跳到主要內容

臺灣博碩士論文加值系統

(44.192.20.240) 您好!臺灣時間:2024/02/27 10:48
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:董寧
研究生(外文):Ning Tung
論文名稱:CSR行銷、科技準備度與產品屬性評價對於APP服務使用意圖影響效果之研究
論文名稱(外文):A Study of CSR Marketing, TRI and Product Evaluation Impact on the Use Intention of APP Service
指導教授:賴正能賴正能引用關係
學位類別:碩士
校院名稱:世新大學
系所名稱:公共關係暨廣告學研究所(含碩專班)
學門:傳播學門
學類:公共關係學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:68
中文關鍵詞:行動應用軟體科技準備度科技接受模式推敲可能性模式企業社會責任
外文關鍵詞:mobile applicationtechnology readiness indextechnology acceptance modelelaboration likelihood modelcorporate social responsibility
相關次數:
  • 被引用被引用:0
  • 點閱點閱:418
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:7
本研究以推敲可能性模式(Elaboration Likelihood Model; ELM)為理論基礎,將研究對象劃分為不動產從業人員的產業內使用者與非不動產從業人員的一般使用者進行探討,推論產業內使用者與一般使用者對於行動應用軟體的態度與使用意圖使經由不同的思考路徑進行影響。產業內使用者主要是以產品屬性之優劣判斷來影響其態度與使用意圖,即透過中央路徑影響其使用意圖。而與產品屬性無關之資訊,如自身的科技準備度(Technology Readiness Index; TRI)與企業社會責任(Corporate Social Responsibility; CSR)訊息,則在一般使用者中相對影響力較強,此現象則為邊陲路徑影響其使用意圖。本研究欲透問卷調查方式,以結構方程模式(Structural Equition Modeling; SEM)之比較模式分別驗證研究假設可獲得實證資料之支持。研究結果顯示,本研究所提出之假設,除科技準備度對於產品喜好度之影響未獲得支持之外,產品喜好度對於使用意圖之正向影響,產品評價對於產品喜好度之正向影響,企業社會責任知覺與涉入程度之交互效果對於產品喜好度之影響,高涉入程度樣本中產品評價之影響力將大於企業社會責任知覺與科技準備度之影響等5項主要假設皆獲得實證資料支持。研究結果說明,將ELM觀點應用於解釋行動應用軟體之消費者使用意圖影響前因,具有相當好的解釋力,可對此領域之研究與實務操作提出有效的建議。
In this study, the subjects were divided into two groups of users in real property industry and general users based on the view of elaboration likelihood model. The view of elaboration likelihood model inferences that high involvement industrial users and low involvement general users are trough different paths to generate the use intention of mobile application software. The industrial users mainly judge the merits of the product attributes to influence their attitude and intention to use through a central path. In the other hand, the information has irrelevant to the product attributes, such as the personal technology readiness index and perception of corporate social responsibility, has strong influence to general user which is called peripheral path. This study uses questionnaire survey to collect empirical data and analysis by structural equition modeling to verify the hypothesis. The analysis result shows that the assumption of this study is supported by the empirical data except the influence of personal technology readiness index to product attitude. All casusal relationship between product evaluation, perception of corporate social responsibility, product attitude and use intention are supported, and the interaction effect of involvement and causes is also verified. Analysis result also comfirm the product evaluation has greater influence than personal technology readiness index and perception of corporate social responsibility, means the high involvement users are more concern about the information of central path. In the general users group, the result shows people pay more attention on the information of corporate social responsibility and influence product attitude stonger than high involvement users. Research conclusion suggest that using the elaboration likelihood model perspective to explain the consumer’s use intention of mobile applications has a very good explanatory power, field of study and practice can operate more effectively based on this work.
首頁……………………………………………………………………….i
中文摘要…………………………………………………………………ii
英文摘要………………………………………………………………...iii
誌謝……………………………………………………………………...iv
第一章 緒論……………………………………………………………..1
第一節 研究背景……………............………………………..…....1
第二節 研究問題與目的........……………………………………..4
第二章 文獻探討………………………………………………………..7
第一節 不動產行動應用軟體服務趨勢…………………………. 7
第二節 推敲可能性模式…………………………………………10
第三節 科技準備度…………………………………………..…..12
第四節 CSR知覺—邊陲路徑……………………………………14
第五節 產品屬性評價—中央路徑…………………………..…..16
第三章 研究方法……………………………………………………....19
第一節 研究架構............…………………………………………20
第二節 變數衡量............................................…………………....23
第三節 問卷設計………........………………………………........28
第四節 抽樣與資料蒐集....……………………………..………..30
第四章 分析………………………………………………………........33
第一節 敘述性統計........…………………………………………33
第二節 信度與效度檢定............………………………………....36
第三節 SEM假設檢定...………………………………..……..…41
第五章 結論............………………………………………………..…..47
第一節 理論意涵............…………………………………………47
第二節 實務意涵............……………………………………........49
第三節 未來研究建議與限制………………………..……..……50
參考文獻…………………………………………………………….….52
附錄:研究問卷....……………………………………………………..58


