搜索引擎服务质量与用户忠诚关系研究

发布时间：2018-05-21 09:13

本文选题：搜索引擎 + 服务质量　；参考：《南京大学》2013年硕士论文

【摘要】：作为网络信息检索的主要工具搜索引擎是网络信息资源获取的重要入口,网络信息资源的日益增长和用户信息需求的日趋多元化一方面为搜索引擎的发展创造良好的市场条件,另一方面也对搜索引擎信息资源服务提出新的要求,因而围绕搜索引擎的研究探讨成为相关领域的热门选题。不过当前的搜索引擎研究主要集中在搜索引擎技术的革新和关于搜索引擎的评价方面,基本上没有从服务角度对搜索引擎作为网络信息资源服务的典型应用展开研究。本文结合服务质量相关理论与搜索引擎评价研究成果,对搜索引擎服务质量的测量及其与用户忠诚的关系进行模型构建。本研究主要解决三个问题：(1)网络信息资源服务与传统服务及以往研究中的电子服务存在什么联系和区别,SERVQUAL传统服务质量评价模型是否适用于基于用户感知的搜索引擎服务质量评价?(2)影响用户感知的搜索引擎服务质量的关键指标有哪些,各个服务质量维度和指标是如何影响总体感知服务质量的?(3)感知服务质量与用户行为存在什么关系,特别感知服务质量的各个维度是如何影响用户对搜索引擎的态度忠诚及行为忠诚的? 首先采用文献研究方法,通过对电子服务质量、搜索引擎评价研究、用户忠诚的相关理论的深入研究,将其作为理论基础,构建搜索引擎服务质量与用户忠诚的初始模型并作出初始假设,再通过电子服务质量的量表开发方法结合搜索引擎服务的特质,通过信度分析、重要度分析、因子分析等方法对搜索引擎服务质量的测度进行了研究,发现搜索引擎服务质量量表包含5个维度21个指标项。在此研究基础上,接着对搜索引擎服务质量与用户忠诚的关系模型进行了模型的具体拓展,将搜索引擎服务质量这个大的构念用前面的研究成果即搜索引擎服务质量的5个维度进行拓展,深入探索搜索引擎服务质量的各个细分维度对用户忠诚的影响作用。再通过相关数据的搜集进行关系模型的实证研究,实证分析中运用信度分析、验证性因子分析、相关分析、回归分析和结构方程模型构建分析等。最后还结合研究结论给出搜索引擎服务和发展的相关意见与建议,并反思研究不足与未来研究方向。本研究经过第三章搜索引擎服务质量与用户忠诚的关系模型构建研究中服务质量测量研究和第四章的关系模型实证分析,得到以下几个结论。 (1)电子服务质量理论适用于搜索引擎服务质量的测量,但作为网络信息资源服务的典型代表,搜索引擎服务质量的测量量表有其独特性,由5个维度21个题项构成。其中结果质量、灵活性是搜索引擎服务质量的特性；效率性和易用性是搜索引擎作为电子服务的共同维度；而移动性则代表了当前移动网络对搜索引擎的影响。 (2)搜索引擎服务质量的大部分维度对用户态度忠诚有直接显著影响作用,其中结果质量的影响系数是最大的,是搜索引擎服务的核心,其次是灵活性,易用性和效率性的影响系数基本相当,而移动性对搜索引擎的用户态度忠诚没有影响。 (3)搜索引擎服务质量中仅有结果质量一个维度对用户行为忠诚有直接显著影响作用,移动性对用户行为忠诚则无显著影响,其它三个维度则通过影响态度忠诚间接影响行为忠诚。 (4)用户对搜索引擎网站的特别偏好会影响到用户在该搜索引擎网站上的持续性使用,用户对搜索引擎的高态度忠诚往往会导致用户搜索引擎网站的持续使用行为,即导致高的行为忠诚。
[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.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

【参考文献】