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題名 點數轉換機制之消費者接受度─以UTAUT2模型及TPE理論分析
Consumer Acceptance of Points Exchange Mechanism ─ Based on UTAUT2 Model and TPE Theory作者 李采璇
Li, Tsai-Hsuan貢獻者 洪為璽<br>季延平
Hung, Wei-Hsi<br>Chi, Yen-Ping
李采璇
Li, Tsai-Hsuan關鍵詞 點數
點數轉換
消費者接受度
Points
Points exchange
UTAUT2
TPE日期 2021 上傳時間 1-三月-2022 18:22:47 (UTC+8) 摘要 台灣點數經濟正在蓬勃發展，並且有明顯的上升趨勢，點數的相關運用成為消費者進行購買行為的重要考量因素。而對於企業而言，除了運用自身的會員系統導入點數增加黏著度外，與其他企業或是跨領域的合作也成為加速創造忠誠顧客的另一個途徑。本研究探討消費者對於點數轉換機制的接受度，以及影響其使用意願與行為的關鍵因素，使用UTAUT2理論並結合TPE模型進行結構方程的建置與分析，新增三個潛在變因，使原模型更加完整，也能更符合點數轉換機制的性質與發展現況，以參考研究結果對業界提供建議，並對後續研究提供指引。本研究共回收428份有效問卷，研究結果顯示努力期望、習慣、享樂動機、價格價值、關係品質與基於頻率的模仿皆對行為意圖有正向影響，習慣與行為意圖也對使用行為有正向影響。此外，性別對習慣至行為意圖，以及經驗對習慣到行為意圖也有調節效果造成顯著差異。本研究統計也發現，消費者使用點數轉換機制的時間多以月為單位，也有約3成的消費者是以主動嘗試使用來接觸點數轉換機制，故對於後續普及點數轉換機制需求也會有所助益，藉由各構面假說之檢定結果，更加清楚描繪點數轉換機制的消費者輪廓。
The reward points economy in Taiwan is booming and on the rise. The points has become an important factor for consumers to consider when purchasing. For enterprises, besides using their own membership systems to increase user stickiness, cooperating with other or even interdisciplinary enterprises is another way to create loyal customers. This study investigates consumers` acceptance of the points exchange mechanism and the key factors that affect their willingness and behavior to use it. This study using UTAUT2 Model combined with TPE Theory to construct and analyze structural equations. Also, adding three new potential variables to make the original model more complete and consistent with the character and development of mechanism, in order to provide suggestions for industry and guidance for subsequent research.There are 428 questionnaires were effectively received in this study. These factors include Effort Expectancy, Habit, Hedonic Motivation, Price Value, Relationship Quality and Frequency-based Imitation have positive effects on consumers` intention of using points exchange mechanism. Behavior intention and habit are also showing the same effects. Also, gender and experience have coordination effect on habit and behavior intention. This study also found that consumers use the points exchange mechanism in months, and about 30% of respondent try it on their own initiative. 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國立政治大學
企業管理研究所(MBA學位學程)
108363089資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363089 資料類型 thesis dc.contributor.advisor 洪為璽<br>季延平 zh_TW dc.contributor.advisor Hung, Wei-Hsi<br>Chi, Yen-Ping en_US dc.contributor.author (作者) 李采璇 zh_TW dc.contributor.author (作者) Li, Tsai-Hsuan en_US dc.creator (作者) 李采璇 zh_TW dc.creator (作者) Li, Tsai-Hsuan en_US dc.date (日期) 2021 en_US dc.date.accessioned 1-三月-2022 18:22:47 (UTC+8) - dc.date.available 1-三月-2022 18:22:47 (UTC+8) - dc.date.issued (上傳時間) 1-三月-2022 18:22:47 (UTC+8) - dc.identifier (其他 識別碼) G0108363089 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/139319 - 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) 108363089 zh_TW dc.description.abstract (摘要) 台灣點數經濟正在蓬勃發展，並且有明顯的上升趨勢，點數的相關運用成為消費者進行購買行為的重要考量因素。而對於企業而言，除了運用自身的會員系統導入點數增加黏著度外，與其他企業或是跨領域的合作也成為加速創造忠誠顧客的另一個途徑。本研究探討消費者對於點數轉換機制的接受度，以及影響其使用意願與行為的關鍵因素，使用UTAUT2理論並結合TPE模型進行結構方程的建置與分析，新增三個潛在變因，使原模型更加完整，也能更符合點數轉換機制的性質與發展現況，以參考研究結果對業界提供建議，並對後續研究提供指引。本研究共回收428份有效問卷，研究結果顯示努力期望、習慣、享樂動機、價格價值、關係品質與基於頻率的模仿皆對行為意圖有正向影響，習慣與行為意圖也對使用行為有正向影響。此外，性別對習慣至行為意圖，以及經驗對習慣到行為意圖也有調節效果造成顯著差異。本研究統計也發現，消費者使用點數轉換機制的時間多以月為單位，也有約3成的消費者是以主動嘗試使用來接觸點數轉換機制，故對於後續普及點數轉換機制需求也會有所助益，藉由各構面假說之檢定結果，更加清楚描繪點數轉換機制的消費者輪廓。 