由於無線科技的發展，使得行動商務市場逐漸蓬勃發展，當各家業者紛紛將各種服務推陳出新時，若能重視以消費者為導向的顧客價值、並實施不同層次的關係行銷策略，將能增進顧客滿意度與忠誠度。此外，顧客對於業者的信任，更是影響顧客是否願意進行行動商務交易的重要因素之一。

本研究的目的是探討行動加值服務顧客價值與關係行銷如何影響顧客滿意度及忠誠度、顧客滿意度及業者聲譽如何影響信任、顧客滿意度與信任如何影響顧客忠誠度。本研究以行動加值服務的使用者為研究對象，採用網路問卷及紙本問卷調查方式，共回收312份有效問卷。

本研究結果顯示：娛樂便利性價值、自發性服務需求價值、社交性結合、結構性結合對顧客滿意度有正向影響。娛樂便利性價值、結構性結合、信任對顧客忠誠度有正向影響。業者聲譽和顧客滿意度對信任有正向影響。業者聲譽和顧客滿意度會透過信任對顧客忠誠度造成正向影響。由此可見，娛樂便利性價值、結構性結合、信任、聲譽、顧客滿意度皆為提升顧客忠誠度的重要因素。

As the wireless technology develops, the market of mobile commerce grows vigorously. Being aware of the consumer-oriented customer value and deploying multi-dimensional relationship marketing are the two key factors in enhancing the customer’s satisfaction and loyalty when the telecom operator carries more and more mobile services online. On the other hand, the trust between the operator and customer is the key factor affecting the willingness for people to trade using mobile commerce.

The goal of our study is to analyze the following three effects. First, our study examines how the customer value and relationship marketing affect customer’s satisfaction and customer’s loyalty. Second, how the customer’s satisfaction and reputation affect the trust is studied. Last, how the customer’s satisfaction and the trust affects customer’s loyalty is explored. Based on the paper-based and web-based questionnaires, the study had accepted 312 effective responses from people who have tried to use the mobile value-added services before.

Our studies show that, entertaining convenience, the spontaneous need of service, social bond, and structural bond have positive relation to customer’s satisfaction. Entertaining convenience, structural bond, the trust has positive relation to customer’s loyalty. Reputation and customer’s satisfaction has positive relation to the trust. With the intermediate factor of the trust, reputation and customer’s satisfaction has positive relation to the customer’s loyalty. We can see from that, entertaining convenience, structural bond, trust, reputation, and customer’s satisfaction are the key factors promoting customer’s loyalty.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究對象與範圍 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 行動商務 7
第二節 行動加值服務 10
第三節 顧客價值 17
第四節 行動價值 22
第五節 關係行銷 24
第六節 聲譽 29
第七節 信任 30
第八節 顧客滿意度 31
第九節 顧客忠誠度	33
第十節 顧客價值、滿意度與忠誠度關係之探討 34
第十一節 關係行銷、滿意度與忠誠度關係之探討 36
第十二節 聲譽、信任、滿意度與忠誠度關係之探討	38
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假說 42
第三節 研究變數與衡量 44
第四節 問卷設計 47
第五節 問卷前測與修改 49
第六節 資料收集 50
第七節 資料分析方法 51
第四章 資料分析 52
第一節 一般敘述統計 52
第二節 顧客價值因素分析 56
第三節 信度分析 58
第四節 效度分析 59
第五節 假說驗證與分析 66
第五章 結論與建議	80
第一節 研究結論 80
第二節 未來研究方向及建議 85
第三節 研究限制 86
參考文獻	87
附錄：正式問卷 99

【表目錄】
表2-1 行動商務之定義	7
表2-2 中華電信emome行動網	12
表2-3 台灣大哥大行動網	13
表2-4 遠傳電信Super i-style超級拇指族行動網	13
表2-5 和信電訊i-mode	14
表2-6 泛亞電信Hank	14
表2-7 東信電訊Mobee-life行動網	14
表2-8 大眾電信mimi拇指情報	15
表2-9 亞太行動寬頻Qma	15
表2-10 行動加值服務項目	16
表2-11 顧客價值之定義	18
表2-12 顧客價值之分類	19
表2-13 其他學者對顧客價值之分類	19
表2-14 關係行銷之定義	25
表2-15 關係行銷層次	26
表2-16 聲譽之定義	29
表2-17 信任之定義	30
表2-18 顧客滿意度之定義	32
表2-19 顧客忠誠度之定義	33
表2-20 顧客忠誠度衡量構面彙整	34
表2-21 顧客關係結合類型與滿意度之關係	37
表2-22 顧客關係結合類型與滿意度之關係	37
表3-1 各構面操作化定義及操作化參考量表	46
表3-2 本研究顧客價值衡量問項	47
表3-3 本研究關係行銷結合方式衡量問項	48
表3-4 本研究顧客滿意度衡量問項	48
表3-5 本研究聲譽衡量問項	48
表3-6 本研究信任衡量問項	48
表3-7 本研究忠誠度衡量問項	49
表4-1 性別次數分配表	53
表4-2 年齡次數分配表	53
表4-3 居住地方次數分配表	53
表4-4 職業次數分配表	53
表4-5 教育程度次數分配表	54
表4-6 每月可支配所得次數分配表	54
表4-7 每月行動電話費用次數分配表	54
表4-8 電信業者次數分配表	55
表4-9 行動加值服務次數分配表	55
表4-10 KMO統計量之判斷原理	56
表4-11 顧客價值因素分析表	57
表4-12 信度分析	58
表4-13 顧客價值CFA分析結果(第一次)	61
表4-14 顧客價值CFA分析結果(第二次)	62
表4-15 關係行銷結合方式CFA分析結果	63
表4-16 聲譽、滿意度、信任與忠誠度CFA分析結果	64
表4-17 模式適配度分析	72
表4-18 假說驗證結果彙整表	77
表4-19 潛在變項之間的直接、間接與總效果分析表	78

【圖目錄】
圖1-1 亞太各國行動加值服務使用率	2
圖1-2 平均每月使用行動加值服務的時間	2
圖1-3 平均每月使用行動加值服務的金額	3
圖1-4 各種行動加值服務的使用率	3
圖1-5 本研究之研究流程	6
圖2-1 行動商務之市場區隔	9
圖2-2 顧客傳送價值的決定因素	17
圖2-3 顧客價值之階層模式	20
圖2-4 Keeney電子商務顧客價值模型	21
圖2-6 整體無線通路價值	24
圖2-5 KMV模式	28
圖2-6 電子商務信任整合模式	31
圖2-7 Oliver消費者價值模型	35
圖2-8 美國顧客滿意度指標模式	35
圖2-9 整體顧客價值模式圖	36
圖2-10 關係架構圖	36
圖2-11 網路顧客忠誠度關鍵因素	39
圖2-12 消費者滿意與消費者忠誠之關係	40
圖2-13 消費者網路購物滿意度模式	40
圖3-1 本研究之研究架構圖	42
圖4-1 調整後之研究架構圖	65
圖4-2 本研究LISREL路徑分析圖	68
圖4-3 標準化路徑係數圖	76

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1.資策會電子商務應用推廣中心 http://www.find.org.tw
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8.大眾電信官方網站http://www.phs.com.tw
9.亞太行動寬頻官方網站http://www.qma.com
10.Durlacher Research Ltd http://www.durlacher.com