政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/139319
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113311/144292 (79%)
Visitors : 50942191      Online Users : 993
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/139319


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/139319


    Title: 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
    Authors: 李采璇
    Li, Tsai-Hsuan
    Contributors: 洪為璽
    季延平
    Hung, Wei-Hsi
    Chi, Yen-Ping
    李采璇
    Li, Tsai-Hsuan
    Keywords: 點數
    點數轉換
    消費者接受度
    Points
    Points exchange
    UTAUT2
    TPE
    Date: 2021
    Issue Date: 2022-03-01 18:22:47 (UTC+8)
    Abstract: 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. Therefore, those result will be helpful to popularize the demand and help depict the consumer profile of mechanism more clearly in the future.
    Reference: 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,163
    2.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. M. 2007.Internet banking in Jordan: The unified theory of acceptance and use of technology (UTAUT) perspective. Journal of Systems and information Technology,9(1):78-97.
    4.Ajzen, I., & Fishbein, M. 2005. The influence of attitudes on behavior, in The Handbook of Attitudes, D. Albarracín, B. T. Johnson, and M. P. Zanna (eds.), Mahwah, NJ: Erlbaum.
    5.Ajzen, I. 2002. Residual Effects of Past on Later Behavior: Habituation and Reasoned Action Perspectives.Personality & Social Psychology Review,6(2):107-122
    6.Anderson, E. W., Fornell, C., & Lehmnn,D. R. 1994. Customer Satisfaction, Market Share, and Profitability: Findings from Sweden.Journal of Marketing,58(3):53-66.
    7.Ajzen, I. 1991. The theory of planned behavior. Organizational behavior and human decision processes, 50(2):179-211
    8.Anderson, J. C., & Gerbing, D. W. 1988. Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin,103(3):411–423.
    9.Ajzen, I. 1985. From intentions to actions: A theory of planned behavior. Action
    10.106 control pp. 11-39：Springer, Berlin, Heidelberg.
    11.Aaker, D., A. 1973. Toward a Normative Model of Promotional Decision Making. Management Science, 19(6):593-603.
    12.Bruner, G. C. 2013. Marketing Scales Handbook: Multi-Item Measures for Consumer Insight Research (Volume 7).GCBII Productions, LLC.
    13.Brown, S. A., and Venkatesh, V. 2005. Model of Adoption of Technology in the Household: A Baseline Model Test and Extension Incorporating Household Life Cycle, MIS Quarterly,29(4):399-426.
    14.Blattberg, Robert C. and Neslin, S. A. 1990. Sales Promotion: Concepts,
    Methods and Strategies. Englewood Cliffs, NJ: Prentice Hall.
    15.Bandura, A. 1977. Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2): 191–215
    16.Clark, Walz, & Wynekoop. 2003. Identifying exceptional application software developers: a comparison of students and professionals. Communications of the Association for Information Systems, 11(8):137-154.
    17.Childers, T. L., Carr, C. L., Peck, J., & Carson, S. 2001.Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior.Journal of Retailing,77(4):511-535.
    18.Compeau, D. R., & Higgins, C. A. 1995. Computer self-efficacy: Development of a measure and initial test. MIS quarterly,19(2):189-211
    19.Crosby, Lawrence, A., Evans, K. R., & Cowles, D. 1990. Relationship Quality in Services Selling:An Interpersonal Influence Perspective.Journal of Marketing,54(3),68-81.
    20.Cohen, J. 1988. Statistical power analysis for the behavioral sciences (2d ed.). Hillsdale, NJ: Lawrence Earlbaum Associates.
    21.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. 1992. Extrinsic and intrinsic motivation to use computers in the workplace.Journal of Applied Social Psychology,22(14):1111–1132.
    22.Dodds, W. B., Monroe, K. B., and Grewal, D. 1991. Effects ofPrice, Brand, and Store Information on Buyers.Journal of Marketing Research,28(3):307-319
    23.Davis, F.,D. 1989. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.MIS Quarterly,13(3):319-340.
    24.DiMaggio, P. J., & Powell, W. W. 1983. The iron cage revisited: institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48(2):147-160.
