顧客對便利商店行動購物APP功能的認知有用性對其使用意願影響效果之研究

The effects of customer perceived usefulness on use intention for convenient store's online shopping App

林茂城(Mao-Cheng Lin) ； 王又鵬(Yu-Peng Wang)

《北商學報》 36期 (2019/07) Pp. 69-93

摘要

便利商店藉著便利和日新月異的服務機能，再透過密集的開店策略，快速融入消費者的生活當中。但隨著高成長所帶來的競爭壓力，實體店面已無法增加消費者到店的頻率及消費金額。探究其原因，發現便利商店之所以營業額成長趨緩，主要為消費者購買行為的改變。隨著網路購物已慢慢崛起，便利商店也開始發展其O2O（Online to Offline）的行銷方式，並開發行動裝置APP，設法增加與消費者的接觸。但因便利商店業者對實體通路發展著墨較深，對網路的模式並不熟悉，目前便利商店APP的使用者接觸率並不高。本研究希望由顧客的角度出發，探討增加預約購物、預約體驗商品、商品庫存查詢、限量人氣票券購買等四個功能後，找出提高消費者使用便利商店APP之功能。本研究透過問卷調查法，共發出220份問卷，回收有效問卷211份。研究結果發現：1.消費者對於便利商店APP的「認知有用性」對於消費者對便利商店APP的「使用態度」有顯著影響。2.消費者對便利商店APP的「使用態度」對消費者對便利商店APP的使用意願有顯著影響。3.消費者對便利商店APP的使用態度在消費者對便利商店APP的認知有用性與消費者對便利商店APP的使用意願間具有部份中介效果。

關鍵字

便利商店 ； 行動裝置APP ； 認知有用性 ； 使用態度 ； 使用意願

並列摘要

With the intensive expanding strategy, convenient stores are quickly becoming important in consumer life. However, due to the tight competition in customer service industry, convenient stores are more difficult to meet consumers' demand and satisfaction. This situation also affects the frequency and amount of consumption to the convenient stores. It found that the factors affecting the slower growth in convenience store sale were the changes in consumption patterns and the rising online shopping behavior. For this reason, convenience stores have begun to develop its O2O (online to offline) marketing and the mobile APP aiming to increase the interactions with consumers. Whereas, since the convenience store are good at offline shopping, they are not familiar with online shopping. From the customer's perspectives, the study aims to find out how the mobile APP's four functions in terms of the increased reservation shopping, booking to experience goods, merchandise inventory query, and limited commodity, will affect customers' online shopping behavior. The study sent out a total of 220 questionnaires. It returns in 211 valid questionnaires and the responsive rate is 96%. The results were (1) the perceived usefulness had influence on use attitude for the mobile APP (2) the use attitude had influence on use intention for the mobile APP (3) the use attitude had the partial mediating effects between perceived usefulness and use intention for the mobile APP.

並列關鍵字

convenient stores ； mobile App ； perceived usefulness ； use attitude ； use intention