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System No. U0002-1012202114314100
Title (in Chinese) 消費者對外資行動購物APP之關鍵因素策略分析
Title (in English) A Strategic Analysis on Key Factors for Consumers Choosing Mobile Shopping APP of Foreign Investment
Other Title
Institution 淡江大學
Department (in Chinese) 國際企業學系碩士班
Department (in English) Master's Program, Department Of International Business
Other Division
Other Division Name
Other Department/Institution
Academic Year 110
Semester 1
PublicationYear 111
Author's name (in Chinese) 吳佳穎
Author's name(in English) Jia-Ying Wu
Student ID 609550032
Degree 碩士
Language Traditional Chinese
Other Language
Date of Oral Defense 2021-12-06
Pagination 123page
Committee Member advisor - Chia-Chi Sun
co-chair - Chi-Yang Chou
co-chair - Jia-Huey Hsu
Keyword (inChinese) 行動購物APP
消費者滿意度
資訊系統成功模型
服務品質
系統品質
資訊品質
產品特性
Keyword (in English) Mobile Shopping APP
Customer Satisfaction
Information System Successs Model
Service Quality
System Quality
Information Quality
Product Characteristics
Other Keywords
Subject
Abstract (in Chinese)
隨著科技蓬勃發展,網路與行動裝置的普及化,多樣化的行動服務類型接踵而至,帶動消費型態的轉變。在台灣網絡環境相對完善,且使用行動裝置購物的消費者比例較高的情況下,吸引許多外資行動購物APP陸續進入到台灣市場與本土電商競爭。因此本研究將以問卷調查法,從外資行動購物APP的服務品質、系統品質、資訊品質以及產品特性,四大變項來探討對消費者滿意度的影響,以期瞭解消費者選擇使用外資行動購物APP的關鍵因素。
本研究透過相關文獻探討,將有效問卷進行研究數據分析後發現,消費者在使用外資行動購物APP時,平台服務品質中的個人化、系統品質以及產品特性中的產品促銷,皆對消費者滿意度有顯著的正向影響;但對於平台服務品質中的履行性以及資訊品質中的確實性為沒有顯著的負向影響。而平台資訊品質的即時性與產品特性的品質具有正向影響,但其影響並不顯著。也就是說行動購物APP的系統品質、服務品質的個人化以及產品特性的產品促銷是被消費者所重視的,業者需針對其該等因素擬定更有效的策略,以提升消費者的滿意程度進而取得平台的競爭力。
Abstract (in English)
With the development and popularity of mobile devices such as mobile Internet service, various mobile commerce services have appeared in Taiwan retail consuming market. Recently, foreign investments break into Taiwan's mobile shopping app development market in succession because of Taiwan's solid Internet infrastructure and a large amount of mobile shopping app-users. Those new mobile shopping apps with funds from foreign countries challenge the local mobile shopping apps. In order to understand the advantages why Taiwanese consumers like to use mobile shopping APP with foreign funds, this study employs questionnaire survey and tries to explore the effect of service quality, system quality, information quality and product characteristics toward customer satisfaction with mobile shopping app with foreign funds. This study employs a questionnaire survey to explore the effect of service quality, system quality, information quality, and product characteristics toward customer satisfaction with mobile shopping app of foreign investment to understand the key factors for consumers choosing mobile shopping app of foreign investment. 
According to the review of relevant literatures and the results of valid, reliable questionnaires analysis, this study shows that the personalization of service quality, system quality and product promotion of product characteristics have a significant positive impact on customer satisfaction. However, there is a non-significant negative impact on customer satisfaction in the fulfillment of service quality and reliability of information quality. In addition, the timeliness of information quality and quality of product characteristics are positively correlated with customer satisfaction without significance. In conclusion, Taiwanese consumers pay great attention to the personalization of service quality, system quality and product promotion of product characteristics on mobile shopping app. The study, hence, suggests that the related industries should generate more effective strategies about customer demand to obtain more competitiveness of the platform and increase the customer satisfaction.This research reveals that the personalization of service quality, system, and product promotion of product characteristics are critical factors for consumers choosing mobile shopping app of foreign investment. This study concludes with recommendations for the related industries to generate more effective strategies regarding customer demand to enhance customer satisfaction so as to improve the platform’s competitiveness.
Other Abstract
Table of Content (with Page Number)
目錄	III
表目錄	V
圖目錄	VII

