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題名 價格敏感度與價格比較之關係－探討行動裝置自我效能之調節效應
Mobile Device Self-efficacy as a Moderator for the Relationship between Price Sensitivity and Price Comparison
作者 魏啓源
貢獻者 管郁君
魏啓源
關鍵詞 行動商務
行動裝置
自我效能
價格敏感度
價格比較
Mobile commerce
Mobile device
Self-efficacy
Price sensitivity
Price comparison.
日期 2013
上傳時間 25-Aug-2014 15:15:54 (UTC+8)
摘要 近年來行動裝置已是相當地普遍且普及率逐年快速成長，由Google在2013年對台灣的市場調查報告中可知，台灣智慧型手機普及率已達51%，而隨著各種不同功能的應用服務之增加，行動裝置已經改變了我們許多的生活習慣，其影響力更是不可忽視。

過去許多的文獻在探討與研究價格敏感度與消費者的比價行為之關係，但在行動裝置普及的情形下並沒有相關之研究，行動裝置對其關係之影響仍有許多探討之空間。因此本研究的目的是由行動裝置之自我效能作為調節變數，探討對價格敏感度與行動比價行為意圖之間關係的影響。

本研究採用網路問卷進行研究資料的蒐集，調查對象為擁有智慧型手機的一般消費者，共得有效樣本504份，並利用結構方程模式與多群組分析來驗證整體研究架構。研究結果顯示，行動裝置自我效能之調節效應被確立，當消費者的行動裝置之自我效能越高時，則會更加地影響價格敏感度高的消費者，使他的行動比價意圖相對變得更加強烈，且本研究揣測未來行動裝置自我效能高的消費者，只會隨時間而不斷增加，而商品資訊變得更加透明化，將造成消費者的價格敏感度大幅提升，使得消費者的行動比價意圖變高，進行比價行為。在行動裝置的普及下，消費者的價格敏感度與行動比價之間的關係會更加地強烈。未來後續研究可針對某感興趣的產品類別進行研究以便瞭解訂價策略之研擬，對於特定產品之研究在學術界與實務上皆深具意義。
Mobile devices are more and more popular today. According to Google’s market report, smart phone penetration rate has reached 51% in Taiwan in 2013. With various features and increasing applications, mobile devices have changed our daily lives in many ways.

There is much literature exploring the relationship between price sensitivity and price comparison behavior. However there is no such research exploring the relationship in a mobile device setting. Therefore, the purpose of this paper is to study price comparison behavior on a mobile device. Specifically, I explore the moderating effect of mobile device self-efficacy on the relationship between price sensitivity and price comparison on a mobile device. In the paper, I develop a conceptual model according to literature review. To measure constructs in the model, I identify appropriate items based on literature and revise the items to fit the study.

Data were collected using online questionnaires. The survey population is common shoppers in Taiwan who are using mobile device. Total 504 valid samples were obtained. As for data analysis, structural equation modeling (SEM) and multiple-group analysis were used to test the model. The results show that the moderating effect of mobile device self-efficacy is significant. Price-sensitive shoppers compare prices on a mobile device only when they consider themselves capable of operating the device. Specifically, for high price-sensitive shoppers, high mobile device self-efficacy make them much more intend to compare prices on a mobile device. The study has many implications especially when mobile device is becoming a commodity and product prices cannot be more transparent.
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描述 碩士
國立政治大學
資訊管理研究所
100356043
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100356043
資料類型 thesis
dc.contributor.advisor 管郁君zh_TW
dc.contributor.author (Authors) 魏啓源zh_TW
dc.creator (作者) 魏啓源zh_TW
dc.date (日期) 2013en_US
dc.date.accessioned 25-Aug-2014 15:15:54 (UTC+8)-
dc.date.available 25-Aug-2014 15:15:54 (UTC+8)-
dc.date.issued (上傳時間) 25-Aug-2014 15:15:54 (UTC+8)-
dc.identifier (Other Identifiers) G0100356043en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/69193-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 100356043zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 近年來行動裝置已是相當地普遍且普及率逐年快速成長，由Google在2013年對台灣的市場調查報告中可知，台灣智慧型手機普及率已達51%，而隨著各種不同功能的應用服務之增加，行動裝置已經改變了我們許多的生活習慣，其影響力更是不可忽視。