zh_TW dc.description.abstract (摘要) The reward points economy in Taiwan is booming and on the rise. The points has become an important factor for consumers to consider when purchasing. For enterprises, besides using their own membership systems to increase user stickiness, cooperating with other or even interdisciplinary enterprises is another way to create loyal customers. This study investigates consumers` acceptance of the points exchange mechanism and the key factors that affect their willingness and behavior to use it. This study using UTAUT2 Model combined with TPE Theory to construct and analyze structural equations. Also, adding three new potential variables to make the original model more complete and consistent with the character and development of mechanism, in order to provide suggestions for industry and guidance for subsequent research.There are 428 questionnaires were effectively received in this study. These factors include Effort Expectancy, Habit, Hedonic Motivation, Price Value, Relationship Quality and Frequency-based Imitation have positive effects on consumers` intention of using points exchange mechanism. Behavior intention and habit are also showing the same effects. Also, gender and experience have coordination effect on habit and behavior intention. This study also found that consumers use the points exchange mechanism in months, and about 30% of respondent try it on their own initiative. Therefore, those result will be helpful to popularize the demand and help depict the consumer profile of mechanism more clearly in the future. 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 3第三節、研究流程 4第二章、文獻探討 5第一節、點數與點數經濟 5一、點數與點數轉換之定義 5二、台灣點數之發展進程與現況 6第二節、延伸整合型科技接受模型之回顧 9一、整合型科技接受模式前身回顧 9二、整合型科技接受模式 (UTAUT) 18三、延伸整合型科技接受模式 (UTAUT2) 22第三節、科技-個人-環境模型 (TPE) 27一、科技背景 28二、個人背景 29三、環境背景 30第四節、關係品質 (Relationship Quality) 32第五節、科技信任 (Technology Trust) 33第六節、基於頻率的模仿 (Frequency Imitation) 34第三章、研究方法 35第一節、研究架構 35第二節、研究假設 36一、科技構面 36二、個人構面 38三、環境構面 42四、便利條件、習慣與行為意圖對使用行為之影響 44五、性別、年齡與經驗對行為意圖之調節影響 45第三節、研究變數之定義 46一、科技構面 46二、個人構面 47三、環境構面 48第四節、問卷設計 48一、研究對象 48二、問卷設計 48三、蒐集樣本之管道 49四、有效樣本之回收情形 49第五節、統計方法 49一、敘述性分析 49二、測量模型分析 50三、結構模型分析 51第四章、研究結果 52第一節、敘述性統計分析 52一、樣本基本結構分析 52二、點數轉換機制之使用概況分析 54第二節、測量模型分析 58一、信度與收斂效度 58二、區別效度 65第三節、結構模型分析 66一、模型適配度 66二、解釋力與效果值檢定 66三、潛在變項路徑分析 68四、調節變數檢定 70第五章、結論與建議 73第一節、研究結論 73一、科技構面之研究結論 74二、個人構面之研究結論 74三、環境構面之研究結論 75四、調節效果之研究結論 76第二節、研究貢獻 77一、對學界貢獻 77二、對業界貢獻 78第三節、研究限制 79一、樣本觸及對象太過集中且發放管道僅有線上 79二、未能盡數納入所有型態之點數轉換機制 79第四節、未來研究建議 79一、著重單一型態平台進行詳細分析 79二、納入消費者對參與企業之觀感深入研究結盟效果 80參考文獻 81附錄 90 zh_TW dc.format.extent 3457985 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363089 en_US dc.subject (關鍵詞) 點數 zh_TW dc.subject (關鍵詞) 點數轉換 zh_TW dc.subject (關鍵詞) 消費者接受度 zh_TW dc.subject (關鍵詞) Points en_US dc.subject (關鍵詞) Points exchange en_US dc.subject (關鍵詞) UTAUT2 en_US dc.subject (關鍵詞) TPE en_US dc.title (題名) 點數轉換機制之消費者接受度─以UTAUT2模型及TPE理論分析 zh_TW dc.title (題名) Consumer Acceptance of Points Exchange Mechanism ─ Based on UTAUT2 Model and TPE Theory en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻1.林庭安，2021/6/4。一個 App，超商、餐飲、百貨通吃！統一OPEN POINT如何整併 16 大通路、串起熟客生態圈？，經理人。2.MIC產業情報研究所，2020。【網購大調查系列二】9成網友有實體零售APP TOP3為全家、7-11、全聯。https://mic.iii.org.tw/news.aspx?id=556。搜尋日期：2021年11月23日。3.tsunagu Japan，2020。集點大國日本！跟著熱衷集點的日本人用「d POINT」學省錢祕技！。https://www.tsunagujapan.com/zh-hant/japanese-point-service-d-point-app/。搜尋日期：2021年9月10日。4.宋培華，2019。以UTAUT2模型探討影響消費者使用行動支付意願因素之研究。中國科技大學企業管理系碩士在職專班碩士論文。5.翁晨語、黃惠萍，2017。以延伸整合性科技接受模式和數位生活型態探討LINE TV的使用行為。資訊社會研究，(33)：17-64。6.王曉晴，2005/8/1。7-leven成功運用「蒐集行銷」 Hello Kitty既出，誰與爭鋒，Cheers雜誌(第59期)。英文文獻1.Arfi, B, W., Nasr, B, I., Khvatova, T., & Zaied, B, Y. 2020.Understanding acceptance of eHealthcare by IoT natives and IoT immigrants: An integrated model of UTAUT, perceived risk, and financial cost, Technological Forecasting and Social Change,1632.Arenas- Gaitán, J., Peral-Peral, B., & Ramón-Jerónimo, M. 2015.Elderly and internet banking: An application of UTAUT2.Journal of Internet Banking and Commerce,20(1):1-23.3.AbuShanab, E., & Pearson, J. 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