以科技準備度探討個人化通知與方式探討消費者接受通知之意願

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簡敬忠(Ching-Chung Chien) 查詢紙本館藏

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論文名稱

以科技準備度探討個人化通知與方式探討消費者接受通知之意願
(Use Technology Readiness to Explore Consumers′Intention of Accept the Push Notifications with Personalized and Intrusive Formula)

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摘要(中)

由於行動裝置普及，推播通知具有可以針對目標客群進行訊息傳遞的特性，更可以設定在特定時間傳遞訊息，成為了零售商及服務提供者與消費者溝通的利器。但消費者特徵對新科技的接受程度不一致，本研究探討了影響消費者接受推播通知的因素，以及分析侵入式的推播通知，訊息內容的個人化程度 (深度 ╳ 廣度) 與消費者感知 (感知犧牲、感知有用，愉悅) 的關係，是否受消費者的科技準備度調節。因此，本研究先使用集群分析法，依據受測者的科技準備度回答分為兩類，科技準備度積極型 (n=77)，科技準備度消極型 (n=170)，總計 247 份有效樣本，並進一步使用階層式迴歸進行分析。研究結果顯示，科技準備度消極型，在個人化深且寬時，低科技準備度與感知犧牲呈現正相關。此外，在個人化淺且窄與個人化淺且寬時，消費者的科技準備度則會與感知犧牲呈現負相關。科技準備度積極型，在侵入式的推播通知時，消費者的科技準備度與感知有用呈負相關。此外，在個人化深且寬時，其科技準備度與愉悅亦呈現正向關係。

摘要(英)

Push notifications can deliver messages to target consumers, at specific times, and become a
communication bridge among retailers, service providers and consumers. However, not all
consumers are willing to accept this service. The study explores how customers′ technology readiness
influence customers′ perception (perceived sacrifice, perceived usefulness, pleasure) and accept
notifications when using different personalized (depth ╳ breadth) and intrusive formula. Therefore,
the study used cluster analysis regarding technology readiness to categorize into two groups: positive
technology readiness (n=77) and negative technology readiness (n=170). And then we conducted a
hierarchical regression for each group. The findings show that the negative technology readiness
would increase perceived sacrifice of their notifications through a combination of high depth and
narrow breadth of personalization. But notifications with low depth would decrease perceived
sacrifice, regardless of their personalization breadth. On the other hand, for positive technology
readiness would increase pleasure, notifications with high depth and narrow breadth. And invasive
push notification would reduce perceived usefulness.

關鍵字(中)

★ 推播通知
★ 科技準備度
★ 侵入式
★ 個人化

關鍵字(英)

論文目次

中文摘要……………………………………………………………………………………….i

英文摘要………………………………………………………………………………………ii

誌謝…………………………………………………………………………………………...iii

目錄…………………………………………………………………………………………...iv

圖目錄………………………………………………………………………………………...vi

表目錄………………………………………………………………………………………..vii

一、緒論 ....................................................................................................................... 1

1-1 研究背景 ............................................................................................................ 1

1-2 研究動機與目的 ................................................................................................ 3

二、文獻探討................................................................................................................ 5

2-1. 推播通知 (Push Notification) ............................................................................ 5

2-2. 消費者的感知價值 ............................................................................................ 8

2-2-1 感知犧牲 (Perceived Sacrifice) .............................................................. 9

2-2-2 感知有用 (Perceived Usefulness) ......................................................... 10

2-2-3 愉悅 (Pleasure) .................................................................................... 11

2-3. 科技準備度 (Technology Readiness, TR) ........................................................ 13

2-4. 個人化 (Personalization) ................................................................................. 16

2-4-1 個人化對感知犧牲的影響 (Perceived sacrifice) .................................. 17

2-4-2 個人化對感知有用的影響 (Perceived Usefulness) .............................. 17

v

2-4-3 個人化對愉悅的影響 (Pleasure) ......................................................... 18

三、研究方法.............................................................................................................. 19

3-1. 研究架構 .......................................................................................................... 19

3-2. 研究假說 .......................................................................................................... 19

3-3. 實驗情境 .......................................................................................................... 26

3-4. 實驗步驟 .......................................................................................................... 30

3-5. 測量方法 .......................................................................................................... 32

四、研究結果.............................................................................................................. 38

4-1. 樣本資料分析 .................................................................................................. 38

4-2. 信度分析 .......................................................................................................... 39

4-3. 效度分析 .......................................................................................................... 40

