English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 111316/142225 (78%)
Visitors : 48376410      Online Users : 960
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
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/140558


    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
    1.朱子寧(2018)。行動支付採用影響因素之研究。國立中興大學科技管理研究所碩士論文,台中市,1-54。
    2.吳君儀(2019)。行動服務品質與顧客滿意度、顧客忠誠度關聯之研究—以行動支付顧客為例。長榮大學企業管理學系碩士班碩士論文,台南市,1-84。
    3.吳思筠(2021)。你從眾嗎?—影響多人線上遊戲轉換意圖之因素研究。國立中央大學資訊管理學系碩士論文,桃園縣,1-88。
    4.李勇輝、黃靖文、邱怡嘉(2016)。以消費價值理論與理性行為理論探討Instagram使用者實際行為之研究。管理研究學報,台北市16(2),31-57。
    5.李美萱(2021)。以消費價值理論探討行動支付使用意願與黏著度之研究:以品牌形象作為調節變數。國立屏東大學行銷與流通管理學系數位行銷碩士在職專班碩士論文,屏東縣,1-71。
    6.金融監督管理委員會(2016)。金融科技發展策略白皮書,行政院金融監督管理委員會。
    7.胡自立(2020)。行動支付2500大調查_2020下半年(上),資策會產業情報研究所(MIC)。取自https://mic.iii.org.tw/news.aspx?id=593
    8.國家發展委員會(2018)。行動生活 加速邁向智慧國家發展。台灣經濟論衡,16(2),4-38。
    9.國際清算銀行(Bank for International Settlements)(2012)。零售支付工具創新報告。國際清算銀行,取自https://www.bis.org/cpmi/publ/d102.htm
    10.莊雅晴(2016)。以資訊系統成功模式探討行動遊戲轉換意圖。國立臺北大學企業管理學系碩士論文,新北市,1-73。
    11.陳怡安(2022)。台灣行動支付品牌忠誠度之研究。國立中興大學應用經濟學系所碩士論文,台中市,1-56。
    12.陳家億(2015)。知覺風險、使用服務便利性與信任對第三方支付使用意願之影響。國立交通大學管理科學系所碩士論文,新竹縣,1-72。
    13.游盛元(2021)。以社會影響觀點探討用戶使用行動支付之考量因素。國立成功大學其業管理學系碩士論文,台南市,1-77。
    14.黃建中(2012)。團購網站品牌形象、服務品質與顧客滿意度及忠誠度關係之研究-以GOMAJI團購網為例。國立成功大學高階管理碩士在職專班(EMBA)碩士論文,台南市,1-123。
    15.萬事達卡公司(2021),行動支付使用習慣調查報告,萬事達卡公司。取自https://www.mastercard.com/news/ap/zh-tw/%E6%96%B0%E8%81%9E%E4%B8%AD%E5%BF%83/%E6%96%B0%E8%81%9E%E7%A8%BF/zh-tw/2021/jun/%E4%B8%89%E7%B4%9A%E8%AD%A6%E6%88%92-%E8%BF%9150-%E7%9A%84%E4%BA%BA%E6%AF%8F%E5%A4%A9%E7%94%A8%E8%A1%8C%E5%8B%95%E6%94%AF%E4%BB%98%E6%8B%9A%E9%98%B2%E7%96%AB/
    16.趙行義(2018)。以科技接受模式探討行動支付的採用與抵制。國立臺北大學企業管理學系碩士論文,台北市,1-54。
    17.劉舜杰(2018)。以科技接受模式與創新擴散理論探討消費者使用行動支付之意願。國立臺灣師範大學全球經營與策略研究所碩士論文,台北市,1-82。
    18.歐洲支付委員會(2014)。EPC Overview on Mobile Payments Initiatives。歐洲支付委員會,取自https://www.europeanpaymentscouncil.eu/sites/default/files/KB/files/EPC091-14%20v2.0%20EPC%20Overview%20on%20Mobile%20Payments%20Initiatives.pdf
    19.蔡旭昇(2022)。服務品質、顧客滿意度與顧客忠誠度關係之研究-以Line Pay行動支付App為例。國防大學資訊管理學系碩士論文,台北市,1-69。
    20.鄭培伶(2013)。金控的品牌形象與互動品質對消費者購買人身保險商品意願之影響。國立成功大學企業管理學系專班碩士論文,台南市,1-115。
    21.戴繹耘(2021)。數位金融發展對品牌權益與顧客滿意度之影響:以台灣地區銀行消費者為例。國立中山大學企業管理學系研究所碩士論文,高雄市,1-67。
    22.謝易呈(2020)。行動支付服務忠誠度影響機制之探討:推敲可能性模型觀點。國立臺灣師範大學全球經營與策略研究所碩士論文,台北市,1-108。

    二、英文文獻
    1.Aaker, D. A. (1991). Managing Brand Equity, New York: The Free Press.
    2.Abdullah, M., A1-Nasser, A. D., and Husain, N. (2000). Evaluating functional relationship between image, customer satisfaction and customer loyalty using general maximum entropy. Total Quality Management and Business Excellence, Vol. 11, 826-829.
