網際網路服務品質關鍵影響因素之探討 - 以「交通服務e網通」網站為例

Abstract

隨著經濟的發展，交通壅擠問題日益嚴重。為了解決此項問題，政府單位近年來持續發展先進旅行者資訊系統(ATIS)，交通部運輸研究所將「全國路況資訊中心」、「陸海空客運資訊中心」與「都市交通資訊中心」三大資訊中心整合為「交通服務e網通」網站，提供單一入口網站供民眾做交通資訊查詢。

過去關於網站服務品質的研究，大多以線上交易網站為對象，但交通服務e網通網站的目的在讓使用者進行資訊查詢，並不具有交易功能，因此過往關於網站服務品質的影響因素，對於交通服務e網通網站不見得有所關連。本研究以過往衡量網站服務品質的文獻為基礎，依據交通服務e網通網站的特性提出相關的研究架構和假說，在該網站上進行網路問卷調查，並利用因素分析和結構方程模式對回收樣本進行實證分析與研究。

經由實證分析結果，得知對該網站服務品質會有正向影響的因素有三:效率、資訊內容、與系統可得。本研究根據研究結果對交通服務e網通網站提出網站管理意涵，期望能夠提供網站作為改善網站服務品質時之依據。

With the developments of Taiwan’s economy, traffic jams become a pressing issue. One of the solutions to address this issue is to provide accurate and reliable traffic information. The Institute of Transportation launched the “Traffic and Transportation Service Center” web services, which integrates 23 city/county governments in a joint effort to offer on-line traffic information reporting service.

The past researches regarding online service quality mostly focused on those that are online shopping oriented. However, the main purpose of Traffic and Transportation Service Center is to provide traffic information instead of shopping and monetary transactions. Thus, the influent factors for online shopping website may not be applicable to the Traffic and Transportation Service Center.

This study attempts to identify the key influencing factors for the Traffic and Transportation Service Center. Based on the foundation built by the relevant researches, this study proposed a research structure and relating hypothesis. An online survey was conducted to collect data from real users of this website. Factor Analysis and Structural Equation Modeling were adopted as the research techniques.

Three key influencing factors are identified which were “information content”, “efficiency”, and “system availability”. We also bring up management implications based on our findings, which could be helpful f to further improve the website performance.