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題名 以聯合分析法探討消費者對於行動支付的偏好
The Application of Conjoint Analysis on Consumer Preference for Mobile Payment作者 廖孟筠
Liao, Meng-Yun貢獻者 張愛華
廖孟筠
Liao, Meng-Yun關鍵詞 聯合分析法
行動支付
知覺風險傾向
促銷傾向
Conjoint analysis
Mobile payment
Perceived risk propensity
Promotion propensity日期 2019 上傳時間 1-Jul-2019 11:14:16 (UTC+8) 摘要 由於市場上之行動支付服務商如雨後春筍般露出，本研究希望能藉由聯合分析法找出民眾在選擇行動支付服務除了紅利回饋外的考量。本研究主要探討在不同的用戶特徵如促銷傾向、知覺風險傾向、人口統計變數、使用狀況/頻率對行動支付選擇如何造成影響。不同用戶在選擇行動支付時，各要素的偏好順序有何差異，進而影響到最終產品的選擇。本研究之商品屬性乃根據2019及2018年資策會產業情報研究所所提出之行動支付大調查加以設計，以知名度、支付方式、認證安全性、可使用場域廣度、回饋機制作為欲探討的要素。本研究以問卷調查進行研究，邀請18歲以上，使用過或知曉行動支付服務的民眾上網填答問卷。本調查共回收259份有效樣本。本研究所獲得之實證結果顯示整體樣本及在不同特徵區隔（促銷傾向、知覺風險及人口統計變數）下，民眾所第一重視的屬性為知名度，其次為回饋機制，而後三項重視排名因不同特徵區隔而有所差異。「想到才使用」之樣本第一重視的屬性為回饋機制，其次為知名度；而「無使用過」之樣本第一重視的屬性為知名度，其次為認證方式。因此根據研究結果，針對使用過的用戶，本研究建議以紅利回饋或社群活動提高產品能見度，進而使產品提高知名度。針對無使用過之潛在客戶，本研究建議提升身份認證辨識度及產品穩定性，並致力於去除大眾對於安全性低的迷思與疑慮。
As the mobile payment services in the market have sprung up, it is important that business managers grasp this trend to build up competitive advantage for firms. This study aims to offering marketing strategy suggestions for mobile payment service providers by finding out how consumers choose the mobile payment service by means of joint analysis. This study explores how different user characteristics such as promotion propensity, perceived risk propensity, demographics, and frequency of using mobile payment services have impacts on mobile payment choices. The product attributes of this study were designed according to the mobile payment survey proposed by the 2019 and 2018 Institute of Information Industry, with the reputation, payment method, authentication security, availablity, and bonus feedback as the elements to be explored. The study was conducted using a survey research. People who were 18 years old or older, used or knew the action payment service were allowed to fill out a questionnaire which was put on Survey Cake servies platform. This survey collected a total of 259 valid samples.The empirical results obtained by this study show that the preferences of overall sample and the different characteristics (promotional propensity, perceived risk propensity and demographics) are as following: The first priority of the public is the popularity, followed by the bonus feedback, while the latter three ranking varies depending on the different features. The first priority of the sample "use occationally" is the bonus feedback, followed by the popularity; while the "never use it" sample considers popularity at first, followed by the authentication security.Therefore, based on the results of the study, for the users who have used it, this study suggests to increase product visibility by bonus feedback or community activities. For potential customers who have not used it, this study proposes to improve identity identification and product stability, and to remove the public`s myths and doubts about low security.參考文獻 一、中文部分：（一）書籍及文獻：邱志聖（2014）。策略行銷分析：架構與實務應用。台北市：智勝出版社。黃俊英（2000）。多變量分析（第七版）。台北市：中國經濟企業研究所。劉景賢（2000）。聯合分析法在廠商決策之應用。台灣大學國際企業所碩士論文，台 北市。（一） 網路資料：中央研究院（2017）。行動支付發展現況。2019年1月，取自：http://newsletter.ascc.sinica.edu.tw/news/read_news.php?nid=3798金融監督管理委員會（2016）。金融科技發展策略白皮書。