表目錄
表3.2.1 問卷各構面衡量題項表 ........................................................26
表4.1.1 個人背景資料次數統計 ......................................................34
表4.1.2 各構面之敘述性統計 ..........................................................35
表4.2.1 信度與Pearson相關係數表 ...............................................36
表4.2.2 CFA統計表 .........................................................................38
表4.2.3 CFA相關係數表 .................................................................39
表5.1 本研究假設檢定結果匯整表 .................................................48




圖目錄
圖1.2.1 研究流程圖 ............……………...………………………....6
圖2.2.1 涉入程度對於思考路徑之影響圖 …………………………11
圖2.3.1 H1與H2之直接影響路徑圖 ……………………….........13
圖2.4.1 H3之CSR影響路徑圖 ......................................................15
圖2.5.1 H4與H5之影響路徑圖 ......................................................18
圖3.1.1 研究架構圖..............................................................................22
圖4.3.1 SEM分析圖 .........................................................................42
圖4.3.2 多群比較路徑分析圖 ..........................................................43
中文

李佩芬、陳嵩、張佑崇(2006)。﹤組織環境及個人信念對銷售人員目標取向, 銷售行為績效之影響-以不動產經紀人員為例﹥,「第九屆兩岸中華文化與經營管理學術研討會」論文。

新聞雜誌與網站

My Go News不動產新聞(2011)。檢索日期:2014年5月11日,檢自http://www.mygonews.com/news/detail/news_id/5338/%E4%BB%80%E9%BA%BC%E6%A8%A3%E7%9A%84%E7%89%B9%E8%B3%AA%E9%81%A9%E5%90%88%E7%95%B6%E6%88%BF%E4%BB%B2
不動產經紀資訊系統。檢索日期:2014年5月11日,檢自:http://pri.land.moi.gov.tw/realestate_query/

地政法規全球資訊網。檢索日期:2014年5月11日,檢自:http://www.land.moi.gov.tw/law/chhtml/mainframe.asp?LCID=236&