    25.Fornell, C., & Larcker, D. F. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research,18(1): 39–50
    26.Fishbein, M., and Ajzen, I. 1975. Belief, attitude, intention, and behavior: An
    27.introduction to theory and research： 216-287. Massachusetts: Addison-Wesly.
    28.Grable, J. 2000. Financial Risk Tolerance and Additional FactorsThat Affect Risk Taking in Everyday Money Matters. Journal of Business and Psychology, 14(4): 625-630.
    29.Garbarino, E., & Johnson, M. S. 1999. The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing,63(2):70-87
    30.Hair, J. F., Ringle, C. M., & Sarstedt, M. 2011. PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice,19(2):139-152.
    31.Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. 2010. Multivariate Data Analysis. 7th Edition. New York:Pearson.
    32.Harcourt, M., Lam, H., & Harcourt, S. 2005. Discriminatory practices in hiring: institutional and rational economic perspectives. International Journal of Human Resource Management, 16(11): 2113-2132.
    33.Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. 1998. Multivariate Data Analysis (5th ed.). Englewood Cliffs, NJ:Prentice-Hall.
    34.Hennig-Thurau, T., & Klee, A. 1997. The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: A Critical Reassessment and Model Development.Psychology & Marketing,14(8):737-764.
    35.Haunschild, P. R., & Miner, A. S. 1997. Modes of interorganizational imitation: The effects of outcome salience and uncertainty. Administrative science quarterly,42(3):472-500
    36.Herbert, T. T. 1976. Dimension of Organizational Behavior, New York：Collier
    Macmillian.
    37.Jiang, Y., Chen, D.,& Lai, F. 2010. Technological-Personal-Environmental (TPE) Framework：A Conceptual Model for Technology Acceptance at the Individual Level. Journal of International Technology and Information Management,19(3):89-98.
    38.Kim, S. S., and Malhotra, N. K. 2005. A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Post-Adoption Phenomena. Management Science, 51:(5):741-755.
    39.Kim, S. S., Malhotra, N. K., and Narasimhan, S. 2005. Two Competing Perspectives on Automatic Use: A Theoretical and Empirical Comparison. Information Systems Research ,16(4):418-432.
    40.Kotler, P. 2000. Marketing Management: Analysis, Planning, Implementation, and Control,10th Edtion,New Jersey:Prentice Hall Inc.
    41.Liang, H., & Xue, Y. 2009. Avoidance of information technology threats: a theoretical perspective. MIS Quarterly, 33(1):71-90.
    42.Limayem, M., Hirt, S. G., & Cheung, C. M. K. 2007. How Habit Limits the Predictive Power of Intentions: The Case of IS Continuance.MIS Quarterly,31(4):705-737.
    43.Lagace, R. R., Dahlstrom, R., & Gassenheiner, J. B. 1991. The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry.Journal of Personal Selling and Sales Management, 11(4):39-47.
    44.McKnight, D. H. 2005. Trust in Information Technology. Davis, B. G. The Blackwell Encyclopedia of Management, Management Information Systems,Vol.7, 329-331.Malden:Wiley-Blackwell.
    45.Mayer, R. C., Davis, J. H., & Schoorman, D. 1995. An Integrative Model of Organizational Trust.The Academy of Management Review,20(3):709-734
    46.Mohr, J. J., & Spekman, R. E. 1994. Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques.Strategic Management Journal,15(2):135-152.
    47.Morgan, R. M., & Hunt, S. 1994. The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,58(3):20-38.
    48.Moorman, C., Deshpandé, R., & Zaltman, G. 1993. Factors Affecting Trust in Market Research Relationships,57(1):81-101.
    49.Moore, G. C., & Benbasat, I. 1991. Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation.Information Systems Research,2(3):192-222.
    50.Mansfield, E. 1961. Technical Change and the Rate of Imitation.Econometrica,29(4):741-766
    51.Palmatier, R., Dant, R. P., Grewal, D., & Evans, K. R. 2006. Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis.SSRN Electronic Journal, 70(4):136-153.
