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題名 行動支付之使用意圖對採用行為之影響－以促銷、便利性、社群認同為調節因子
Effect of using intention of mobile payment on adoption behavior: Promotion, convenience, and community identification as moderators作者 王俊傑
Wang, Chun-Chieh貢獻者 簡睿哲
王俊傑
Wang, Chun-Chieh關鍵詞 行動支付
使用意圖
採用行為
促銷
便利性
社群認同
Mobile payment
Using intention
Adoption behavior
Promotion
Convenience
Community identification日期 2020 上傳時間 2-Mar-2020 10:58:27 (UTC+8) 摘要 隨著時代演進，人類早已不再依靠傳統的以物易物方式進行交易。時至今日， 大量現金貨幣與信用卡在市面上流通，供人們進行貿易所需，同時亦伴著科技的 蓬勃發展，一種全新型態的支付方式儼然誕生，意即「行動支付」。然而，改變 傳統交易方式並非易事，但背後的龐大數據商機卻讓不同產業的廠商都躍躍欲試， 紛紛想搶進分食這塊大餅。此時此刻，要如何吸引消費者的注意，並且讓消費者 願意實際使用，便成為每個人都想要迫切知道的問題。本研究以過往研究為基礎， 並且將以往鮮少被探討的「促銷」、「便利性」、「社群認同」等三個因子作為調節 變數，了解其對於使用意圖對採用行為的調節作用，以彌補現有學術界的缺憾。本研究使用 SPSS 21.0 統計軟體進行基本資料分析、獨立樣本T檢定、單因 子變異數分析、信效度分析、敘述性統計分析、皮爾森相關分析、迴歸分析，並 得出以下結果:(1)行動支付使用意圖對採用行為有正向影響;(2)在促銷愈強的 時候，使用意圖對採用行為的影響就愈強;(3)在便利性愈強的時候，使用意圖 對採用行為的影響就愈強:(4)在社群認同愈強的時候，使用意圖對採用行為的 影響並不會有顯著性的影響。
With the development of the times, human beings no longer rely on the traditional barter transaction. Today, a large amount of cash and credit cards circulate on the market for people to trade, and at the same time, as the technology advances, a new type of payment method is born, which is "mobile payment". However, it is not easy to change the traditional transaction method, but this big data business has made manufacturers in different industries eager to try and grab the pie. At this moment, how to attract consumers` attention and make consumers willing to use it has become an issue that everyone wants to know urgently. This study is based on previous research and uses three factors (promotion, convenience, and community identity), which have rarely been discussed in the past, as moderating variables to understand their role between behavioral intentions and adoption rates with an eye to making up for the lack of existing academic circles.In this study, SPSS 21.0 was used for reliability/validity analysis, narrative statistical analysis, and regression analysis, etc. The following results were obtained: (1) intention to use mobile payment has a positive impact on adoption behavior; (2) the stronger the promotion is, the stronger the impact of intentions on the adoption behavior is; (3) the stronger the convenience level is, the stronger the influence of intentions on the adoption behavior is: (4) when community identification level is stronger, the effect of intentions on adoption behavior is not significant.參考文獻 中文文獻1. 朱永正（2010）。促銷方式對消費者知覺價值、購買意願與忠誠度影響之研究—以屈臣氏連鎖藥妝店為例。國立中山大學企業管理學系研究所碩士論文。2. 江素玲（2013）。企業形象、便利性、促銷活動與網站功能對消費者購買意願之研究—以全聯福利中心為例。國立台中教育大學數位內容科技學系碩士論文。3. 杜庭瑜（2017）。以科技接受模式探討消費者使用行動支付意圖之研究—電子錢包為例。東吳大學國際經營與貿易學系碩士論文。4. 阮丞輝（2016）。社會認同對購買意圖之影響:以虛榮特性為干擾變數—以台灣醫美療程為例。逢甲大學經營管理碩士在職專班碩士論文。5. 吳彥霆（2012）。