以顧客價值角度探討行動支付之使用

A Means-End Analysis of User Mobile Payment Usage

洪莉婷(Li-Ting Hong)

指導教授 ： 孔令傑

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201701495

摘要

為了達成交易並滿足消費的需求，支付是人類生活中重要的一環，在行動商務的發展下，行動支付逐漸成為人們支付的管道，為了搶奪商機許多業者持續推出相關的服務，使得現行的行動支付市場呈現一個競爭的狀態，為了提升競爭優勢，企業必須思考產品如何滿足消費者的需求並創造價值。
　　在行動支付的過往研究中，消費者相關的文獻大多是以採用意圖為研究主題，分析並歸納行動支付的採用因子，然而，過往研究卻鮮少討論行動支付為消費者提升的價值，價值影響了人們的消費行為，是消費者心中渴望達成的最終狀態，故了解產品為消費者帶來的價值便能了解消費者內心的需求，使企業精進產品的設計，開發出符合需求的行動支付產品，故本研究將以價值的角度探討行動支付產品如何為消費者提升價值，並將價值與產品屬性進行鏈結，透過這些鏈結關係便能清楚了解價值傳遞的過程，藉此企業將能進行市場區隔或產品意象的包裝，進而設計出更具競爭優勢的產品。
　　本研究透過方法目的鏈及階梯式訪談分析行動支付為消費者提升的價值，研究結果顯示，有效率的、高興的、安全感這三項價值的鏈結次數最高，尤其以有效率的之提及次數最高，代表消費者極為重視行動支付所帶來的便利及使用效率，另外，使消費者感到高興的產品屬性主要以優惠為主，產品的安全機制則能滿足消費者心中的安全感，建議企業在進行產品的設計上能以此三個價值做定位，以開發出符合消費者需求的行動支付產品，提升競爭優勢並為企業帶來獲利。

關鍵字

行動支付 ； 方法目的鏈 ； 顧客價值 ； 階梯式訪談

並列摘要

Payment is an important part of human life. In the development of mobile commerce, mobile payment gradually become common. Many companies continue to launch related services, making the market a competitive state. In order to enhance the competitive advantage, companies must consider how the product to meet consumer demand and create value.

Prior studies mostly focused on the factors influencing users’ adoption intention of mobile payment. Little research explores the value of the mobile payment for the consumer. The value influence consumer behavior. It is the achievement of consumers desired ends states. Understand the value of products for consumers will be able to understand the needs of consumers and enhance product design to meet users’ needs. This study will explore the value of mobile payment products for consumers. Through means-end chain to associate product attributes and values. These relationships between means and ends can clearly understand the process of value delivery. Companies can position product and enhance competitive advantage of the product.

This study through means-end chain and the laddering interview to analyze the value of mobile payment products for consumers. The research findings reveal that efficient, cheerful and security are the most important values. Consumers care about convenience and efficiency of mobile payment usage. In addition, product promotion makes consumers cheerful and safety mechanism can meet the consumer's sense of security. Companies can position products by these three values in product design to meet users’ needs and enhance the competitive advantage of mobile payment development.

並列關鍵字

mobile payment ； means-end chain ； customer value ； laddering

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