2018年12月，取自：http://iknow.stpi.narl.org.tw/Post/Files/policy_12420_1050511金融科技發展策略白皮書%281%29.pdf金融監督管理委員會（2019）。107年12月份信用卡、現金卡、電子票證及行動支付機構業務資訊。2019年4月，取自：https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=201901310011&aplistdn=ou=news,ou=multisite,ou=chinese,ou=ap_root,o=fsc,c=tw&dtable=News資策會產業情報研究所（2018）。行動支付大調查。2019年3月，取自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=486資策會產業情報研究所（2019）。行動支付大調查。2019年3月，取自： https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=504蕭佑何（2018）。台灣行動支付大比拼。2019年1月，取自： https://dahetalk.com/2018/08/19/【圖解】台灣行動支付大比拼：line-pay、街口支付、apple-pay/二、英文部分：（一）書籍及文獻：Arrow, K. J. (1982). Risk perception in psychology and economy. Economic Inquiry, 20(1), 1-9.Blattberg, R., Buesing, T., & Peacock, P. (1978). Identifying the deal prone segment. Journal of Marketing Research, 15(3), 369.Green, P.,& Srinivasan, V. (1978). Conjoint analysis in consumer research: issues and outlook. Journal of Consumer Research, 5(2), 103-123.Green, P. E.,& Wind, Y. (1973). Multiattribute decisions in marketing: a measurement approach, Hinsdale: Dryden Press.Hair, J. F., Anderson, R., Tatham, R.,& Black, W. (2010). Multivariate data analysis. NJ: Prentice Hall.Krugman, H. E. (1979). Attitude research plays for high stakes. American Marketing Association, 5(2), 40.Krugman, H. E. (2000). Memory without recall, exposure without perception. Journal of Advertising Research, 40(6), 49–54.Lawshe, C. H. (1975). A quantitative approach to content validity. Personnel Psychology, 28, 563–575Loh, L., & Ong, Y. (1998). The adoption of internet-based stock trading: a conceptual framework and empirical results. Journal of Information Technology, 13(2), 81-94.Mauricio, S. F.,& Paul, A. P. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human - Computer Studies, 59(4), 451-474.Mitchell, V. W. & Greatorex, M. (1993). Risk perception and reduction in the purchase of consumer services. The Service Industries Journal, 13(4), 179-200.Ozturk, A. B., Bilgihan, A., Salehi-Esfahani, S., & Hua, N. (2017). Understanding the mobile payment technology acceptance based on valence theory. International Journal of Contemporary Hospitality Management, 29(8), 2027-2049.Rogers, E. M. (1957). A conceptual variable analysis of technological change. Retrospective Theses and Dissertations. 10(2), 302.Rogers, E. M. (1973). Communication strategies for family planning. Free Press, 80-85.Richard, L. G. (1983). Factor analysis. dHillsdale, NJ: Erlbaum Associates.Webster, F. E. Jr. (1965). The "deal-prone" consumer. Journal of Marketing Research (Pre-1986), 2(2), 186. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363093資料來源 http://thesis.lib.nccu.edu.tw/record/#G1063630931 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.author (Authors) 廖孟筠 zh_TW dc.contributor.author (Authors) Liao, Meng-Yun en_US dc.creator (作者) 廖孟筠 zh_TW dc.creator (作者) Liao, Meng-Yun en_US dc.date (日期) 2019 en_US dc.date.accessioned 1-Jul-2019 11:14:16 (UTC+8) - dc.date.available 1-Jul-2019 11:14:16 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2019 11:14:16 (UTC+8) - dc.identifier (Other Identifiers) G1063630931 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124269 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 106363093 zh_TW dc.description.abstract (摘要) 由於市場上之行動支付服務商如雨後春筍般露出，本研究希望能藉由聯合分析法找出民眾在選擇行動支付服務除了紅利回饋外的考量。