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題名 行動支付之消費者品牌忠誠度研究
A Study on the Brand Loyalty of Digital Payment作者 郭思廷
Kuo, Sz-Ting貢獻者 陳建維
郭思廷
Kuo, Sz-Ting關鍵詞 行動支付
知覺價值
知覺風險
品牌形象
滿意度
轉換行為
品牌忠誠度日期 2022 上傳時間 1-Jul-2022 16:00:45 (UTC+8) 摘要 行動支付已於台灣發展多年，儘管主管機關及相關業者大力推行相關業務與政策，甚至透過大量優惠、折扣吸引消費者註冊使用，然而因為台灣現金、信用卡交易便利，所以對於多數台灣消費者而言並無顯著的使用需求，但是因為電子商務普及新冠疫情肆虐，而使消費行為及態度發生轉變，台灣民眾對於衛生、乾淨之考量因素大幅上升，也因此使行動支付的使用意願及動機大幅提升，隨著行動支付之普及度逐年上升，行動支付業市場趨於完善且成熟，對於行動支付業者而言，如何發展出差異化競爭優勢使消費者得以維持長期的品牌忠誠成為未來之一大挑戰。故本研究以台灣消費者作為研究主軸，欲從消費面探究影響行動支付滿意度、品牌忠誠度之因素，故研究架構包含行動支付知覺價值、行動支付知覺風險、行動支付品牌形象、轉換行為作為相關的研究變數，並針對滿意度與品牌忠誠度進行相關性之研究與分析。而根據本研究之分析結果顯示，行動支付知覺價值與行動支付品牌形象與滿意度與忠誠度呈現正向且顯著之關係，並會透過滿意度進而影響品牌忠誠度。行動支付知覺風險則與滿意度呈現負向且顯著之關係，而對於品牌忠誠度僅呈現負向關係。轉換行為則與品牌忠誠度呈現負向與顯著之關係。 參考文獻 一、中文文獻1.朱子寧（2018）。行動支付採用影響因素之研究。國立中興大學科技管理研究所碩士論文，台中市，1-54。2.吳君儀（2019）。行動服務品質與顧客滿意度、顧客忠誠度關聯之研究—以行動支付顧客為例。長榮大學企業管理學系碩士班碩士論文，台南市，1-84。3.吳思筠（2021）。你從眾嗎?—影響多人線上遊戲轉換意圖之因素研究。國立中央大學資訊管理學系碩士論文，桃園縣，1-88。4.李勇輝、黃靖文、邱怡嘉（2016）。以消費價值理論與理性行為理論探討Instagram使用者實際行為之研究。管理研究學報，台北市16(2)，31-57。5.李美萱（2021）。以消費價值理論探討行動支付使用意願與黏著度之研究：以品牌形象作為調節變數。國立屏東大學行銷與流通管理學系數位行銷碩士在職專班碩士論文，屏東縣，1-71。6.金融監督管理委員會（2016）。金融科技發展策略白皮書，行政院金融監督管理委員會。7.胡自立（2020）。行動支付2500大調查_2020下半年（上），資策會產業情報研究所(MIC)。取自https://mic.iii.org.tw/news.aspx?id=5938.國家發展委員會（2018）。行動生活 加速邁向智慧國家發展。台灣經濟論衡，16(2)，4-38。9.國際清算銀行（Bank for International Settlements）（2012）。零售支付工具創新報告。國際清算銀行，取自https://www.bis.org/cpmi/publ/d102.htm10.莊雅晴（2016）。以資訊系統成功模式探討行動遊戲轉換意圖。國立臺北大學企業管理學系碩士論文，新北市，1-73。11.陳怡安（2022）。台灣行動支付品牌忠誠度之研究。國立中興大學應用經濟學系所碩士論文，台中市，1-56。12.陳家億（2015）。知覺風險、使用服務便利性與信任對第三方支付使用意願之影響。國立交通大學管理科學系所碩士論文，新竹縣，1-72。13.游盛元（2021）。以社會影響觀點探討用戶使用行動支付之考量因素。國立成功大學其業管理學系碩士論文，台南市，1-77。14.黃建中（2012）。團購網站品牌形象、服務品質與顧客滿意度及忠誠度關係之研究－以GOMAJI團購網為例。國立成功大學高階管理碩士在職專班(EMBA)碩士論文，台南市，1-123。15.萬事達卡公司(2021)，行動支付使用習慣調查報告，萬事達卡公司。取自https://www.mastercard.com/news/ap/zh-tw/%E6%96%B0%E8%81%9E%E4%B8%AD%E5%BF%83/%E6%96%B0%E8%81%9E%E7%A8%BF/zh-tw/2021/jun/%E4%B8%89%E7%B4%9A%E8%AD%A6%E6%88%92-%E8%BF%9150-%E7%9A%84%E4%BA%BA%E6%AF%8F%E5%A4%A9%E7%94%A8%E8%A1%8C%E5%8B%95%E6%94%AF%E4%BB%98%E6%8B%9A%E9%98%B2%E7%96%AB/16.趙行義（2018）。以科技接受模式探討行動支付的採用與抵制。國立臺北大學企業管理學系碩士論文，台北市，1-54。17.劉舜杰（2018）。以科技接受模式與創新擴散理論探討消費者使用行動支付之意願。國立臺灣師範大學全球經營與策略研究所碩士論文，台北市，1-82。18.歐洲支付委員會（2014）。EPC Overview on Mobile Payments Initiatives。