政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/128773
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113318/144297 (79%)
造访人次 : 50961303      在线人数 : 956
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/128773


    题名: 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
    贡献者: 簡睿哲
    王俊傑
    Wang, Chun-Chieh
    关键词: 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
    上传时间: 2020-03-02 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. Aaker, D. A. (1973). Toward a normative model of promotion decision making. Management Science, Vol. 19(6), 593-603.
    2. Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, Vol. 50(2), 179-211.
    3. Barwise, P. (1993). Brand Equity: Snark or boojum. International Journal of Research in Marketing, Vol. 10(1), 93-104.
    4. Beem, E. R., & Shaffer, H. J. (1981). Triggers to customer action-some elements in a theory of promotional inducement. Marketing Science Institute, Vol. 8(2), 81-106.
    5. Berry L. L., Seiders K., & Grewa D. (2002), Understanding Service Convenience, Journal of Marketing, Vol. 66, 1-17
    6. Brown, L. G. (1989). The strategic and tactical implications of convenience in consumer product marketing. Journal of Consumer Marketing, Vol. 6(3), 13-19.
    7. Blattberg, C. R., & Neslin A. S. (1990). Sales Promotion-Concept, Methods and Strategies. New Jersey: Prentice Hall.
    8. Cait Lamberton & Andrew T. Stephen (2016). A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry. Journal of Marketing, Vol. 80, 146-172.
    9. Campbell, L., & Diamond, W. D. (1990). Framing and sales promotion: The characteristics of a good deal. Journal of Consumer Marketing, Vol. 7(4), 25-31.
    10. Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, Vol. 64(4), 65-81.
    11. Changsu Kim, Mirsobit Mirusmonov, In Lee (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in human Behavior, Vol. 26, 310-322.
    12. Chen, L.-d. (2008). A model of consumer acceptance of mobile payment. International Journal of Mobile Communications, Vol. 6(1), 32-52.
    13. Chen, J. J., & Adams, C. (2005). User acceptance of mobile payments: a theoretical model for mobile payments. Paper presented at the 5th International Conference on Electronic Business, Hong Kong, December.
    14. Chen, S. C., & Li, S. H. (2010). Consumer adoption of e-service: Inte- grating technology readiness with the theory of planned behavior. African Journal of Business Management, Vol. 4(16), 3556-3563.
    15. Cheong, J. H., Park, M.-C., & Hwang, J. (2004). Mobile payment adoption in Korea: Switching from credit card. Paper presented at the ITS 15th Biennial Conference, Berlin, Germany, September.
    16. Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, Vol. 76 (2): 193-218. doi: 10.1016/S0022-4359 (00)00028-2.
    17. Dahlberg, T., Mallat, N., Ondrus, J., & Zmijewska, A. (2008). Past, present and future of mobile payments research: A literature review. Electronic Commerce Research and Applications, Vol. 7(2), 165-181.
    18. Dahlberg, T., & Oorni, A. (2007). Understanding changes in consumer payment habits-do mobile payments and electronic invoices attract consumers? Paper presented at the System Sciences, 2007. HICSS 2007. 40th Annual Hawaii International Conference on.
    19. Darian, Jean C. & Cohen, Judy (1995). Segmenting by Consumer Time Shortage. Journal of Consumer Marketing, Vol. 12(1), 32–44.
    20. Davidson, J. H. (1987). Offensive marketing: How to make your competitors follow. (2nd ed.). Farnham, England: Gower Publishing Company Limited.
    21. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
    22. Dickersbach, J. T. (2009). Supply chain management with SAP APOTM – Structures, modelling approaches and implementation of SAP SCHTM 2008. New York, NY: Springer.
    23. Dommermuth, W. P. (1989). Promotion: Analysis, creativity and strategy. (2nd ed.). Boston, MA: PWS-Kent Publishing Company.
    24. Elaine, L., Agnieszka, Z., & Robert, S. (2004). Towards understanding of factors influencing user acceptance of mobile payment systems.
    25. Engel, J. F., Blackwell, R. D., and Miniard, P. W. 1995. Consumer Behavior (8th ed.). New York, NY: Dryden Press.
    26. Eze, U. C., Gan, G. G. G., Ademu, J., & Tella, S. A. (2008). Modelling User Trust and Mobile Payment Adoption: A Conceptual Framework. Communications of the IBIMA, Vol. 3, 224-231.
    27. Goeke, L., & Pousttchi, K. (2010). A Scenario-Based Analysis of Mobile Payment Acceptance, 371-378.
    28. Jones, M. A., David, L. M., & Sharon E. B. (2003). The effects of locational convenience on customer repurchase intentions across service types. Journal of Marketing, Vol. 17, 701-712
    29. Jones, T. O., and Sasser, W. E. (1995). Why satisfied customer defect. Harvard Business Review, Vol. 73 (6): 88-99.
    30. Kim, C., Mirusmonov, M., & Lee, I. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, Vol. 26(3), 310-322.
