知覺價值對行動購物使用意圖影響之研究

A Study of the Impact of Perceived Value on the Usage Intention of Mobile Shopping

10.6846/TKU.2015.00840

巫瑋倩

行動購物 ； 價格價值 ； 社會價值 ； 情感價值 ； 滿意 ； 使用意圖 ； Mobile Shopping ； Price Value ； Social Value ； Emotional Value ； Satisfaction ； Usage Intention

淡江大學國際企業學系碩士班學位論文

2015年

碩士

張俊惠

繁體中文

隨著行動商務服務的成長，許多人開始依賴行動裝置，已逐漸改變每個人消費方式，所以行動購物被預測為未來購物管道的一大趨勢 。並且希望能透過行動裝置使購物過程變得更富價值感以滿足消費者，進而願意使用行動購物。另外，不同的消費族群會有不同的決策模式。因此，本研究透過價格、社會、情感價值與滿意來探討消費者對於行動購物的使用意圖。此外，本研究還瞭解了行動購物使用者的個人特徵及使用行動購物的相關行為。而研究結論不僅為往後的研究帶來了一些建議，更為業者針對發展行動購物提供建議。 本研究使用LISREL作為資料分析工具，經由結構方程模式驗證研究假說，得知以下結論： 1. 在台灣行動購物市場中，行動購物滿意會對消費者的行動購物使用意圖造成影響。 2. 在台灣行動購物市場中，消費者對行動購物情感價值的知覺是行動購物使用意圖的關鍵要素。 3. 在台灣行動購物市場中，行動購物滿意是消費者社會、情感價值的知覺與行動購物使用意圖間的重要中介角色。

As the popularity of m-commerce services has grown, many people rely on mobile devices. Everyone has been gradually changing consumption patterns, so mobile shopping is predicted for future action a major trend in shopping pipeline. And want to make the shopping experience more valuable to meet consumer, and thus willing to shopping via using mobile devices. In addition, different consumer groups have different decision-making mode. Therefore, this study via price, social, emotional value and satisfaction to explore consumers’ usage intention of mobile shopping. And this study attempts to understand user's personal characteristics and related behaviors of using mobile shopping. Results not only bring out some suggestions for future research, and provide the attractive layout of mobile shopping for the vendors. The research applied LISREL to assess if the theory. And after researching, there are three findings from the resarch: (1) Consumers’ satisfaction about Mobile Shopping have a positive impact on usage intention in the Taiwan mobile shopping market. (2) Consumers’ perceived emotional value about mobile shopping has the most important factor of usage intention in the Taiwan mobile shopping market. (3) Consumers’ satisfaction about mobile shopping has the important mediation role of consumers’ perceived social and emotional value to usage intention in the Taiwan mobile shopping market.

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1. 曾淑萍(2016)。熟齡族行動購物的驅力與抑制因素研究。淡江大學企業管理學系碩士在職專班學位論文。2016。1-48。