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系統識別號 U0026-1512201822361900
論文名稱(中文) 銀行品牌形象、態度、意識對個人理財服務購買意願影響與行動支付策略聯盟的調節效果
論文名稱(英文) THE IMPACT OF BANK’S BRAND IMAGE, ATTITUDE, AWARENESS ON PURCHASE INTENTION OF PERSONAL BANKING SERVICE AND MODERATING EFFECT OF STRATEGIC ALLIANCES ON MOBILE PAYMENT
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 106
學期 2
出版年 107
研究生(中文) 卓庭旭
研究生(英文) TING-HSU CHO
學號 R66051195
學位類別 碩士
語文別 英文
論文頁數 45頁
口試委員 指導教授-張紹基
口試委員-郭亞慧
口試委員-周庭楷
中文關鍵字 金融科技  策略聯盟  品牌態度  品牌形象  品牌意識  行動支付 
英文關鍵字 Fintech  strategic alliance  brand attitude  brand image  brand awareness  mobile payment  Apple pay 
學科別分類
中文摘要 近年來,金融科技已經變成了熱門議題,在金融業中,有越來越多跨產業的策略聯盟成立,這樣的現象在過去是不容易被觀察到的。但金融科技相關的論文研究主要專注於使用者接受意圖相關的研究。因此本研究專注於消費者對聯盟夥伴的品牌態度如何透過銀行品牌形象與意識進一步影響對個人金融產品的購買意圖,本研究透過檢驗中介效果與調節效果去了解上述現象。基本上,本研究試圖從消費者與行銷觀點回答研究問題,基於本研究架構,可以提供兩種觀點,首先是聯盟夥伴的品牌態度對於購買意圖有正面影響。第二,一商品可以透過品牌形象與意識影響同公司內的另一產品。因此在金融業中評估跨產業策略聯盟的成效時,不應只就單一合作項目評估,應從全行角度評估該合作項目為其他商品帶來之效益。
  本研究選擇Apple pay與台灣12間銀行合作的行動支付服務為研究目標,收集了434份具Apple pay使用經驗的有效樣本。研究結果顯示消費者對Apple 的品牌態度確實對合作銀行的品牌形象與意識有正面影響,更明確地說明,拔鞋法的結果顯示Apple 的品牌態度對於個人金融商品的購買意願存在部分中介效果,但調節效果不顯著。總結而言,跨產業的策略聯盟對於金融業的表現有正面影響。
英文摘要 Recently, Fintech has become a hot issues. There are more cross industry strategic alliance in banking industry, which is not easy to be observed in the past. However most related previous research focus on acceptance intention. Therefore the research focus on the impact of alliance’s attitude on purchase intention via bank’s image and awareness. The research examine the mediator effect and moderating effect to understand how alliance’s attitude influence purchase intention. Basicly, the research try to answer the research question from consumer and marketing prospective. Base on the research framework, the research can provide two views. First, the alliance’s attitude has positive impact on purchase intention. Second, one product can influence another product’s purchase intention via brand image and awareness. The evaluation of effectiveness of cross industry strategic alliance in banking industry should not just focus on single product, it should be evaluated from whole bank.
I choose the strategic alliance between Apple pay and 12 banks in Taiwan mobile payment market as research object. I get 434 effective samples who has using experience with Apple pay. The result show that Apple’s attitide does has positive impact bank’s image and awareness. More specific, result of Bootstrap demonstrate that the Apple’s attitude has full mediator effect on purchase intention. But moderating effect of Apple’s attitude is not significant. Sum up, the cross industry strategic alliance increase the performance of bank.
論文目次 CHAPETER ONE............1
INTRODUCTION............1
CHAPETER TWO...........4
LITERATURE REVIEW AND HYPOTHESES........4
2.1 Brand Image, Purchase Intention........4
2.2 Brand Awareness, Purchase Intention........5
2.3 Apple attitude- Image-Awareness-Purchase Intention.....7
CHAPETER THREE..........8
METHODS...........8
3.1 Research Framework.........8
3.2 Hypothesis Summary..........8
3.3 Research Variables..........10
3.4 Questionnaires Design.........11
3.5 Sample............11
3.6 Analysis Method...........12
3.7 Analysis of pre-test.........14
CHAPETER FOUR...........16
EMPIRICAL RESULTS..........16
4.1 Descriptive Statistics...........16
4.2 Reliability Analysis...........17
4.3 Confirmatory Factor Analysis.........19
4.4 Construct Validity...........22
4.5 Full structural equation model.........24
4.6 Path analysis............25
4.7 Mediator effect...........27
4.8 Moderator effect...........30
CHAPETER FIVE..........33
RESULTS AND DISCUSSION ........33
5.1 summary of hypothesis result........33
5.2 Conclusion..........33
5.3 Limitations and Future Research Directions.....35
5.4 Discussion and Contribution.......37
Appendix A...........39
REFERENCE...........42
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