| Summary: | 碩士 === 國立聯合大學 === 資訊管理學系碩士班 === 101 === The purpose of this study is to determine how the Internet market orientation and service innovation affect the user satification. This study used survey questionnaires to gather the data, collected 541 samples (i.e., first samples, N1= 251; second samples, N2= 290), and the structural equation modeling was used to analysis the relationships. First, we adopted the comprehensive procedures of measurement scale development recommended by Churchill(1979) and MacKenize et al.(2011) and derived a measurement scale for the two relevant assessment scale (Internet-mediated market orientation and service innovation). Then, the research and application of structural equation modeling approach for the above relevant assessment scale and structural model fit validation and testing of research hypotheses are discussed. Analytical results indicate that Internet-mediated market orientation has a positive impact on the user satisfaction; service innovation has positive influence the user satisfaction. Finally, recommendations for Internet-mediated market orientation and service innovation researchers for improved use of virtual community enterprise are also provided.
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