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 By interview with relevant personnel and retrospect with historical references, the research attempts to indicate five important factors that E-learners concern most during their learning process, covering from the internet teaching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.

本研究利用截至2007年5月止在台灣上市上櫃之資訊電子產業公司，進行智慧資本因素與企業價值和獲利能力之間關係的探討。欲從此問題瞭解當前除了傳統的財務因素之外，智慧資本因素對與企業價值和獲利能力的影響，在評估一家企業的價值需將智慧資本因素納入考量。 本研究利用過去文獻所使用之智慧資本指標，採用因素分析來萃取出代表人力資本的員工獲利因素和員工薪資增長因素，代表顧客資本的營收及營收成長因素和廣告費因素，代表創新資本的研發費用因素，代表流程資本的管理費用因素和流動比率因素。本研究主要在探討代表企業價值的市場附加價值、市價帳面比和Tobin’s q值，代表獲利能力的每股剩餘價值、每股無形資產價值和每股經濟附加價值與智慧資本因素之間的關聯。 實證結果為人力資本、顧客資本、創新資本和流程資本對市場附加價值有正向顯著影響，顧客資本、創新資本和流程資本對市價帳面比有正向顯著影響，人力資本相對於其他智慧資本對市價帳面比具有中介效果。人力資本、顧客資本和流程資本對Tobin’s q值有正向顯著影響，創新資本對Tobin’s q值的影響方向為正向。人力資本、顧客資本、創新資本和流程資本對每股剩餘價值有正向顯著影響，人力資本、顧客資本、創新資本和流程資本對每股無形資產有正向顯著影響，顧客資本、創新資本和流程資本對每股經濟附加價值有正向顯著影響，人力資本相對於其他智慧資本對每股經濟附加價值具有中介效果。由以上討論可知，人力資本、顧客資本、創新資本對企業價值及獲利能力都有正向的影響。 智慧資本因子之間互相的研究結果為，流程資本的管理費用因素與其他因素之間的交互影響皆為負向，本研究推論為管理費用因素與其他智慧資本因素具有資源運用互斥性，而其他因素之間的交互影響則為正向，其中只有廣告費因素沒有與其他因素有交互影響。本研究推論為廣告費的性質屬於成本投入面，不屬於結果面，所以和人力資本、流程資本和創新資本的因素對廣告費因素的影響並不顯著。

台灣的製造型企業目前正處於腹背受敵的窘境，先進國家之企業以巨資和科技應用優勢持續地擴大其市場空間，開發中國家之企業也運用其充沛的勞力資源而逐漸地擴充其規模，台灣製造型企業之生存空間因此受到嚴重的壓迫，為低毛利生產陷入了生產效率和成本導向之惡性競爭中。此時，台灣製造型企業所需要的是一套超越競爭的思考模式，而價值創造導向的策略思維正是破局而出的關鍵。它不依循過去的成功經驗，也不受制於競爭者之作為，反而聚焦於本身核心能力的延伸，使競爭與自己無關，並透過與顧客和關係夥伴合作、與自然環境和社會共生的方式，以及價值創造導向的組織轉型，來為企業開創全新的價值網域和生存空間。本論文提出顧客價值、企業價值、環境價值、社會價值等四種價值創造導向，配合變革三部曲的策略性再思考、組織轉型、變革管理等三項進程，來呈現日本製造型企業的價值創造導向之企業轉型內涵。企業可以顧客需求為思考點，提供整合性的解決方案，創造顧客價值；以關係夥伴的利益為考量，整合價值網絡的總體流程，創造無疆界事業，提升企業價值；以自然環境的長期發展為出發，創造環境價值；或以增添社會福祉為目標，創造社會價值。論文中的個案顯示，任何價值創造導向所產生的結果，最終都可以有利於企業本身；其中顧客價值應是價值創造的近程目標，而環境價值與社會價值的創造才是價值創造的長期根本。

