的雙元特性，故以之為本文主要研究對象。 本研究參考Miceli & Lane的理論模型，以員工對其福利公平性的認知及員工福利的滿意度為主要構面，由組織因素（整體待遇策略、成本負擔方式）、福利管理（福利的溝通參與、參考人的資訊）、員工因素（員工屬性、需要性、功利性）、員工對福利分配公平性的認知、整體員工福利滿足感、彈性福利計畫為變項架構，分別針對中央及地方公務人員抽樣進行問卷調查，與理論相印證的結果，有如下發現： 一、多數公務員肯定員工福利在人力資源管理上的功能。而公教住宅福利制度是其認為在我國政府機關各類員工福利項目中相對較重要者。 二、員工對福利的需要性、福利的功利性、溝通和參與及參照對象的福利，是影響我國政府機關員工對整體福利和公教住宅福利滿意度的重要因素。符合理論文獻及本研究的主要觀察面向。 三、我國政府機關員工福利制度是吸引人才投入公職並且繼續留任的主要原因，但整體而言員工並不感到滿意。 四、現行公教住宅福利制度的設計是功利取向、對高官等人員有利的，此點與其他福利項目的照護取向並不相同。政府必須確認此一政策的執行目的是對於績效高者的酬償、抑或是為了照顧基層員工的需求。 五、公教住宅福利政策存在確有其必要，然辦理方式殊值檢討。或許參考日本、新加坡等成功經驗，採用儲蓄鼓勵置產或其他更符彈性福利理論規劃原則的政策工具（例如設定不同貸款額度、利率，由需要者自選、或政府利用團體的優勢與金融機構議定較佳利率和條件供公務人員選擇等），會是可行的治本之道。

本研究主旨在探究國立高中職教師對於校長衝突管理、行政溝通行為的知覺與教師工作滿意度相關性，以及不同教師個人變項、學校變項等因素與校長衝突管理、行政溝通、以及教師作滿意度的相關性，同時進行理論模式驗證，並提出研究結論與建議。 本研究採問卷調查法，針對國立高中職教師對於校長衝突管理、行政溝通行為的知覺與教師工作滿意度相關性進行探究。本研究首先經由文獻探討與分析，建立研究架構與理論模式。在問卷發展方面，共分為預試問卷與正式問卷二部份，首先在預試問卷方面，以192位國立高中職現職教師為預試樣本，進行信度與因素分析，正式問卷則依據預試問卷的分析結果發展而成。正式問卷以台灣區國立高中職學校教師樣本，採分層隨機抽樣方式，共計回收有效樣本為642份。研究資料的統計處理與分析方面，包括描述統計、t考驗、變異數分析、相關分析以及線性結構方程模式等統計方法。 本研究之主要研究結果如下: 一、目前國立高中職教師對於校長衝突管理、行政溝通行為的知覺是正面的，教師工作滿意度整體上是高的。 二、校長衝突管理的方式與行政溝通行為之間呈現顯著正相關。 三、校長衝突管理的方式與教師工作滿意度之間呈現顯著正相關。 四、校長行政溝通行為與教師工作滿意度之間呈現顯著正相關。 五、不同教師個人變項與校長衝突管理、行政溝通、以及教師工作滿意度等部分因素呈顯著差異。 六、服務不同背景變項學校的教師對於校長衝突管理、行政溝通的知覺、以及教師工作滿意度等部份因素呈顯著差異。 七、教師對於校長衝突管理、行政溝通行為的知覺能有效解釋教師工作滿意度。 根據上述的研究結果，本研究提建議如下: 一、對教育行政主管機關的建議 (一) 加強國立高中職校長解決組織衝突的能力、以及行政溝通能力。 (二) 適度增加教師薪資，以及升遷的機會。 (三) 國立高中職學校規模不宜太大，最好在40班以下。 二、對國立高中職校長的建議 (一) 加強學校行政領導，以提高教師工作滿意度。 (二) 提高解決組織衝突，以及行政溝通的能力。 (三) 重視教師個人變項對校長衝突管理、行政溝通、以及教師工作滿意度不同知覺反應。 (四) 重視學校變項對校長管理、行政溝通、以及教師工作滿意度的影響。 三、對未來研究之建議 (一) 研究對象方面: 擴大研究對象範圍，提高研究價值。 (二) 研究方法方面: 量化研究方面可以增加校長自評，此外，可輔以質化研究，如訪談、實地觀察等，以使研究層面更臻完善。 (三)研究內容方面:　探討其他研究變項，建構新的架構模式。 / The purpose of this study is to explore the relationships among principals’ conflict management, administrative communication, and teachers’ job satisfaction. The relationships between background variables of teachers, and schools and principals’ conflict management, administrative communication, and teachers’ job satisfaction were also examined. A theoretical model was constructed and confirmed, and some research conclusions were made and suggestions were offered as well. This study adopted the questionnaire survey, exploring the relationships among principals’ conflict management, administrative communication, and teachers’ job satisfaction. First, a research frame, and theoretical model were built based on the literature analysis. As for the development of the questionnaires, 192 public senior high school teachers were chosen as the pre-test samples. Based on the reliability analysis, and validity analysis of the pre-test samples, the formal questionnaires were developed. There were 642 public senior high school teachers who were randomly chosen as the research subjects. Their questionnaires were used as the research data, and some statistical techniques such as descriptive statistics, t-test, ANOVA, correlation analysis, and SEM were employed. The major findings from this study are as follows: 1. The perceptions from the senior high school teachers about principals’ conflict management, administrative communication are positive, and teachers’ job satisfaction are high. 2. Principals’ conflict management styles and administrative communication are positively correlated. 