隨著近年數位轉型的發展及智慧裝置的普及，大眾生活的方式也逐漸與以往不同，在生活型態的改變下，企業的商業模式同樣也隨之改變。智慧裝置的普及使得企業可以利用更有彈性的方式提供顧客商品及服務，也因此造成近年訂閱制商業模式的蓬勃發展。

理想上企業可以利用訂閱制商業模式提供各種不同產品及服務，無論是實體或非實體，但在實務的運用並非每間企業的訂閱制服務皆能成功。訂閱制商業模式能夠長期獲利的關鍵在於訂閱戶的流失率，若是企業想要長期透過訂閱制商業模式獲利，則必須降低訂閱戶的流失率。為了達成此一目標，企業必須提升這群訂閱戶的顧客忠誠度，找出能夠提高顧客忠誠度的方式。因此本研究目的是探討在訂閱制商業模式下影響顧客忠誠度的因素，先探討「服務品質」、「感知價值」及「品牌信任」如何影響「顧客滿意度」，再分析「顧客滿意度」如何影響「顧客忠誠度」。

本研究的樣本以目前正在使用訂閱制服務的使用者為對象，利用便利抽樣法，總共收回182份有效問卷，並利用SEM結構方程模型檢驗檢說。研究結果發現感知價值及品牌信任對顧客滿意度有正相關，顧客滿意度對顧客忠誠度也有正相關，顯示使用訂閱制服務的使用者對於訂閱制服務的價值及品牌的信任度是影響其顧客滿意度的一大要素，並且利用上述兩項構面增加顧客滿意度進而增加其顧客忠誠度的方式是可行的。

With the development of digital transformation and the prevalence of intelligent devices, the way of living of people has gradually become different. The business models of enterprises has changed under current circumstance. Due to the prevalence of intelligent devices, the enterprises are able to provide products and services in a more flexible way, which leads to the vigorous development of subscription business model.
Ideally, enterprises are able to provide various products and services with subscription business model, despite the tangibility of products. Nevertheless, not every subscription service in every business can be successful in practical situations. The key of gaining long-term profit from subscription business model is the loss rate of subscriber. If the enterprise hopes to gain long-term profit with subscription business model, it would be essential to lower the loss rate of subscribers.
In order to achieve this goal, enterprises have to find out the way to enhance customer loyalty and retain loyal customers. Therefore, this research aims to explore the factors which influence the “customer loyalty” in subscription business model. Moreover, it also explores how “service quality”, “perceived value” and “brand trust” affect “customer satisfaction”, and how “customer satisfaction” influences “customer loyalty”.
The samples of the research are the current users of subscription services, and receive 182 effective questionnaires with convenience sampling. The research examines the hypothesis with structural equation modeling.

The research results indicate that “perceived value” and “brand trust” are positively related to “customer satisfaction”, and “customer satisfaction” is positively related to “customer loyalty”. It specifies that the value of subscription service and brand trust are significant factors which influence the customer satisfaction of subscribers. It is able to enhance customer satisfaction and customer loyalty by increasing the value of subscription service and brand trust.

目錄
論文審定書……………………………………………………………………i
誌謝……………………………………………………………………………ii
中文摘要………………………………………………………………………iii
Abstract………………………………………………………………………..iv
目錄……………………………………………………………………………vi
圖次……………………………………………………………………………vii
表次……………………………………………………………………………viii
第一章 緒論………………………………………………………...……..1
第一節 研究動機……………………………………………………….....1
第二節 研究背景……………………………………………………….....2
第三節 研究目的…………………………………………………….........3
第四節 研究流程……………………………………………………...…..4
第二章 文獻探討…………………………………………………...……..5
第一節 訂閱經濟的意義....…………………..........................................5
第二節 訂閱制商業模式………………...…………...........……………..5
第三節 顧客忠誠度的影響因素……………………………………..…..6
第三章 研究設計……………………………………………………..…..10
第一節 研究結構及假說…………………………………………….…..10
第二節 研究構面之操作性定義………………………………………..12
第三節 問卷設計………………………………………………….……..13
第四節 資料分析方法…………………………………………….……..17
第四章 研究結果……………………………………………………..…..21
第一節 樣本基本資料與研究變項分析…………………………....…..21
第二節 信度及效度分析………………………………………...……..25
第三節 基本資料對於各研究構面之差異性分析………………...…..31
第四節 相關性分析……..………………………………………………..41
第五節 SEM 路徑分析……………………………………………………44
第五章 結論與建議……………………………..………………………..47
第一節 研究結論………………………………………………………..47
第二節 管理意涵………………………………………………………..50
第三節 研究限制與建議…..……………………………………………..52
參考文獻…………………...…………………………………………………55
附錄……………………………………………………………………………60

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