系統識別號 | U0002-2706201612420200 |
---|---|
DOI | 10.6846/TKU.2016.00918 |
論文名稱(中文) | 探討使用行動應用程式購物之前置因素 |
論文名稱(英文) | THE Antecedents of Use Mobile APP |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 會計學系碩士班 |
系所名稱(英文) | Department of Accounting |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 104 |
學期 | 2 |
出版年 | 105 |
研究生(中文) | 林泰平 |
研究生(英文) | Tai-Ping Lin |
學號 | 602600438 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2016-06-15 |
論文頁數 | 82頁 |
口試委員 |
指導教授
-
方郁惠
委員 - 汪美伶(magwang@mail.tku.edu.tw) 委員 - 劉敏熙(kayliu@scu.edu.tw) |
關鍵字(中) |
行動購物 創新抵制 適時適地服務 持續採用意願 再購意願 |
關鍵字(英) |
LBS innovation resistance perceived usefulness continuous adoption intention repurchase intention |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
隨著行動通訊科技的快速進步與智慧型手機的蓬勃發展,而行動應用程式(Application,APP)超越時間、空間限制的特性與優點,亦有業者開始藉由行動商務市場販售商品。惟APP行銷尚屬創新性服務方式,未來是否普遍流行,仍須值得進一步觀察。本研究Ram(1989)所提出的「創新抵制」,探討使用APP購物之前置因素,並進而知悉藉由APP瀏覽後的購物方式是否將會提升消費者購買意願,且瞭解此服務方式之優缺點,提供業者可玆運用的行銷策略,期望能克服消費者的創新障礙,並加速開發行動商務市場的擴散與發展。 本研究以此為研究動機,並結合適時適地服務、知覺有用性、創新抵制要素、持續採用意願及再購意願對於行動購物整體的效應,因此本研究提出以下幾項研究目的: 一、 分析行動購物中創新擴散及創新抵制之因素。 二、 探討適時適地性服務對於知覺有用性與創新抵制之影響。 三、 知覺有用性與創新抵制因素對於持續採用意願或再購意願之影響。 整體而言,本研究的進行將填補過去研究之空缺,研究成果得作實務上之應用,對學術及實務均具有相當程度的貢獻。 |
英文摘要 |
With the flourish of the rapid advances in mobile communications technology and smart phones, the mobile applications (Application, APP) beyond time and space constraints features and benefits, industry also began to sell merchandise by mobile commerce market. But App marketing is still innovative service mode, whether the future will still be worth further observation prevalent. In this study, Ram (1989) proposed the "Innovation resistance", explore the use of APP shopping antecedents, and thus knows the way if after browse by App shopping will increase consumer purchase intention. And to understand the advantages and disadvantages of this service mode, provide the industry may use marketing strategies, expect consumers to overcome barriers to innovation, and accelerate the development of mobile commerce diffusion and development of the market. In this study, in order to study the motivation to try to explore innovation diffusion and innovation resist for the browsing behavior of the relationship, and browsing behavior of relationship with the consumer purchase intention, therefore, this study presents the following several research purposes: First, analysis the factors that mobile shopping of innovation resist. Second, to explore LBS of influence for innovation resist and perceived usefulness. Third, the innovation resist and perceived usefulness of influence for continuous adoption intention and repurchase intention. The overall purpose of this study was to fill the vacancy of past research. Research was made on the practical application of academic and practice have a considerable degree of contribution. |
第三語言摘要 | |
論文目次 |
