消費者對於行動購物平台使用意圖之研究

隨著網際網路快速發展與時代的進步，行動裝置已成為現代人高度依賴的科技產品之一，帶動了更多網路交易在行動裝置上完成。消費者使用習慣日益改變之下，帶動了指尖經濟迅速成長，促使更多網路業者紛紛加入行動購物市場。現今行動購物平台種類包羅萬象，市場呈現高度白熱化，面對日益激烈的競爭環境，廠商該如何在市場中佔有一席之地並獲得消費者青睞，將是所有行動購物平台業者必須關切的重要議題。　　由於提升服務品質乃是企業永續經營的一項重要方針，同時也是企業維持顧客關係的關鍵考量因素，因此，本研究採用PZB服務品質模式作為本研究架構建立之基礎，以及導入企業形象作為本研究之前因變數，探討在台灣的行動購物市場中，消費者對於行動購物平台的有形性、體貼性、保證性及企業形象與顧客滿意和使用意圖之間的關係。　　本研究以Lisrel 8.7統計軟體進行結構方程模型之探討，研究實證分析結果顯示在台灣的行動購物市場中，有形性、保證性和企業形象會顯著影響消費者對於行動購物平台之使用意圖，而體貼性是不具有顯著影響力。另外，有形性、保證性和企業形象在影響消費者使用意圖的過程中，顧客滿意扮演著極為重要的中介角色。

關鍵字

行動購物；服務品質；企業形象；顧客滿意；使用意圖

並列摘要

With the rapid development of the Internet and advancement of the times, mobile devices have become one of the technological products that modern people are highly reliant on, driving more online transactions to be completed on mobile devices. As consumer behaviors change day by day, leading to the rapid growth of fingertip economy so that prompt more Internet operators to join the mobile shopping market. Nowadays, the types of mobile shopping platforms are all-embracing and the market is highly heated. Facing the increasingly fierce competition environment, how manufacturers can occupy a place in the market and win the favor of consumers will be an important issue that all mobile shopping platform operators must be concerned. 　　Improving service quality is an important policy for company's sustainable operation. Also, it is a key for companies to maintain customer relationships. Therefore, this research adopts the PZB service quality model as the basis for the research structure, and also introduces the corporate image as a antecedent variable. This study will explore the relationship between consumers' tangibles, empathy, assurance, corporate image on mobile shopping platforms and customer satisfaction and usage intention in Taiwan's mobile shopping market. 　　This research uses Lisrel 8.7 statistical software to conduct structural equation modeling. The results show that in Taiwan's mobile shopping market, tangibles, assurance and corporate image have significantly affect consumer usage intention on mobile shopping platforms, but empathy hasn’t significant impact. In addition, customer satisfaction plays an extremely important intermediate role affecting consumer usage intention on mobile shopping platforms.