在電子商務平台工具選擇多變的環境下,電子商務銷售少了互動性、信任度、單向式行銷,訴求的是效率,業者無法再以過去的數量、價格規模取勝,行動裝置的普及後,訴求是分享式的行銷,強調互動分享後所產生的機會,消費者在不同銷售管道下,體驗購物過程中的愉悅,行動服務APP使業者提升知名度,達到銷售規模,帶領消費者進入全球化無線生活圈。 綜觀過去探討行動購物消費者行為相關研究有很多,多數偏重於行動購物滿意度的議題,對於使用行動服務APP之研究甚少,故本研究顧客針對使用行動服務APP的便利性的情境下,品牌態度對消費者忠誠度的影響進行探討。本研究意在探討消費者使用業者提供行動服務APP後,對品牌態度與忠誠度之關聯性是否具有一定的影響性,而消費者知覺使用行動服務APP的便利性,能否能強化顧客忠誠度。本研究對象以星巴克(Starbucks)的顧客為主,透過網路問卷調查進行資料蒐集,並提出建議供參考。 本研究三個衡量構面品牌態度、行動服務APP便利性及忠誠度之間的關聯性,經分析結果顯示: 一、 品牌態度對忠誠度有顯著正向影響。 二、 行動服務APP便利性對品牌態度有顯著正向影響。 三、 行動服務APP便利性對忠誠度有顯著正向影響。
With a wide variety of available platforms, e-commerce sales prioritize efficiency over interaction, trust and one-way marketing. E-commerce site owners need not focus on quantity and competitive pricing as do traditional business owners. The proliferation of mobile devices has transformed the marketing industry, greatly increasing the number and range of distribution channels for products and services. That is, as consumers enter a globalized wireless world, opportunities for business owners to raise their profiles and increase sales revenue rapidly increases. Previous studies have mainly focused on the behavior of online consumers, in particular online consumer satisfaction. Research into mobile applications (apps) for online shopping has been lacking. This study therefore attempts to fill this gap by exploring how the convenience offered by mobile apps influence brand attitude and customer loyalty. That is, will consumers change their brand attitude and customer loyalty after using a mobile app to purchase products online? Do mobile apps enhance consumer awareness and customer loyalty? We chose the customers of Starbucks as subjects and collected data with a web-based questionnaire survey. Analyzing the correlation among the three dimensions of brand attitude, mobile app services and customer loyalty, we found the following results: 1. A significant positive correlation exists between brand attitude and customer loyalty; 2. Mobile app services exert a significant positive on brand attitude; 3. Mobile app services exert a significant positive effect on customer loyalty.