目錄 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 4 第三節 預期之研究貢獻 4 第貳章 文獻探討 5 第一節 適地性 5 第二節 即時性 6 第三節 知覺有用性 7 第四節 創新抵制 9 第五節 持續採用意願 13 第六節 再購意願 14 第參章 研究設計與方法 16 第一節 研究架構與驗證假說 16 第二節 研究變數與衡量 23 第三節 研究對象與問卷收集方法 32 第肆章 實證分析與討論 35 第一節 問卷發放與回收情形 35 第二節 樣本基本資料分析 36 第三節 敘述性統計分析 38 第四節 信度分析 43 第五節 效度分析 45 第六節 結構方程式模型 52 第七節 事後分析-中介效果檢定 56 第伍章 結論與建議 66 第一節 研究意涵 66 第二節 管理意涵 69 第三節 研究限制與後續研究建議 71 參考文獻 72 圖目錄 圖2-4-1 創新抵制之分類 10 圖2-4-2 創新抵制之兩大障礙 11 圖3-1-1 研究架構圖 16 圖4-6-1 研究架構模型之路徑分析 54 表目錄 表3-2-1適地性問項 24 表3-2-2即時性問項 25 表3-2-3知覺有用性問項 26 表3-2-4創新抵制問項 27 表3-2-5持續採用意願問項 30 表3-2-6再購意願問項 31 表4-2-1有效樣本基本資料 36 表4-3-1適地性之敘述性統計量 38 表4-3-2即時性之敘述性統計量 39 表4-3-3知覺有用性之敘述性統計量 39 表4-3-4創新抵制之敘述性統計量 40 表4-3-5持續採用意願之敘述性統計量 42 表4-3-6持續購買意願之敘述性統計量 42 表4-4-1各變數之信度分析表 44 表4-5-1適地性構面之驗證性因素分析 45 表4-5-2即時性構面之驗證性因素分析 46 表4-5-3知覺有用性構面之驗證性因素分析 46 表4-5-4使用障礙構面之驗證性因素分析 47 表4-5-5產品價值障礙構面之驗證性因素分析 47 表4-5-6風險障礙構面之驗證性因素分析 48 表4-5-7原始印象障礙構面之驗證性因素分析 48 表4-5-8修正後印象障礙構面之驗證性因素分析 49 表4-5-9持續採用意願構面之驗證性因素分析 49 表4-5-10購意願構面之驗證性因素分析 50 表4-5-11區別效度之分析 51 表4-6-1模型適配度檢定表 53 表4-6-2各個假說之假設結果 55 表4-7-1適地性對知覺有用性與持續採用意願之中介關係 56 表4-7-2適地性對使用障礙與持續採用意願之中介關係 57 表4-7-3適地性對產品價值障礙與持續採用意願之中介關係 57 表4-7-4適地性對風險障礙與持續採用意願之中介關係 57 表4-7-5適地性對印象障礙與持續採用意願之中介關係 58 表4-7-6適地性對知覺有用性與再購意願之中介關係 58 表4-7-7適地性對使用障礙與再購意願之中介關係 59 表4-7-8適地性對產品價值障礙與再購意願之中介關係 59 表4-7-9適地性對風險障礙與再購意願之中介關係 59 表4-7-10適地性對印象障礙與再購意願之中介關係 60 表4-7-11即時性對知覺有用性與持續採用意願之中介關係 60 表4-7-12即時性對使用障礙與持續採用意願之中介關係 61 表4-7-13即時性對產品價值障礙與持續採用意願之中介關係 61 表4-7-14即時性對風險障礙與持續採用意願之中介關係 61 表4-7-15即時性對印象障礙與持續採用意願之中介關係 62 表4-7-16即時性對知覺有用性與再購意願之中介關係 62 表4-7-17即時性對使用障礙與再購意願之中介關係 63 表4-7-18即時性對產品價值障礙與再購意願之中介關係 63 表4-7-19即時性對風險障礙與再購意願之中介關係 64 表4-7-20即時性對印象障礙與再購意願之中介關係 64 表4-7-21中介效果彙總 65 |
參考文獻 |
一、中文部分 沈永正,朱家賢、姜哲祺、黃河明,2010,影響網路非計畫性購買之個人與情境的前置因素探討. 電子商務學報, 12(3), 457-482. 邱奕珩,2010,結合科技接受模式與創新擴散理論探討影響電腦作業系統使用之因素-以VISTA為例,亞洲大學經營管理學系學位論文。 林惠君,2006,網路虛擬社群消費者瀏覽行為和資訊中介商的功能對消費者行為意向之關聯性研究,長榮大學資訊管理研究所學位論文。 林芳秀,2010,消費者對創新產品使用意願之研究-以迷你筆記型電腦為例,淡江大學企業管理學系碩士在職專班學位論文。 林育則、夏康寧,2011,奢侈品之炫耀性、涉入程度與心流體驗對消費者購買意願之影響-以高價盆栽為例." 企業管理學報 89 (2011): 57-80. 陳順宇,2005,多變量分析,四版,台北市:華泰書局。 陳詩雅、楊玉奇,2011,消費者線上瀏覽對網路商品購買行爲影響之研究,輔仁管理評論,第18期,第3卷,第49-73頁。 陳協勝、簡佑丞,2011,使用障礙與抵制型態對創新抵制影響模式之研究,朝陽商管評論,第10期,第1卷,第21-51頁。 張愛華、蕭丞傑,2010,行動服務之再使用意願: 一項整合模式之檢驗,輔仁管理評論,第17期,第2卷,第69-94頁。 陶俊麟,2011,台灣APP行動行銷策略之初探研究,淡江大學資訊傳播學系碩士班碩士論文。 黃英記,2012,以創新抵制的觀點探討金融交易下單通路移轉,國立臺北大學企 業管理學系碩士論文。 許孟琪,2010,[瀏覽] 還是 [搜尋]: 探討認知處理模式對注意力捕捉的影響,交通大學傳播研究所學位論文。 廖御超,2006,影響使用創新產品之相關因素探討--以 3G 手機為例,國立東華大學碩士論文。 廖凡雅,2006,手機使用者對於 3G 影音服務之創新抵制因素來源分析,國立台灣科技大學企業管理學系碩士論文。 欒斌、李靜怡,2004,手機使用者對手機行動上網之創新抵制來源因素探討,行銷評論,第1期,第1卷,第1-36頁。 二、英文部分 Aaker, David A. "Measuring brand equity across products and markets."California management review 38.3 (1996): 103. Barwise, Patrick, and Colin Strong. "Permission-based mobile advertising."Journal of interactive Marketing 16.1 (2002): 14-24. Beatty, Sharon E., and M. Elizabeth Ferrell. "Impulse buying: modeling its precursors." Journal of retailing 74.2 (1998): 161-167. Bhattacherjee, Anol. "Understanding information systems continuance: an expectation-confirmation model." MIS quarterly (2001): 351-370. Bloch, Peter H., and Marsha L. Richins. "Shopping without purchase: an investigation of consumer browsing behavior." Advances in consumer research10.1 (1983): 389-393. Brown, Mark, Nigel Pope, & Kevin Voges. (2003). Buying or browsing?: An exploration of shopping orientations and online purchase intention. European Journal of Marketing 37, 1666-1684. Chau, Patrick YK, and Paul Jen‐Hwa Hu. "Information technology acceptance by individual professionals: A model comparison APProach*." Decision Sciences 32.4 (2001): 699-719. Chae, M., J. Kim, H. Kim, & H. Ryu. (2002) “Information Quality for Mobile Internet