以科技接受模式探討消費者對便利商店及其行動應用程式忠誠度之研究

隨著智慧型手機越來越普遍，行動應用程式（App）也蓬勃發展。許多品牌企業紛紛推出App，結合多種功能及提供App專屬優惠吸引消費者下載並註冊成為會員。以7-ELEVEn為例，2015年推出OPEN POINT App，近幾年陸續結合了點數累積、電子支付、儲值及轉帳等類金融功能，使消費的過程中更加便利。根據2020年11月新聞報導指出OPEN POINT App會員人數已達1200萬人，然而App使用者在Google Play與Apple Store給予的評價普遍負面。評分分別為4.0顆星與1.7顆星，相比同類型App而言分數偏低。本研究認為好的App除了提供完善、實用的功能之外，也必須讓App使用者於使用後對App有正向的評價，進而對App及商店產生忠誠度。綜合以上所述，本研究欲探討使用者對於OPEN POINT App及7-ELEVEn的忠誠度，但因App功能眾多，僅探討點數兌換功能的部分。本研究使用科技接受模式之知覺元素探討行動應用程式忠誠度，再探討行動應用程式忠誠度及商店服務品質對商店忠誠度之間的關係。研究結果顯示，使用者對點數兌換功能的知覺有用性、知覺易用性與知覺有趣性對行動應用程式忠誠度有顯著的正向影響；行動應用程式忠誠度及商店服務品質對商店忠誠度有顯著的正向影響。

關鍵字

科技接受模型；行動應用程式忠誠度；服務品質；商店忠誠度

並列摘要

As smart phones have become more and more common, apps are also booming. Many brand companies have launched apps that combine multiple functions and provide app-exclusive discounts to attract consumers to download and register as members. Take 7-ELEVEn as an example. In 2015, 7-ELEVEn launched their OPEN POINT App. In recent years, it has successively combined several financial functions such as point accumulation, electronic payment, stored value, and transfer to make the consumption process more convenient. According to a news report in November 2020, the number of OPEN POINT App members has reached 12 million, but App users’ reviews on Google Play and Apple Store are generally negative. The ratings are 4.0 stars and 1.7 stars, which are low compared to similar apps. This research believes that in addition to providing complete and practical functions, a good app must also allow App users to have a positive evaluation of the App after use, and then generate loyalty to the App and the store. Based on the above, this research intends to explore the user's loyalty to the OPEN POINT App and 7-ELEVEn. However, due to the numerous functions of the App, only the point redemption function will be discussed, the functions of point redemption include OPEN POINT redemption, accumulation and member exclusive pre-order, and OPEN POINT redemption and accumulation can be done not only through 7-ELEVEn, but also through subsidiaries of the Uni-President. This study uses the perceptual elements of the technological acceptance model to explore mobile application loyalty, and then explores the relationship between mobile application loyalty and store service quality and store loyalty. In the returned questionnaire, IBM SPSS 19.0 statistical software was used as research tool to conduct reliability analysis, factor analysis and regression analysis on the sample, and it was found from the research results show that users’ perceived usefulness, perceived ease of use, and perceived playfulness of the point redemption function have a significant positive impact on mobile application loyalty, of which the perceived playfulness has the greatest positive impact; mobile application loyalty and store service quality have a positive effect on store loyalty has a significant positive impact, of which store service quality has a greater positive impact. With the recent impact of the covid-19 epidemic, consumers have changed from offline shopping to online shopping, the importance of branded apps is increasing, this research also provides suggestions for improving app functions based on the research results and related literature, hoping to increase users’ mobile application loyalty and deepen the relationship between users and 7-ELEVEn through mobile application loyalty.

並列關鍵字

Technology Acceptance Model ； Mobile Application Loyalty ； Service Quality ； Store Loyalty

參考文獻

Webster, J., Trevino, L. K., & Ryan, L. (1993). The Dimensionality and Correlates of Flow in Human-Computer Interactions. Computers in Human Behavior, 9(4), 411-426.

一、中文部分