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系統識別號 U0002-1707201315074500
中文論文名稱 從流程虛擬化理論與轉換成本角度探討GOOGLE雲端服務之黏著度
英文論文名稱 Exploring User Stickiness of GOOGLE Cloud Services based on Process Virtualization Theory and Switching Costs
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士班
系所名稱(英) Department of Information Management
學年度 101
學期 2
出版年 102
研究生中文姓名 賴以寧
研究生英文姓名 Yi-Ning Lai
學號 600630569
學位類別 碩士
語文別 中文
口試日期 2013-06-13
論文頁數 68頁
口試委員 指導教授-吳雅鈴
委員-李有仁
委員-解燕豪
中文關鍵字 雲端服務  流程虛擬化理論  使用與滿足理論  轉換成本  黏著度 
英文關鍵字 Cloud Services  Process Virtualization Theory  Uses and Gratifications Theory  Switching Costs  Stickiness 
學科別分類
中文摘要 隨著雲端運算(Cloud computing)技術發展成熟之下,使用者只要連上網路,即能直接選取自己想用的服務,因為服務供應商提供了一切使用者所需服務的基本要求,這些服務就是雲端服務(Cloud service)。使用者透過隨選服務(On-demand self-service)的概念,即能發揮隨時依照自己需求就能立即使用的優勢。然而,過去雲端服務的研究大多著重於技術方面,鮮少探討服務議題,故本研究將透過使用者的行為角度來探討服務內容。此外,虛擬化是雲端服務最主要的特性,故本研究以流程虛擬化理論(Process Virtualization Theory),並且結合轉換成本和使用與滿足理論來了解使用者在雲端服務使用後對於黏著度之影響因素。
本研究問卷樣本蒐集了433份GOOGLE雲端服務使用者,結果顯示(1)流程虛擬化能力正向影響社交滿足;(2)流程虛擬化能力正向影響使用滿足;(3)社交滿足正向影響黏著度;(4)使用滿足正向影響黏著度;(5)轉換成本對於社交滿足與黏著度之關係有負向調節效果。本研究期能提供雲端服務經營者在制定管理策略有所參考依據,以提升雲端服務核心價值。
英文摘要 With cloud computing technology developed, the users need only connect to the Internet to directly select the services they want to use. Because the service providers provide the basic requirements of the services required by all users, these services are called cloud services. Through the concept of on-demand self-service, users can serve themselves and take advantage of on-demand and immediate use at any time. Most of the past studies of cloud services, however, focused on the technical aspects, rarely touching the service issues. In addition, as virtualization is the most important characteristic of cloud services, this study used the process virtualization theory and combined the switching costs perspective and the uses and gratifications theory to understand the factors influencing the stickiness after the user behavior of cloud services was formed. Data collected from 433 users of Google Cloud Service provide strong support for the research model. The results show: (1)Process virtualization capability is significantly associated with sociability gratification; (2)Process virtualization capability is significantly associated with gratification opportunities; (3)Sociability gratification is significantly associated with stickiness; (4) Gratification opportunities is associated with stickiness; and (5) Switching costs negatively moderated the influence of sociability gratification on stickiness. The study results serve as a reference for cloud service operators in their development of management strategies to enhance cloud service core values.
論文目次 目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究論文架構 4
第四節 研究流程 6
第二章 文獻探討 7
第一節 雲端服務(Cloud services) 7
第二節 流程虛擬化理論(Process Virtualization Theory; PVT) 11
第三節 使用與滿足理論(Uses and Gratifications Theory) 13
第四節 轉換成本(Switching Cost) 15
第五節 黏著度(Stickiness) 16
第三章 研究方法 18
第一節 研究模型與研究假說 18
第二節 研究流程 23
第三節 研究問卷設計 26
第四節 研究構面定義與問項 27
第五節 資料分析方法 32
第四章 資料分析與結果 34
第一節 問卷受訪者統計分析 34
第二節 研究之信效度分析 35
第三節 結構模式分析 40
第五章 結論與建議 46
第一節 研究討論 46
第二節 理論意涵 49
第三節 實務意涵 51
第四節 研究限制與建議 52
參考文獻 53
附錄 研究問卷 63

表目錄
表3.1 研究流程 25
表3.2 流程虛擬化能力構面衡量問項 28
表3.3 使用與滿足理論構面衡量問項 29
表3.4 轉換成本構面衡量問項 30
表3.5 黏著度構面衡量問項 31
表4.1 受訪者一般性統計資料(N=443) 36
表4.2構面之描述性統計量 37
表4.3 PLS驗證性因素分析與各指標交叉負荷量值 38
表4.4 各構面間之相關係數與AVE的平方根值 39
表4.5 研究模式交互作用效果比較 42
表4.6 本研究假說驗證結果 45

圖目錄
圖 1.1本研究流程圖 6
圖 2.1 NIST定義雲端運算之架構模型 10
圖 3.1雲端服務黏著度之整合性模式 19
圖 4.1 SEM主要效果模式(無調節效果) 43
圖 4.2 SEM交互效果模式(有調節效果) 44

參考文獻 中文文獻
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