衡量3G行動通訊加值服務提供商之網路服務品質

Evaluating the e-Service Quality of 3G Mobile Communication Value-Added Service Providers

10.6188/JEB.2012.14(4).03

胡宜中(Yi-Chung Hu)；翁梓維(Tzu-Wei Weng)；王仁宏(Jen-Hung Wang)

3G行動通訊 ； 加值服務 ； 服務品質 ； 模糊積分 ； 模糊測度 ； 3G Mobile Communication ； Value-Added Service ； Service Quality ； Fuzzy Integral ； Fuzzy Measure

電子商務學報

14卷4期（2012 / 12 / 01）

619 - 656

繁體中文

從3G行動通訊開始營運之後，便成為全球通訊產業產品的重要發展趨勢，此代表3G行動加值服務係值得探討的重要議題。本研究之主要目的在於分析3G行動通訊加值服務之網路服務品質的關鍵構面與關鍵準則，並提供給電信業者作為提升服務品質之參考依據。然而，由於網站與傳統實體商店之經營模式有所差異，因此，建構適合衡量加值服務之網路服務品質之架構有其必要性與重要性。此外，本研究考量構面或準則之間或多或少具有相依性，故使用非加法型之模糊積分與模糊測度進行分析關鍵構面與關鍵準則。研究結果顯示，各消費群所重視的關鍵構面分別為：中華電信－利益性／經濟性、安全性／隱私性、保證性；台灣大哥大－系統可用性、安全性／隱私性、便利性；遠傳電信－安全性／隱私性、保證性、有形性。

3G mobile communication has become an important development trend of global communication products. The 3G mobile value-added service is a worth discussing issue. The main purpose of this study is to analyze the key aspects and the key criteria of the e-service quality of 3G mobile communication value-added service, and to offer the results to the telecommunication proprietors to enhance their service quality. Due to the operational modes are different between website and physical shops, constructing the framework that can suitably measure the service quality of value-added service is essential and important. There are more or less dependence among the aspects and the criteria. Therefore, the study takes fuzzy integral and fuzzy measure to analyze the key aspects and the key criteria. The results reveal that the key aspects of each consumer group are: (1) Chunghwa Telecom Group-Benefit, Security/Privacy, and Assurance; (2) Taiwan Mobile Group-System Available, Security/Privacy, and Convenience; (3) Far Eastone Telecommunications Group-Security/Privacy, Assurance, and Tangible.

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