- 期刊
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知覺風險與生活型態對使用意願影響之研究－icash悠遊卡為例
The Effects of Perceived Risk and Life Style to Use Intention-A Case of Icash EasyCard
摘要
本研究主要目的在探討知覺風險與生活型態對icash悠遊卡使用意願的影響。本研究採用問卷調查法蒐集資料，共得232份有效問卷;使用描述性統計、信度分析、因素分析、迴歸分析及集群分析等方法分析資料。本研究以生活型態將消費者分為3群，分別為清心寡欲型、追求自我型與活動參與型。實證結果發現，是否持有悠遊卡或是icash卡對使用意願並無顯著差異;性別對使用意願則有顯著差異，女性消費者對icash悠遊卡的使用意願明顯高於男性;知覺風險對使用意願有顯著負向影響，消費者如覺風險越高，對icash悠遊卡的使用意願越低；生活型態對使用意願呈顯著差異，追求自我型的使用意願明顯高於清心寡欲型。
並列摘要
The purpose of this study was to research the influence of perceived risk and life style to use intention of Icash EasyCard. There are 232 available visitors of this questionnaire survey, and using descriptive statistics, reliability analysis, factor analysis, regression analysis and cluster analysis. Consumers can be divided into less desirable, self-absorbed, and active groups depending on their life style. Our research found that whether to have EasyCard or Icash Card is no significant difference on use intention. Sex has significant difference to use intention. That reveals the feminine consumers have more use intention. Perceived risk negative affects use intention. That reveals more perceived risk, less use intention. Life style has significant difference to use intention. The self-absorbed consumers have more use intention than the less desirable consumers.