歐洲支付委員會，取自https://www.europeanpaymentscouncil.eu/sites/default/files/KB/files/EPC091-14%20v2.0%20EPC%20Overview%20on%20Mobile%20Payments%20Initiatives.pdf19.蔡旭昇（2022）。服務品質、顧客滿意度與顧客忠誠度關係之研究-以Line Pay行動支付App為例。國防大學資訊管理學系碩士論文，台北市，1-69。20.鄭培伶（2013）。金控的品牌形象與互動品質對消費者購買人身保險商品意願之影響。國立成功大學企業管理學系專班碩士論文，台南市，1-115。21.戴繹耘（2021）。數位金融發展對品牌權益與顧客滿意度之影響：以台灣地區銀行消費者為例。國立中山大學企業管理學系研究所碩士論文，高雄市，1-67。22.謝易呈（2020）。行動支付服務忠誠度影響機制之探討：推敲可能性模型觀點。國立臺灣師範大學全球經營與策略研究所碩士論文，台北市，1-108。 二、英文文獻1.Aaker, D. 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國立政治大學
國際經營與貿易學系
109351026資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109351026 資料類型 thesis dc.contributor.advisor 陳建維 zh_TW dc.contributor.author (Authors) 郭思廷 zh_TW dc.contributor.author (Authors) Kuo, Sz-Ting en_US dc.creator (作者) 郭思廷 zh_TW dc.creator (作者) Kuo, Sz-Ting en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Jul-2022 16:00:45 (UTC+8) - dc.date.available 1-Jul-2022 16:00:45 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2022 16:00:45 (UTC+8) - dc.identifier (Other Identifiers) G0109351026 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140558 - 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) 109351026 zh_TW dc.description.abstract (摘要) 行動支付已於台灣發展多年，儘管主管機關及相關業者大力推行相關業務與政策，甚至透過大量優惠、折扣吸引消費者註冊使用，然而因為台灣現金、信用卡交易便利，所以對於多數台灣消費者而言並無顯著的使用需求，但是因為電子商務普及新冠疫情肆虐，而使消費行為及態度發生轉變，台灣民眾對於衛生、乾淨之考量因素大幅上升，也因此使行動支付的使用意願及動機大幅提升，隨著行動支付之普及度逐年上升，行動支付業市場趨於完善且成熟，對於行動支付業者而言，如何發展出差異化競爭優勢使消費者得以維持長期的品牌忠誠成為未來之一大挑戰。故本研究以台灣消費者作為研究主軸，欲從消費面探究影響行動支付滿意度、品牌忠誠度之因素，故研究架構包含行動支付知覺價值、行動支付知覺風險、行動支付品牌形象、轉換行為作為相關的研究變數，並針對滿意度與品牌忠誠度進行相關性之研究與分析。而根據本研究之分析結果顯示，行動支付知覺價值與行動支付品牌形象與滿意度與忠誠度呈現正向且顯著之關係，並會透過滿意度進而影響品牌忠誠度。行動支付知覺風險則與滿意度呈現負向且顯著之關係，而對於品牌忠誠度僅呈現負向關係。轉換行為則與品牌忠誠度呈現負向與顯著之關係。 zh_TW dc.description.tableofcontents 謝辭 i摘要 ii目次 iii圖次 v表次 vi第一章 緒論 1第一節 研究動機與背景 1第二節 研究目的 2第三節 研究流程 3第二章 文獻探討 5第一節 行動支付 5第二節 行動支付之知覺價值及知覺風險 7第三節 行動支付之品牌形象 14第四節 滿意度 17第五節 轉換行為 19第六節 品牌忠誠度 21第三章 研究方法 27第一節 研究架構 27第二節 研究假設 27第三節 研究變數操作型定義 32第四節 問卷設計、調查對象與資料蒐集時程 44第五節 資料分析方法 45第四章 資料分析與結果 47第一節 樣本基本資料分布 47第二節 因素分析 58第三節 信度分析 69第四節 迴歸分析 72第五章 結論與建議 77第一節 研究結果與發現 77第二節 實務管理意涵 78第三節 研究限制與建議 80第六章 參考文獻 82第七章 附錄 93 zh_TW dc.format.extent 7229435 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109351026 en_US dc.subject (關鍵詞) 行動支付 zh_TW dc.subject (關鍵詞) 知覺價值 zh_TW dc.subject (關鍵詞) 知覺風險 zh_TW dc.subject (關鍵詞) 品牌形象 zh_TW dc.subject (關鍵詞) 滿意度 zh_TW dc.subject (關鍵詞) 轉換行為 zh_TW dc.subject (關鍵詞) 品牌忠誠度 zh_TW dc.title (題名) 行動支付之消費者品牌忠誠度研究 zh_TW dc.title (題名) A Study on the Brand Loyalty of Digital Payment en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻1.