中文電子書平台服務品質對大學圖書館採購決策影響之研究

Abstract

本研究旨在探討中文電子書平台之服務品質如何影響臺灣大學圖書館的採購決策，研究聚焦於三大構面：內容資源、技術功能與售後支援。研究透過問卷調查與深度訪談的混合方法，針對臺灣學術電子書暨資料庫聯盟(TAEBDC)成員中的6位來自不同類型大學圖書館的採購決策者進行實證分析。本研究雖參考SERVQUAL理論作為分析基礎之一，但並沒有全部採用其五大構面，主要原因在於該理論多應用於 B2C 顧客滿意度評估，與本研究所處之 B2B 採購情境有所差異。為更貼合中文電子書平台的產業特性與圖書館實務需求，研究僅擷取SERVQUAL中關於「售後支援」之概念，並依實際情境重新建構三大構面架構。研究發現內容資源為最重要的考量因素，其次為售後支援面向，技術功能則被視為基本門檻。售後支援中的教育訓練服務評分較其他項目低分，為未來改善重點。中文電子書平台若能提供差異化附加價值，如專業推廣、推薦系統與教育支援服務，將有助於提升競爭力。最後，研究提出實務與行銷建議，協助平台業者優化服務策略，並供大學圖書館制定採購決策參考。

This study explores how the service quality of Chinese e-book platforms influences the procurement decisions of university libraries in Taiwan. The research focuses on three major dimensions: content resources, technical functionality, and after-sales support. A mixed-methods approach was adopted, combining questionnaire surveys and in-depth interviews with six procurement decision-makers from different types of university libraries within the Taiwan Academic E-book and Database Consortium (TAEBDC). While SERVQUAL theory was referenced as a conceptual foundation, this study did not fully adopt its five dimensions. The primary reason is that SERVQUAL is primarily applied in business-to-consumer (B2C) contexts for customer satisfaction evaluation, whereas this study is situated within a business-to-business (B2B) procurement setting. To better align with the characteristics of Chinese e-book platforms and the practical needs of academic libraries, only the"after-sales support" concept from SERVQUAL was incorporated. The three dimensions were restructured accordingly to reflect the research context. Findings reveal that content resources are the most critical factor in procurement decisions, followed by after-sales support, with technical functionality regarded as a basic requirement. Among after-sales services, training programs received the lowest satisfaction ratings, indicating a key area for improvement. Platforms that provide differentiatedvalue-added services—such as professional promotion, recommendation systems, and educational support—can strengthen their competitiveness. Finally, the study offers practical and marketing recommendations to assist platform providers in optimizing their service strategies and to support university libraries in formulating subscription decision.