4-4. 敘述性統計 ...................................................................................................... 43

4-5. 操弄檢定 .......................................................................................................... 44

4-6. 假說驗證 .......................................................................................................... 45

五、結論與建議 .......................................................................................................... 71

5-1. 研究發現 .......................................................................................................... 71

5-2. 管理意涵 .......................................................................................................... 73

5-3. 研究限制與未來研究方向 ............................................................................... 74

參考文獻 ............................................................................................................................. 75

附錄ㄧ、實驗情境畫面 ...................................................................................................... 85

vi

圖目錄 List of Figures
圖 3- 1 研究架構 .................................................................................................. 19

圖 3- 2 目標商品的搜尋結果 .............................................................................. 27

圖 3- 3 個人化深且窄 .......................................................................................... 27

圖 3- 4 個人化深且寬 .......................................................................................... 28

圖 3- 5 個人化淺且窄 .......................................................................................... 28

圖 3- 6 個人化淺且寬 .......................................................................................... 28

圖 3- 7 實驗步驟與流程說明 .............................................................................. 31

圖 4- 1 集群分析…………………………………………………………………..46

vii

表目錄 List of Tables
表 4- 1 信度分析 .................................................................................................. 39

表 4- 2KMO 與 Bartlett 檢定 ............................................................................... 40

表 4- 3 因素分析 .................................................................................................. 40

表 4- 4 依變數之敘述統計 .................................................................................. 43

表 4- 5 操弄變相之獨立樣本 T 檢定 .................................................................. 44

表 4- 6 通知個人化深且窄 ╳ 高科技準備度.................................................... 47

表 4- 7 通知個人化深且窄 ╳ 低科技準備度 .................................................. 48

表 4- 8 通知個人化深且寬 ╳ 高科技準備度.................................................... 49

表 4- 9 通知個人化深且寬 ╳ 低科技準備度.................................................... 49

表 4- 10 通知個人化淺且窄 ╳ 高科技準備度 ................................................. 50

表 4- 11 通知個人化淺且窄 ╳ 低科技準備度 ................................................. 51

表 4- 12 通知個人化淺且寬 ╳ 高科技準備度 ................................................. 52

表 4- 13 通知個人化淺且寬 ╳ 低科技準備度 .................................................. 52

表 4- 14 侵入式 ╳ 高科技準備度 .................................................................... 53

表 4- 15 侵入式 ╳ 低科技準備度 .................................................................... 54

表 4- 16 通知個人化深且窄 ╳ 高科技準備度 .................................................. 55

表 4- 17 通知個人化深且窄 ╳ 低科技準備度 .................................................. 55

表 4- 18 通知個人化深且寬 ╳ 高科技準備度 .................................................. 56

表 4- 19 通知個人化深且寬 ╳ 低科技準備度 .................................................. 57

表 4- 20 通知個人化淺且窄 ╳ 高科技準備度 .................................................. 58

viii

表 4- 21 通知個人化淺且窄 ╳ 低科技準備度 .................................................. 58

表 4- 22 通知個人化淺且寬 ╳ 高科技準備度 .................................................. 59

表 4- 23 通知個人化淺且寬 ╳ 低科技準備度 .................................................. 60

表 4- 24 侵入式 ╳ 高科技準備度 ..................................................................... 61

表 4- 25 侵入式 ╳ 低科技準備度 ..................................................................... 61

表 4- 26 通知個人化深且窄 ╳ 高科技準備度 .................................................. 62

表 4- 27 通知個人化深且窄 ╳ 低科技準備度 .................................................. 63

表 4- 28 通知個人化深且寬 ╳ 高科技準備度 .................................................. 64

表 4- 29 通知個人化深且寬 ╳ 低科技準備度 .................................................. 64

表 4- 30 通知個人化淺且窄 ╳ 高科技準備度 .................................................. 65

表 4- 31 通知個人化淺且窄 ╳ 低科技準備度 .................................................. 66

表 4- 32 通知個人化淺且寬 ╳ 高科技準備度 .................................................. 67

表 4- 33 通知個人化淺且寬 ╳ 低科技準備度 .................................................. 67

表 4- 34 侵入式 ╳ 高科技準備度 ..................................................................... 68

表 4- 35 侵入式 ╳ 低科技準備度 ..................................................................... 69

表 4- 36 推播通知接受度之迴歸分析(1)............................................................. 70

表 4- 37 推播通知接受度之迴歸分析(2)............................................................. 70

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指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2017-7-1

推文