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研究生:蔡孟紓
研究生(外文):Meng-Shu Tsai
論文名稱:行動商務之顧客價值研究-方法目的鏈模式
論文名稱(外文):The Value of Mobile Commerce to the Customer:Means-End Chain Model
指導教授:何雍慶何雍慶引用關係
指導教授(外文):Yung-Ching Ho
學位類別:碩士
校院名稱:國立中正大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:76
中文關鍵詞:行動商務顧客價值方法目的鏈
外文關鍵詞:Mobile CommerceCustomer ValueMeans-End Chain
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隨著無線通訊產業的蓬勃發展與行動設備普及率的日漸提高,整合行動通訊與網際網路的行動商務(mobile commerce)未來前景看好。要成為行動商務市場的贏家,必須對其顧客行為有豐富與透徹的瞭解,才能創造出滿足顧客的關鍵成功應用服務(killer applications)。
本研究以行動商務使用者為研究對象,利用方法目的鏈模式解析行動商務之屬性、結果與價值關係,試圖描繪行動商務中的方法目的鏈結關係,藉以瞭解消費者所重視的行動商務屬性、消費結果與價值之關聯性。
為發掘方法目的鏈中三層級的內涵,先進行階梯式訪談,再以內容分析法作資料的歸類,找出衡量變數發展量性問卷後,進行統計分析工作:利用皮爾森積差相關探討產品屬性、消費結果和價值之關連性,發現部分屬性和消費結果間存在顯著正相關,表示消費者會選擇性重視特定屬性來達成所重視的消費結果,而屬性與結果對於價值的相關性則有呈現顯著正相關和部分負相關的現象。最後利用逐步迴歸分析找出「屬性-結果」、「結果-價值」和「屬性-價值」的鏈結關係,並描繪出行動商務之方法目的鏈結模式路徑圖。
本研究驗證方法目的鏈模式於行動商務服務的應用。對業界提供以下啟發與建議:1.新技術/服務研發過程應加入顧客價值取向的概念;2.針對不同價值需求設計定價策略;3.以顧客價值取向做為廣告行銷策略。
With flourishing development of the wireless communication industry and the improving popularity of mobile equipment day by day, Mobile commerce, which intergrades with the mobile communication and internet network, has a good prospect in the future. To become the winner on the mobile commerce market, it must have abundant and thorough understanding to the customer''s behavior. Besides, it should create the killer applications which meet the customer’s wants and needs.
This research regards mobile commerce user as the research object and utilizes Means-Ends Chain model to analyze the relation of attribute, consequence and value. The study attempts to describe the means-end chain relation in mobile commerce and to find out the connection with mobile commerce attribute, consumption consequence and value to which customers pay much attention.
In order to explore the content of three levels in means-end chain, first, carry on ladder interview and classify data by content analysis to find out the variables and develop the questionnaire; Factor analysis was used to identify dimensions of mobile commerce attribute, consumption benefits and value. Pearson correlation analysis was performed to exam the associations between products attribute, consumption benefits and value. The finding is that some attribute and consumption benefits have remarkable positive correlation, show that consumer would take specific attribute to reach the consumption benefits. Finally, stepwise regression analysis was conducted to find out the causal relationship of ” attribute V.S benefits “, “ benefits V.S value “ and “ attribute V.S value “, and depict the route picture of mobile commerce by means-end chain.
This research proves the application of means-end chain in mobile commerce. Offer the following inspiration and proposition for marketers: 1.the R&D process of new technology or new service should join the concept of customer''s value orientation; 2. Design the pricing tactics on different value demands; 3.Regard customer''s value orientation as the advertising and marketing tactics.
目錄
中文摘要………………………………………………………………………I
英文摘要……………………………………………………………………II
目錄…………………………………………………………………………III
表目錄…………………………………………………………………………V
圖目錄………………………………………………………………………VII
第壹章 緒論………………………………………………………………1
第一節 研究背景與動機…………………………………………………1
第二節 研究目的…………………………………………………………4
第貳章 文獻探討…………………………………………………………5
第一節 行動商務…………………………………………………………5
一、 行動商務的定義…………………………………………………5
二、 行動商務的應用範圍與特性……………………………………7
三、 行動商務的行動價值……………………………………………14
四、 行動商務創造全新產業價值鏈…………………………………15
五、 台灣行動服務供應業者發展行動商務的現狀…………………16
第二節 顧客價值與方法目的鏈關係……………………………………23
一、 顧客消費行為與顧客價值………………………………………23
二、 顧客價值與方法目的鏈…………………………………………24
第三節 方法目的鏈模式…………………………………………………26
一、 方法目的鏈的鏈結關係…………………………………………26
二、 質性階梯式訪談-要素的誘引…………………………………28
三、 量性統計分析-要素鏈結關係檢驗……………………………29
四、 LOV量表說明……………………………………………………29
第參章 研究方法…………………………………………………………31
第一節 行動商務之操作型定義與研究範疇…………………………31
第二節 觀念性架構……………………………………………………32
第三節 研究假設………………………………………………………33
第四節 定性分析-方法目的鏈之階梯式訪談………………………34
第五節 量性分析-行動商務的顧客價值研究之問卷發展…………39
第肆章 研究結果………………………………………………………41
第一節 量性問卷之信效度分析………………………………………41
第二節 基本統計資料分析……………………………………………42
第三節 因素分析………………………………………………………51
第四節 相關分析………………………………………………………60
第五節 路徑分析………………………………………………………63
第伍章 研究結論與建議………………………………………………72
第一節 研究結論………………………………………………………72
第二節 研究貢獻………………………………………………………74
第三節 研究限制與後續研究建議……………………………………76
附錄:量性問卷……………………………………………………………77
參考文獻……………………………………………………………………87
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