網路自助服務的使用者滿意度之實證研究

An Empirical Study of User Satisfaction for Web-based Self-service

10.6382/JIM.200810.0151

顏永森(Yung-Shen Yen)

網路自助服務 ； 使用者滿意度 ； 風險承擔態度 ； 信任態度 ； web-based self-service ； user satisfaction ； risk-taking attitude ； trust

資訊管理學報

15卷4期（2008 / 10 / 01）

151 - 175

繁體中文

在電子商務日益發達的時代，消費者透過網際網路自助服務，能跨越時空的限制，快速立即地得到其所需要的服務。然而，以使用滿意度的角度觀之，網路自助服務真的能為消費者帶來滿意嗎？又對使用者而言，新技術的採用不免為其帶來使用風險，在交易過程發生失誤時，不同風險承擔態度與信任態度的人是否有著不同的滿意度？因此，本研究擬從使用者滿意度的觀點，來探討現存之網際網路自助服務。本研究選擇五種網路上的自助服務，分別比較此五種不同的網路自助服務在使用者滿意度上的差異性，並以兩種不同的使用者屬性—風險承擔態度與信任態度做為干擾變數。研究結果發現，影響使用網路自助服務之使用者滿意度有三個構面，分別為系統品質、資訊品質、服務品質，不同的網路自助服務在使用者滿意度構面上有顯著的差異，而風險承擔與信任態度皆對使用者滿意度有干擾效果。

As E-Commerce burgeons, consumers nowadays may instantly get services they need through the web-based self-service (WBSS) without being limited by time and space. However, are consumers really satisfied with these services? In user satisfaction perspective, WBSS with new technologies has inevitably brought about transaction risks. When errors happen in the trading process, do people with different risk-taking attitudes or level of trusts have different degrees of satisfaction? To find out these questions, this study explored the existing WBSS from the view of user satisfaction. Five kinds of WBSS were selected in this study in order to compare the differences in user satisfaction between them. Two different user attributes, risk-taking attitude and level of trust, were set as moderating variables. The results of this study show that user satisfaction with WBSS is affected by three elements, namely system quality, information quality, and service quality. Different WBSS vary significantly in terms of user satisfaction and the risk-taking attitude and level of trust both interfere with user satisfaction.

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