對服務業而言，服務人員的情感傳遞 (employee affective delivery, EAD)影響顧客觀感甚鉅，因此，如何提升員工情感傳遞，為學術界與企業界皆關切的議題。然而，過去研究雖認為知覺展示規則應能提昇員工情感傳遞，但其結果並不一致；此外，如何降低來自顧客的負面事件對員工情感傳遞的影響，在過去研究亦未深入探討。再者，過去探討員工情感傳遞的研究大多著重在個人層次，但服務人員實務上常以團隊的方式進行運作 (如：分店)，因此，本研究試圖以多層次研究的角度加以切入，探討團隊情感氛圍 (group affective tone)在其中扮演的角色。最後，本研究亦探究，團隊情感氛圍是否會干擾知覺展示規則與顧客負面事件與員工情感傳遞的關係、以及此干擾效果是否透過情緒勞動 (emotional labor)的中介而產生。 本研究樣本收集自美髮業58個設計師團隊，共計254個團隊成員 (含58位店長)。本研究以階層線性模式(hierarchical linear modeling)進行統計分析，結果發現，正、負向情感氛圍皆會干擾知覺展示規則與顧客負面事件對員工情感傳遞的關係，且上述干擾效果皆會透過深層演出的策略進而影響員工情感傳遞。另外，正向團隊情感氛圍亦能提升員工情感傳遞。 / Employee affective delivery (EAD) plays a vital role in enhancing customer satisfaction and retention. Although “how to increase EAD” has been a critical issue for both academic and practical fields, several research gaps remained in the EAD and emotional labor literature: (1) Although researchers have suggested that perceived display rules could enhance EAD, past empirical findings did not emerge a consistent pattern on this relationship; (2) Furthermore, past studies have rarely examined how to reduce the negative impacts of customer negative events on EAD; (3) Past studies in the EAD and emotional labor fields have mainly conducted at the individual level; whether the team context influences service workers’ EAD has been neglected. In order to fill these research gaps, this study intended to examine the role of group affective tone (GAT) on EAD using a multilevel perspective. In addition, this study also explored whether GAT moderated the relationships between perceived display rules/negative events and EAD, and whether these moderating effects were mediated by emotional labor. The sample is composed of 58 hair stylist teams and 254 team members (including 58 store managers). The hierarchical linear modeling analyses were conducted to test the hypotheses. The results showed that both positive group affective tone (PGAT) and negative group affective tone (NGAT) moderated the relationships between perceived display rules/negative events and EAD. Moreover, the above moderating effects were mediated by service employees’ deep acting. Finally, PGAT was positively related to EAD.