本研究主要探討在不同的用戶特徵如促銷傾向、知覺風險傾向、人口統計變數、使用狀況/頻率對行動支付選擇如何造成影響。不同用戶在選擇行動支付時，各要素的偏好順序有何差異，進而影響到最終產品的選擇。本研究之商品屬性乃根據2019及2018年資策會產業情報研究所所提出之行動支付大調查加以設計，以知名度、支付方式、認證安全性、可使用場域廣度、回饋機制作為欲探討的要素。本研究以問卷調查進行研究，邀請18歲以上，使用過或知曉行動支付服務的民眾上網填答問卷。本調查共回收259份有效樣本。本研究所獲得之實證結果顯示整體樣本及在不同特徵區隔（促銷傾向、知覺風險及人口統計變數）下，民眾所第一重視的屬性為知名度，其次為回饋機制，而後三項重視排名因不同特徵區隔而有所差異。「想到才使用」之樣本第一重視的屬性為回饋機制，其次為知名度；而「無使用過」之樣本第一重視的屬性為知名度，其次為認證方式。因此根據研究結果，針對使用過的用戶，本研究建議以紅利回饋或社群活動提高產品能見度，進而使產品提高知名度。針對無使用過之潛在客戶，本研究建議提升身份認證辨識度及產品穩定性，並致力於去除大眾對於安全性低的迷思與疑慮。 zh_TW dc.description.abstract (摘要) As the mobile payment services in the market have sprung up, it is important that business managers grasp this trend to build up competitive advantage for firms. This study aims to offering marketing strategy suggestions for mobile payment service providers by finding out how consumers choose the mobile payment service by means of joint analysis. This study explores how different user characteristics such as promotion propensity, perceived risk propensity, demographics, and frequency of using mobile payment services have impacts on mobile payment choices. The product attributes of this study were designed according to the mobile payment survey proposed by the 2019 and 2018 Institute of Information Industry, with the reputation, payment method, authentication security, availablity, and bonus feedback as the elements to be explored. The study was conducted using a survey research. People who were 18 years old or older, used or knew the action payment service were allowed to fill out a questionnaire which was put on Survey Cake servies platform. This survey collected a total of 259 valid samples.The empirical results obtained by this study show that the preferences of overall sample and the different characteristics (promotional propensity, perceived risk propensity and demographics) are as following: The first priority of the public is the popularity, followed by the bonus feedback, while the latter three ranking varies depending on the different features. The first priority of the sample "use occationally" is the bonus feedback, followed by the popularity; while the "never use it" sample considers popularity at first, followed by the authentication security.Therefore, based on the results of the study, for the users who have used it, this study suggests to increase product visibility by bonus feedback or community activities. For potential customers who have not used it, this study proposes to improve identity identification and product stability, and to remove the public`s myths and doubts about low security. en_US dc.description.tableofcontents 摘要 iAbstract ii第一章 緒論 1第二章 文獻探討 5第一節 行動支付 5第二節 創新擴散與消費者創新性 9第三節 促銷傾向與知覺風險 13第四節 聯合分析法 15第三章 研究方法 23第一節 理論架構與變數定義 23第二節 研究設計—聯合分析法 30第三節 資料分析與研究問題 39第四章 樣本輪廓描述及聯合分析研究結果 41第一節 樣本輪廓分析 41第二節 效度與信度分析 48第三節 各構面之相關分析 51第四節 整體樣本之聯合分析結果 52第五節 用戶傾向之集群分析 59第六節 不同市場區隔之聯合分析結果 61第五章 結論與建議 93第一節 理論架構實證結果 93第二節 研究結果之應用 98第三節 研究限制 100第四節 後續研究建議 101參考文獻 102附錄一 問卷內容 I附錄二 聯合分析語法 X zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1063630931 en_US dc.subject (關鍵詞) 聯合分析法 zh_TW dc.subject (關鍵詞) 行動支付 zh_TW dc.subject (關鍵詞) 知覺風險傾向 zh_TW dc.subject (關鍵詞) 促銷傾向 zh_TW dc.subject (關鍵詞) Conjoint analysis en_US dc.subject (關鍵詞) Mobile payment en_US dc.subject (關鍵詞) Perceived risk propensity en_US dc.subject (關鍵詞) Promotion propensity en_US dc.title (題名) 以聯合分析法探討消費者對於行動支付的偏好 zh_TW dc.title (題名) The Application of Conjoint Analysis on Consumer Preference for Mobile Payment en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部分：（一）書籍及文獻：邱志聖（2014）。