3. Principals’ conflict management styles and teachers’ job satisfaction are positively correlated. 4. Principals’ administrative communication and teachers’ job satisfaction are positively correlated. 5. With different personal background variables , the perceptions of teachers on principals’ conflict management styles, administrative communication, and teachers’ job satisfaction are in parts significantly different. 6. With different school background variables, the perceptions of teachers on principals’ conflict management styles, administrative communication, and teachers’ job satisfaction are in parts significantly different. 7. The perceptions of teachers on principals’ conflict management styles and administrative communication can effectively explain the teachers’ job satisfaction. The suggestions made by this study are as follows: A. The suggestions to the educational administrative institutes: 1. Develop public senior high school principals’ capabilities to handle organizational conflict, and administrative communication. 2. Raise teachers’ salary, and provide more chances of promotion. 3. Limit school size under 40 classes. B. The suggestions to public senior high school principals: 1. Strengthen school administrative leadership to raise teachers’ job satisfaction. 2. Equipped well with the capabilities of handling organizational conflict, and administrative communication. 3. Place stress on the effects of teachers’ personal background variables on principals’ conflict management styles, administrative communication, and teachers’ job satisfaction. 4. Place stress on the effects of school background variables on principals’ conflict management styles, administrative communication, and teachers’ job satisfaction. C. The suggestions to the research in the future: 1. The research subjects: expand the research subjects to raise the value of the study. 2. The research methods: Besides the quantitative methods, qualitative methods such as the visiting survey, case study, may be used to get holistic research results. 3. The research contents: Explore other variables, and establish new research frames.

人口快速老化與平均餘命的延長，使我們越來越重視老年退休生活，加上高齡者健康、經濟資源的提升，與家庭支持系統轉弱等現代社會特性，鼓勵高齡者從事社會參與乃成為老人福利中的重要課題。台灣地區高齡者從事社會參與的情形為何？影響高齡者從事社會參與的因素有哪些？從事社會參與是否能提升生活滿意度？究竟哪種社會參與面向才是主要影響生活滿意度的因素？均是本研究關注的焦點。首先根據文獻探討高齡者生活滿意度及社會參與的意涵、相關因素與相關研究，並以社會老年學觀點作為本研究的理論基礎。 本研究乃是使用行政院衛生署國民健康局人口與健康調查研究中心執行之「臺灣地區中老年身心社會生活狀況長期追蹤調查系列」1999年調查資料進行次級資料分析，研究樣本為年滿六十五歲以上之高齡者，有效樣本數為2890人，針對所得的資料，以描述統計、單因子變異數分析、卡方檢定、獨立樣本t檢定、點二系列相關、皮爾森積差相關、邏輯迴歸、多元迴歸分析及階層迴歸分析等統計方法進行分析。綜合本研究主要發現，獲致下列結論： 一、高齡者具有社會參與的需求。 二、參加「老人團體」是高齡者社會參與的最愛。 三、意向障礙是阻礙高齡者社會參與的主因。 四、高齡者的社會參與與生活滿意度有關。 五、社會參與面向中，影響生活滿意度最關鍵的因素為「參與程度」。 六、影響高齡者社會參與的因素為，性別、年齡、教育程度、經濟狀況、健康狀況、居住地。 七、影響高齡者生活滿意度的因素為，教育程度、經濟狀況、健康狀況、婚姻狀況、居住安排及有無社會參與。 八、影響有社會參與的高齡者生活滿意度的因素為，教育程度、經濟狀況、健康狀況、居住安排及參與程度。 根據上述研究結論，本研究分別就政府機關、辦理老人社會參與相關機構及高齡者本身提供以下建議：一、對政府機關之建議：(一)健全老人經濟及健康之福利服務；(二)透過社會教育的方式，向老人宣導社會參與對老化調適的好處；(三)廣設老人活動中心，鼓勵並協助老人組成社團；(四)營造高齡者社會參與的無障礙環境。二、對辦理老人社會參與相關機構之建議：(一)排除機構障礙，增加高齡者社會參與的機會；(二)提供多元的社會參與類型，並注重活動進行的品質。三、對高齡者本身之建議：(一)破除意向障礙，積極從事社會參與；(二)從事退休準備，以擁有健康、滿意的老年生活。 / Due to the rapid aging of population and the prolongation of life expectancy, people pay more and more attention on elders’ retirement life. According to the characteristics of modern society, such as elders’ health, increase of economic resources and the obsolescence family support system, encouraging elders to have social participation becomes an important issue of elderly welfare. How is elders’ social participations in Taiwan? What are the key factors of elders’ social participations? Could social participation increase their life satisfactions? Which of the social participation is the main factor that influences life satisfactions? Above are the targets of this study. At first, we probe into life satisfactions, social participation meanings, related factors, and research from bibliography, and we take social gerontology as the theoretical base of this study. This study conducted a secondary data analysis based on the data from 1999 Survey of Health and Living Status of the Middle Aged and the Elderly in Taiwan, provided by the Bureau of Health Promotion, Department of Health, R.O.C. (Taiwan). The study subjects were elders over 65 years old, and the number of valid samples was 2890. The data were analyzed with descriptive statistics, one-way ANOVA, Chi-square test(X2), Independent-Samples t-test, point biserial correlation, the Pearson product-moment correlation, logistic regression analysis, multiple regression analysis and hierarchical regression analysis. Based on the main findings of this study, we have the following conclusions: 1.Elders have needs of social participation. 2.“The elderly group” is elders’ favorite social participation target. 3.Intention obstacle is the main reason hindering elders’ social participation. 4.Elders’ social participation is related to life satisfaction. 5.The most critical factor in social participation which influences life satisfaction is “participation degree”. 6.The factors influencing elders’ social participation are gender, age, educational level, economic status, health status and residential locations. 7.The factors affecting elders’ life satisfaction are educational level, economic status, health status, marital status, residential arrangement and social participation. 8.The factors affecting the life satisfaction of the elderly who has social participation are educational level, economic status, health status, residential arrangement and participation degree. According to the above conclusions, this study proposes the following suggestions for the governments, institutions dealing with elders’ social participation and elders: 1. Suggestions for the governments: (1) Complete elderly economic and healthy welfare services. (2) Promoting the advantage of social participation on aging accommodation to elders by social education. (3) Constructing elderly community centers, encouraging and helping elders to establish the associations. (4) Constructing the barrier-free environment for elders’ social participation. 2. Suggestions for the institutions dealing with elders’ social participation: (1) Eliminating the obstacles of the institutions to increase probability of elders’ social participation. (2) Providing diverse types of social participation and focusing more on the quality of the activities. 3. Suggestions for elders: (1) Overcoming the intention obstacles to have more social participation. (2) Being prepared for the retirement to have healthy and satisfying elderly life.

