E化服務擴充了電子商務的概念，將之延伸為一個除了透過自動化減少成本和增加效率外，更加強服務來擴大利潤以及建立有利的顧客關係，而隨著Ｅ化服務的概念漸趨普及並且使用者人數逐漸增加的環境之下，相對延伸出線上服務的收費問題，由於，Ｅ化服務是以顧客為服務中心的概念，因此，服務提供者在做價格決策時，將顧客的角度納入定價考量的因素為必須重視的問題，有鑑於此，本研究以顧客知覺利益的主要因素－「知覺服務品質」納入定價基礎，另外，就實務層面而言，此價格是否能有效創造出較高的知覺價值，為Ｅ化服務提供者在價格決定後必須去關注的問題，因此，本研究目的包括：1.為特定的Ｅ化服務建立以顧客知覺服務品質為基礎的定價公式。2.透過所建立的E化服務定價公式，觀察價格與顧客知覺價值之間的變化關係。而研究方法部分則以多重屬性效用做為將知覺服務品質量化的方式，量化後的服務品質再代入所建立之定價公式，而完成最後定價，最後，再以所定出的新價格代入知覺價值函數，近而探討價格變數與知覺價值之間的關係。 本研究以無名小站作為驗證個案得到兩部分的主要結論為；1.當使用者的知覺品質為差時，服務提供者在成本及目標獲利的部分應該降低，則服務訂價較原價格低，反之，當使用者知覺到的品質愈良好，而服務提供者可合理提高原本定價。2.所定的價格必須在使用者的合理接受範圍內，使用者才會對此服務產生價值。本研究的貢獻主要為特定E化服務建立一個以服務品質為基礎的定價模式，並且以多重屬性效用方法有效作為將知覺服務品質量化的方式，最後，確立價格與知覺價值之間的直接關係。

E-service is an emergent issue of e-commerce nowadays, which can reduce costs and increase efficiency, enhance services to maximize profits and enable the customer relationship. Due to e-service has become popular, the related problems on e-services pricing, e-service providers need to consider customer perspective when deciding the prices. This research utilizes perceived service quality as the pricing basis to effectively generate an e-service price. This study aims to (1) establish a pricing method based on service quality of a specific e-service, (2) observe the relationship between the price and customer perceived value. The proposed research method uses multi-attribute utility method, which can quantify the perceived service quality to estimate a final price from our pricing approach. In this study, there are two major conclusions from selected cases (Wretch). First, we investigate the relationship between price and quality. When the user's perceived quality is poor, the e-service providers should reduce the cost and target profit that allows the new price lower than the original price. On the other hand, when the user's perceived quality is good, the e-service providers may reasonably increase the original price. Second, we investigate the relationship between price and perceived value. The generated price must be acceptable and appropriate to the users which allow the users to generate more value of the e-service. In summary, the main contribution of this research is to propose a pricing model for a specific e-service, which uses multiple attribute utility approach to establish an appropriate price based on perceived value.

目錄
目錄 .............................................................. I
表目錄 .......................................................... III
圖目錄 ............................................................ V
第一章 緒論 ....................................................... 1
第一節 研究背景................................................ 1
第二節 研究動機................................................ 3
第三節 研究問題與目的.......................................... 4
第四節 研究流程................................................ 6
第二章 文獻探討 ................................................... 9
第一節 知覺價值................................................ 9
第二節 Ｅ化服務品質........................................... 12
第三節 服務定價方法........................................... 18
第三章 研究模型 .................................................. 23
第一節 知覺價值函數(Percieved Value Function)................. 23
第二節 E化服務定價模型 ....................................... 26
第四章 資料分析 ................................................. 34
第一節 研究個案............................................... 34
第二節 問卷設計............................................... 37
第三節 資料分析............................................... 40
第五章 綜合比較 .................................................. 64
第一節 品質與價格比較......................................... 64
第二節 價格與價值比較......................................... 65
第三節 管理意涵............................................... 68
第六章 結論與建議 ................................................ 71
第一節 研究結論............................................... 71
第二節 研究貢獻............................................... 72
第三節 研究限制與後續建議..................................... 73
參考文獻 ......................................................... 76
一、 英文部分............................................... 76
二、 網站部分............................................... 78
附錄一 問卷 ...................................................... 79

表目錄
表1-1 前十大線上銀行的顧客人數 ..................................... 2
表1-2 有興趣的個人財務管理服務 ..................................... 3
表2-1 知覺價值模型之變數比較 ...................................... 12
表2-2 Ｅ化服務品質的七大構面 ...................................... 14
表2-3 Ｅ化服務品質構面比較表 ...................................... 16
表2-4 Ｅ化服務品質構面之比較 ...................................... 17
表2-5 定價公式之組成變數及符號表 .................................. 20
表2-6 定價方法之優缺點整理表 ...................................... 21
表3-1 價值函數之組成變數內涵表 .................................... 24
表3-2 Ｅ化服務定價公式之組成概念與內涵 ............................ 27
表3-3 Ｅ化服務品質組成變數及公式定義 .............................. 29
表3-4 Ｅ化服務品質構面與品質衡量變數對應表 ........................ 30
表3-5 產品價值函數之組成變數與概念型定義對應表 .................... 31
表3-6 產品第ｉ個構面價值函數之組成變數與概念型定義 ................ 31
表3-7 特定Ｅ化服務之整體品質效用公式之內涵表 ...................... 32
表3-8 Ｅ化服務品質知覺總效用值公式內涵 ............................ 33
表4-1 無名小站會員分類 ............................................ 36
表4-2 品質構面與對應問項 .......................................... 38
表4-3 人口統計表 .................................................. 39
表4-4 無名小站各類會員比例與總計 .................................. 41
表4-5 銀卡會員帄均期望品質 ........................................ 44
表4-6 金卡會員帄均期望品質 ........................................ 45
表4-7 銀卡會員帄均知覺品質 ........................................ 48
表4-8 金卡會員帄均知覺品質 ........................................ 49
表4-9 銀卡30天新舊知覺價值 ...................................... 66
表4-10 銀卡365天新舊知覺價值 ..................................... 66
表4-11 金卡30天新舊知覺價值 ...................................... 67
表4-12 金卡365天新舊知覺價值 ..................................... 67


圖目錄
圖1-1研究流程...................................................... 8
圖2-1影響顧客知覺價值的因素....................................... 10
圖2-2價格與廣告比較對於知覺價值的影響模式......................... 11
圖3-1價值函數圖形................................................. 25
圖4-1主要經營部落格比例........................................... 34
圖4-2無名小站付費會員比例......................................... 41
圖4-3銀卡會員帄均期望品質......................................... 44
圖4-4金卡會員帄均期望品質......................................... 46
圖4-5銀卡與金卡會員帄均期望品質................................... 46
圖4-6金卡會員帄均知覺品質......................................... 48
圖4-7金卡會員帄均知覺品質......................................... 50
圖4-8銀卡與金卡會員帄均知覺品質................................... 50
圖4-9銀卡會員帄均期望與知覺品質比較............................... 51
圖4-10金卡會員帄均期望與知覺品質比較.............................. 52
圖4-11銀卡30天-個別會員知覺價值...................................61
圖4-12銀卡365天-個別會員知覺價值.................................61
圖4-13金卡30天-個別會員知覺價值..................................62
圖4-14金卡365天-個別會員知覺價值.................................63
圖4-15會員減少的加成效果比較......................................64

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二、 網站部分 
1. 資策會：http://www.cisc.iii.org.tw/ 
2. comScore Networks：http://www.comscore.com/ 
3. Nielsen Media Research：http://en-us.nielsen.com/tab/industries/media