目的：
2002至2003年間發生了嚴重急性呼吸道症候群(SARS)的疫情，而在2020年又再次面對突如襲來的新冠狀肺炎(Covid-19)疫情影響，不單只是國內人民的懼怕恐慌，也考驗政府面對防疫物資的缺乏，更打亂全世界的產業鏈結構，也再次重新調整全世界面對疫情的方式。新冠狀肺炎疫情發生的前二至三個月，政府面對人民的基本防疫物資供給不足，如口罩，造成社會人心動盪，但從各項的政策一步一步的調整，從禁止防疫物資出口至全面徵收，進而成立相關產業國家隊提升口罩的產能，並透過既有的資訊網路，提供人民領用的方式及所需基本的口罩數量，使國內的人民可透過一段時間區間，購買固定價格的口罩及數量；透過政府管控價格及數量，達到全民防疫的目的，也安定民心，使人民不用處在沒有口罩的恐懼中。因此本研究應用美國顧客滿意度指數模型（American Customers Satisfaction Index, ACSI）的研究模型，針對民眾進行問卷調查，並依據政府所提供的口罩領用相關政策，探討政府在政策時效上是否能夠滿足人民的期待？所提供的口罩品質、樣式、領用方式等是否讓民眾覺得滿意？以及是否可做為政府日後再次面對疫情時之政策參考。

方法：
以自擬結構式問卷為研究工具，內容包含人口學基本資料、顧客期望、知覺品質、知覺價值、顧客滿意度、顧客忠誠、顧客抱怨等構面，針對台灣地區20歲以上之曾使用過政府口罩領用政策之民眾進行調查，取得有效問卷536份。並將人口學基本資料部分與各構面進行T檢定、單因子變異數分析，各構面之間則進行皮爾森相關及多元線性迴歸進行統計分析。


結果：
「年齡」、「職業別」、「政黨傾向」對顧客滿意度達顯著差異（p<0.05）；顧客期望、知覺品質、知覺價值、顧客滿意度皆為正相關，尤其以知覺品質直接影響顧客滿意度最顯著。

結論：
透過本研究結果，建議政府適時透過政策的修正來回應民眾的需求；民眾的抱怨度對於政府來說是一種建議，民眾對於政府的政策有相對的期待及滿意度，會嫌貨才是真正的買貨人。未來政府相關單位在政策上制定或流程改進上，或民眾對於政府的政策建議上，也應依據疫情的改變而有所適時的調整。

Purpose:
After the 2002-2003 Severe Acute Respiratory Syndrome (SARS) pandemic, Taiwan was confronted by the impact of the Severe Acute Respiratory Syndrome Coronavirus 2 (SARS‑CoV‑2 or COVID-19) pandemic in 2020. Not only did this instill fear in the people, but the shortage of virus prevention supplies also challenges how the government handles the situation. It disrupted the global industry chain, and altered how the world endures the pandemic. In the first 2 to 3 months of the COVID-19 pandemic, the government was faced with shortages of basic virus prevention supplies such as the face mask, which lead to widespread societal unrest. By implementing policies from banning the export of and levying virus prevention resources, to establishing specialized industry groups to increase the domestic face mask production capacity, the government effectively controlled the price and production of face masks. By implementing an online solution for citizens to sign up for and collect the necessary amount of face masks over a set period, the government was able to achieve large-scale virus prevention while easing the fear of the general public. This research utilizes the American Customers Satisfaction Index (ACSI) research model on deploying questionnaires to the general public on aspects such as face mask quality, configuration, and method of collecting face masks to understand whether people are satisfied. The study also looks into government policies regarding face mask distribution and explores whether the findings can benefit policymaking in a future pandemic.

Method:
Using a self-developed structured questionnaire, the questions include aspects such as basic demographic information, customer expectation, perceived quality, perceived value, customer satisfaction, customer loyalty, and customer complaint. The research collected 536 responses within the target demographic of people over 20 years old living in Taiwan, who have taken part in the government’s face mask distribution campaign. The demographic information is results analyzed using the t-test and the analysis of variance. Statistical analyses were done on the responses with Pearson’s correlation and multiple linear regression model.

Results:
Aspects that have the greatest effect on customer satisfaction are age, occupation, and political inclination (p<0.05). Positive correlations were observed in aspects including customer expectation, perceived quality, perceived value, and customer satisfaction. In particular, the perceived quality of the product has a direct impact on customer satisfaction.

Conclusion:
Interpreting the result of this research, the government should respond to the needs of the general public. The public’s complaints should be a clear demand of change to the government. People have certain level of expectation and satisfaction towards a public policy, and the government should include those feedback during the policymaking process, which includes making the necessary adjustments during a pandemic.

論文審定書 i
摘 要 ii
Abstract iv
目 錄 vi
圖 次 viii
表 次 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究範圍 2
第四節 研究流程 3
第二章 文獻探討 4
第一節 口罩的種類及相關法源 4
第二節 SARS疫情給予的政策經驗 5
第三節 COVID-19疫情時政策執行現況 7
第四節 顧客期望（CUSTOMER EXPECTATIONS） 10
第五節 知覺品質（PERCEIVED QUALITY） 11
第六節 知覺價值（PERCEIVED VALUE） 12
第七節 顧客滿意度（CUSTOMER SATISFACTIONS） 13
第八節 顧客抱怨（CUSTOMER COMPLAINTS） 14
第九節 顧客忠誠（CUSTOMER LOYALTY） 14
第三章 研究方法 16
第一節 研究流程 16
第二節 研究架構 16
第三節 研究假設 17
第四節 研究對象與研究工具 18
第五節 研究變項與定義 21
第六節 資料處理與分析方法 34
第四章 研究分析與結果 36
第一節 研究樣本之描述性統計分析 36
第二節 基本人口學與研究變項之影響 51
第三節 各構面變項對顧客滿意度之相關分析 70
第四節 各構面變項對顧客滿意度之影響程度分析 72
第五節 人口學特性變項與顧客滿意度之相關分析 78
第六節 影響滿意度之相關效果 81
第五章 討論與建議 83
第一節 研究假設驗證 83
第二節 顧客滿意度討論 87
第三節 口罩相關討論 90
第四節 研究結論與建議 91
第五節 研究限制 91
第六節 研究貢獻 92
參考文獻 93

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