Service: A Theoretical Model with Empirical Validation, Electronic Markets, 12(1), 38-46. Charney, T. & Greenberg, B. S. (2002). Uses and gratifications of the Internet, 379-407. Chew, F., Grant, W., & Tote, R. (2004). Doctors On-line: Using Diffusion of Innovations Theory to Understand Internet Use. [Article]. Family Medical, 36(9), 645-650. Chen, J. V., Yen, D. C., & Chen, K. (2009). The acceptance and diffusion of the innovative smart phone use: A case study of a delivery service company in logistics. Information & Management, 46(4), 241-248. Csikszentmihalyi, M., & Bennett, S. (1971). An exploratory model of play. American Anthropologist, 73(1), 45-58. Csikszentmihalyi, M. (1975). Play and intrinsic rewards. Journal of humanistic psychology. Csikszentmihalyi, M. (1987). The pressured world of adolescence. Educational Horizons 65(3), 103-105. Csikszentmihalyi M., & Csikszentmihalyi I. (1988). Optimal Experience. Psychological studies of Flow in Consciousness(Eds.). N.Y.: Cambridge University Press. Csikszentmihalyi, M., & Judith L. (1989). Optimal experience in work and leisure. Journal of personality and social psychology 56(5), 815. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. N.Y.: Harper and Row. Dawson, Scott, Peter H. Bloch, & Nancy M. Ridgway (1990), Shopping motives, emotional statesand retail outcomes, Journal of Retailing, 66. 408-427. Davis, F. D., “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly, 13(3), 1989, pp. 319-340. Dodds, William B., and Kent B. Monroe. "The effect of brand and price information on subjective product evaluations." Advances in consumer research 12.1 (1985): 85-90. Dodds, William B., Kent B. Monroe, & Dhruv Grewal. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319. Ellis, G. D., Voelkl, J. E., & Morris, C. (1994). Measurement and analysis issues with explanation of variance in daily experience using the flow model. Journal of Leisure Research, 26(4), 337-356. Engle, James F., David T. Kollat, and D. Roger. "Blackwell." Consumer Behavior (1986): 250-251. Fishbein, Martin, and Icek Ajzen. Belief, attitude, intention and behavior: An introduction to theory and research. 1975. Folkes, Valerie S. "Consumer reactions to product failure: An attributional APProach." Journal of consumer research (1984): 398-409. Fornell, C., and Larker, D. F. 1981. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research 18: 39-50. Gallivan, S., & Utley, M. (2011). A technical note concerning emergency bed demand. Health Care Management Science, 14(3), 250-252. Gefen, D. and Straud, DW (2003). Managing User Trust in B2C E-Services,” e-Service Journal, 2(2), 7-24. Hair, Joseph F., et al. "Black (1998), Multivariate data analysis." (1998): 577-664. Hong, W. Y., Thong, J. Y. L., & Tam, K. Y. (2004b). The effects of information format and shopping task on consumers' online shopping behavior: A cognitive fit perspective.Journal of Management Information Systems, 21(3), 149-184. Hoffman, D. L., & Novak, T. P. (1996) Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundation. Journal of Marketing, 60(3), 50-68. Huang, M. H. (2003). Designing website attributes to induce experiential encounters. Computers in Human Behavior, 19(4), 425-442. Jackson, S. A. (1992). Athletes in flow: A qualitative investigation of flow state in elite figure skaters. Journal of APPlied Sport Psychology, 4(2), 161-180. Janiszewski, Chris. (1998). The influence of display characteristics on visual exploratory search behavior. Journal of Consumer Research 25(3), 290-301. Karahanna, E., Straub, DW Chervany, NL (1999). Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs. MIS Quarterly, , 23, 269-282. Kim, H., & Kankanhalli, A. (2009). Investigating user resistance to information systems implementation: a status quo bias perspective. MIS Quarterly, 33(3), 567. Kimery, KM, & McCord, M. (2002). Third party assurances: MAPPing the road to trust in eRetailing. Journal of Information Technology Theory and APPlication, 4(2), 1−10. Kollat, D. T., Engel, J. F., & Blackwell, R. D. (1970). Current problems in consumer behavior research. Journal of Marketing Research (7), 327. Korzaan, Melinda L. "Going with the flow: Predicting online purchase intentions." Journal of Computer Information Systems 43.4 (2003): 25-31. Kotler, P. and Armstrong, G. (1997). Marketing: an introduction, Upper Saddle River, N.J. Prentice Hall. Philip Kotler and Achrol, Ravi S., "Marketing in the network economy." The Journal of Marketing (1999): 146-163. Koufaris, M. (2002). APPlying the technology acceptance model and flow theory to online consumer behavior. Information systems research 13(2), 205-223. Laukkanen, T., Sinkkonen, S., Kivijarvi, M., & Laukkanen, P. (2007). Innovation resistance among mature consumers. Journal of Consumer Marketing, 24(7), 419-427. Laukkanen, Tommi, Suvi Sinkkonen, and Pekka Laukkanen. "Communication strategies to overcome functional and psychological resistance to internet banking." International Journal of Information Management 29.2 (2009): 111-118. Liaw, Yun‐Fan, et al. (2005). Asian‐Pacific consensus statement on the management of chronic hepatitis B: a 2005 update. Liver international 25(3), 472-489. Marchionini, G. (1995). Information seeking in electronic environments. Canadian Journal of Information and Library Science,20(3), 53-55. Massimini, F., & Carli, M. (1988). The Systematic Assessment of Flow in Daily Experience. In M. Csikszentmihalyi and I. Csikszentmihalyi (Eds.), Optimal Experience: Psychological Studies of Flow in Consciousness, (pp. 288-306), New York: Cambridge University Press. Maxham III, James G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research 54(1), 11-24. Moe, W. W. and P. S. Fader (2004), Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational click-stream data, Journal of Consumer Psychology 13 (1-2), 29-39. Moneta, G. B., & Csikszentmihalyi, M. (1996). The effect of perceived challenges and skill on the quality of subjective experience. Journal of Personality, 64(2), 275-310. Morwitz, Vicki G., & David S. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which" intenders" actually buy?. Journal of Marketing Research 29(4), 391-405. Novak, Thomas P., Donna L. Hoffman, and Yiu-Fai Yung. "Modeling the structure of the flow experience among web users." INFORMS Marketing Science and the Internet Mini-Conference. 