行動支付對購買意願之影響

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姓名

李長慶(Chang-Ching Lee) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

行動支付對購買意願之影響
(The influence of mobile payment on purchase intention)

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摘要(中)

本研究主要關於行動支付的使用對於購買意願的影響，探討購買商品的知覺價值與透過
資訊系統成功模式衡量行動支付，了解行動支付與購買意願的關聯，以及在行動支付情境下
知覺價格與知覺品牌所形成之知覺價值，對購買意願的影響程度變化。本研究以網路問卷收
集資料以驗證研究假說。本研究總計回收400 份有效問卷，透過SPSS 與PLS 方法驗證信效
度與假說之顯著性，研究主張透過資訊系統成功模式 (DeLone & McLean, 1992) 衡量服務品
質、資訊品質與系統品質、以及透過知覺價格與知覺品牌所形成之知覺價值，會共同於消費
者購買過程中影響購買意願。經分析後發現，行動支付的服務品質會顯著正向影響消費者購
買意願，而資訊品質與系統品質對消費者購買意願的影響不顯著，另外，本研究亦發現，相
較於知覺品牌，消費者對商品的知覺價格對商品的知覺價值產生更大的影響。
根據上述研究結果，本研究提出行動支付應用之管理意涵與未來方向之建議，供實務界
與後續學術研究者參考。

摘要(英)

This research focuses on the impact of the use of mobile payment on purchase intention. Besides,
this research also explores the impacts of perceived value on purchase intention. Perceived value was
composed of perceived brand and perceived price. Deriving from information system success model
(DeLone & McLean, 1992), this study employed service quality, information quality and system
quality to manifest mobile payment. In this study, data was collected through online questionnaires
to test the research hypotheses. A total of 400 valid questionnaires were collected in this study. The
reliability and validity and hypotheses were examined by SPSS and PLS. This research found that the
service quality of mobile payment have significant and positive effects on consumers′ purchase
intention, while the impacts of information quality and system quality on consumers′ purchase
intention are not significant. In addition, this research also found that comparing with perceived
brands, perceived price has a greater impact on the perceived value of consumers.
Based on the above research findings, this research proposed implications and future directions
for practitioners and academic researchers.

關鍵字(中)

★ 行動支付
★ 購買意願
★ 資訊系統成功模式
★ 知覺價值

關鍵字(英)

★ Mobile payment
★ Purchase intention
★ Information system success model
★ perceived value

論文目次

摘要 ............................................................................................................................................... i
ABSTRACT ......................................................................................................................................... ii
誌謝 ............................................................................................................................................. iii
表目錄 .............................................................................................................................................. v
圖目錄 ............................................................................................................................................. vi
一、緒論 ...................................................................................................................................... 1
1-1 研究背景 .......................................................................................................................... 1
1-2 研究動機 .......................................................................................................................... 2
1-3 研究目的 .......................................................................................................................... 3
1-4 研究流程 .......................................................................................................................... 3
二、文獻探討 .............................................................................................................................. 4
2-1 行動支付 .......................................................................................................................... 4
2-2 資訊系統成功模式 .......................................................................................................... 5
2-3 知覺價格、知覺品牌與知覺價值 .................................................................................. 6
三、研究方法 .............................................................................................................................. 8
3-1 研究架構 .......................................................................................................................... 8
3-2 研究假說 .......................................................................................................................... 9
3-3 問卷設計 ........................................................................................................................ 11
3-4 資料分析方式 ................................................................................................................ 13
四、研究發現 ............................................................................................................................ 15
4-1 問卷資料收集 ................................................................................................................ 15
4-2 信度、效度分析與相關分析 ........................................................................................ 16
4-3 假說檢定 ........................................................................................................................ 18
五、結論 .................................................................................................................................... 22
5-1 研究結論 ........................................................................................................................ 22
5-2 研究貢獻 ........................................................................................................................ 23
5-3 管理意涵 ........................................................................................................................ 24
5-4 研究限制與未來建議 .................................................................................................... 24
參考文獻 ............................................................................................................................................ 27
附錄問卷 .......................................................................................................................................... 32

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指導教授

周惠文(Huey-Wen Chou)

審核日期

2021-8-17

推文