消費者對外資行動購物APP之關鍵因素策略分析

隨著科技蓬勃發展，網路與行動裝置的普及化，多樣化的行動服務類型接踵而至，帶動消費型態的轉變。在台灣網絡環境相對完善，且使用行動裝置購物的消費者比例較高的情況下，吸引許多外資行動購物APP陸續進入到台灣市場與本土電商競爭。因此本研究將以問卷調查法，從外資行動購物APP的服務品質、系統品質、資訊品質以及產品特性，四大變項來探討對消費者滿意度的影響，以期瞭解消費者選擇使用外資行動購物APP的關鍵因素。本研究透過相關文獻探討，將有效問卷進行研究數據分析後發現，消費者在使用外資行動購物APP時，平台服務品質中的個人化、系統品質以及產品特性中的產品促銷，皆對消費者滿意度有顯著的正向影響;但對於平台服務品質中的履行性以及資訊品質中的確實性為沒有顯著的負向影響。而平台資訊品質的即時性與產品特性的品質具有正向影響，但其影響並不顯著。也就是說行動購物APP的系統品質、服務品質的個人化以及產品特性的產品促銷是被消費者所重視的，業者需針對其該等因素擬定更有效的策略，以提升消費者的滿意程度進而取得平台的競爭力。

關鍵字

行動購物APP ；消費者滿意度；資訊系統成功模型；服務品質；系統品質；資訊品質；產品特性

並列摘要

With the development and popularity of mobile devices such as mobile Internet service, various mobile commerce services have appeared in Taiwan retail consuming market. Recently, foreign investments break into Taiwan's mobile shopping app development market in succession because of Taiwan's solid Internet infrastructure and a large amount of mobile shopping app-users. Those new mobile shopping apps with funds from foreign countries challenge the local mobile shopping apps. In order to understand the advantages why Taiwanese consumers like to use mobile shopping APP with foreign funds, this study employs questionnaire survey and tries to explore the effect of service quality, system quality, information quality and product characteristics toward customer satisfaction with mobile shopping app with foreign funds. This study employs a questionnaire survey to explore the effect of service quality, system quality, information quality, and product characteristics toward customer satisfaction with mobile shopping app of foreign investment to understand the key factors for consumers choosing mobile shopping app of foreign investment. According to the review of relevant literatures and the results of valid, reliable questionnaires analysis, this study shows that the personalization of service quality, system quality and product promotion of product characteristics have a significant positive impact on customer satisfaction. However, there is a non-significant negative impact on customer satisfaction in the fulfillment of service quality and reliability of information quality. In addition, the timeliness of information quality and quality of product characteristics are positively correlated with customer satisfaction without significance. In conclusion, Taiwanese consumers pay great attention to the personalization of service quality, system quality and product promotion of product characteristics on mobile shopping app. The study, hence, suggests that the related industries should generate more effective strategies about customer demand to obtain more competitiveness of the platform and increase the customer satisfaction.This research reveals that the personalization of service quality, system, and product promotion of product characteristics are critical factors for consumers choosing mobile shopping app of foreign investment. This study concludes with recommendations for the related industries to generate more effective strategies regarding customer demand to enhance customer satisfaction so as to improve the platform’s competitiveness.

並列關鍵字

Mobile Shopping APP ； Customer Satisfaction ； Information System Successs Model ； Service Quality ； System Quality ； Information Quality ； Product Characteristics