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

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.