1998. Novak, P. T., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modeling APProach. Marketing Science, 19(1), 22-42. Pavlou, P., & Pauline R. (2003) Technology Trust in B2B Electronic Commerce: Conceptual Foundations. In a K. Kangas(Ed.), Business Strategies for Information Technology Management, pp 200-215, Idea Group Publishing, Hershey, PA, USA. Pavlou, P.A. and Fygenson, M.(2006) Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115-143. Ram, S. (1985). Marketing strategies to overcome innovation resistance: A laboratory experiment. Unpublished doctoral dissertation, University of Illinois, Urbana-Champaign. Ram, S. (1987). A Model of Innovation Resistance. Advances in Consumer Research, 14(1), 208-212. Ram, S. (1989). Successful Innovation Using Strategies to Reduce Consumer Resistance: an Empirical Test. Journal of Product Innovation Management, 6(1), 20-34. Ram, S., & Sheth, J. N. (1989). Consumer Resistance to Innovations: the Marketing Problem and its Solutions. The Journal of Consumer Marketing, 6(2), 5-14. Robbins, S. P. (2001).Organizational behavior : concepts, Controversies.(9th ed.)Upper Saddle River, NJ : Prentice Hall. Rogers, E. M. (1983). Diffusion of Innovations(3rd ed.). New York. The Free Press Rogers, E. M. (1995). Diffusion of Innovations(4th ed.). New York The Free Press Rowley, J., (2002). ‘Window’ Shopping and Browsing opportunities in cyberspace. Journal of Consumer Behavior. 1(4), 369-378. Salisbury, W. David, et al. (2001). Perceived security and World Wide Web purchase intention. Industrial Management & Data Systems 101(4). 165-177. Schiffman, Leon G., and Leslie Lazar Kanuk. "Consumer behavior, 7th." (2000). Sheth, J. N. (1981). Psychology of Innovation Resistance. Research in Marketing 4, 273-282. Sheth, Jagdish N., Bruce I. Newman, & Barbara L. Gross. (1991) "Why we buy what we buy: a theory of consumption values." Journal of business research, 22(2), 159-170. Siau, K., Lim, E. P., and Shen, Z., (2001), Mobile commerce: promises, challenges, and research agenda, Journal of Database Management, 12(3), pp. 4-13. Taylor, S. and P. A. Todd, (1995). Understanding Information Technology Usage: A Test of Competing Models. Information System Research, 6(2), 145-176. Teo, T. S. H. and Pok, S. H.,(2003). Adoption of WAP-Enabled Mobile Phones among Internet User, Omega, 31(6). 483-498. Tornatzky, Louis G., and Katherine J. Klein. "Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings." IEEE Transactions on engineering management 29.1 (1982): 28-45. Trevino, K. L., & Webster, J. (1992). Flow in computer-mediated communication. Communication Research, 19(5), 539-573. Tsai, M.-C., Lee, W., & Wu, H.-C. (2010). Determinants of RFID adoption intention: Evidence from Taiwanese retail chains. Information & Management, 47(5-6), 255-261. Tushman, M. L., Moore, W. L., & Lev, B. (1991). Readings in the management of innovation. Interfaces, 21(1), 140. Van Slyke, Craig, et al. "The influence of culture on consumer-oriented electronic commerce adoption." (2004). Waterworth, J and Chignell, (1991). A model for information exploration. Hypermedia,3. 35-58. Williams, L. R., Magee, G. D., & Suzuki, Y. (1998). A multidimensional view of EDI: Testing the value of EDI participation to firms. Journal of Business Logistics, 19(2), 73-87. Zeithaml, Valarie A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52, 2-22. |
論文全文使用權限 |
如有問題,歡迎洽詢!
圖書館數位資訊組 (02)2621-5656 轉 2487 或 來信