英文

Adams, D.A., Nelson, R.R. and Todd, P.A. (1992). Perceived usefulness, ease of use, and usage of information technology: a replication. MIS Quarterly, 16(2), 227–247.
Andrews, J.C. and Shimp, T.A. (1990). Effects of involvement: argument strength and source characteristics on central and peripheral processing of advertising. Psychology and Marketing, 7(3), 195-214.
Agarwal, R. and Karahanna, E. (2000). Time flies when you’re having fun: cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665–694.
Barnes, S.J. and Corbitt, B. (2003). Mobile banking: concept and potential. International Journal of Mobile Communications, 1(3), 273-288.
Berens, G.C. van Riel and G.van Bruggen (2005). Corporate associations and consumer product responses the moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35-48.
Carroll, A. (1979). A three-dimensonal conceptual model of corporate social performance. Academy of Management Review, 4(4), 497-505.
Constantiou, I.D., Damsgaard, J. and Knutsen, L. (2006). Exploring perceptions and use of mobile services: user differences in an advancing market. International Journal of Mobile Communications, 4(3), 231–247.
Constantiou, I.D. (2009). Consumer behaviour in the mobile telecommunications market: the individual’s adoption decision of innovative services. Telematics and Informatics, 26(3), 270-281.
Curran, J.M., Meuter, M.L. and Surprenant, C.F. (2003). Intentions to use self-service technologies: a confluence of multiple attitudes. Journal of Service Research, 5(3), 209-224.
Curran, J.M. and Meuter, M.L. (2005). Self-service technology adoption: comparing three technologies. The Journal of Services Marketing, 19(2), 103-113.
Colby, C.L. and Parasuraman, A. (2003). Technology still matters. Marketing Management, 12(4), 28-33.
Churchill, Jr., G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16, 64-73.
Currás-Pérez, R., Bigné-Alcañiz, E., Alvarado-Herrera, A. (2009). The role of self-definitional principles in consumer identification with a socially responsible company. Journal of Business Ethics, 89(4), 547-564.
Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35, (8), 982–1003.
Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111–1132.
Devaraj, S., Fan, M. and Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: validating e-commerce metrics. Information Systems Research, 13(3), 316–333.
Dabholkar, P.A. (1996). Consumer evaluations of new technology-based self service options: an investigation of alternative models of service quality. International Journal of Research in Marketing, 13(1), 29-51.
Dabholkar, P.A. and Bagozzi, R.P. (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184-201.
Du, S., Bhattacharya, C. and Sen, S. (2007). Reaping relational rewards from corporate social responsibility : the role of competitive positioning. International Journal of Research in Marketing, 24(3), 224-241.
Dotson, M.J. and Hyatt, E.M. (2000). Religious symbols as peripheral cue in advertising: a replication of the elaboration likelihood model. Journal of Business Research, 48(1), 63-68.
Fornell, C. and D. F. Larcker (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
Gu, J.C., Lee, S.C. and Suh, Y.H. (2009). Determinants of behavioral intention to mobile banking. Expert Systems with Applications, 36(9), 11605-11616.
Gefen Doll, W.J., Hendrickson, A. and Deng, X. (1998). Using Davis’s perceived usefulness and ease of use instruments for decision making: a confirmatory and multigroup invariance analysis. Decision Science, 29(4), 839–869.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega: The International Journal of Management Science, 28(6), 725–737.
Gefen, D. (2003). TAM or just plain habit: a look at experienced online shoppers. Journal of End User Computing, 15(3), 1–13.
Gefen, D., Karahanna, E. and Straub, D.W. (2003). Trust and TAM in online shopping: an interacted model. MIS Quarterly, 27(1), 51–90.
Garbarino, E. and M. S. Johnson (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63 (2), 70-87.
Hendrickson, A.R., Massey, P.D. and Cronan, T.P. (1993). On the test–retest reliability of perceived ease of use scales. MIS Quarterly, 17(2), 227–230.
Hair, J. F., W. C. Black, B. J. Babin, R. E. Anderson, and R. L. Tatham (2006). Multivariate Data Analysis. New Jersey: Pearson Education.
Hinkin, T. R. (1998). A brief tutorial on the development of measures for use in Survey questionnaires. Organizational Research Methods, 1(1), 104-121.
Huang, J.H., Lee, C.Y. and Ho, S.H., (2004). Consumer attitude toward gray market goods. International Marketing Review, 21(6), 598- 614.
