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    Title: 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
    Authors: 王俊傑
    Wang, Chun-Chieh
    Contributors: 簡睿哲
    王俊傑
    Wang, Chun-Chieh
    Keywords: 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
    Date: 2020
    Issue Date: 2020-03-02 10:58:27 (UTC+8)
    Abstract: 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.
    Reference: 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。
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    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。
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    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。
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    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。

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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    106351017
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106351017
    Data Type: thesis
    DOI: 10.6814/NCCU202000102
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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