第壹章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	3
第三節 研究流程	4

第貳章 文獻探討	6
第一節 台灣網購消費族群之傾向	6
第二節 台灣行動購物APP產業概況	8
第三節 資訊系統成功模型	11
一、服務品質	14
二、系統品質	21
三、資訊品質	24
第四節 產品特性	27
第五節 消費者滿意度	29

第參章 研究方法	31
第一節 研究架構	31
第二節 研究假說	32
第三節 研究變數及操作型定義	33
第四節 研究設計	43
一、問卷設計	43
二、問卷發放與回收狀況	43
第五節 資料分析方法	44

第肆章 資料分析與結果	49
第一節 有效樣本之結構分布	49
一、基本資料分析	49
二、外資行動購物APP使用概況統計	55
第二節 探索性因素分析	60
第三節 信度分析	75
第四節 敘述性統計分析	76
第五節 相關性分析	88
第六節 線性迴歸分析	89

第伍章 研究結論與建議	94
第一節 研究發現結論與結論發現	94
第二節 研究限制與建議	100

參考文獻		101
附錄 研究問卷	116

表目錄
表2-1 台灣行動購物APP類型	9
表2-2 SERVQUAL量表之構面與定義	16
表2-3 E-S-QUAL及E-RecS-QUAL量表之構面與定義	18
表2-4 MS-QUAL量表之構面與定義	19
表2-5 系統品質之文獻彙整表	21
表2-6 Bailey & Pearson(1983)之構面與定義	25
表3-1 服務品質衡量問項	34
表3-2 系統品質衡量問項	36
表3-3 資訊品質衡量問項	38
表3-4 產品特性衡量問項	40
表3-5 消費者滿意度衡量問項	42
表3-6 問卷發放時間與回收狀況	43
表3-7 KMO值衡量標準表	45
表3-8 Cronbach's α值衡量標準表	46
表3-9 積差相關係數數值判讀標準	47
表4-1 整體有效樣本之性別分布表	50
表4-2 整體有效樣本之年齡分布表	51
表4-3 整體有效樣本之教育程度分布表	52
表4-4 整體有效樣本之職業分布表	3
表4-5 整體有效樣本之每月可支配所得分布表	54
表4-6 使用過外資行動購物APP的受訪者之經驗分布表	55
表4-7 使用過外資行動購物APP的受訪者之頻率分布表	56
表4-8 使用過外資行動購物APP的受訪者之平均消費金額分布表	57
表4-9 使用過外資行動購物APP的受訪者常用付費方式之分布表	58
表4-10 使用過外資行動購物APP的受訪者之最常使用平台分布表	59
表4-11 服務品質KMO值與Bartlett’s 球形檢定表	61
表4-12 服務品質因素分析表	61
表4-13 系統品質KMO值與Bartlett’s 球形檢定表	64
表4-14 系統品質因素分析表		65
表4-15 資訊品質KMO值與Bartlett’s 球形檢定表	67
表4-16 資訊品質因素分析表		68
表4-17 產品特性KMO值與Bartlett’s 球形檢定表	70
表4-18 產品特性因素分析表		71
表4-19 消費者滿意度KMO值與Bartlett’s 球形檢定表	73
表4-20 消費者滿意度因素分析表	74
表4-21 研究構面之信度檢定結果	75
表4-22 履行性之敘述性統計分布表	77
表4-23 個人化之敘述性統計分布表	78
表 4-24 系統品質之敘述性統計分布表	79
表4-25 確實性之敘述性統計分布表	81
表4-26 即時性之敘述性統計分布表	83
表4-27 產品促銷之敘述性統計分布表	84
表4-28 品質之敘述性統計分布表	86
表4-29 消費者滿意度之敘述性統計分布表	87
表4-30 相關性分析之結果表	88
表4-31 迴歸分析之模型摘要表	90
表4-32 迴歸分析之變異數分析表	90
表4-33 多元迴歸分析表	92
表 4-34 本研究各假設結果驗證統整表	93

圖目錄
圖1-1 研究流程圖	5
圖2-1 零售業主要業別在網路銷售額佔各業營要收比率(%)	7
圖2-2 資訊系統成功模型	11
圖2-3 修正後資訊系統成功模型	12
圖3-1 研究架構	31
圖4-1 研究流程圖研究架構	89
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