支付形式與支付意願關聯之研究

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：19

、訪客IP：18.225.56.198

姓名

陳裕霖(Yu-Lin Chen) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

支付形式與支付意願關聯之研究
(An Empirical Study- The Impact of Payment Mode on Consumer′s Willingness to Pay)

相關論文

★ 以第四方物流經營模式分析博連資訊科技股份有限公司	★ 探討虛擬環境下隱性協調在新產品導入之作用--以電子組裝業為例
★ 動態能力機會擷取機制之研究－以A公司為例	★ 探討以價值驅動之商業模式創新－以D公司為例
★ 物聯網行動支付之探討-以Apple Pay與支付寶錢包為例	★ 企業資訊方案行銷歷程之探討-以MES為例
★ B2C網路黏著度之探討-以博客來為例	★ 組織機制與吸收能力關係之研究－以新產品開發專案為例
★ Revisit the Concept of Exploration and Exploitation	★ 臺灣遠距醫療照護系統之發展及營運模式探討
★ 資訊系統與人力資訊科技資源對供應鏈績效影響之研究-買方依賴性的干擾效果	★ 資訊科技對知識創造影響之研究-探討社會鑲嵌的中介效果
★ 資訊科技對公司吸收能力影響之研究－以新產品開發專案為例	★ 探討買賣雙方鑲嵌關係影響交易績效之機制 ─新產品開發專案為例
★ 資訊技術運用與協調能力和即興能力對新產品開發績效之影響	★ 團隊組成多元性影響任務衝突機制之研究─ 以新產品開發專案團隊為例

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

隨著近年來智慧型手機與裝置的普及，日常生活中許多的事情利用行動裝置能夠達到更方便、快速以及有效率地解決，使用行動支付更是目前最受關注的項目。Apple Pay、Samsung Pay乃至目前仍在研發中的Google Pay這些行動支付方式，已在全世界各個國家開始受到矚目。
過往探究支付方式的文獻中提到，在購買決策中，使用不同的支付方式，會使得消費者有不同的行為表現與支付意願。本研究依據Soman(2003)所提出，支付透明度與支付意願之關聯，選擇目前最火熱的行動支付方式Apple Pay，與過往常見的支付方式做比較，探討行動支付是否會減少使用者的付費痛感，並提高他們的支付意願。
本研究透過實驗方式驗證假說，有效樣本共計205份。此外，資料分析方式則以IBM SPSS 24.0進行敘述性分析，以及雙因子及單因子變異數分析支付方式對支付意願的影響效果。研究結果顯示：（1）使用透明度愈低的支付方式會使得消費者有更高的支付意願。（2）上述效果對於小氣鬼也存在，但對於原本就沒有什麼付費痛感的揮霍者並沒有這種效果。（3）(1)所提到的效果並沒有在小氣鬼的情況下特別顯著。最後本研究表現出了小氣鬼與揮霍者之間的差別會隨著支付方式而改變。

摘要(英)

With the ubiquity of smart phones and devices in recent years, users are able to accomplish thing more conveniently and efficiently-especially paying through smart phones. Apple Pay, Samsung Pay or even Google Pay- which is still being developed, have started being concerned all over the world.
The past stream of research on payment modes indicated that the payment itself does affect the willingness to pay and behavior during consumer’s purchasing decision. According to the impact of payment transparency on willingness to pay proposed by Soman(2003), this paper discusses Apple Pay- which is the most attractive these days, in comparison with others, and investigate whether consumers feel less “pain of paying” then pay more for identical products using Apple Pay compared to other methods.
We conduct an experiment to validate the hypotheses of this paper, 205 people participated and their responses were collected. In order to study the effect of payment mode on spending, descriptive analysis, one-way and two-way ANOVA were analyzed by IBM SPSS 24.0. The results imply that (1) Consumers tend to spend more when they purchase with a less transparent mode. (2) This effect also works on Tightwads. For Spendthrifts, who spend with no “pain” originally, the impact doesn’t exist anymore. (3) The effects mentioned by (1) are not statistically significant whether classifying as Tightwads. Finally, this paper develop that the difference between Tightwads and Spendthrifts diminished with paying with a less transparent mode.

關鍵字(中)

★ 行動支付
★ 支付意願
★ 付費痛感

關鍵字(英)

★ Mobile Payment
★ Willingness to Pay
★ Pain of Paying

論文目次

目錄
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VII
圖目錄 IX
一、緒論 1
1-1 研究背景與動機： 1
1-2 研究目的與問題： 3
二、文獻探討 5
2-1行動支付 ( Mobile Payment ) 5
2-2 付費的痛感 ( Pain of Paying ) 5
2-3 小氣鬼與揮霍者 ( Tightwads and Spendthrifts ) 6
2-4 消費與付款的聯結 ( Payment Coupling ) 7
2-5 支付的形態 ( Payment Form ) 7
2-6 支付的透明度 ( Payment Transparency ) 7
2-7 支付意願 ( Willingness to Pay ) 8
三、研究方法與假說 10
3-1 研究假說與架構 10
3-2 實驗設計 16
3-3 抽樣對象 18
四、資料分析 19
4-1資料處理與統計方法 19
4-1-1資料處理 19
4-1-2統計分析類別 19
4-2敘述性統計分析 19
4-2-1性別分析 19
4-2-2年齡分析 20
4-2-3教育程度分析 21
4-3支付方式與人格特質之變異數分析 21
4-4 不同人格特質下之支付方式變異數分析 25
4-4-1 人格特質為小氣鬼之支付方式變異數分析 25
4-4-2 人格特質為揮霍者之支付方式變異數分析 27
4-5 支付意願提高之效果於人格特質間之差異程度分析 30
4-5-1 Apple Pay與信用卡 31
4-5-2 Apple Pay與現金 31
4-5-3 禮券與信用卡 32
4-5-4 禮券與現金 33
4-5-5 信用卡與現金 33
五、結論與建議 36
5-1 研究結論 36
5-1-1 不同支付方式對於支付意願之影響 36
5-1-2 人格特質固定下支付方式對於支付意願之影響 38
5-1-3 人格特質對於支付方式影響支付意願效果之影響 38
5-2 建議與方向 39
5-2-1 研究限制 39
5-2-2 管理意涵 40
六、參考文獻 41
七、附錄 43

