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| Title: | 以PPM模型探討移動支付用戶之轉移意圖
A study of user switching intention towards mobile payment: a Push-Pull-Mooring framework approach |
| Authors: | 衛瀟
Wei, Xiao |
| Contributors: | 管郁君
Huang, Eugenia Y.
衛瀟
Wei, Xiao |
| Keywords: | 移動支付
轉移意圖
Push-Pull-Mooring模型
移動服務品質
轉換成本
功利性價值
mobile payment
switching intention
Push-Pull-Mooring framework,
mobile service quality
switching costs
utilitarian value |
| Date: | 2016 |
| Issue Date: | 2016-07-11 17:02:07 (UTC+8) |
| Abstract: | 伴隨著移動商務的迅速發展，以及越來越多的O2O(Online to Offline，即線上到線下)服務的出現和普及，移動支付逐漸被人們所接受。在此背景下，越來越多的企業加入到移動支付的競爭中，移動支付在世界範圍內的廣泛應用已經逐漸成為共識，用戶面臨著越來越多樣化的選擇。同時用戶往往不會滿足於其現在使用的移動支付，因而針對用戶轉移行為的研究極為必要。本研究借助人口地理學中的遷移理論以及推-拉-錨定(Push-Pull-Mooring)框架，並引入移動服務品質、轉換成本、功利性價值、網絡外部性、個人創新性、信任和轉移意圖7個研究構面。通過對中國大陸372個移動支付用戶的結構方程模式分析，探測出影響用戶轉移意圖的因素，以及各因素之間的關係。
結果顯示，移動服務品質中的效率與履行因素對轉移意圖有負向影響；功利性價值中的多樣與方便因素以及網絡外部性對轉移意圖有正向影響；轉換成本中的程序與財務轉換成本對轉移意圖有負向影響；個人創新性和信任均顯著影響轉移意圖，但其調節作用並不顯著。最後，以此為依據，本研究分別針對原移動支付和新移動支付提出了相應的發展策略。
With the rapid development of mobile commerce, as well as the emergence and popularity of increasing O2O (Online to Offline) services, mobile payment has been accepted. In this context, more and more companies join the competition in mobile payment. Mobile payment widely around the world has become a consensus and users are faced with increasingly diverse selections. Users are often not satisfied with their current mobile payment. So it is necessary to study users’ switching behavior. This research with the migration theory in geography, as well as Push-Pull-Mooring framework, and the introduction of mobile service quality, switching costs, utilitarian value, network externalities, personal innovativeness, trust and switching intention 7 research variables, based on structural equation modeling analysis of 372 mobile payment users, detects the factors affecting the user switching intention and the relationships between the factors.
Results show that efficiency and fulfillment factor of mobile service quality have a negative effect on switching intention; assortment and convenience factor of utilitarian value, as well as network externalities have a positive impact on switching intention; procedural and financial switching costs have a negative impact on switching intention; personal innovativeness and trust both show effect on switching intention, but the moderator effect is not significant. Finally, on this basis, the study puts forward the development strategies respectively for the first-mover and after market entrants. |
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| Description: | 碩士
國立政治大學
資訊管理學系
103356045 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103356045 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
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