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題名 以PPM模型探討移動支付用戶之轉移意圖
A study of user switching intention towards mobile payment: a Push-Pull-Mooring framework approach作者 衛瀟
Wei, Xiao貢獻者 管郁君
Huang, Eugenia Y.
衛瀟
Wei, Xiao關鍵詞 移動支付
轉移意圖
Push-Pull-Mooring模型
移動服務品質
轉換成本
功利性價值
mobile payment
switching intention
Push-Pull-Mooring framework,
mobile service quality
switching costs
utilitarian value日期 2016 上傳時間 11-七月-2016 17:02:07 (UTC+8) 摘要 伴隨著移動商務的迅速發展，以及越來越多的O2O(Online to Offline，即線上到線下)服務的出現和普及，移動支付逐漸被人們所接受。在此背景下，越來越多的企業加入到移動支付的競爭中，移動支付在世界範圍內的廣泛應用已經逐漸成為共識，用戶面臨著越來越多樣化的選擇。同時用戶往往不會滿足於其現在使用的移動支付，因而針對用戶轉移行為的研究極為必要。本研究借助人口地理學中的遷移理論以及推-拉-錨定(Push-Pull-Mooring)框架，並引入移動服務品質、轉換成本、功利性價值、網絡外部性、個人創新性、信任和轉移意圖7個研究構面。通過對中國大陸372個移動支付用戶的結構方程模式分析，探測出影響用戶轉移意圖的因素，以及各因素之間的關係。結果顯示，移動服務品質中的效率與履行因素對轉移意圖有負向影響；功利性價值中的多樣與方便因素以及網絡外部性對轉移意圖有正向影響；轉換成本中的程序與財務轉換成本對轉移意圖有負向影響；個人創新性和信任均顯著影響轉移意圖，但其調節作用並不顯著。最後，以此為依據，本研究分別針對原移動支付和新移動支付提出了相應的發展策略。
With the rapid development of mobile commerce, as well as the emergence and popularity of increasing O2O (Online to Offline) services, mobile payment has been accepted. In this context, more and more companies join the competition in mobile payment. Mobile payment widely around the world has become a consensus and users are faced with increasingly diverse selections. Users are often not satisfied with their current mobile payment. So it is necessary to study users’ switching behavior. This research with the migration theory in geography, as well as Push-Pull-Mooring framework, and the introduction of mobile service quality, switching costs, utilitarian value, network externalities, personal innovativeness, trust and switching intention 7 research variables, based on structural equation modeling analysis of 372 mobile payment users, detects the factors affecting the user switching intention and the relationships between the factors.Results show that efficiency and fulfillment factor of mobile service quality have a negative effect on switching intention; assortment and convenience factor of utilitarian value, as well as network externalities have a positive impact on switching intention; procedural and financial switching costs have a negative impact on switching intention; personal innovativeness and trust both show effect on switching intention, but the moderator effect is not significant. Finally, on this basis, the study puts forward the development strategies respectively for the first-mover and after market entrants.參考文獻 一、網絡文獻Board of Governors of The Federal Reserve System(2015). Consumers and mobile financial services 2015. Retrieved December 03, 2015, from http://www.federalreserve.gov/econresdata/consumers-and-mobile-financial-services-report-201503.pdfCNNIC(2015). 第36次中國互聯網絡發展狀況統計報告. Retrieved December 05, 2015, from http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201507/P020150723549500667087.pdfFacebook(2015). Facebook Reports Third Quarter 2015 Results. Retrieved December 05, 2015, from http://investor.fb.com/releasedetail.cfm?ReleaseID=940609Mike S.(2015). MySpace Still Reaches 50 Million People Each Month. Retrieved December 05, 2015, from http://blogs.wsj.com/cmo/2015/01/14/myspace-still-reaches-50-million-people-each-month/二、英文文獻Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. 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Decision Support Systems, 54(2), 1085-1091. 描述 碩士
國立政治大學
資訊管理學系
103356045資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103356045 資料類型 thesis dc.contributor.advisor 管郁君 zh_TW dc.contributor.advisor Huang, Eugenia Y. en_US dc.contributor.author (作者) 衛瀟 zh_TW dc.contributor.author (作者) Wei, Xiao en_US dc.creator (作者) 衛瀟 zh_TW dc.creator (作者) Wei, Xiao en_US dc.date (日期) 2016 en_US dc.date.accessioned 11-七月-2016 17:02:07 (UTC+8) - dc.date.available 11-七月-2016 17:02:07 (UTC+8) - dc.date.issued (上傳時間) 11-七月-2016 17:02:07 (UTC+8) - dc.identifier (其他 識別碼) G0103356045 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/98852 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 103356045 zh_TW dc.description.abstract (摘要) 伴隨著移動商務的迅速發展，以及越來越多的O2O(Online to Offline，即線上到線下)服務的出現和普及，移動支付逐漸被人們所接受。在此背景下，越來越多的企業加入到移動支付的競爭中，移動支付在世界範圍內的廣泛應用已經逐漸成為共識，用戶面臨著越來越多樣化的選擇。同時用戶往往不會滿足於其現在使用的移動支付，因而針對用戶轉移行為的研究極為必要。本研究借助人口地理學中的遷移理論以及推-拉-錨定(Push-Pull-Mooring)框架，並引入移動服務品質、轉換成本、功利性價值、網絡外部性、個人創新性、信任和轉移意圖7個研究構面。