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研究生:蘇怡道
研究生(外文):Yi-Tao Su
論文名稱:消費者兌換手機折價券意願的影響因素
論文名稱(外文):Determinants of Consumer’s Mobile Coupons Redemption Intention
指導教授:陳美芳陳美芳引用關係
指導教授(外文):Mei-Fang Chen
口試委員:陳美芳
口試委員(外文):Mei-Fang Chen
口試日期:2013-06-19
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(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:2013
畢業學年度:101
語文別:中文
論文頁數:66
中文關鍵詞:科技接受模式計劃行為理論手機折價券
外文關鍵詞:Technology acceptance model (TAM)the Theory of Planned Behavior (TPB)Mobile Coupons
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近年來,隨著資訊科技以及電信通訊的進步,溝通的互動本質已經有別於以往傳統的溝通工具。由於智慧型手機已成為高度個人化的新興溝通媒體,因此透過手機來接觸新的潛在消費者也成為一個有效的方法。手機折價券則可以藉由網路媒介傳遞溝通訊息成為有效的行銷促銷工具。有鑑於手機折價券作為行銷促銷工具的重要性已成為未來的趨勢,本研究是以Ajzen (1991)所提出計劃行為理論 (The Theory of Planned Behavior, TPB) 及Davis (1989)所提出科技接受模型(Technology Acceptance Model, TAM) 為基礎探討影響消費者兌換手機折價券意願的因素為何。
本研究採用結構方程模型 (Structural Equation Modeling, SEM) 研究模型進行分析。分析結果顯示計劃行為理論中(知覺行為控制、消費者態度、主觀規範)的確是會正向影響消費者兌換手機折價券的意願。此外消費者兌換手機折價券的態度,會進一步受到手機折價券的娛樂性與價值意識的影響。希望本研究結果及發現,能對行銷人員在制定促銷活動時,能提升消費者兌換手機折價券的意願有所幫助。
Recent continued advancement of both information technology and telecommunication has made the interactive nature different from that of the traditional communication methods. Since the mobile phone is a highly personal medium, which makes the mobile channel become an effective means for reaching potential consumers. Mobile coupons, as a new form of marketing promotion tool, can be distributed electronically with the use of the Internet interface. Given the importance of mobile coupons as promotional devices in the future trend, based on the theory of planned behavior (TPB) proposed by Ajzen (1991) and the technology acceptance model (TAM) this study aims to further explore whether or not the characteristics of mobile coupons determine consumer's attitude toward mobile coupons.
This study adopts the structural equation modeling (SEM) to do the analysis of the research model. The results indicate that the components of TPB (i.e., consumer’s attitude, perceived control, and subjective norm) indeed exert positive impacts on consumer's mobile coupons redemption intention. In addition, consumer’s attitude toward mobile coupons is further determined by entertainment and value consciousness. The empirical results and findings from this study are helpful to marketers to tailor their promotion campaigns to raise the mobile coupons redemption intentions.
摘要 i
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻探討 6
第一節 手機折價券的定義 6
第二節 計劃行為理論模型TPB 10
第三節 科技接受模型TAM 13
第四節 娛樂性與價值意識對對兌換手機折價券之影響 16
第三章 研究方法 19
第一節 研究架構 19
第二節 研究假設 20
第三節 變數操作型定義 23
第四節 問卷設計 28
第五節 前測 34
第六節 研究對象與資料收集 35
第七節 分析方法 36
第四章 資料分析 38
第一節 驗證性因素分析 38
第二節 衡量模型分析 39
第三節 結構模式分析 41
第五章 結論與建議 47
第一節 結論 47
第二節 管理意涵 51
第三節 研究限制與未來研究方向建議 53
參考文獻 55
附錄(問卷) 60
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