朱子寧（2018）。行動支付採用影響因素之研究。國立中興大學科技管理研究所碩士論文，台中市，1-54。2.吳君儀（2019）。行動服務品質與顧客滿意度、顧客忠誠度關聯之研究—以行動支付顧客為例。長榮大學企業管理學系碩士班碩士論文，台南市，1-84。3.吳思筠（2021）。你從眾嗎?—影響多人線上遊戲轉換意圖之因素研究。國立中央大學資訊管理學系碩士論文，桃園縣，1-88。4.李勇輝、黃靖文、邱怡嘉（2016）。以消費價值理論與理性行為理論探討Instagram使用者實際行為之研究。管理研究學報，台北市16(2)，31-57。5.李美萱（2021）。以消費價值理論探討行動支付使用意願與黏著度之研究：以品牌形象作為調節變數。國立屏東大學行銷與流通管理學系數位行銷碩士在職專班碩士論文，屏東縣，1-71。6.金融監督管理委員會（2016）。金融科技發展策略白皮書，行政院金融監督管理委員會。7.胡自立（2020）。行動支付2500大調查_2020下半年（上），資策會產業情報研究所(MIC)。取自https://mic.iii.org.tw/news.aspx?id=5938.國家發展委員會（2018）。行動生活 加速邁向智慧國家發展。台灣經濟論衡，16(2)，4-38。9.國際清算銀行（Bank for International Settlements）（2012）。零售支付工具創新報告。國際清算銀行，取自https://www.bis.org/cpmi/publ/d102.htm10.莊雅晴（2016）。以資訊系統成功模式探討行動遊戲轉換意圖。國立臺北大學企業管理學系碩士論文，新北市，1-73。11.陳怡安（2022）。台灣行動支付品牌忠誠度之研究。國立中興大學應用經濟學系所碩士論文，台中市，1-56。12.陳家億（2015）。知覺風險、使用服務便利性與信任對第三方支付使用意願之影響。國立交通大學管理科學系所碩士論文，新竹縣，1-72。13.游盛元（2021）。以社會影響觀點探討用戶使用行動支付之考量因素。國立成功大學其業管理學系碩士論文，台南市，1-77。14.黃建中（2012）。團購網站品牌形象、服務品質與顧客滿意度及忠誠度關係之研究－以GOMAJI團購網為例。國立成功大學高階管理碩士在職專班(EMBA)碩士論文，台南市，1-123。15.萬事達卡公司(2021)，行動支付使用習慣調查報告，萬事達卡公司。取自https://www.mastercard.com/news/ap/zh-tw/%E6%96%B0%E8%81%9E%E4%B8%AD%E5%BF%83/%E6%96%B0%E8%81%9E%E7%A8%BF/zh-tw/2021/jun/%E4%B8%89%E7%B4%9A%E8%AD%A6%E6%88%92-%E8%BF%9150-%E7%9A%84%E4%BA%BA%E6%AF%8F%E5%A4%A9%E7%94%A8%E8%A1%8C%E5%8B%95%E6%94%AF%E4%BB%98%E6%8B%9A%E9%98%B2%E7%96%AB/16.趙行義（2018）。以科技接受模式探討行動支付的採用與抵制。國立臺北大學企業管理學系碩士論文，台北市，1-54。17.劉舜杰（2018）。以科技接受模式與創新擴散理論探討消費者使用行動支付之意願。國立臺灣師範大學全球經營與策略研究所碩士論文，台北市，1-82。18.歐洲支付委員會（2014）。EPC Overview on Mobile Payments Initiatives。歐洲支付委員會，取自https://www.europeanpaymentscouncil.eu/sites/default/files/KB/files/EPC091-14%20v2.0%20EPC%20Overview%20on%20Mobile%20Payments%20Initiatives.pdf19.蔡旭昇（2022）。服務品質、顧客滿意度與顧客忠誠度關係之研究-以Line Pay行動支付App為例。國防大學資訊管理學系碩士論文，台北市，1-69。20.鄭培伶（2013）。金控的品牌形象與互動品質對消費者購買人身保險商品意願之影響。國立成功大學企業管理學系專班碩士論文，台南市，1-115。21.戴繹耘（2021）。數位金融發展對品牌權益與顧客滿意度之影響：以台灣地區銀行消費者為例。國立中山大學企業管理學系研究所碩士論文，高雄市，1-67。22.謝易呈（2020）。行動支付服務忠誠度影響機制之探討：推敲可能性模型觀點。國立臺灣師範大學全球經營與策略研究所碩士論文，台北市，1-108。 二、英文文獻1.Aaker, D. 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