知覺價值對行動購物使用意圖影響之研究

巫瑋倩

doi:10.6846/TKU.2015.00840

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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

巫瑋倩 , Masters　　Advisor：張俊惠　　

繁體中文 DOI： 10.6846/TKU.2015.00840

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

Abstract │ Reference (173) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 173 ) 〈TOP〉

施妤姍。(2012)。來源國契合度與品牌形象對知覺品質、產品態度與購買意圖
連結：
曾薇之。(2010)。知覺價值、知覺風險對購買意圖影響之研究－以台灣消費者在
連結：
陶蓓麗 & 程瑞南。(2006)。網路購物顧客價值對顧客關係品質的影響之實證研
連結：
Ajzen, L., & Driver, B. L. (1991). Prediction of Leisure Participation from Behavioral, Normative, and Control Beliefs: An Application of the Theory of Planned Behavior. Leisure Sciences , 13, 185-204.
連結：
Anderson, R. E., & Srinivasan , S. S. (2003). E-Satisfaction and E-Loyalty: A
連結：

Times Cited (1) 〈TOP〉

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。

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