過去許多的文獻在探討與研究價格敏感度與消費者的比價行為之關係，但在行動裝置普及的情形下並沒有相關之研究，行動裝置對其關係之影響仍有許多探討之空間。因此本研究的目的是由行動裝置之自我效能作為調節變數，探討對價格敏感度與行動比價行為意圖之間關係的影響。

本研究採用網路問卷進行研究資料的蒐集，調查對象為擁有智慧型手機的一般消費者，共得有效樣本504份，並利用結構方程模式與多群組分析來驗證整體研究架構。研究結果顯示，行動裝置自我效能之調節效應被確立，當消費者的行動裝置之自我效能越高時，則會更加地影響價格敏感度高的消費者，使他的行動比價意圖相對變得更加強烈，且本研究揣測未來行動裝置自我效能高的消費者，只會隨時間而不斷增加，而商品資訊變得更加透明化，將造成消費者的價格敏感度大幅提升，使得消費者的行動比價意圖變高，進行比價行為。在行動裝置的普及下，消費者的價格敏感度與行動比價之間的關係會更加地強烈。未來後續研究可針對某感興趣的產品類別進行研究以便瞭解訂價策略之研擬，對於特定產品之研究在學術界與實務上皆深具意義。		zh_TW
dc.description.abstract (摘要) Mobile devices are more and more popular today. According to Google’s market report, smart phone penetration rate has reached 51% in Taiwan in 2013. With various features and increasing applications, mobile devices have changed our daily lives in many ways.

There is much literature exploring the relationship between price sensitivity and price comparison behavior. However there is no such research exploring the relationship in a mobile device setting. Therefore, the purpose of this paper is to study price comparison behavior on a mobile device. Specifically, I explore the moderating effect of mobile device self-efficacy on the relationship between price sensitivity and price comparison on a mobile device. In the paper, I develop a conceptual model according to literature review. To measure constructs in the model, I identify appropriate items based on literature and revise the items to fit the study.

Data were collected using online questionnaires. The survey population is common shoppers in Taiwan who are using mobile device. Total 504 valid samples were obtained. As for data analysis, structural equation modeling (SEM) and multiple-group analysis were used to test the model. The results show that the moderating effect of mobile device self-efficacy is significant. Price-sensitive shoppers compare prices on a mobile device only when they consider themselves capable of operating the device. Specifically, for high price-sensitive shoppers, high mobile device self-efficacy make them much more intend to compare prices on a mobile device. The study has many implications especially when mobile device is becoming a commodity and product prices cannot be more transparent.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 7
第四節 研究範圍 7
第五節 研究流程 8
第二章 文獻探討 9
第一節 行動裝置 9
第二節 行動裝置之自我效能 11
第三節 價格敏感度 15
第四節 比價 18
第五節 計畫性行為理論 20
第六節 產品特性 21
第三章 研究方法 27
第一節 研究架構 27
第二節 變數定義與操作化 29
第三節 研究設計 33
第四節 資料分析方法 36
第五節 前測問卷分析 38
第四章 資料分析 47
第一節 問卷回收情況與樣本資料分析 47
第二節 問卷量表檢測 55
第三節 結構方程模式 65
第四節 小結 79
第五章 結論與建議 80
第一節 研究結論 80
第二節 研究建議 81
第三節 研究限制 83
參考文獻 85
附錄一 正式問卷 94		zh_TW
dc.format.extent 1276944 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100356043en_US
dc.subject (關鍵詞) 行動商務zh_TW
dc.subject (關鍵詞) 行動裝置zh_TW
dc.subject (關鍵詞) 自我效能zh_TW
dc.subject (關鍵詞) 價格敏感度zh_TW
dc.subject (關鍵詞) 價格比較zh_TW
dc.subject (關鍵詞) Mobile commerceen_US
dc.subject (關鍵詞) Mobile deviceen_US
dc.subject (關鍵詞) Self-efficacyen_US
dc.subject (關鍵詞) Price sensitivityen_US
dc.subject (關鍵詞) Price comparison.en_US
dc.title (題名) 價格敏感度與價格比較之關係－探討行動裝置自我效能之調節效應zh_TW
dc.title (題名) Mobile Device Self-efficacy as a Moderator for the Relationship between Price Sensitivity and Price Comparisonen_US
dc.type (資料類型) thesisen
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