近幾年來，雲端應用已是非常普遍現象，雲端計算是推動巨量資料( Big Data)分析與與開放資料界面等關鍵服務之營運模式，同時在近來熱門話題如物聯網、智慧城市、工業4.0等扮演著重要角色。 本文研究目的係探討台灣傳統機械業製造廠使用雲端服務的狀況及如何運用雲端服務創造效益；本研究是以F公司為研究個案，研究個案如何透過雲端應用增加企業效益、顧客滿意度,在當前環境下如何以擬訂之策略增加競爭對手門檻及產品區隔市場，並符合現在趨勢，以迎接工業4.0雛型做準備。 本研究透過個案資料收集、相關文獻探討及個案執行人員訪談，探討雲端服務在傳統製造業為公司經營所創造之效益。本研究從「傳統機械業遇到的挑戰與策略」、「個案F公司背景及營運現況(公司、產品、顧客)」、「雲端計算的應用」、「傳統機械業加上雲端應用後的效益」四個面向切入探討。 研究發現，傳統機械業在雲端應用的利益，不僅可以成為公司銷售策略、提升現有服務的品質更能以創新服務協助企業做節能診斷與建議，這樣不僅替客戶節省成本，並且增進顧客滿意度及黏著度。而另一個發現是透過雲端應用，可進一步作供應鏈管理，減少企業備料時間及降低庫存，使企業在激烈的競爭環境中，降低成本、增加毛利並創造企業長期的競爭優勢，同時為未來工業4.0之引進做準備。 關鍵字:雲端應用、傳統機械業、增加企業效益、 創新服務、增進顧客滿意度、 工業4.0. / Cloud applications have become prevalent in recent years. In particular, cloud computing is the operational model in key services for promoting big data analysis and open data interface. It also plays the vital roles in recent popular subjects, such as the internet of things, smart city, and industry 4.0. The objective of this study is to explore the current conditions of how cloud services are utilized in the traditional machine factories in Taiwan and to create benefits. With Company F as the case, this study examines how cloud applications are used to improve corporate benefits and customer satisfaction, as well as how strategies should be formulated for market differentiation to increase competitiveness, connect with current trends, and prepare for the prototype of industry 4.0. Through data collection, literary review, and interview with project implementation staff of the case, the study explores the benefits that cloud applications generate for the traditional manufacturing businesses. There are four focuses of investigation in this study—challenges encountered and strategies formulated by the traditional mechanical industry; case study of company F, including company background and the existing operation concerning the company, product and customers; applications of cloud computing; benefits of cloud applications on traditional mechanical industry. It is indicated in research findings that in the traditional mechanical industry, the benefits of cloud computing will not only become corporate sales strategy and improve existing service quality, but also provide diagnosis and recommendations on energy saving for corporations with innovative services. This will help clients cut costs, and improve customer satisfaction and adhesion. An additional finding is that cloud applications can further manage the supply chain, minimize lead time, and reduce inventory, which enable corporations to reduce costs, increase gross profits, and create long term corporate advantages in a competitive environment to prepare for the upcoming industry 4.0. Keywords: Cloud applications, traditional mechanical industry, improve corporate benefit, innovative service, increase customer satisfaction, industry 4.0.