便利商店的促銷方式對衝動性購買行為之影響及購後顧客滿意度之探討。國立中山大學企業管理學系碩士班碩士論文。6. 林姍儒（2005）。消費者知覺便利性影響因素之探討—以東森購物為例。國立嘉義大學行銷與流通管理研究所碩士論文。7. 林俊翰（2013）。價格促銷表現方式對消費者購買意願的影響—以台灣地區連鎖便利商店為例。國立中山大學企業管理學系碩士論文。8. 張昭容（2014）。行動支付使用者採用意圖研究。國立台灣大學管理學院資訊管理學研究所碩士論文。9. 陳冠仰、陳柏元、戴有德、巫立宇（2016）。知覺品質、知覺價值與行為意圖關係之研究—交易成本觀點。台大管理論叢，第27卷第1期，191-224。10. 黃柏彰（2003）。廠商行銷方案對顧客滿意度、知覺價值、忠誠度影響之研究—以行動通訊產業為例。國立成功大學交通管理科學研究所碩士論文。11. 黃璽容（2019）。貼圖價值、網路外部性、互動性與社群認同對黏著度之影響。南臺科技大學行銷與流通管理系碩士班碩士論文。12. 資策會產業情報研究所（2018）。行動支付大調查。13. 資策會產業情報研究所（2019）。行動支付大調查。14. 蔡明月（2019）。消費者功利價值、享樂價值、銷售人員表現對 行動支付之滿意度及使用意圖之影響。國立澎湖科技大學行銷與物流管理系服務業經營管理碩士在職專班碩士論文。英文文獻1. 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國立政治大學
國際經營與貿易學系
106351017資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106351017 資料類型 thesis dc.contributor.advisor 簡睿哲 zh_TW dc.contributor.author (Authors) 王俊傑 zh_TW dc.contributor.author (Authors) Wang, Chun-Chieh en_US dc.creator (作者) 王俊傑 zh_TW dc.creator (作者) Wang, Chun-Chieh en_US dc.date (日期) 2020 en_US dc.date.accessioned 2-Mar-2020 10:58:27 (UTC+8) - dc.date.available 2-Mar-2020 10:58:27 (UTC+8) - dc.date.issued (上傳時間) 2-Mar-2020 10:58:27 (UTC+8) - dc.identifier (Other Identifiers) G0106351017 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/128773 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 106351017 zh_TW dc.description.abstract (摘要) 隨著時代演進，人類早已不再依靠傳統的以物易物方式進行交易。時至今日， 大量現金貨幣與信用卡在市面上流通，供人們進行貿易所需，同時亦伴著科技的 蓬勃發展，一種全新型態的支付方式儼然誕生，意即「行動支付」。然而，改變 傳統交易方式並非易事，但背後的龐大數據商機卻讓不同產業的廠商都躍躍欲試， 紛紛想搶進分食這塊大餅。此時此刻，要如何吸引消費者的注意，並且讓消費者 願意實際使用，便成為每個人都想要迫切知道的問題。本研究以過往研究為基礎， 並且將以往鮮少被探討的「促銷」、「便利性」、「社群認同」等三個因子作為調節 變數，了解其對於使用意圖對採用行為的調節作用，以彌補現有學術界的缺憾。本研究使用 SPSS 21.0 統計軟體進行基本資料分析、獨立樣本T檢定、單因 子變異數分析、信效度分析、敘述性統計分析、皮爾森相關分析、迴歸分析，並 得出以下結果:(1)行動支付使用意圖對採用行為有正向影響;(2)在促銷愈強的 時候，使用意圖對採用行為的影響就愈強;(3)在便利性愈強的時候，使用意圖 對採用行為的影響就愈強:(4)在社群認同愈強的時候，使用意圖對採用行為的 影響並不會有顯著性的影響。 zh_TW dc.description.abstract (摘要) With the development of the times, human beings no longer rely on the traditional barter transaction. Today, a large amount of cash and credit cards circulate on the market for people to trade, and at the same time, as the technology advances, a new type of payment method is born, which is "mobile payment". However, it is not easy to change the traditional transaction method, but this big data business has made manufacturers in different industries eager to try and grab the pie. At this moment, how to attract consumers` attention and make consumers willing to use it has become an issue that everyone wants to know urgently. This study is based on previous research and uses three factors (promotion, convenience, and community identity), which have rarely been discussed in the past, as moderating variables to understand their role between behavioral intentions and adoption rates with an eye to making up for the lack of existing