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題名：台灣中小製造業運用雲端顧客關係管理系統使用意圖之研究—結合修正科技接受模式與激勵理論
作者：魏崑楠
作者(外文)：Kun-Nan Wei
校院名稱：元智大學
系所名稱：管理學院博士班
指導教授：曾芳美
謝志宏
學位類別：博士
出版日期：2019
主題關鍵詞：中小製造業；雲端運算；顧客關係管理；使用意圖；科技接受模式；激勵理論；獎勵制度；small-medium manufacturing enterprise；cloud computing；customer relationship management；behavioral intention；technology acceptance model；motivation theory；reward system
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近年來，「雲端運算」的發展趨勢銳不可擋，「雲端顧客關係管理」對企業經營成敗往往影響深遠，然而關於「企業顧客」使用「雲端顧客關係管理系統」的研究卻著墨甚少，且運用「激勵理論之獎勵制度」來探討「雲端顧客關係管理系統」使用意圖之研究也闕如；所以，本研究以科技接受模式 (TAM) (Davis, 1989) 為基礎，結合修正科技接受模式 (TAMII) (Venkatesh & Davis, 2000) 的知覺易用、知覺有用、使用經驗、使用意圖，以及激勵理論的獎勵制度來建構本文的研究架構，用來探討台灣中小製造業對於雲端顧客關係管理系統的使用意圖。
依此，本研究主要研究目的有三項，即 (1) 探討台灣中小製造業運用雲端顧客關係管理系統，關於中小製造業使用者之個體變項的次數分配情況以及其對於知覺易用、知覺有用等兩項構面的影響。(2) 分析台灣中小製造業運用雲端顧客關係管理系統，關於中小製造業使用者在知覺易用、知覺有用、獎勵制度、使用經驗、使用意圖等五項構面的接受程度以及其彼此之間的關聯性與影響。(3) 探討台灣中小製造業運用雲端顧客關係管理系統，對於中小製造業使用者具有激勵性的獎勵制度項目。
本研究以「台灣中小製造業」為研究對象，總共寄出 3,766 份問卷，有效問卷為 289 份，無效問卷有 40 份，故本研究「有效問卷回收率」為 7.86%；本研究運用統計分析方法進行統計實證檢驗。
本研究的研究結論為 (1) 大多數的台灣中小製造業未使用過雲端顧客關係管理系統。(2) 只有「CCRM 系統採用期間」此項個體變項對於其運用雲端顧客關係管理系統，在知覺易用與知覺有用兩個研究變數有顯著差異。(3) 台灣中小製造業運用雲端顧客關係管理系統，知覺易用對知覺有用、知覺有用對使用意圖、獎勵制度對知覺有用、獎勵制度對使用意圖、使用經驗對知覺有用、使用經驗對使用意圖等五項變數之間有六組因果分析均有正向影響。(4) 台灣中小製造業對於使用「雲端顧客關係管理系統」提供「財務型的獎勵內容」優於提供「非財務型的獎勵內容」；而台灣中小製造業對於使用「雲端顧客關係管理系統」提供財務型的獎勵內容，依序為「採購折扣制度」、「短期獎金制度」、「年度行銷基金制度」；而台灣中小製造業對於使用「雲端顧客關係管理系統」提供非財務型的獎勵內容，「旅遊制度」與「年度表揚制度」兩者並列第一，而「獎品制度」則墊後。
本研究的研究建議，包括 (1) 持續推廣雲端顧客關係管理系統 (CCRMs)。(2) 設計有效的獎勵制度、(3) 運用財務型獎勵內容來設計獎勵制度。
關鍵字：中小製造業、雲端運算、顧客關係管理、使用意圖、科技接受模式、激勵理論、獎勵制度
In recent years, the development of Cloud Computing has been unstoppable. The Cloud Customer Relationship Management often has far-reaching impacts on the success or failure of enterprises. However, studies on how “enterprise customers” utilize the Cloud Customer Relationship Management System (CCRM) are scarce. Equally scarce are studies on “intention to use” of the Cloud Customer Relationship Management System by way of using Motivation Theory’s reward system. This study used Technology Acceptance Model (TAMI) (Davis, 1989) as the basis and combined the concepts of perceived ease of use, perceived usefulness, experience, intention to use, and reward system from the Motivation Theory as the framework to explore the “intention to use”CCRMs by the small-medium manufacturers in Taiwan.
As such, the three main focuses of this study are (1) investigating the frequency distribution of the small-medium manufacturer CCRM users’ individual variables after they have used CCRMs and its impact on perceived ease of use and perceived usefulness; (2) analyzing acceptance of the five aspects: perceived ease of use, perceived usefulness, reward system, experience, intention to use, and the linkages and impacts among the five aspects; (3) exploring what reward system items motivate those small-medium manufacturer users when they are using the CCRMs.
Small-medium manufacturers in Taiwan are the main targets of this study. 3,766 questionnaires were dispatched; 289 valid questionnaires and 40 invalid ones were returned, resulting in a 7.86% return rate of valid questionnaires. Statistical analyses were used to examine and validate the data.
The conclusions of this study are (1) the majority of small-medium manufacturers in Taiwan have never used CCRM’s; (2) among the individual variables, perceived ease of use and perceived usefulness showed marked differences after the use of CCRMs; (3) six sets of cause-effect analyses all indicated the positive impacts among the five variables: perceived ease of use on perceived usefulness, perceived ease of use on experience, perceived usefulness on intention to use, reward system on perceived ease of use, reward system on perceived usefulness, reward system on experience, reward system on intention to use, and experience on perceived usefulness; (4) when operating CCRMs, the small-medium manufacturers in Taiwan preferred promoting financial rewards to non-financial rewards; when operating CCRMs, the small-medium manufacturers’ preferences in the financial rewards in descending order are: purchase discount system, short-term bonus system, and yearly marketing fund system; when operating CCRMs, the small-medium manufacturers’ preferences in the non-financial reward system include: travel system and yearly commendation system--both were tied for first, and the prize system, which was the last.
The final recommendations from this study include (1) continuing to promote CCRMs; (2) devising effective reward systems; (3) devising reward systems based on financial rewards.
Keywords: small-medium manufacturing enterprise, cloud computing, customer relationship management, behavioral intention, technology acceptance model, motivation theory, reward system
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