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系統識別號 U0026-2708201517565200
論文名稱(中文) 選擇付費機制之前因與後果
論文名稱(英文) The Antecedents and Consequences of Choosing Payment Mechanisms
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 103
學期 2
出版年 103
研究生(中文) 林庭偉
研究生(英文) Ting-Wei Lin
電子信箱 believe0131@hotmail.com
學號 R96021031
學位類別 碩士
語文別 中文
論文頁數 96頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-李奇勳
中文關鍵字 行動支付  付費痛苦  願付價格  購買意願  產品屬性 
英文關鍵字 mobile payment  pain of payment  willing to pay  purchase intention  product features 
學科別分類
中文摘要 各國行動支付產業發展多年,漸成一股不可忽視的趨勢,然在行銷領域的文獻中,有關行動支付之研究,大多僅以科技接受模型來探討消費者對於新科技之接受行為,故本研究除直接探討影響消費者使用行動支付之因素外,並同時研究消費者使用不同支付機制所知覺到的付費痛苦程度差異,進而如何去影響願付價格、購買意願以及評估產品屬性等現象。
為達上述目的,本研究分別建立問卷與實驗兩種方式來蒐集資料,研究一採問卷方式進行,目的為了解影響消費者採用行動支付之因素、不同付費機制所帶來的付費痛苦程度差異,及付費痛苦如何影響消費者評估產品。研究二採實驗方式進行,目的除同樣了解使用不同付費機制對付費痛苦之差別與付費痛苦對產品評估之影響外,尚包含付費痛苦對願付價格、購買意願之影響。
本研究結果發現:
一、 在鞋包服飾、家電用品、家具用品等項目中,使用行動支付較頻繁者,複雜性與成本較易影響其是否採用行動支付。
二、 使用行動支付的受測者所知覺到之付費痛苦,低於現金支付者。
三、 當消費者知覺到較高的付費痛苦,會降低對產品之願付價格。
四、 當消費者知覺到較高付費痛苦,其評估產品時會較重視成本屬性。
據上述結果,本研究建議業者應致力降低行動支付的使用成本與複雜性,以吸引消費者使用,商家採納行動支付之另一優點為,消費者在使用時,所知覺之付費痛苦低於現金支付,可提高消費者之願付價格,此外,感受到較低付費痛苦亦使消費者評估產品時偏向重視利益屬性,故業者在產品設計或宣傳訴求上,可著重於產品的利益屬性,以利於吸引消費者。
英文摘要 Mobile payment has gradually prevailed. But most studies of mobile payment have only discussed consumer acceptance behaviour using the technology acceptance model. This study directly investigated the factors which can affect consumers adopting mobile payment systems. Moreover, this study simultaneously investigated the degree of pain of payment that consumers felt when using mobile payment. We also investigated how pain of payment affects willingness to pay, purchase intention, and product evaluation.
To achieve the above purposes, we developed a questionnaire and conducted an experiment to collect data. Study 1 was the questionnaire. Its purposes were (1) to understand the factors affecting consumers when adopting mobile payment, (2) to determine the different degrees of pain of payment consumers felt with different payment mechanisms, and (3) to understand the influence pain of payment has on product evaluation. Study 2 was conducted experimentally. Its objects, taken from Study 1, were (1) to determine the degree of pain of payment consumers felt with different payment mechanisms, and (2) to understand the influences pain of payment has on product evaluation. The remaining objects of Study 2 contain the affects pain of payment has on the willingness to pay and purchase intention.
The major findings are as follow: (1) Consumers who used mobile payments frequently emphasized cost and complexity regarding clothing & accessories, appliances, and furniture. (2) Consumers using mobile payments perceived less pain of payment than those using cash payments. (3) Consumers had reduced willingness to pay when they felt intense pain of payment. (4) Consumers paid more attention to the cost of product attributes when they felt intense pain of payment.
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 付費機制 8
第二節 影響採用付費機制之因素 13
第三節 付款痛苦 19
第四節 付費機制與付款痛苦 20
第五節 付費痛苦與願付價格和購買意願 25
第六節 付費痛苦與產品評估 26
第三章 研究方法 27
第一節 研究架構與假設 27
第二節 研究設計 29
第三節 變數操弄與衡量 31
第四節 實驗流程與問卷設計 37
第五節 資料分析方法 39
第四章 結果分析與討論 41
第一節 資料回收與處理 41
第二節 基本資料敘述性統計分析 42
第三節 研究變數之檢定 45
第四節 行動支付使用者重視之採用因素 47
第五節 不同付費機制對於付費痛苦之影響 53
第六節 付費痛苦對願付價格、購買意願與產品屬性之影響 56
第五章 結論與建議 62
第一節 研究結論 62
第二節 實務建議 64
第三節 研究限制與後續研究建議 65
參考文獻 68
附錄一 73
附錄二 81
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