結合使用與滿足理論與方法目的鏈探討O2O模式下高齡者的價值認知

Exploring value perception of the senior under O2O commerce：using U&G theory with Means-End Chain approach

陳雅惠(Ya-Huei Chen)

指導教授 ： 陳彥匡

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2020年)

摘要

一、研究目的：本研究結合使用與滿足理論與方法目的鏈探討O2O模式下高齡者的價值認知，並為更加瞭解產生行為之關鍵因素與高齡者所重視的價值，提出三個研究問題：（1）在O2O模式下，提供的哪些功能吸引高齡者使用（即屬性）?（2）在O2O模式下所提供的功能（屬性）為高齡者帶來什麼樣的好處（即結果）？（3）高齡者如何從這些好處當中，滿足其內心價值（即價值）？
二、研究方法：本研究利用滾雪球抽樣，在台中地區調查55歲到65歲曾體驗過O2O模式的高齡者，共四十位為受訪對象。以方法目的鏈為研究基礎，進行一對一軟式攀梯法進行深度訪談，再利用內容分析法將訪談內容進行編碼與分類，繪製蘊含矩陣及價值階層圖。
三、研究結果：結果顯示O2O模式下所提供的五種功能(較低價格、折扣、裝置普及化、線上預約與多樣化產品) 吸引高齡者使用，而產生的五種好處(與好友分享、節省花費、有效率的購物、最佳的選擇與提前購買)，滿足了高齡者內心的價值(安全感、享樂感、優越感與歸屬感)。
四、研究貢獻：在學術方面貢獻為大部分過往研究以量化的方式來做為研究方法，本研究以質性訪談的方法，能更瞭解高齡者內心的價值認知。在實務方面提供給O2O平台業者以擬訂行銷策略作為參考之用。

關鍵字

O2O ； 高齡者 ； 使用與滿足理論 ； 方法目的鏈

並列摘要

Purposes: The research purposes are designed to adopt U&G theory with a MEC approach to explore the value perception of the senior and to advance our understanding of the senior consumer behavior under O2O commerce by investigating the following questions: (1) What functions provided by O2O commerce attract the senior to use (i.e., attributes)? (2) What benefits (i.e., consequences) do these functions(attributes) bring to seniors’ consumers? (3) What benefits (consequences) do the senior consumers seek to gratify their value perception (i.e., values)?
Methods: The research utilized snowball sampling to collect the sample in Taichung area. The respondents who age 55 to 65 years old have experienced O2O commerce. A total of 40 people were interviewed. Based on the Means-End Chain approach, the research adopted soft-laddering technique to conduct one on one in-depth interview. After that, the content analysis method was adopted to coding and the interview content to draw an implication matrix and Hierarchical Value Map.
Results: The results show that the five functions provided in the O2O commerce (Lower price, Discount, Device Popularization, Online Reservation and Diverse products) attract the senior to use, and the five benefits (Saving cost, Efficient shopping, sharing with friends, Optimized choice and Forward buying), satisfying the inner value (Security, Hedonism, Superiority and Belonging) of the senior.
Contributions: In the academic area, most of the previous research used quantitative methods as the research method. This research used qualitative techniques to better understand the value perception of the senior. In the practical area, this research provided to O2O platform operators for the development of marketing strategies as a reference.

並列關鍵字

O2O ； The senior ； Uses and Gratifications Theory ； Means-End Chain

參考文獻

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