近年來電子化服務的快速發展，不但為消費者在生活上帶來革命性的便利，也為企業帶來新的商機。然而對於消費者採用電子化服務行為的瞭解不甚完整，導致電子化服務業者面臨獲利不符預期的困境，因此，瞭解影響消費者對於電子化服務採用的因素，對於電子化服務業者而言是極為重要的研究議題。
本論文提出二個研究問題，第一，社會因素是否影響電子化服務提供與採用之決策，並造成供需間對於品質需求認知落差?第二，影響消費者採用電子化服務之社會因素為何?藉由二個獨立的實證研究，本論文探討影響消費者採用電子化服務之社會行為，研究結果可使電子化服務業者對於消費者採用行為有更完整的瞭解，作為制定經營策略時的參考依據。
第一個實證研究，探討IPTV服務品質，研究中首先發展出一個量測模型，確認出可用於衡量IPTV服務品質之構面，作為衡量IPTV服務品質之基礎，協助業者評估提升客戶滿意度之投資效益。藉由771份問卷調查及探索性因素分析，第一篇研究發展出包括系統品質、資訊品質、服務品質、視訊品質及適性化頻道品質等構面，適用於衡量IPTV服務品質之的量測模型，結合這個測量模型及Kano二維服務品質模型，本研究探討服務提供者與消費者之服務品質認知落差。研究結果顯示，服務品質需求之認知在供與需之間確實存在差異，提供了不同社會經驗背景個體得出不同決策結果之社會影響實證。
第二個實證研究，探討影響企業員工使用數位學習之社會影響因素，研究中以制度理論為基礎提出一研究模式，探討強制力、規範力及模仿力等社會環境因素對於數位學習採用之行為影響，本研究以172位企業員工為調查對象，並利用淨最小平方法（Partial least squares，PLS）驗證該模式，研究結果發現，規範力與模仿力等社會因素顯著影響企業員工對於數位學習採用的態度與意圖，強制力則不影響，研究結果建議，企業可加強對員工之規範，並運用標竿模仿，以提高員工對於數位學習之使用意圖。
最後，本論文針對二個研究結果，對實務界提出建議，協助其訂定更臻完善的經營策略，另外本文也提出對學術界未來研究方向的建議。

The proliferation of e-services has not only created digital revaluation of our lives but has also provided the new business activities and opportunities. However, the environment of e-services is full of uncertainty. The uncertainty is that enterprises and consumers know so little about how to respond to the progress and expanding of e-services. Furthermore, enterprises hardly know how the consumers acquire, adopt, and experience the e-service; consumers also regard it hard to comprehend the ideas and considerations of enterprises in designing and promoting new e-services. Hence, this dissertation conducted two studies to provide solid models to examine and measure the perception of consumers on acquiring, adopting, and experiencing e-services.
In the first study, focusing on the hedonic e-service, a measurement model was proposed to measure the perception discrepancy of IPTV service quality between the service provider and customers. The model, developed by exploratory factor analysis of survey data from 771 respondents, suggests adopting system quality, information quality, service quality, video quality, and adaptive channel quality to measure the IPTV service quality. Using this measurement model, this study adopts the Kano model to explore the perception of service quality between service providers and consumers. The results indicated a significant discrepancy between these two parties, and provide evidence for social factors influencing the perception discrepancy of e-service adoption between service provider and customers.
The second study focused on the utilitarian e-service. A research model was proposed to examine three social environmental factors of coercive, normative and mimetic pressures within the e-learning context. An empirical study involving 172 subjects and the partial least square method was conducted to test this model. The results of the second study indicated that normative and mimetic pressures significantly influence the attitude and intention of adopting e-learning, while coercive pressures appear the opposite. Attitude plays a mediating role between both normative and mimetic institutional pressures and e-learning adoption. The second study contributes to a deeper understanding of the social factors that promote the use of e-learning in on-the-job training.
Finally, the implications of these findings for service providers and the directions for future research are discussed herein.

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