academic circles.In this study, SPSS 21.0 was used for reliability/validity analysis, narrative statistical analysis, and regression analysis, etc. The following results were obtained: (1) intention to use mobile payment has a positive impact on adoption behavior; (2) the stronger the promotion is, the stronger the impact of intentions on the adoption behavior is; (3) the stronger the convenience level is, the stronger the influence of intentions on the adoption behavior is: (4) when community identification level is stronger, the effect of intentions on adoption behavior is not significant. en_US dc.description.tableofcontents 謝辭 i摘要 iiAbstract iii目次 iv表目次 vi圖目次 viii第壹章 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第三節 研究流程與範圍 4第貳章 文獻談討 5第一節 科技接受模式 5第二節 計畫行為理論 7第三節 行為意圖 9第四節 採用行為 10第五節 促銷 11第六節 知覺便利性 14第七節 社群認同 16第八節 行動支付 17第參章 研究假說 18第一節 研究假說發展 18第二節 研究假說架構 19第肆章 研究方法 22第一節 研究樣本 22第二節 研究工具 23第三節 各變數之操作性定義與衡量 25第伍章 資料分析與結果 30第一節 基本資料分析 30第二節 獨立樣本Ｔ檢定 36第三節 單因子變異數分析 37第四節 信效度分析 38第五節 敘述性統計分析 41第六節 皮爾森相關分析 43第七節 迴歸分析 44第陸章 結論與建議 52第一節 研究結果 52第二節 研究限制與未來研究建議 56第柒章 參考文獻 58第一節 中文文獻 58第二節 英文文獻 60附錄 研究問卷 67 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106351017 en_US dc.subject (關鍵詞) 行動支付 zh_TW dc.subject (關鍵詞) 使用意圖 zh_TW dc.subject (關鍵詞) 採用行為 zh_TW dc.subject (關鍵詞) 促銷 zh_TW dc.subject (關鍵詞) 便利性 zh_TW dc.subject (關鍵詞) 社群認同 zh_TW dc.subject (關鍵詞) Mobile payment en_US dc.subject (關鍵詞) Using intention en_US dc.subject (關鍵詞) Adoption behavior en_US dc.subject (關鍵詞) Promotion en_US dc.subject (關鍵詞) Convenience en_US dc.subject (關鍵詞) Community identification en_US dc.title (題名) 行動支付之使用意圖對採用行為之影響－以促銷、便利性、社群認同為調節因子 zh_TW dc.title (題名) Effect of using intention of mobile payment on adoption behavior: Promotion, convenience, and community identification as moderators en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻1. 朱永正（2010）。促銷方式對消費者知覺價值、購買意願與忠誠度影響之研究—以屈臣氏連鎖藥妝店為例。國立中山大學企業管理學系研究所碩士論文。2. 江素玲（2013）。企業形象、便利性、促銷活動與網站功能對消費者購買意願之研究—以全聯福利中心為例。國立台中教育大學數位內容科技學系碩士論文。3. 杜庭瑜（2017）。以科技接受模式探討消費者使用行動支付意圖之研究—電子錢包為例。東吳大學國際經營與貿易學系碩士論文。4. 阮丞輝（2016）。社會認同對購買意圖之影響:以虛榮特性為干擾變數—以台灣醫美療程為例。逢甲大學經營管理碩士在職專班碩士論文。5. 吳彥霆（2012）。便利商店的促銷方式對衝動性購買行為之影響及購後顧客滿意度之探討。國立中山大學企業管理學系碩士班碩士論文。6. 林姍儒（2005）。消費者知覺便利性影響因素之探討—以東森購物為例。國立嘉義大學行銷與流通管理研究所碩士論文。7. 林俊翰（2013）。價格促銷表現方式對消費者購買意願的影響—以台灣地區連鎖便利商店為例。國立中山大學企業管理學系碩士論文。8. 張昭容（2014）。行動支付使用者採用意圖研究。國立台灣大學管理學院資訊管理學研究所碩士論文。9. 陳冠仰、陳柏元、戴有德、巫立宇（2016）。知覺品質、知覺價值與行為意圖關係之研究—交易成本觀點。台大管理論叢，第27卷第1期，191-224。10. 黃柏彰（2003）。廠商行銷方案對顧客滿意度、知覺價值、忠誠度影響之研究—以行動通訊產業為例。國立成功大學交通管理科學研究所碩士論文。11. 黃璽容（2019）。貼圖價值、網路外部性、互動性與社群認同對黏著度之影響。南臺科技大學行銷與流通管理系碩士班碩士論文。12. 資策會產業情報研究所（2018）。行動支付大調查。13. 資策會產業情報研究所（2019）。行動支付大調查。14. 蔡明月（2019）。消費者功利價值、享樂價值、銷售人員表現對 行動支付之滿意度及使用意圖之影響。國立澎湖科技大學行銷與物流管理系服務業經營管理碩士在職專班碩士論文。英文文獻1. 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