    52.Parasuraman, A. 2000. Technology Readiness Index (Tri): A Multiple-Item Scale to Measure Readiness to Embrace New Technologies.Research Article,2(4),307-320.
    53.Rempel, J. K., Holmes, J. G., & Zanna, M. P. 1985. Trust in close relationships. Journal of Personality and Social Psychology, 49(1):95–112.
    54.Rogers, E. M. 1983 .Diffusion of Innovations (3rd ed.). New York：Free Press, & London : Collier Macmillan.
    55.Rotter, J. B. 1971. Generalized expectancies for interpersonal trust. American Psychologist, 26(5):443–452.
    56.Slade, E. L. , Dwivedi, Y. K., Piercy, N. C., & Williams, M. D. 2015. Modeling Consumers` Adoption Intentions of Remote Mobile Payments in the United Kingdom: Extending UTAUT with Innovativeness, Risk, and Trust. Psychology and Marketing, 32(8):860-873.
    57.Slade, E., Williams, M., & Dwivdei, Y. 2013. Extending UTAUT2 To Explore consumer Adoption of Mobile Payments.UK Academy for Information Systems Conference Proceedings 2013
    58.Sharma, A. & Citurs, A. 2004. Incorporating Personality into UTAUT: Individual Differences and User Acceptance of IT. AMCIS 2004 Proceedings,New York.
    59.Smith, B. J. 1998. Buyer-Seller Relationships:Similarity, Relationship Management, and Quality.Psychology & Marketing,15(1):3-21.
    60.Tan & Teo. 2000. Factors influencing the adoption of internet banking. Journal of the Association for Information Systems, 1(1):1-42.
    61.Taylor, S., Todd, P. A. 1995. Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research,6(2):144–176.
    62.Thompson, R. L., Higgins, C. A., Howell, J. M. 1991. Personal Computing: Toward a Conceptual Model of Utilization.MIS Quarterly,15(1):125-143.
    63.Tornatzky & Fleischer. 1990. The Processes of Technological Innovation. Lexington, MA; Lexington Books.
    64.Tolbert, P. S., & Zucker, L. G. 1983. Institutional sources of change in the formal structure of organizations: the diffusion of civil service reform 1880-1935. Administrative Science Quarterly, 28(1):22-40.
    65.Triandis, H. C. 1979. Values, attitudes, and interpersonal behavior. In Nebraska symposium on motivation, University of Nebraska Press
    66.Venkatesh, V., Thong, J. Y.L., & Xu, X. 2012. Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178.
    67.Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, D. F. 2003. User Acceptance of Information Technology: Toward a Unified View.MIS Quarterly,27(3),425-478.
    68.Venkatesh, V., & Davis, F., D. 2000. A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management science, 46(2), 186-204.
    69.Vallerand, R. J. 1997. “Toward a Hierarchical Model of Intrinsic and Extrinsic Motivation,” in Advances in Experimental Social Psychology, M. Zanna (ed.), New York: Academic Press.
    70.Wu, Y., Tao, Y., & Yang, P. 2007.Using UTAUT to explore the behavior of 3G mobile communication usersPaper presented at 2007 IEEE International Conference on Industrial Engineering and Engineering Management, Singapore.
    71.Wulf, K. D., Odekerken, G., & Lacobucci, D. 2001. Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration.Journal of Marketing,65(4):33-50.
    72.Westbrook, R. A. 1981. Sources of consumer satisfaction with retail outlets.Journal of Retailing,57(3):68–85.
    73.Zeithaml, V. A. 1988. Consumer Perceptions of Price, Quality, and Value: A Means–End Model and Synthesis of Evidence. Journal of Marketing, 52(3):2-22.
    74.Zucker, L. G. 1977. The Role of Institutionalization in Cultural Persistence.American Sociological Review,42(5):726-743
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    108363089
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108363089
    Data Type: thesis
    DOI: 10.6814/NCCU202200287
    Appears in Collections:[MBA Program] Theses

    Files in This Item:

    File Description SizeFormat
    308901.pdf3376KbAdobe PDF20View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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 ©   - Feedback