    3.Anderson, E. W. and M. W. Sullivan. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, Vol. 12(2), 125-143.
    4.Anderson, E. W., C. Fornell, & D. R. Lehmann. (1994). Customer Satisfaction, Market Share and Profitability: Findings from Sweden. Journal of Marketing, 58(3), pp.53-66.
    5.Armstrong, G. and Kotler,P. (2000). Marketing:An Introduction, 5th ed., New Jersey:Prentice Hall.
    6.Babakus, E., Bienstock, C. C., and Scotter, J. R. V. (2004). Linking perceived quality and customer satisfaction to store traffic and revenue growth. Decision Sciences, 35(4), 713-737.
    7.Bauer, R.A. (1960). Consumer behavior as risk-taking. In R.S. Hancock (Ed.), Dynamic Marketing for a Changing World. American Marketing Association, 389–398.
    8.Biel, A. (1992). How brand image drives brand equity. Journal of Advertising Research, 32, 6-12.
    9.Binter Mary J. (1990). Evaluating Service Encounters:The Effect of Physical Surroundings and Employee Responses. Journal of Marketing, 54(2), 69-82.
    10.Bolton, R. N. and Drew, J. H. (1991). A multistage model of customers’ assessments of service quality and value, Journal of Consumer Research, 17, 375-384.
    11.Brown, G. H. (1952). Brand Loyalty-Fact or Fiction. Advertising Age, Vol.23, 52-55.
    12.Burnham, T. A., Frels, J. K., and Mahajan, V. (2003). Consumer Switching Costs: A Typology, Antecedents, and Consequences. Journal of the Academy of Marketing Science, 31(2), 109-126.
    13.Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, 2(3):244-249.
    14.Chiou, J. S., & Droge, C. (2006). Service Quality, Trust, Specific Asset Investment, and Expertise: Direct and Indirect Effects in a Satisfaction-Loyalty Framework. Journal of the Academy of Marketing Science, 34, 613-627.
    15.Churchill Jr, G. A. and C. Surprenant. (1982). An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, 19(4):491-504.
    16.Cox, D. F. (1967). “Risk Handling in Consumer Behavior — an Intensive Study of Two Cases”, in Donald F. Cox (Ed.), Risk Taking and Information Handling in Consumer Behavior, Boston: Harvard University Press, 34-81.
    17.Da Silva, R. V., & Syed Alwi, S. F. (2008). Online corporate brand image, satisfaction and loyalty. Journal of Brand Management, 16(3), 119-144.
    18.de Luna, I. R., Liébana-Cabanillas, F., Sánchez-Fernández, J., & Muñoz-Leiva, F. (2019). Mobile payment is not all the same: The adoption of mobile payment systems depending on the technology applied. Technological Forecasting and Social Change, 146, 931-944.
    19.Dewan Ahmed Muhtasim; Tan, Siok Yee; Hassan, Md Arif; Monirul Islam Pavel; Susmit, Samiha. (2022). Customer Satisfaction with Digital Wallet Services: An Analysis of Security Factors. International Journal of Advanced Computer Science and Applications, West Yorkshire vol. 13, Iss. 1, 195-206.
    20.Featherman, M. S., & Pavlou, P. A. (2003). Predicting E-services Adoption: A Perceived Risk Facets Perspective. International Journal of Human-Computer Studies, Vol. 59 no. 4, 451-474.
    21.Flavian, G., & Guinaliu, M. (2006). Consumer Trust, Perceived Security and Privacy Policy: Three Basic Elements of Loyalty to a Web Site. Industrial Management and Data Systems, 106(5), 601-620.
    22.Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience, Journal of Marketing, 56, 6-21.
    23.Forsythe, Sandra M. & Bo Shi. (2003). Consumer Patronage and Risk Perceptions in Internet Shopping. Journal of Business Research, 56, 867-875.
    24.Geyskens, I., Steenkamp, J. B. E., & Kumar, N. (1999). A meta-analysis of satisfaction in marketing channel relationships. Journal of Marketing Research, 36(2), 223-238.
    25.Glover, S. & I. Benbasat. (2011). “A comprehensive model of perceived risk of e-commerce transactions”. International Journal of Electronic Commerce, Vol.15(2), 47-78.
    26.Gronholdt, L., Martensen, A. and Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: Cross-Industry differences, Total Quality Management, 11(2), 509-514.
    27.Heskett, J. L., Sasser, W. E., & Schlesinger, L. A. (1997). The service profit chain. New York: Free Press.
    28.Hilman Wisnu, Afif Muhammad, Ruldevyani Yova. (2020). Sentiment analysis on customer satisfaction of digital payment in Indonesia: A comparative study using KNN and Naïve Bayes. Journal of Physics: Conference Series; Bristol Vol. 1444, Iss. 1.
    29.Hoover, R. J., Green, R. T., & Saegert, J. (1978). A cross-national study of perceived risk. Journal of Marketing, 42(3), 102- 108.
    30.Host, V., & Knie-Andersen, M. (2004). Modeling customer satisfaction in mortgage credit companies. International Journal of Bank Marketing, 22, 26–42.
