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    Title: 行動支付之消費者品牌忠誠度研究
    A Study on the Brand Loyalty of Digital Payment
    Authors: 郭思廷
    Kuo, Sz-Ting
    Contributors: 陳建維
    郭思廷
    Kuo, Sz-Ting
    Keywords: 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
    Date: 2022
    Issue Date: 2022-07-01 16:00:45 (UTC+8)
    Abstract: 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。
    Reference: 一、中文文獻
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    109351026
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0109351026
    Data Type: thesis
    DOI: 10.6814/NCCU202200689
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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