通過對中國大陸372個移動支付用戶的結構方程模式分析，探測出影響用戶轉移意圖的因素，以及各因素之間的關係。結果顯示，移動服務品質中的效率與履行因素對轉移意圖有負向影響；功利性價值中的多樣與方便因素以及網絡外部性對轉移意圖有正向影響；轉換成本中的程序與財務轉換成本對轉移意圖有負向影響；個人創新性和信任均顯著影響轉移意圖，但其調節作用並不顯著。最後，以此為依據，本研究分別針對原移動支付和新移動支付提出了相應的發展策略。 zh_TW dc.description.abstract (摘要) With the rapid development of mobile commerce, as well as the emergence and popularity of increasing O2O (Online to Offline) services, mobile payment has been accepted. In this context, more and more companies join the competition in mobile payment. Mobile payment widely around the world has become a consensus and users are faced with increasingly diverse selections. Users are often not satisfied with their current mobile payment. So it is necessary to study users’ switching behavior. This research with the migration theory in geography, as well as Push-Pull-Mooring framework, and the introduction of mobile service quality, switching costs, utilitarian value, network externalities, personal innovativeness, trust and switching intention 7 research variables, based on structural equation modeling analysis of 372 mobile payment users, detects the factors affecting the user switching intention and the relationships between the factors.Results show that efficiency and fulfillment factor of mobile service quality have a negative effect on switching intention; assortment and convenience factor of utilitarian value, as well as network externalities have a positive impact on switching intention; procedural and financial switching costs have a negative impact on switching intention; personal innovativeness and trust both show effect on switching intention, but the moderator effect is not significant. Finally, on this basis, the study puts forward the development strategies respectively for the first-mover and after market entrants. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與問題 3第二章 文獻探討 5第一節 移動支付研究 5第二節 遷移理論和PPM模型 8第三節 移動服務品質 10第四節 轉換成本 13第五節 功利性價值 16第六節 其他因素 18一、網絡外部性 19二、個人創新性 19三、信任 21四、感知風險 22第三章 研究方法 23第一節 研究架構 23第二節 研究假說 25一、推力因素 25二、拉力因素 26三、錨定因素 27四、個人創新性與信任之影響 28第三節 變量操作性定義 29一、移動服務品質 29二、功利性價值 30三、轉換成本 33四、其他變量 34第四節 研究設計 36第五節 前測 36一、移動服務品質因素分析結果 37二、功利性價值與網絡外部性因素分析結果 38三、轉換成本因素分析結果 40四、個人創新性因素分析結果 41五、信任因素分析結果 42六、轉移意圖因素分析結果 42第四章 驗證與數據分析 44第一節 因素分析 46第二節 測量模式分析 48第三節 結構模式分析 50第五章 結論與建議 53第一節 研究結論 53一、移動服務品質對移動支付用戶轉移意圖的影響 53二、轉換成本對移動支付用戶轉移意圖的影響 54三、功利性價值和網絡外部性對移動支付用戶轉移意圖的影響 55四、個人創新性和信任的調節作用 56第二節 研究建議 57一、提高服務履行效能 57二、拓展服務品項和方便性 58三、關注程序和財務轉換成本 59第三節 研究限制 59第四節 後續研究方向 60參考文獻 61網絡文獻 61英文文獻 61附錄 68 zh_TW dc.format.extent 1670913 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103356045 en_US dc.subject (關鍵詞) 移動支付 zh_TW dc.subject (關鍵詞) 轉移意圖 zh_TW dc.subject (關鍵詞) Push-Pull-Mooring模型 zh_TW dc.subject (關鍵詞) 移動服務品質 zh_TW dc.subject (關鍵詞) 轉換成本 zh_TW dc.subject (關鍵詞) 功利性價值 zh_TW dc.subject (關鍵詞) mobile payment en_US dc.subject (關鍵詞) switching intention en_US dc.subject (關鍵詞) Push-Pull-Mooring framework, en_US dc.subject (關鍵詞) mobile service quality en_US dc.subject (關鍵詞) switching costs en_US dc.subject (關鍵詞) utilitarian value en_US dc.title (題名) 以PPM模型探討移動支付用戶之轉移意圖 zh_TW dc.title (題名) A study of user switching intention towards mobile payment: a Push-Pull-Mooring framework approach en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、網絡文獻Board of Governors of The Federal Reserve System(2015). Consumers and mobile financial services 2015. Retrieved December 03, 2015, from http://www.federalreserve.gov/econresdata/consumers-and-mobile-financial-services-report-201503.pdfCNNIC(2015). 第36次中國互聯網絡發展狀況統計報告. Retrieved December 05, 2015, from http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201507/P020150723549500667087.pdfFacebook(2015). Facebook Reports Third Quarter 2015 Results. Retrieved December 05, 2015, from http://investor.fb.com/releasedetail.cfm?ReleaseID=940609Mike S.(2015). MySpace Still Reaches 50 Million People Each Month. Retrieved December 05, 2015, from http://blogs.wsj.com/cmo/2015/01/14/myspace-still-reaches-50-million-people-each-month/二、英文文獻Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.Bansal, H. S., Taylor, S. F., & James, Y. S. (2005). “Migrating” to new service providers: Toward a unifying framework of consumers’ switching behaviors. 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