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系統識別號 U0026-3006202023081800
論文名稱(中文) 從會員卡到行動會員-以PPM理論探討顧客對於行動會員APP之轉換意圖
論文名稱(英文) From Membership Card to Mobile Membership APP: A Research on Customers’ Switching Intention with the PPM Theory
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 108
學期 2
出版年 109
研究生(中文) 石孟翰
研究生(英文) Meng-Han Shih
學號 R46071159
學位類別 碩士
語文別 中文
論文頁數 128頁
口試委員 指導教授-蔡惠婷
口試委員-謝惠璟
口試委員-莊立民
中文關鍵字 PPM理論  轉換意圖  行動會員APP 
英文關鍵字 Push-Pull-Mooring Theory  Switching Intention  Mobile Membership APP 
學科別分類
中文摘要 日新月異的科技逐漸改變人與人之間的連結方式,尤其個人通訊設備及技術發展成熟,「人手一機」已成為大眾普遍的生活模式,越來越多人離不開智慧型手機,如此快速變化的科技環境也改變企業與顧客的連結方式(鄭天澤、陳麗霞, 2017)。目前包含四大超商、大型百貨公司、量販店等業者皆積極推出行動會員APP,以優化顧客享受服務的便利性,並提升忠誠度。
「推力-拉力-繫住力理論(Push-Pull-Mooring Theory, PPM)」近年成為許多學者用以探討消費者的「轉換因素」及解釋「轉換行為」。過去鮮少有學者針對會員卡與行動會員APP之轉換進行深入探討,然而以手機APP整合會員卡及會員服務逐漸成為趨勢。對於企業而言,手機APP更能增加顧客黏著度並提升品牌忠誠度,儼然成為各業者積極強化的行銷策略。因此,顧客對於行動會員APP之採用成為值得我們進一步探討及研究的議題。
本研究以PPM理論為架構,探討不同因素如何影響顧客對於實體會員卡與行動會員APP的轉換意圖。本研究以「結構式問卷」蒐集樣本,共得到343份有效樣本。本研究發現實體會員卡的推力因素(相對優勢)正向影響顧客轉換為行動會員APP、行動會員APP的拉力因素(服務創新、社會價值)正向影響顧客轉換為行動會員APP、個人繫住力(慣性)負向影響顧客轉換為行動會員APP、個人繫住力(環保意識)正向影響顧客轉換為行動會員APP。此外,本研究亦檢驗行動會員APP品質(系統品質、資訊品質、服務品質)之調節效果。
本研究除了豐富「推力-拉力-繫住力(PPM)理論」之實證研究,亦探討以「環保意識」作為繫住力對於轉換意圖的影響效果。管理實務上,本研究建議企業提高行動會員APP之創新服務,將能夠有助於顧客進行轉換,並且應提供誘因以改變顧客過去使用實體會員卡的習慣。
英文摘要 Personal communications equipment and technology has gradually changed the way people connect with each other. People are dependent more and more on their mobile phones, and this also changes the way companies connect with customers. For example, the emergence of mobile membership APP has allowed consumers to experience the new membership services.
This research focuses on customers’ switching intentions between membership card and mobile membership APP. In the past, most researches focused on discussing the advantages of mobile membership APP, there were not studies discussed the intention of customers to switch between membership card and mobile membership APP. The research has extended Push-Pull-Mooring model to explaining and analyzing the factors that influence the consumers’ decision to switch.
This research collected from 343 users from the Internet provide reliability and validity for the data analysis. The results showed that push effects (relative advantage) will have a positive impact on switching intentions, pull effects (service innovation, social value) will have a positive impact on switching intentions, mooring effects (inertia) will have a negative impact on switching intentions, and mooring effects (environmental consciousness ) will have a positive impact on switching intentions. In addition, the research also discussed practical implications for theory, practice, and suggestions for future research.
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 4
第三節 研究目的 6
第四節 研究問題 7
第五節 研究流程 8

第二章 文獻探討 9
第一節 推力-拉力-繫住力理論(Push-Pull-Mooring Theory) 9
第二節 相對優勢 18
第三節 服務創新 22
第四節 社會價值 25
第五節 慣性 28
第六節 環保意識 30
第七節 行動會員APP品質 32
第八節 轉換意圖 35

第三章 研究方法 38
第一節 研究架構 38
第二節 研究假設 39
第三節 操作型定義及衡量 44
第四節 研究設計 53
第五節 資料分析方法 54

第四章 研究分析結果 58
第一節 有效研究樣本分佈狀況 58
第二節 敘述性統計分析 61
第三節 因素分析及信度分析 70
第四節 PEARSON相關分析 84
第五節 迴歸分析 86

第五章 結論與建議 98
第一節 研究結論 98
第二節 研究貢獻 104
第三節 研究限制與後續研究建議 107

參考文獻 109
附錄 124
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