從服務科學的觀點探討社群商務接受意圖：以住房社群為例

王妘伃

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从服务科学的观点探讨社群商务接受意图：以住房社群为例

Factors Influence Acceptance of Accommodation Community：A Perspective of Service Science

王妘伃 , 硕士　　导师：王淑玲　　共同指导教授：黄秀美

繁体中文

服务科学；社群商务；计划行为理论； KANO二维服务品质；巨量资料； Service science ； Social community ； TBP model ； KANO model ； Big data

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摘要 │ 参考文献 (93) │ 国际计量

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According to the survey of US eMarketer survey, the number of social community continued to grow. Various industries have started to apply social community for spread their business opportunities, and enhance their relationship with customers. The number of users of famous accommodation community website Airbnb has grown more than 17 million people in 2015. Nowadays, the accommodation community has sprung up rapidly, therefore it is more and more important to improve the quality of service for maintain customer loyalty.
This study from the perspective of service science, and applies an application-oriented perspective of service science for studying the social community websites. Firstly, this study according to forward proposed research model and using the structure of Theory of Planned Behavior, and PZB service quality model for empirical study. An empirical study of the factors affecting users' acceptance intention use of the social community, from the viewpoint of customers, is presented in this study. Secondly, this study further applies the Technology Acceptance Model and KANO service quality model for classifying service quality attributes of accommodation community, the results can help the enterprises to understand the critical service quality factors, and for further improving the service quality of the social community.
In study I, this study used AMOS24、SPSS 20 and PLS2.0 statistical software for testing the research framework and hypotheses. This study has collected 1104 samples, and the results show that perceived playfulness, perceived behavioral control, functional service quality, trust, and social benefit are all significant positive effect on the acceptance intention use. However, the interactive service quality, and the customer perceived value are no significant positive effect on the acceptance intention use.
In study II, this study used KANO service quality model for further analyzing the service quality attributes of the big data of searching Interface, the visual search Interface, map Interactive search interface, the room type price analysis tool, and the housing investment decision analysis tool of the accommodation community website. The study has collected 107 samples, and the analysis results show that there are 20 items of One-Dimensional Quality, 2 items of Attractive Quality, 2 items of Indifferent Quality and 1 item of Must-Be Quality.
Finally, this study purposes many future directions, the study also purposes a method for applying the Airbnb open data set, and through the big data analysis function to support consumer for understanding the room prices and room types of an area for users' book room decision making.
The results of this study will help accommodation community enterprises to understand customers’ needs and help to improve the quality of service.

参考文献 ( 93 ) 〈TOP〉

Adrodegari, F., Alghisi, A., Ardolino, M., &Saccani, N. (2015). From Ownership to Service-oriented Business Models: A Survey in Capital Goods Companies and a PSS Typology. Procedia CIRP, 30, 245–250. https://doi.org/10.1016/j.procir.2015.02.105
连结：
Ahn, T., Ryu, S., &Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263–275. https://doi.org/http://dx.doi.org/10.1016/j.im.2006.12.008
连结：
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11–39).
连结：
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
连结：
Al-Sabbahy, H. Z., Ekinci, Y., &Riley, M. (2004). An investigation of perceived value dimensions: Implications for hospitality research. Journal of Travel Research, 42(3), 226–234.
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使用DOI作为永久连结

引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。