以知覺價值為中介探討消費者的價格認知、知覺有用性、網路口碑、品牌偏好對使用意願之影響 -以GoSHARE與WeMo為例

The Mediating Effect of Perceived Value on the Relationship among Price Perception, Perceived Usefulness, Online Word-of-Mouth, Brand Preference, and Willingness of Use－Taking GoSHARE and WeMo as Example

尤曼蓁(Man-Chen Yu)

指導教授 ： 曾忠蕙

淡江大學/商管學院/國際企業學系碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00371

摘要

臺灣屬於人口稠密且土地相狹小的國家，使用空間往往會受到限制，因此多數人選擇機 車作為代步工具，一方面是機車的機動性較高，另一方面則是能節省尋找車位的時間及停車所產生之費用。但由於龐大的機車數量已經衍伸出一些問題，像是排放廢氣所造成的空氣汙染、懸浮微粒對人體造成的傷害等等。為了解決環境污染的問題，我國政府努力積極推動電動機車，也特別針對老舊汽油車提出汰舊換新，購買電動機車享有優惠補助方案，此外廠商也紛紛推出共享電動機車的服務，讓想承租機車且又想同時兼顧環保的民眾擁有不同的選擇。

本研究以GoSHARE與WeMo兩家共享電動機車供應商為研究目標，並探討消費者的價格認知、知覺有用性、網路口碑、品牌偏好是否會透過知覺價值對使用意願產生影響。本研究共回收 321份有效問卷，並以統計軟體 SPSS 22.0進行資料分析，研究結果發現消費者的品牌偏好會正向影響知覺價值知覺價值會正向影響使用意願消費者的知覺有用性會透過知覺價值進而影響使用意願；消費者的品牌偏好會透過知覺價值進而影響使用意願。

關鍵字

共享電動機車 ； 價格認知 ； 知覺有用性 ； 網路口碑 ； 品牌偏好 ； 知覺價值 ； 使用意願

並列摘要

Taiwan is one of the most densely populated countries with limited space in the world, therefore, most people choose scooters as a means of transportation. One reason is that the flexibility of scooters is higher than other vehicles, another reason is that it can save lots of time for finding a parking lot and cut down the expenditure of parking. However, the considerable quantity of scooters has led to some environmental issues, such as the air pollution caused by exhaust emission and the physical harm caused by particulate matter. In order to solve the problem of environmental pollution, the government has been continued to promote electric scooters, and also provided financial subsidies for replacing vintage vehicles. In addition, manufacturers initiate to offer shared electric scooter services for those who feel like renting and want to be environmentally friendly at the same time.

This study aims to explore whether price perception, perceived usefulness, online word-of-mouth and brand preference of consumers have an impact on willingness to use through perceived value, taking GoSHARE and WeMo as example. A total of 321 valid questionnaires were collected and analyzed by SPSS 22.0. The results show that consumers' brand preference has a positive impact on perceived value; perceived value has a positive impact on willingness to use; consumers' perceived usefulness has an impact on willingness to use through perceived value; consumers' brand preference has an impact on willingness to use through perceived value.

並列關鍵字

Price Perception ； Perceived Usefulness ； Online Word-of-Mouth ； Brand Preference ； Perceived Value ； Willingness to use

參考文獻

參考文獻

一、 中文文獻

陳麗珍（2018）。 低成本航空旅客之價格認知，品牌權益，策略聯盟與搭乘意願之關聯性研究。觀光與休閒管理期刊，6(1)，121-130。

李昕寧、鄭永福、張千惠、吳榮根(2018)。視障學生行動觸控設備使用態度影響模式探究: 以知覺有用性, 知覺易用性為中介變項。教育心理學報，50(1)， 107-129。

凃若涵（2018）。品牌偏好，品牌涉入程度，造型視覺意象對於購買偏好之關聯性-以香水為例。 國立屏東大學行銷與流通管理學系碩士論文，1-47。