    31.Jacob Jacoby and Leon B. Kaplan (1972) ,"The Components of Perceived Risk", in SV - Proceedings of the Third Annual Conference of the Association for Consumer Research, eds. M. Venkatesan, Chicago, IL : Association for Consumer Research, Pages: 382-393.
    32.Jacoby, J., & Kaplan, L. B. (1972). The Components of Perceived Risk, in Advance in Consumer Research. Proceedings of 3ed Annual Conference, 382-393.
    33.Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76, 259-274
    34.Jones, T. Q. and W. E. Jr. Sasser. (1995). Why Satisfied Customers Defect. Harvard Business Review, Nov./Dec., 88-99.
    35.Kamins, M. A., and Marks, L. J. (1991). The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands, Journal of the Academy of Marketing Science, Vol.19, No.3, pp. 177-185.
    36.Keaveney, M. S. (1995). Customer switching behavior in service industries: an exploratory study. Journal of Marketing, 59, 71-82.
    37.Keller, K.L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, Vol 57(1), 1-22.
    38.Kim, H. W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), 228−234.
    39.Kotler. (2000). “Marketing Management: Analysis, Planning, Implementation, and Control. New Jersey: Prentice-Hall, Inc.
    40.Larsson, Anthony; Viitaoja, Yamit. (2017). Building customer loyalty in digital banking: A study of bank staff`s perspectives on the challenges of digital CRM and loyalty. The International Journal of Bank Marketing, Bradford Vol. 35, Iss. 6, 858-877.
    41.Lee, J., Lee, J., Feick, L. (2001). The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France. Journal of Services Marketing, Vol.15 no.1, 35-45.
    42.Monroe, K. and Krishnan, R. (1985). The Effect of Price on Subjective Product Evaluations. In: Jacoby, J. and Olson, J., Eds., Perceived Quality: How Consumers View Stores and Merchandise, Lexington Books, Boston, MA, 209-232.
    43.Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assessment of perceived risk and variability. Journal of the Academy of Marketing Science, 18(1):51-65.
    44.Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.
    45.Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63, 33- 44.
    46.Parasuraman, A., & Grewal, D. (2000). The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda, Journal of the Academy of Marketing Science, Vol. 28, No. 1, 168-174.
    47.Park, Jaworski & MacInnis. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135-145.
    48.Patterson, P. G., & Spreng, R. A. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business‐to‐business, services context: an empirical examination. International Journal of service Industry management, 8(5), 414-434.
    49.Peppers, D., & Rogers, M. (2004). Managing customer relationships: A strategic framework. John Wiley & Sons.
    50.Porter, M. (1980). Competitive Strategy. New York: The Free Press.
    51.R. P & Yi, Y (1988). On the evaluation of structural equation models. Academic of Marketing Science, 16, 74-94.
    52.RakhiThakur (2016). Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping. Journal of Retailing and Consumer Services, Volume 32, 151-163.
    53.Reichheld, F. F., Sasser, W.E. Jr. (1990). Zero defections: quality comes to services. Harvard Business Review, 68(5), 105-111.
    54.Robert W Ruekert and A Rao. (1994). Brand alliances as signals of product quality. Sloan management review, 36(1):87–97.
    55.Roselius, T. (1971), Consumer Rankings of Risk Reduction Methods, Journal of Marketing, Vol. 35, No. 1, 56-61.
    56.Selnes, F. (1993). An Examination of The Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. Journal of European Marketing, 27 (9), 19-35.
    57.Sheth J, Parvatiyar A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397–418.
    58.Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
    59.Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300.
    60.Sondoh, S. L., Omar, M. W., Wahid, N. A., Ismail, I., & Harun, A. (2007). The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in The Context of Color Cosmetic. Asian Academy of Management Journal, 12(1), 83-107.
    61.Stum, D. L. and Thiry, A. (1991). Building Customer Loyalty. Training and Development Journal, 45(4), pp. 34-36.
    62.Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
    63.TRAN, Van Dat. (2020). The Relationship among Product Risk, Perceived Satisfaction and Purchase Intentions for Online Shopping. The Journal of Asian Finance, Economics and Business, Volume 7 Issue 6, 221-231.
    64.Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156-1163.
    65.Vázquez-Casielles, R., Suárez-Álvarez, L., & Del Río-Lanza, A. B. (2009). Customer satisfaction and switching barriers: Effects on repurchase intentions, positive recommendations, and price tolerance. Journal of Applied Social Psychology, 39(10), 2275–2302.
    66.Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, Vol. 60 (2): 31-46.
    67.Zeithaml, Valarie A. (1988). “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.” Journal of Marketing, Vol.52, July, 2-22.
    68.Zhou, Qingji & Lim, Fong Jie & Yu, Han & Xu, Gaoqian & Ren, Xiaoyu & Liu, Dan & Wang, Xiangxin & Mai, Xinda & Xu, Hong. (2021). A study on factors affecting service quality and loyalty intention in mobile banking. Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    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

    Files in This Item:

    File Description SizeFormat
    102601.pdf7059KbAdobe 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