本文選題：搜索引擎 + 服務(wù)質(zhì)量��； 參考：《南京大學》2013年碩士論文

【摘要】：作為網(wǎng)絡(luò)信息檢索的主要工具搜索引擎是網(wǎng)絡(luò)信息資源獲取的重要入口,網(wǎng)絡(luò)信息資源的日益增長和用戶信息需求的日趨多元化一方面為搜索引擎的發(fā)展創(chuàng)造良好的市場條件,另一方面也對搜索引擎信息資源服務(wù)提出新的要求,因而圍繞搜索引擎的研究探討成為相關(guān)領(lǐng)域的熱門選題。不過當前的搜索引擎研究主要集中在搜索引擎技術(shù)的革新和關(guān)于搜索引擎的評價方面,基本上沒有從服務(wù)角度對搜索引擎作為網(wǎng)絡(luò)信息資源服務(wù)的典型應(yīng)用展開研究。本文結(jié)合服務(wù)質(zhì)量相關(guān)理論與搜索引擎評價研究成果,對搜索引擎服務(wù)質(zhì)量的測量及其與用戶忠誠的關(guān)系進行模型構(gòu)建。 本研究主要解決三個問題：(1)網(wǎng)絡(luò)信息資源服務(wù)與傳統(tǒng)服務(wù)及以往研究中的電子服務(wù)存在什么聯(lián)系和區(qū)別,SERVQUAL傳統(tǒng)服務(wù)質(zhì)量評價模型是否適用于基于用戶感知的搜索引擎服務(wù)質(zhì)量評價?(2)影響用戶感知的搜索引擎服務(wù)質(zhì)量的關(guān)鍵指標有哪些,各個服務(wù)質(zhì)量維度和指標是如何影響總體感知服務(wù)質(zhì)量的?(3)感知服務(wù)質(zhì)量與用戶行為存在什么關(guān)系,特別感知服務(wù)質(zhì)量的各個維度是如何影響用戶對搜索引擎的態(tài)度忠誠及行為忠誠的? 首先采用文獻研究方法,通過對電子服務(wù)質(zhì)量、搜索引擎評價研究、用戶忠誠的相關(guān)理論的深入研究,將其作為理論基礎(chǔ),構(gòu)建搜索引擎服務(wù)質(zhì)量與用戶忠誠的初始模型并作出初始假設(shè),再通過電子服務(wù)質(zhì)量的量表開發(fā)方法結(jié)合搜索引擎服務(wù)的特質(zhì),通過信度分析、重要度分析、因子分析等方法對搜索引擎服務(wù)質(zhì)量的測度進行了研究,發(fā)現(xiàn)搜索引擎服務(wù)質(zhì)量量表包含5個維度21個指標項。在此研究基礎(chǔ)上,接著對搜索引擎服務(wù)質(zhì)量與用戶忠誠的關(guān)系模型進行了模型的具體拓展,將搜索引擎服務(wù)質(zhì)量這個大的構(gòu)念用前面的研究成果即搜索引擎服務(wù)質(zhì)量的5個維度進行拓展,深入探索搜索引擎服務(wù)質(zhì)量的各個細分維度對用戶忠誠的影響作用。再通過相關(guān)數(shù)據(jù)的搜集進行關(guān)系模型的實證研究,實證分析中運用信度分析、驗證性因子分析、相關(guān)分析、回歸分析和結(jié)構(gòu)方程模型構(gòu)建分析等。最后還結(jié)合研究結(jié)論給出搜索引擎服務(wù)和發(fā)展的相關(guān)意見與建議,并反思研究不足與未來研究方向。 本研究經(jīng)過第三章搜索引擎服務(wù)質(zhì)量與用戶忠誠的關(guān)系模型構(gòu)建研究中服務(wù)質(zhì)量測量研究和第四章的關(guān)系模型實證分析,得到以下幾個結(jié)論。 (1)電子服務(wù)質(zhì)量理論適用于搜索引擎服務(wù)質(zhì)量的測量,但作為網(wǎng)絡(luò)信息資源服務(wù)的典型代表,搜索引擎服務(wù)質(zhì)量的測量量表有其獨特性,由5個維度21個題項構(gòu)成。其中結(jié)果質(zhì)量、靈活性是搜索引擎服務(wù)質(zhì)量的特性；效率性和易用性是搜索引擎作為電子服務(wù)的共同維度；而移動性則代表了當前移動網(wǎng)絡(luò)對搜索引擎的影響。 (2)搜索引擎服務(wù)質(zhì)量的大部分維度對用戶態(tài)度忠誠有直接顯著影響作用,其中結(jié)果質(zhì)量的影響系數(shù)是最大的,是搜索引擎服務(wù)的核心,其次是靈活性,易用性和效率性的影響系數(shù)基本相當,而移動性對搜索引擎的用戶態(tài)度忠誠沒有影響。 (3)搜索引擎服務(wù)質(zhì)量中僅有結(jié)果質(zhì)量一個維度對用戶行為忠誠有直接顯著影響作用,移動性對用戶行為忠誠則無顯著影響,其它三個維度則通過影響態(tài)度忠誠間接影響行為忠誠。 (4)用戶對搜索引擎網(wǎng)站的特別偏好會影響到用戶在該搜索引擎網(wǎng)站上的持續(xù)性使用,用戶對搜索引擎的高態(tài)度忠誠往往會導(dǎo)致用戶搜索引擎網(wǎng)站的持續(xù)使用行為,即導(dǎo)致高的行為忠誠。
[Abstract]:As the main tool for network information retrieval, the search engine is an important entrance to the acquisition of network information resources. The growing network information resources and the increasing diversity of user information demand create good market conditions for the development of search engines. On the other hand, it also puts forward new requirements for search engine information resources services. The research on search engines has become a hot topic in the related fields. However, the current research on search engines mainly focuses on the innovation of search engine technology and the evaluation of search engines. It does not study the typical application of search engine as a network information resource service from the perspective of service. Based on the theory of service quality and search engine evaluation, the relationship between search engine service quality and user loyalty is constructed.
This study mainly solves three problems: (1) what is the connection and difference between the network information resource service and the traditional service and the electronic services in the previous research. Is the traditional SERVQUAL service quality evaluation model applicable to the evaluation of the service quality of the search engine based on the user perception? (2) the quality of the search engine that affects the user's perception of the search engine. What are the key indicators and how the quality of the service quality and indicators affect the quality of the overall perceived service? (3) what is the relationship between perceived service quality and user behavior, and how does each dimension of perceived service quality affect the user's attitude loyalty and behavior loyalty to the search engine?