隨著競爭環境日漸嚴苛，顧客需求日趨多元，企業需要有更有效率的方式來管理與顧客間的關係，顧客關係管理CRM（Customer Relationship Management, CRM）成為企業關心的熱門議題。但過去的學者研究中，僅止於針對影響企業導入＆系統與否之決策進行研究，然而CRM對於企業經營顧客關係之重要性已被企業所認同，同時面對如此牽涉到龐大人力、資金，與時間投入的系統導入計畫，在導入過程中仍會面臨許多重要決策，因此本研究將針對響導入過程的相關因 數，並經由個案研討的實際驗證，提出具解釋力的理論架構。 經由過去文獻的整理，本研究以Rogers（1983）的創新擴散模型為基礎，將影響CRM導入過程的因素分為認知階段的環境面與組織面因素，以及說服階段認知的創新特質，另外系統供應商及顧問公司則扮演特殊的角色，同時在說服、決策及實行階段皆產生影響。其中環境面又包含競爭強度，需求不確定性及產業環境變化速度；組織面因素包含規模、結構化程度、以及高階主管態度。而認知的創新特質則包含相容性以及系統特性。另外則以資訊與資料的蒐集、累積與儲存、吸收與整理、展現與應用等為被影響的研究變數。並選取目前導入最積極的產業中之標竿企業，包含證券、人壽、行動電話系統業者、電子電腦公司，及網際網路服務提供業者等六家企業，進行深入之訪談，期能從這些正在導入的公司之經驗裡，發現可供參考與依循的準則。 經由對個案公司的深入訪談之後，本研究之研究架構有重大修正。認知階段的影響因素除了環境與組織構面仍存在外，從組織構面中抽離複雜度，並與產品特質、顧客基礎，公司依賴業務人員推廣業務及提供服務的程度共同組成新構面—業務面因素，而系統與顧問公司的選擇則成為企業採用CRM系統時重要的決策因素之一。更重要的是，本研究經由訪談對探討主題有更廣泛而完整的延伸，導入過程可以導入積極度、建置組織，以及建置方式來描述。導入積極度代表導入的速度；建置組織裡包含以專案小組的方式來推動，以及高階主管的參與程度；建置方式則包含CRM要素的建置優先順序、以及委外程度。 研究發現，環境面的因素與組織面的因素皆同時影響到CRM導入過程的積極度及建置方式裡的優先順序；而新增的業務面的因素則同時對CRM導入過程的積極度及建置方式裡的優先順序及自建或委外的選擇有較顯著影響。至於認知的創新特質中，不論是專案管理或是高階參與，其影響到的皆為CRM在建置單位上的特性。而協力單位則因為企業對於系統特性的要求有所不同，而同時成為決策結果與影響導入方式的變數。 本研究期望能藉由結合學術理論與實務應用的方案，提供給正在導入或評估規劃中的企業實用的考慮方向與實際例證，以協助企業在導入過程中自我檢測，選擇最適當的導入程序及設計組織關的配套措施，俾使導入過程順利而達到預期目標。 / To cope with the current increase in both competition and customer requirements, enterprises need more efficient methods to manage their relationships with customers. Previous researches focused mainly on the factors affecting the decision whether or not to adopt the CRM system. As the importance of CRM pertaining to management of relationships with customers has been recognized, meanwhile, with regard to implementation of the extensive software which involves investment of massive human resources, capital, and time, many critical decisions still need to be concerned. This research aims at extracting relevant factors affecting the adoption process and proposes a convincing framework verified by an empirical case study. The research in this study is based on the Innovation Diffusion Model of Rogers (1983) and divides factors affecting the CRM adoption process into knowledge and persuasion stages with environmental and organizational factors in the knowledge stage, and perceived characteristics of innovation in the persuasion stage, while system suppliers and consulting firms as joint associates. Environmental factors include competition intensity, demand uncertainty, and industry changing speed. Organizational factors consist of size, structure, and managerial attitude. Perceived characteristics of innovation are composed of compatibility and system characteristics. Data collection, data storage, data mining, and data visualization work as independent variables. Six companies in securities, life insurance, cellular telephone system, electronics and computers, and the Internet service provider industry were selected as study cases. However, the research frame was revised after investigation. In the knowledge stage, complexity is extracted and integrated with product attribute, customer base, and corporation dependence on sales representative to form one integrated factor called business. Moreover, the independent variables are amended to be more extensive, including adoption activeness, constructing section, and constructing manner. The research shows that environmental and organizational factors affect adoption activeness and priority; and that the business factor influences adoption activeness, adoption priority, as well as outsourcing decisions. Project management and managerial participation representing a CRM constructing section are affected by perceived characteristics of the innovation. Through the integration of theory and empirical data , this research hopes to provide direction for examining the CRM adoption process and organization design, so as to facilitate the fulfilling of the adoption objective.

行銷學研究的重點，從過去著重在單次交換行為形成的原因，到現在已逐漸延伸為探討如何與消費者建立長期關係，也就是說把早期研究重點從發現消費者的需求、確立產品定位、改善產品品質等方式來滿足消費者，逐漸轉為探討如何建立與消費者的長期關係、取得消費者的信任等相關課題。 　本研究研究目的在於以交易成本理論為基礎，探討可能影響消費者滿意度與忠誠度的原因；研究第二目的，由資產專屬建立強弱與否，來比較消費者態度、忠誠度是否因為產品種類而有不同。同時探討投機主義知覺程度、公司信任度、預期更好商品這些因素對滿意度與忠誠度的影響。 　實證結果發現： (一)顧客滿意度方面：無論入口網站或ISP消費者，對於入口網站或ISP產品表現的滿意度皆會產生對公司的整體滿意度；同時服務的滿意度會影響消費者對入口網站及ISP業者的信任程度；同時對公司的信任度會影響對消費者對入口網站或ISP業者整體滿意度，而且上述關係皆為顯著正相關。 　(二)顧客忠誠度方面：無論入口網站或ISP消費者，對入口網站或ISP業者整體滿意度及對公司的信任度皆會造成顧客的忠誠度，而且為顯著正相關。 　(三)交易成本方面：無論入口網站或ISP消費者，若資產專屬性越高，則轉換成本愈高，且為顯著正相關。在投機知覺方面，兩群消費者皆表現出若投機知覺度愈高，顧客對公司信任度越不足，且為顯著負相關。 　同時根據實證結果，提供業者在交易成本理論下，如何創造顧客滿意度與顧客忠誠度的實務建議。

