顧客導向觀點之行動服務系統成功概念模式

Developing a Conceptual Model of Mobile Service Systems Success from Customer Perspectives

10.29931/MR.200603.0003

林心慧(Hsin-Hui Lin)；欒斌(Pin Luarn)

行動服務系統 ； 成功模式 ； 知覺價值 ； 顧客忠誠度 ； Mobile Service Systems ； Success Model ； Perceived Value ； Customer Loyalty

行銷評論

3卷1期（2006 / 03 / 01）

609 - 632

繁體中文

由於無線通訊科技的進步使得行動通訊設備的使用人口增加，加速了行動服務的發展。尤其重要的是行動服務系統提供了一個與顧客直接溝通的管道，行動行銷經營者可運用行動設備，如手機與個人數位助理，增加與消費者個別溝通的速度與頻率。為了使行動服務系統能夠獲得成功，企業不僅需要吸收新的顧客群，而且也應該設法留住顧客以確保企業持續的獲利。由於傳統資訊系統成功模式並不完全適用於行動服務的環境下，因此本研究從顧客觀點建構一個行動服務系統的成功模式。是故本研究針對資訊系統成功模式之發展與演進作一探討，並整合DeLone and McLean (1992, 2003)與Seddon (1997)資訊系統成功模式之論點，且進一步參酌行銷領域中顧客行為意圖之理論模式。本研究綜合資訊系統成功模式與行銷領域文獻之後，提出一個行動服務系統成功模式，其中包含顧客之認知、態度、與行為三層面觀點的成功變數。

Advances in wireless technology increase the number of mobile device users and give pace to the rapid development of mobile service (m-service) conducted with these devices. More importantly, m-service systems provide a new channel for communicating with customers. Thus, m-service marketers can take advantage of mobile devices, such as cellular phones and PDA, to increase their speed and frequency of communications with individual customers. In order to achieve m-commerce success, it has been reinforced that mobile service providers not only need to attract new customers, but also must retain them to ensure profitable repeat business. Since the traditional IS success model can not be completely applied to the context of m-service, the purpose of this study is to develop an m-service systems success model from customer perspectives. This study first reviews the development and evolution of IS success models. Then, we integrate the DeLone and McLean's (1992, 2003) model and Seddon's (1997) model to solve the dispute between them. Secondly, this study reviews the theories and models of customer behavioral intention in the field of marketing. Based on the literature on marketing and IS success models, we propose an m-service systems success model, which includes cognitive, attitudinal, and behavioral success surrogates.

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