Hsu, C.L., Lu, H.P. and Hsu, H.H. (2007). Adoption of the mobile internet: an empirical study of multimedia message service (MMS). OMEGA: International Journal of Management Science, 35(6), 715-726.
Kleijnen, M., Wetzels, M. and De Ruyter, K. (2004). Consumer acceptance of wireless finance. Journal of Financial Services Marketing, 8(3), 206-217.
Kauffman, R.J. and Lally, L. (1994). A value platform analysis perspective on customer access information technology. Decision Sciences, 25(5/6), 767-794.
Laukkanen, T. and Lauronen, J. (2005). Consumer value creation in mobile banking services. International Journal of Mobile Communications, 3(4), 325-338.
Laukkanen, T. (2007). Internet vs. mobile banking: comparing customer value perceptions. Business Process Management Journal, 13(6), 788-797.
Mathieson, K. (1991). Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior. Information Systems Research, 2(3), 173–191.
Moon, J.W. and Kim, Y.G. (2001). Extending the TAM for a world-wide-web context. Information & Management, 38(4), 217–230.
Menon, S. and B. Kahn (2003). Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand? Journal of Consumer Psychology, 13(3), 316–327.
Meuter, M.L., Ostrom, A.L., Roundtree, R.I. and Bitner, M.J. (2000). Self-Service technologies: understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64, (3), 50-64.
Pavlou, P.A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134.
Petty, R.E., Cacioppo, J.T. and Schumann, D. (1983). Central and peripheral route to advertising effectiveness: the moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
Petty, R.E. and Cacioppo, J.T. (1984). The elaboration likelihood model of persuasion. Advances in Consumer Research, 11(1), 673-675.
Petty, R.E., Schumann, D.W., Richman, S.A. and Strathman, A.J. (1993). Positive mood and persuasion: different roles for affect under high and low elaboration conditions. Journal of Personality & Social Psychology, 64(1), 5-20.
Parasuraman, A. (2000). Technology readiness index (TRI) - a multiple-item scale to measure readiness to embrace new technologies. Journal of Service Research, 2(4), 307-320.
Suh, M. and Han, I. (2002). Effect of trust on customer acceptance of internet banking. Electronic Commerce Research & Application, 1(3/4), 247–263.
Straub, D.W. (1995). Measuring system usage: implications for iS theory testing. Management Science, 41(8), 1328–1343.
Segars, A.H. and Grover, V. (1993). Re-examining perceived ease of use and usefulness: a confirmatory factors analysis. MIS Quarterly, 17(4), 517–525.
Sujan, M. (1985). Consumer knowledge: effects on evaluation strategies mediating consumer judgments. Journal of Consumer Research, 12(1), 31-46.
Shih, K.H., Hung, H.F. and Lin, B., (2010). Assessing User Experiences and Usage Intentions of M-Banking Service. International Journal of Mobile Communications, 8(3), 257-277.
Scornavacca, E. and Barnes, S.J. (2004). M-banking services in Japan: a strategic perspective. International Journal of Mobile Communications, 2(1), 51-66.
Schwarz, N. and H.-J. Hippler (1995). Subsequent questions may influence answers to preceding questions in mail surveys. Public Opinion Quarterly, 59, 93-97.
Teo, T.S.H. and Lim, V.K.G. (1999). Intrinsic and extrinsic motivation in internet usage. OMEGA: International Journal of Management Science, 27(1), 25–37.
Venkatesh, V. and Davis, F.D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46(2), 186–204.
Varki, S. and Wong, S. (2003). Consumer involvement in relationship marketing of service. Journal of Service Research, 6(1), 83-91.
Wang, W. and Benbasat, I. (2005). Trust in and adoption of online recommendation agents. Journal of the Association for Information Systems, 6(3), 72–101.
Warrington, P. and Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology & Marketing, 17(9), 761- 782.
Wang, Y.S., Lin, H.H. and Luarn, P. (2006). Predicting consumer intention to use mobile service. Information Systems Journal, 16(2), 157-179.
Zaichkowsky, J.L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341- 352.
Zhu, F.X., Wymer, W.Jr. and Chen, I. (2002). IT-based services and service quality in consumer banking. International Journal of Service Industry Management, 13(1), 69-90.
Zhang, R., Rezaee, Z. (2009). Do credible firms perform better in emerging markets? Evidence from China. Jornal of Business Ethics, 90(2), 221-237. 
電子全文 電子全文(本篇電子全文限研究生所屬學校校內系統及IP範圍內開放)
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