隨時代不斷變遷演進，人民對政府之期許與要求與日俱增，是故，為了因應此項趨勢，各國無不致力於行政改革，推動政府再造，爰採取師法企業的途徑，試圖以顧客至上、服務為先、品質第一•••等概念來改造公部門組織及其服務品質，而ISO即是近來公部門師法企業所興起的另一股管理風潮。 所謂ISO，乃是國際標準組織(International Organization for Standardization)之簡稱)，其成立於1946年，迄今，ISO 9000系列標準已成全球品質管理一大主流，有人稱之為「ISO 9000 風尚」、ISO 9000 奇觀」，它的影響既深且廣，儼然成為企業改造的基礎並在企業界蔚為一股時代之風潮。 我國為提升國家競爭力，提升行政效率與服務品質，爰引進企業管理精神，導入 ISO 9000 系列國際標準品質保證制度，冀透過此制度之實施，進一步提升公部門之服務品質並重塑公部門新形象。 由於國內公部門推行ISO 9002品保制度尚處於起步階段，對於此新風潮，普遍不甚了解，惟跨世紀公務員乃面臨不斷的變遷與改變，實應體認須建立新的學習觀，俾能回應民眾之所需。是故，冀透過本文就ISO相關重要理論與文獻之探討，並透過SWOT策略分析及個案分析，歸納出公部門推行ISO 9002之成功關鍵因素及所面臨之挑戰與限制，最後並提出結論與建議，冀能對公部門、行政學者及後續研究者能有所貢獻。

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.

顧客關係管理（Customer Relationship Management，縮寫為CRM）是近來十分熱門的觀念，而關係行銷是此觀念在行銷上的實際應用。關係行銷的理論認為如果企業能蒐集顧客的詳盡資訊，並據此開發出個人化的行銷計劃，就可以有效地提昇顧客的滿意度，使其成為企業的忠實客戶，為企業帶來長期性的收益。 　　在行銷活動中，售後服務是維持顧客滿意度的重要環節。本研究以售後服務中的產品常見問題集（Frequently Asked Questions，縮寫為FAQ）為主題，實作一個FAQ導覽與維護的雛型系統。使用者可以在系統的協助下，瀏覽與產品有關的FAQ，若找不到想要的資訊，則可以提出新的問題，要求公司為其解答。 　　本系統運用代理人程式的觀念，協助FAQ導覽與新問題處理工作的遂行，並利用社群討論的方式，為顧客提出的新問題尋求解答。為了讓企業重視FAQ的維護工作，本研究試圖將FAQ的維護責任與公司的客服體制作初步的結合，其作法是將新問題的處理責任加諸於公司的員工，並由公司主管監督其工作進度。藉由這些努力，本研究希望塑造出一個良好的FAQ服務環境，使得顧客與企業能互蒙其利。 / Customer relationship management (CRM) has become a very popular concept recently. Relationship marketing is one of its application in marketing area. The relationship marketing theory claims that collecting detailed information about customers and developing customized marketing plans for individual customers can improve customer satisfaction and loyalty significantly, and organizations will benefit from this strategy in the long term. 　　Post-sale service (or after-sale service) is a vital part of marketing activities for maintaining customers' satisfaction. This study focuses on product FAQs (Frequently Asked Questions) in the post-sale service category and implements a prototype system which would allow FAQ navigation and maintenance on the Internet. Users can browse product-related FAQs with assistance from the system. If they cannot find satisfying information, they could issue new requests, and the organization would then resolve them. 　　The system applies software agents to assist the process of FAQ navigation and answering of new questions. Customers' requests can also be solved by a community-discussion approach. To force organizations to pay more attention to post-sale service, this study tries to incorporate FAQ maintenance into customer services by requiring employees to answer any raised questions, and allowing the managers to monitor the performance of those employees. Through such efforts, this study establishes a FAQ service environment and creates a win-win situation for both customers and organizations.