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系統識別號 U0026-1808201812143100
論文名稱(中文) 以計畫行為理論探討消費者對oBike 之再使用意願
論文名稱(英文) A Study of Consumer’s Reuse Intention on oBike Based on the Theory of Planned Behavior
校院名稱 成功大學
系所名稱(中) 交通管理科學系碩士在職專班
系所名稱(英) Department of Transportation & Communication Management Science(on the job class)
學年度 106
學期 2
出版年 107
研究生(中文) 黃欣儀
研究生(英文) Hsin-Yi Huang
學號 R57051227
學位類別 碩士
語文別 中文
論文頁數 126頁
口試委員 指導教授-林佐鼎
口試委員-鄭永祥
口試委員-蔡東峻
口試委員-林佐鼎
中文關鍵字 計畫行為理論  知覺價值  騎乘滿意度  服務品質 
英文關鍵字 TPB  perception value  riding satisfaction  service quality 
學科別分類
中文摘要 隨著全球暖化及高油價議題受到關注,具有低汙染、省能源、減少交通
阻塞等優點的公共自行車,在過去十年已被先進國家視為綠色運具並大力推廣。有鑑於此,臺灣近年來亦積極發展公共自行車且效果顯著,由統計資料顯示在涵蓋率、普及率及使用率皆逐年提升。
過去文獻大多針對消費者對傳統固定站點式公共自行車之參與動機、休
閒效益、使用意圖與偏好等進行研究,而本研究透過國內外文獻彙整影響行為意圖與再購意願的因素,以Ajzen 提出之計畫行為理論為基礎,附加考量oBike 有別於以往傳統公共自行車不同車體設計之騎乘感受、無樁式租借方式、節省尋找固定租借站點的時間及讓最後一哩路更加落實等特性後,結合「享樂性知覺價值」、「實用性知覺價值」、「騎乘滿意度」與「服務品質」等外部變數建立研究架構,並經請益oBike 臺灣分公司業務部成員之實務經驗後設計問卷,探討消費者再次使用oBike 的意願。
本研究以騎乘過oBike 者為研究對象,共發放電子問卷392 份,有效問卷為366 份,以SPSS22.0 及AMOS21.0 統計軟體及結構方程式建構研究模型,並進行因果關係分析與假說驗證。研究結果顯示,行為態度、知覺行為控制、騎乘滿意度會正向影響再使用意願,享樂性知覺價值、實用性知覺價值、服務品質會正向影響行為態度,享樂性知覺價值、實用性知覺價值會正向影響騎乘滿意度,騎乘滿意度會正向影響知覺行為控制。然而,主觀規範、享樂性知覺價值、實用性知覺價值、服務品質對再使用意願的影響,騎乘滿意度對行為態度的影響,服務品質對騎乘滿意度的影響皆無獲得支持。
英文摘要 In the past, most of the literatures aimed at consumers' motivation for participation, use intention and preferences of fixed-site public bicycles, and this study will distinguish oBike from public of dockless bicycles by the perception of fixed-site public bicycles, different bicycle body design. Then this study will explore the willingness that consumers reuse oBike.The results of this study shows attitude toward behavior, perceived behavioral control, and riding satisfaction will positively influence the reuse intention;and hedonic perception value, utilitarian perception value, service quality will positively influence attitude toward behavior;and hedonic perception value, utilitarian perception value will positively influence riding satisfaction;and riding satisfaction will positively influence perceived behavioral control. However, the impact of subjective norm, hedonic perception value,utilitarian perception value, and riding satisfaction on reuse intention are not supported;and the impact of riding satisfaction on behavioral attitudes is not supported;and service quality has no correlation to riding satisfaction.
論文目次 摘要
致謝
目錄 I
表目錄 VI
圖目錄 VIII
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 5
1.4 研究流程與內容 5
第二章 文獻回顧 7
2.1 公共自行車介紹 7
2.1.1 公共自行車定義 7
2.1.2 公共自行車起源 8
2.1.3 公共自行車特性 11
2.1.4 公共自行車在各國發展 12
2.1.5 公共自行車在臺灣發展現況 15
2.2 oBike 介紹 22
2.2.1 oBike 概念 22
2.2.2 oBike 起源 22
2.2.3 oBike 特性 23
2.2.4 oBike 租借方式 24
2.2.5 oBike 在其他國家發展現況 25
2.2.6 oBike 在臺灣發展現況 26
2.3 oBike 與其他種類自行車之比較 28
2.4 計畫行為理論 30
2.4.1 理性行為理論模型 30
2.4.2 計畫行為理論模型 31
2.5 知覺價值(Perceived Value) 33
2.5.1 知覺價值定義 33
2.5.2 知覺價值衡量構面 34
2.5.3 知覺價值與計畫行為理論之關係 35
2.6 滿意度(Satisfaction) 36
2.6.1 滿意度定義 36
2.6.2 滿意度與計畫行為理論之關係 37
2.7 服務品質(Service Quality) 38
2.7.1 服務品質定義 38
2.7.2 服務品質理論構面 40
2.7.3 服務品質理論與計畫行為理論之關係 42
2.8 再使用意願(Reuse Intention) 43
2.8.1 再使用意願定義 43
2.8.2 再使用意願衡量構面 44
第三章 研究方法 45
3.1 研究架構 45
3.2 研究假說 47
3.3 研究變數與操作型定義 51
3.4 研究設計 56
3.5 資料分析方法 57
3.6 問卷前測結果 63
第四章 實證分析 66
4.1 基本敘述統計 66
4.2 研究變數敘述性分析 69
4.3 信度分析 74
4.4 驗證性因素分析 77
4.4.1 驗證性因素分析校估 77
4.4.2 收斂效度 85
4.4.3 區別效度 88
4.4.4 小結 89
4.5 整體模式結構方程式分析結果 92
4.5.1 結構方程式模式建立 92
4.5.2 結構方程式分析與校估 95
4.5.3 實證結果與假設檢驗 97
4.5.4 小結 102
第五章 結論與建議 104
5.1 結論 104
5.2 建議 108
5.2.1 實務上建議 108
5.2.2 後續研究與建議 110
參考文獻-中文 111
參考文獻-英文 113
附錄一 120
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