First of all, through the literature research method, through the in-depth study of the quality of electronic service, the search engine evaluation research, the related theory of user loyalty, it takes it as the theoretical basis, constructs the initial model of the quality of service and loyalty of the search engine and makes the initial hypothesis, and then combines the scale development method of the electronic service quality to combine the search guidance. The quality of service is studied by means of reliability analysis, importance analysis, factor analysis and other methods. It is found that the search engine quality scale contains 5 dimensions and 21 indexes. On the basis of this study, the model of the relationship model of the quality of search engine service and the loyalty of the users is then modeled. We expand the search engine quality with the 5 dimensions of the search engine's quality of service, and explore the impact of the subdivision dimensions of the search engine's service quality on the user loyalty. It uses reliability analysis, confirmatory factor analysis, correlation analysis, regression analysis and structural equation modeling analysis. Finally, it gives some suggestions and suggestions on search engine service and development, and rethinks the lack of research and future research direction.
In this study, the research on the relationship model of the service quality of search engine and the loyalty of the users in third chapters is to build the research on the quality of service and the empirical analysis of the relationship model of the fourth chapter, and the following conclusions are obtained.
(1) the e-service quality theory is suitable for the measurement of the quality of the search engine, but as a typical representative of the network information resources service, the measurement scale of the search engine quality is unique and consists of 5 dimensions and 21 items. Among them, the quality of the results is the quality of the search engine, and the efficiency and ease of use are the search. The cable engine is the common dimension of electronic services, while mobility represents the impact of the current mobile Internet on search engines.
(2) most of the dimensions of the search engine quality have a direct and significant impact on the user's attitude loyalty, in which the impact coefficient of the result quality is the largest, the core of the search engine service, the next flexibility, the equivalent coefficient of ease of use and efficiency, and mobility has no effect on the attitude loyalty of the users of the search engine.
(3) only one dimension of the quality of the search engine has a direct and significant impact on the user's behavioral loyalty, and mobility has no significant influence on the user's behavior loyalty, while the other three dimensions influence the behavior loyalty indirectly through the influence of attitude loyalty.
(4) the user's special preference for search engine sites will affect the continuous use of the user on the search engine site, and the high attitude loyalty of the user to the search engine often leads to the continuous use of the user's search engine site, which leads to high behavioral loyalty.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274

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本文編號：1918581