論文題目：影響網路書店消費者忠誠度形成因素之研究 校所：國立政治大學國際貿易系碩士班國際企管行銷組 論文摘要別：九十學年度第二學期碩士學位論文摘要 研究生：吳雅琪 指導教授：邱志聖博士 論文摘要內容： 隨著網際網路的興起，企業應用網路行銷的趨勢已是必然，消費者越來越能接受網路商店概念，網路商店間的競爭相當激烈，公司要真正獲利，必須建立顧客對網站的品牌忠誠度。因而本研究最主要探討影響消費者所認知網路書店的產品服務屬性滿意度、服務品質與信任度對消費者網路書店整體滿意度的影響關係，了解滿意度與消費者態度忠誠間的關係，並從交易成本構面的「消費者信任度」與「資產專屬性」來了解可能影響消費者滿意度、態度忠誠、行為忠誠度間的因素，以及研究態度忠誠與行為忠誠的關係為何，而兩者會如何受交易成本的構面影響。整合以上架構，本研究構建一整體模型，以網路書店消費者為研究對象，對各個構念進行分析。 由本研究實證結果顯示網路書店產品屬性的滿意度對於其整體滿意度有顯著影響，而產品屬性滿意度與服務品質則會對網路書店的信任度有顯著的影響效果，產品服務滿意度、消費者認知到網站的服務品質、及消費者對網站的信任度也會顯著影響網站整體滿意度。消費者整體滿意度與資產專屬性會正面影響顧客的態度忠誠，而消費者整體滿意度的增加也會幫助網路書店與其之間建立的專屬資產，兩者之間呈現正相關。 研究結果顯示消費者對於網路書店信任度與他們的態度忠誠度無關，原因推論為消費者對於購物網站的信任度並不會直接影響其對網路書店的態度忠誠，而是先透過整體滿意度的提升，再經由整體滿意度進而間接影響其態度忠誠。消費者與網路書店所建立的專屬資產與他們的行為忠誠度是呈現不相關，推論原因為網路書店與顧客間所建立的專屬資產並不會直接影響行為忠誠，網路書店必須努力提升消費者態度上的忠誠，加強其心裡認同感，並經由態度忠誠去影響行為忠誠。 關鍵字：顧客滿意度、顧客忠誠度、交易成本理論、服務品質、網路書店

本研究旨在探討我國高職進修學校學生學習動機及學習滿意度的相關影響因素，並以研究結果提供作為高職進修學校與各教育主管機關提升教育品質之參考。 本研究以臺北縣高職進修學校學生為研究對象，並以「高職進修學校學習情況調查問卷」為施測工具進行問卷調查。有效樣本984 人。所得資料以平均數、標準差、t 考驗、單因子變異數分析、皮爾遜積差相關等統計方法加以處理及分析。綜合本研究之結果如下： 壹、台北縣私立高職進修學校學生，就讀台北縣九大行政區中所設立之私立高職進修學校學生，以女性學生佔多數(佔58.9%)，男性學生較少(佔41.1%)。 貳、私立高職進修學校學生之學習動機層面中，較佳為「自我學習信念」、「自我認同」及「自我要求」等因素，但仍應加強自我專業與技能實踐能力。 參、私立高職進修學校學生之學習滿意度層面中，較佳為「課程教材」、「學習教材」、「人際互動」、「生涯規劃」等因素，但仍應加強學習環境之改善。 肆、不同背景變項學生學習動機上有所不同。 伍、私立高職進修學校學生在學習動機與學習滿意度呈現正相關。 陸、私立高職進修學校學生在學生學習動機各因素與學習滿意度各層面之相關呈現正相關。 最後，研究者依據研究所得結果提出幾點建議，作為學校教育、 家長及未來研究之參考。 關鍵字：高職進修學校、學習動機、學習滿意度 / The research aims to explore the relationship and relevant factors between learning motivation and satisfaction of continuation vocational high school students. It would provide references for the authority of educational units and administration of continuation vocation high school to enhance teaching and learning quality. The research takes continuation vocational high school students in Taipei County for studying objects. The questionnaire “Continuation vocational high school student learning situation” was used as a tool and the valid data was collected from 984 students. The data was analyzed and processed through statistical methods such as Average, Standard Deviation, T tests, Single factor variance analysis, and Pearson’s product-moment correlation analysis. Finally, according to the results and investigations, findings and conclusions were come up along with recommendations as follows: 1. The female students who study in private continuation vocational high school in nine main districts of Taipei County is more (58.9%) than that of male ones (41.1%). 2. In the coverage of learning motivation, the continuation vocational high school students pay more concern on the factors such as “Self- monitoring learning belief”, “Self- Identity”, and “Self- development”. However, the schools should teach students how to enhance their professional and practical skills. 3. In the coverage of learning satisfaction, the continuation vocational high school students are pleased with the factors such as “Curriculum materials”, “Learning materials”, “Relationship”, and “Career Planning”. However, the school should improve the quality of learning environment. 4. The students from different backgrounds and family conditions have different learning motivation. 5. There is positive correlation between learning motivation and learning satisfaction of private continuation vocational high school students. 6. There is positive correlation between different factors of learning motivation and learning satisfaction of private continuation vocational high school students. In sum, based on the conclusion of the study, the author suggests some recommendations for school education, parents, and future researchers. Key word: continuation vocational high school, learning motivation, learning satisfaction