    31. Kleijnen, M., Wetzels, M., & de Ruyter, K. (2004). Consumer acceptance of wireless finance. Journal of Financial Services Marketing, Vol. 8(3), 206-217.
    32. Kotler, P. (1994). Marketing Management-Analysis, Planning, Implementation, and Control. Prentice-Hall, New Jersey.
    33. Lee, C.-P., Warkentin, M., & Choi, H. (2004). The role of technological and social factors on the adoption of mobile payment technologies.
    34. Luick, J. F., & Zeigler, W.L. (1968). Sales Promotion and Modern Merchandising. New York, NY: McGraw-Hill.
    35. Lysaker, O. B., Fangen, K., & Sarin, T. (2011). Inside and outside simultaneously. Recognising the vulnerability of irregular migrants in Europe. POLICY BRIEF, EUMARGINS, On the Margins of the European Community.
    36. Mallat, N. (2007). Exploring consumer adoption of mobile payments – A qualitative study. The Journal of Strategic Information Systems, Vol. 16(4), 413-432.
    37. Mallat, N., Rossi, M., Tuunainen, V. K., & Öörni, A. (2009). The impact of use context on mobile services acceptance: The case of mobile ticketing. Information & Management, Vol. 46(3), 190-195.
    38. Martins, C., Oliveira, T., & Popovič, A. (2014). Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application. International Journal of Information Management, Vol. 34(1), 1-13.
    39. Morosan, C., & DeFranco,A. L. (2016). Co-creating value in hotels using mobile devices: A conceptual model with empirical validation. International Journal of Hospitality Management, Vol. 52, 131-142.
    40. Ngobo, P. V. (2004). Drivers of customers cross-buying intentions. European Journal of Marketing, Vol. 38, 1129-1157.
    41. Nunnally, J.C. and Bernstein, I.H. (1994) The Assessment of Reliability. Psychometric Theory, Vol. 3, 248-292.
    42. Park, H. J., Rabolt, N. J., & Sook Jeon, K. (2008). Purchasing global luxury brands among young Korean consumers. Journal of Fashion Marketing and Management: An International Journal, Vol. 12(2), 244-259
    43. Paul Gerhardt Schierz, Oliver Schilke, Bernd W. Wirtz (2010). Understanding consumer acceptance of mobile payment services: An empirical analysis. Electronic Commerce Research and Applications, Vol. 9, 209-216.
    44. Pousttchi, K. (2003). Conditions for acceptance and usage of mobile payment procedures.
    45. Pousttchi, K. (2008). A modeling approach and reference models for the analysis of mobile payment use cases. Electronic Commerce Research and Applications, Vol. 7(2), 182-201.
    46. Qasim, H. M., & Aub-Shanab E. (2016). Drivers of mobile payment acceptance: The impact of network externalities. Information Systems Frontiers, Vol. 18(5), 1021-1034
    47. Raghubir, P., & Corfman K., (1999). When do proce promotions affect pretrial brand evaluations? Journal of Marketing Research, Vol.36, 211-222.
    48. Robert V. Kozinets, Kristine de Valck, Andrea C. Wojnicki, & Sarah J.S. Wilner (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, Vol. 74, 71-89.
    49. Rogers, E. M. (1995). Diffusion of innovations. New York.
    50. Schierz, P. G., Schilke, O., & Wirtz, B. W. (2010). Understanding con- sumer acceptance of mobile payment services: An empirical analysis. Electronic Commerce Research and Applications, Vol. 9(3), 209-216.
    51. Sheehan, M. J., & Bergman, T. J. (2015). Is there an evolutionary trade-off between quality signaling and social recognition? Behavioral Ecology, arv109.
    52. Strober, M. H., & Weinberg, C. B. (1980). Strategies Used by Working and Nonworking Wives to Reduce Time Pressure. Journal of Consumer Research, Vol. 6, 338-347.
    53. Thuy, P. N. (2012). Impact of service personal values on service value and customer loyalty: a cross-service industry study. Service Business, Vol. 6(2), 137-155.
    54. Van der Heijden, H. (2002). Factors affecting the successful introduction of mobile payment systems. Paper presented at the 15th Bled Electronic Commerce Conference (Bled 2002), Bled, Slovenia.
    55. Webster, F. E. (1965). The deal-prone consumer. Journal of Marketing Research, Vol. 2, 186-189.
    56. Webster, F. E. (1987). Webster’s Ninth New Collegiate Dictionary. Merriam-Webster Inc. Springfield, MA.
    57. Yang, S., Lu, Y., Gupta, S., Cao, Y., & Zhang, R. (2012). Mobile payment services adoption across time: An empirical study of the effects of behavioral beliefs, social influences, and personal traits. Computers in Human Behavior, Vol. 28(1), 129-142
    58. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidences. Journal of Marketing, Vol. 52 (3): 2-22.
    59. Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, Vol. 60 (2): 31-46. doi: 10.2307/1251929
    描述: 碩士
    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
    数据类型: thesis
    DOI: 10.6814/NCCU202000102
    显示于类别:[國際經營與貿易學系 ] 學位論文

    文件中的档案:

    没有与此文件相关的档案.



    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