通路整合品質對消費者使用行動應用程式的影響

The impact of channel integration quality on consumer use of mobile applications

許晉榕(Chin-Jung Hsu)

指導教授 ： 方郁惠

淡江大學/商管學院/會計學系碩士班/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00762

摘要

近年來，隨著行動裝置及網際網路的便利性，消費者的購物模式也有所改變。以往消費者都需要至實體店面購物，如今可以在網站，甚至使用品牌應用程式(App)，多元的通路供消費者選擇，如何讓消費者在各通路享有一致體驗，為目前業者所重視的議題。因此，通路整合勢必為市場發展的趨勢。本研究將針對品牌App，探討通路整合品質，是否為影響消費者在對產品或服務選擇過程及搜尋產品資訊之滿意程度的關鍵因素，並影響持續使用品牌App之意願。另外，當品牌形象與自我形象一致性程度越高，通常消費者對於品牌會有正向態度，也會提升品牌好感度。因此，本研究將加入自我品牌形象一致性作為調節變數，探討其對決策滿意度與持續使用意圖之間是否具正向之調節作用。本研究採用網路問卷收集有效問卷450份，並運用SPSS與AMOS分析。研究結果顯示，通路整合之品質確實顯著影響消費者之決策滿意度，且會進一步影響其持續使用意圖；而自我品牌形象一致性對決策滿意度與持續使用意圖之間不具調節效果。

關鍵字

通路整合品質 ； 決策滿意度 ； 持續使用意圖 ； 品牌應用程式 ； 自我品牌形象一致性

並列摘要

In recent years, with the convenience of mobile devices and the Internet, consumer shopping patterns have also changed. In the past, consumers needed to shop at physical stores, and now they can use websites or even branded apps. Diverse channels for consumers to choose, how consumers can enjoy a consistent experience cross all channels, is a major concern for all current industries. Therefore, channel integration is bound to be the trend of market development. This study will explore the quality of channel integration for branded apps, and whether it is a key factor to affect consumer satisfaction with product or service selection processes, search for product information, and affect the willingness to continue to use branded apps. In addition, when the consistency of brand image and self-image is higher, consumers usually have a positive attitude towards the brand. Therefore, this study will add self-brand image consistency as a regulatory variable to explore whether it has a positive adjustment effect between decision satisfaction and continuance intention. In this study, 450 questionnaires were collected using an online questionnaire. SPSS and AMOS were used for data analysis. The results of the study show that the quality of channel integration does significantly affect consumer decision satisfaction and will further affect continuance intention. Self-brand image consistency has no moderating effect between decision satisfaction and continuance intention.

並列關鍵字

Channel Integration Quality ； Decision Satisfaction ； Continuance Intention ； Brand Application ； Self-Brand Image Consistency

參考文獻

Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.

中文部份

吳明隆 (2007)，結構方程模式：AMOS 的操作與應用，五南。

何佩珊 (2018)，Flurry：2017年整體App使用量僅增6%，但購物類成長逾5成，數位時代，Retrieved October 15, 2018，取自：https://www.bnext.com.tw/article/47872/flurry-state-of-mobile-2017

胡秋草 (2015)，全通路零售之研究：全通路消費者體驗對消費者的滿意度及忠誠度之影響，逢甲大學國際經營管理碩士班學位論文，1-99。