策略行銷分析：架構與實務應用。台北市：智勝出版社。黃俊英（2000）。多變量分析（第七版）。台北市：中國經濟企業研究所。劉景賢（2000）。聯合分析法在廠商決策之應用。台灣大學國際企業所碩士論文，台 北市。（一） 網路資料：中央研究院（2017）。行動支付發展現況。2019年1月，取自：http://newsletter.ascc.sinica.edu.tw/news/read_news.php?nid=3798金融監督管理委員會（2016）。金融科技發展策略白皮書。2018年12月，取自：http://iknow.stpi.narl.org.tw/Post/Files/policy_12420_1050511金融科技發展策略白皮書%281%29.pdf金融監督管理委員會（2019）。107年12月份信用卡、現金卡、電子票證及行動支付機構業務資訊。2019年4月，取自：https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&mcustomize=news_view.jsp&dataserno=201901310011&aplistdn=ou=news,ou=multisite,ou=chinese,ou=ap_root,o=fsc,c=tw&dtable=News資策會產業情報研究所（2018）。行動支付大調查。2019年3月，取自：https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=486資策會產業情報研究所（2019）。行動支付大調查。2019年3月，取自： https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=504蕭佑何（2018）。台灣行動支付大比拼。2019年1月，取自： https://dahetalk.com/2018/08/19/【圖解】台灣行動支付大比拼：line-pay、街口支付、apple-pay/二、英文部分：（一）書籍及文獻：Arrow, K. J. (1982). Risk perception in psychology and economy. Economic Inquiry, 20(1), 1-9.Blattberg, R., Buesing, T., & Peacock, P. (1978). Identifying the deal prone segment. Journal of Marketing Research, 15(3), 369.Green, P.,& Srinivasan, V. (1978). Conjoint analysis in consumer research: issues and outlook. Journal of Consumer Research, 5(2), 103-123.Green, P. E.,& Wind, Y. (1973). Multiattribute decisions in marketing: a measurement approach, Hinsdale: Dryden Press.Hair, J. F., Anderson, R., Tatham, R.,& Black, W. (2010). Multivariate data analysis. NJ: Prentice Hall.Krugman, H. E. (1979). Attitude research plays for high stakes. American Marketing Association, 5(2), 40.Krugman, H. E. (2000). Memory without recall, exposure without perception. Journal of Advertising Research, 40(6), 49–54.Lawshe, C. H. (1975). A quantitative approach to content validity. Personnel Psychology, 28, 563–575Loh, L., & Ong, Y. (1998). The adoption of internet-based stock trading: a conceptual framework and empirical results. Journal of Information Technology, 13(2), 81-94.Mauricio, S. F.,& Paul, A. P. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human - Computer Studies, 59(4), 451-474.Mitchell, V. W. & Greatorex, M. (1993). Risk perception and reduction in the purchase of consumer services. The Service Industries Journal, 13(4), 179-200.Ozturk, A. B., Bilgihan, A., Salehi-Esfahani, S., & Hua, N. (2017). Understanding the mobile payment technology acceptance based on valence theory. International Journal of Contemporary Hospitality Management, 29(8), 2027-2049.Rogers, E. M. (1957). A conceptual variable analysis of technological change. Retrospective Theses and Dissertations. 10(2), 302.Rogers, E. M. (1973). Communication strategies for family planning. Free Press, 80-85.Richard, L. G. (1983). Factor analysis. dHillsdale, NJ: Erlbaum Associates.Webster, F. E. Jr. (1965). The "deal-prone" consumer. Journal of Marketing Research (Pre-1986), 2(2), 186. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900088 en_US
