以價值接受模式探討持行動APP到實體商店購物之意圖

Applying the Value-based Adoption Model to Explore the Intentions of Using Mobile APP in Physical Retail Stores

林漢昇(Han-Sheng Lin)

指導教授 ： 吳佳純

義守大學/電機資訊學院/資訊管理學系/碩士(2018年)

摘要

由於行動商務興起，許多企業會設計行動APP吸引顧客使用，加上O2O的概念興起，實體企業更會使用行動APP吸引顧客至實體店面消費。本研究架構是以 Kim 等學者所建立的價值接受模式(VAM)為理論基礎，並以消費者的觀點，將行動APP之業者所提供的知覺促銷利益(節省、品質、便利、價值傳達)，與使用行動APP時所產生之技術性來建立。本研究透過問卷調查方式，採用迴歸分析方式進行驗證分析。試圖找出影響消費者使用行動APP價值認知之相關原因，進一步提供業者瞭解消費者的需求，以提升消費者持行動APP到實體商店購物之意圖。
研究結果顯示持行動APP到實體商店購物所提供之知覺促銷利益『節省』、『品質』、『便利』、『價值傳達』對消費者的價值認知有正向影響，持行動APP到實體商店購物所提供之『技術性』犧牲對消費者的價值認知有負向影響，消費者的價值認知對持行動APP到實體商店購物之採用意圖有正向影響。也就是說，當消費者認為持行動APP到實體商店購物之知覺促銷利益越高，則其消費者的價值認知會越高，進而其持行動APP到實體商店購物之意圖也越高。對於業者而言，需以提高消費者之價值認知的角度來開發新的行動APP並與之應用。本研究可作為持行動APP到實體商店購物服務之未來努力的方向及重點的參考。

關鍵字

行動APP ； 價值接受模式 ； 知覺促銷利益

並列摘要

Due to the rise of mobile commerce, many companies design mobile APPs to attract customers. With the rise of the concept of O2O, the companies use the mobile APPs to attract customers to the physical store. This research framework is based on the “Value-based Adoption Model (VAM)” established by Kim et al., and the “Consumer’s Perceived Benefits of Sales Promotion” established by Chandon et al.. From the viewpoint of consumers, the sales promotional benefits are “savings, quality, convenience, and value communication. This study uses questionnaire survey to achieved the research purposes, that is, trying to find out the reasons why mobile APPs affect the perception of consumer value, and further provides the industry with the understanding of the needs of consumers in order to enhance the intention of consumers to take mobile apps to offline shop.
The results of the study show that the perceived sales promotion benefits provided by the mobile APPs to physical store shopping, such as “savings”, “quality”, “convenience”, and “value transfer”, have positive impacts individually on the value perception of consumers. The "technical" sacrifice provided has a negative impact on the consumer's value perception. The consumer's value perception has a positive influence on the adoption intention of holding a mobile APP into a physical store. That is to say, when the consumer perceives the higher sales benefits of holding the mobile APPs to the physical store, the higher the perceived value of the consumer, and the higher the intentions of holding the mobile APPs to the physical store. For the industry, it is necessary to develop and apply mobile APPs in order to increase the perceived values of consumers while holding the mobile APPs to physical sotres.

並列關鍵字

O2O ； the Mobile APPs ； Value-based Adoption Model ； Consumer’s Perceived Benefits of Sales Promotion

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