悠遊卡與異業結盟之行銷的顧客滿意度調查

近幾年悠遊卡的使用範圍逐漸擴大，與異業結盟推出多樣的行銷活動也日漸增加，本研究探討消費者對於悠遊卡與異業結盟之促銷活動的滿意度高低對持續使用意願的影響及變化之潛在因素，因此使用後接受模式(Post-Acceptance Model of IS Continuance, Bhattacherjee, 2001)探討，此外，因研究需要將理論中的確認構面分為三個細項，分為確認知安全性、確認之便利性、確認之促銷多元性，並將其細項與滿意度、有用性及持續使用意願的相互影響關係。本研究使用相關分析及迴歸分析構面之間的相互關聯及影響，結果資料整理顯示，消費者使用悠遊卡與異業合作推出之促銷活動時，「安全性」、「便利性」、「促銷多元性」可以透過「滿意度」間接影響「持續使用意願」，而「有用性」、「滿意度」直接影響「持續使用意願」，換言之，消費者對其持續使用意願的高低，可用消費者對其他構面的滿意度來衡量。

關鍵字

確認因素；有用性；滿意度；持續使用意願；後接受模式； IS Continuance

並列摘要

In recent years, the use of leisure cards has been gradually expanded, and diversified marketing activities have been increasing. This study explores the potential impact of changes in the willingness to use and the potential for changes in the willingness of consumers to promote their activities; Therefore, it used Post-Acceptance Model of IS Continuance (Bhattacherjee, 2001),In addition, the research needs to divide the identified constructs into three items, It is divided into the relationship between confirmation of security, confirmation of convenience, confirmation of promotional diversity, and its details and satisfaction, perceieved usefulness and the continuance intention use each other. In this study, the analysis of correlation and regression analysis were used to analyze the interrelationships and effects between the facets and the results. The results showed that consumers used the Easy Card and the Exotic cooperation to launch the promotional activities. ＂Safety＂, ＂Convenience＂, ＂Promotional Pluralism＂ can indirectly affect the ＂Continuance Intention＂ through ＂satisfaction＂, and ＂Perceieved Usefulness＂ and ＂satisfaction＂ directly affect ＂willingness to use＂, in other words, consumption The level of their willingness to continue to use, consumers can be used to measure the satisfaction of other facets.