陳雲端CRM系統持續使用意圖之實證研究：整合任務－－科技適配模式與體制理論

An Empirical Study of Continuous Usage Intention of Cloud CRM System: Integrating the Task-Technology Fit Model and Institutional Theory

顧客關係管理（CRM）已成為企業重視的經營議題，根據Gartner公司的研究報告 預測，軟體即服務（SaaS）在大多數企業應用軟體市場中將變得越來越重要。過去以CRM系統為主的相關研究大多著重在系統服務品質上的研究，少有對於SaaS之任務──科技適配度及企業所面對的體制壓力與雲端CRM系統使用意圖間之關係進行深入探討，因此本研究結合此兩理論，探討雲端CRM系統之任務──科技適配度及企業客戶所面臨的體制壓力，對知覺有用性、使用滿意度與持續使用意圖的影響。本研究以使用雲端CRM系統超過三個月之企業客戶為研究對象，共回收185份有效問卷，並使用SmartPLS2.0軟體進行模式驗證與假說檢定，實證結果顯示多數假說均受到支持。根據研究結果，提出管理意涵及實務建議供相關業者參考。

Customer Relationship Management (CRM) has been an issue of primary concern in business management. According to a study by Gartner, SaaS (Software as a Service, SaaS) is predicted to become increasingly important in most enterprise application software (EAS) markets. Prior studies of CRM systemwere mostly focused on the service quality. In the extant literature, only a few studies investigate the effects of task-technology fitand institutional pressures on firms’ SaaS adoption. Therefore, this study integratesthe Task-Technology Fit Model (TTF) and Institutional Theory to develop aresearch model that examines important factors affecting continuous usage of cloud CRM system.We extend the variables of TTF and Institutional Theory to better explain the perceived usefulness, satisfaction and continuous usage of cloud CRM system under cloud computing context. With corporate users continuing use ofcloud CRM system for more than 3 months in Taiwan as research subjects,the model and hypothesized relationship are empirically tested using the structural equation modeling (SEM) approach supported by SmartPLS2.0, with 185valid questionnaires returned. On the whole, most of hypotheses are supported. Implications and practical suggests are also provided.