參考文獻

〔1〕Chatterjee, P., & Rose, R. L. (2012). Do payment mechanisms change the way consumers perceive products? Journal of Consumer Research, 38(6), 1129-1139.
〔2〕Cole, C. (1998). Identifying interventions to reduce credit card misuse through consumer behavior research. Paper presented at the Proceedings of the Marketing and Public Policy Conference.
〔3〕Cuervo, E., Balasubramanian, A., Cho, D.-k., Wolman, A., Saroiu, S., Chandra, R., & Bahl, P. (2010). MAUI: making smartphones last longer with code offload. Paper presented at the Proceedings of the 8th international conference on Mobile systems, applications, and services.
〔4〕Evans, D. S., & Schmalensee, R. (2005). Paying with plastic: the digital revolution in buying and borrowing: Mit Press.
〔5〕Falk, T., Kunz, W. H., Schepers, J. J., & Mrozek, A. J. (2016). How mobile payment influences the overall store price image. Journal of Business Research, 69(7), 2417-2423.
〔6〕Feinberg, R. A. (1986). Credit cards as spending facilitating stimuli: A conditioning interpretation. Journal of Consumer Research, 13(3), 348-356.
〔7〕Hafalir, E. I., & Loewenstein, G. (2009). The impact of credit cards on spending: a field experiment. SSRN eLibrary.
〔8〕Hirschman, E. C. (1979). Differences in consumer purchase behavior by credit card payment system. Journal of Consumer Research, 6(1), 58-66.
〔9〕Humphrey, D. B. (2004). Replacement of cash by cards in US consumer payments. Journal of Economics and Business, 56(3), 211-225.
〔10〕Lastovicka, J. L., Bettencourt, L. A., Hughner, R. S., & Kuntze, R. J. (1999). Lifestyle of the tight and frugal: Theory and measurement. Journal of Consumer Research, 26(1), 85-98.
〔11〕Loewenstein, G., & Lerner, J. S. (2003). The role of affect in decision making. Handbook of affective science, 619(642), 3.
〔12〕Mishra, H., Mishra, A., & Nayakankuppam, D. (2006). Money: A bias for the whole. Journal of Consumer Research, 32(4), 541-549.
〔13〕Prelec, D., & Loewenstein, G. (1998). The red and the black: Mental accounting of savings and debt. Marketing science, 17(1), 4-28.
〔14〕Prelec, D., & Simester, D. (2001). Always leave home without it: A further investigation of the credit-card effect on willingness to pay. Marketing Letters, 12(1), 5-12.
〔15〕Raghubir, P. (2006). An information processing review of the subjective value of money and prices. Journal of Business Research, 59(10), 1053-1062.
〔16〕Raghubir, P., & Srivastava, J. (2008). Monopoly money: the effect of payment coupling and form on spending behavior. Journal of Experimental Psychology: Applied, 14(3), 213.
〔17〕Raghubir, P., & Srivastava, J. (2009). The denomination effect. Journal of Consumer Research, 36(4), 701-713.
〔18〕Rick, S. I., Cryder, C. E., & Loewenstein, G. (2008). Tightwads and spendthrifts. Journal of Consumer Research, 34(6), 767-782.
〔19〕Runnemark, E., Hedman, J., & Xiao, X. (2015). Do consumers pay more using debit cards than cash? Electronic Commerce Research and Applications, 14(5), 285-291.
〔20〕Schlosser, A. E., & Shavitt, S. (2002). Anticipating discussion about a product: Rehearsing what to say can affect your judgments. Journal of Consumer Research, 29(1), 101-115.
〔21〕Sharples, M., & Beale, R. (2003). A technical review of mobile computational devices. Journal of Computer Assisted Learning, 19(3), 392-395.
〔22〕Slawsky, J. H., & Zafar, S. (2005). Developing and managing a successful payment cards business: Gower Publishing, Ltd.
〔23〕Soman, D. (2001). Effects of payment mechanism on spending behavior: The role of rehearsal and immediacy of payments. Journal of Consumer Research, 27(4), 460-474.
〔24〕Soman, D. (2003). The effect of payment transparency on consumption: Quasi-experiments from the field. Marketing Letters, 14(3), 173-183.
〔25〕Zwass, V. (1996). Electronic Commerce: Structures and Issues′ Int′l J. of Electronic Commerce, 1, 1 (Fall, 1996) 3-23.
〔26〕張珮芬. (2005). iPod 態度與忠誠度對 Apple 電腦其他商品之態度影響.
〔27〕張儒臣. (2007). 商品 (服務) 禮券規範與管理之研究.

指導教授

陳炫碩(Ken Chen)

審核日期

2017-7-10

推文