隨著行動裝置普及，功能也越來越多樣化，由於不受時間及地點的限制，致使行動商務因而興起，創造更多的商機，然而也突顯出一些議題，行動商務衍生出的虛擬商品及服務之服務品質，是否符合消費者需要與需求，因此本研究針對導航系統結合行動商務之虛擬商品，即「導航APP」作為線上服務品質，並以使用行動通訊裝置之使用者為研究對象，參考E-S-QUAL建構本研究之構面及問卷題項，並應用IRPA與IAA分析法於實際調查資料，分析使用者在使用導航APP時，對於服務品質之觀點，本研究回收之有效問卷共398份，分析結果發現，IRPA分析顯示使用者對於導航APP服務品質之「履行」、「行程規劃」構面，具有較高的影響力，而「系統有效性」構面，建議列為優先改善之項目，針對研究結果之解析，希望能提供給導航系統公司作為改善服務品質的參考，期許導航系統未來產業能夠發展出更符合使用者需求的導航系統。 With the popularity of mobile devices, the function has become more and more diversified. Due to the fact that the mobile commerce is not limited by a specific time zone and location, it has created numerous business opportunities. However, it also has several issues such as whether or not the quality of the service has matched with the needs of consumers. Therefore, this study is aimed to analyze the virtual service of the navigation system combined with the mobile commerce, that is, ＂navigation APP＂ as the quality of online service, and the users of mobile communication device as the object of study. ES-QUAL is referred to construct the function of the questionnaire and questionnaire itself. IRPA and IAA analysis are used to analyze the data of the users, and 398 valid questionnaires are used to analyze the quality of service. The results of the IRPA analysis show that the quality of ＂performance＂ and ＂itinerary planning＂ of navigation APP are the two functions that have high influence toward customer' satisfaction, and ＂system effectiveness＂ is proposed as a priority project for improvement. For the result of this analysis, I hope to provide navigation system industry a reference to improve its service quality, and hope that the navigation system industry will develop better snavigation system that is in line with the needs of customers.
