臺灣博碩士論文加值系統

本研究主要在探討行動商務對於購買意願、促銷活動及知覺價值之研究，發現有關行動商務的研究議題著力於行動技術的研發、使用者對行動服務的接受度，及行動商務之相關倫理議，較少研究行動商務與消費者購買意願的關係，因此本研究以行動商務對於購買意願之研究為主，從消費者的角度出發，結果發現不同性別、年齡及教育程度的受訪者在購買意願、促銷活動達顯著差異，不同年齡、教育程度的受訪者在知覺價值達顯著差異，不同性別、年齡的受訪者在行動商務特質達顯著差異，折價促銷、折價券、免費試用、贈品紅利積點、便利性越高其預測的購買意願也會越高及折價促銷、免費試用、贈品紅利積點越高其預測的知覺價值也會越高，而客製性越高其預測的知覺價值也會越低。

The study is to discuss the mobile commerce in purchasing intention, promotion, and perceived values. In light of the tendency of mobile commerce research is more focusing on the mobile technology, the acceptance of mobile services for users, and the issues of ethics rather than the relationship between mobile commerce and customer purchasing intention, this study is to examine the purchasing intention by the perspective of customer. The results show that there are significant differences between sexes, between ages, and between educations in purchasing intention and promotion; there are significant differences between ages and between educations in perceived values; there are significant differences between sexes and between ages in the characteristics of mobile commerce. Additionally, the results display the more discount promotions, coupons, free samples, complimentary gifts, bonus points, and convenience, the higher purchasing intention; the more discount promotions, free samples, complimentary gifts, and bonus points, the higher perceived values. Surprisingly, the more customized mobile commerce, the lower perceived values.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 ix
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 3
第二章 文獻探討 5
2.1 行動商務 5
2.1.1行動商務的定義 5
2.1.2 行動商務分類 7
2.1.3 行動商務特性 10
2.2 購買意願 11
2.2.1 購買意願定義 11
2.2.2 購買意願衡量構面 13
2.3 促銷活動 16
2.3.1 促銷定義 16
2.3.2 促銷理論及意涵 19
2.3.3 促銷方式 20
2.4 知覺價值 21
2.4.1 知覺價值定義 21
2.4.2 知覺價值形成 24
2.4.3 知覺價值衡量構面 25
2.4.4 知覺價值相關研究 28
第三章 研究方法 31
3.1 研究架構 31
3.2 問卷變項定義與衡量 33
3.2.1 背景資料 33
3.2.2 購買意願 33
3.2.3 促銷活動 34
3.2.4 知覺價值 36
3.2.5 行動商務 37
3.3 研究設計與統計方法 38
3.4 預試分析 40
第四章 研究結果 48
4.1 樣本結構分析 48
4.2 現況分析 50
4.3 差異分析 54
4.4 迴歸分析 85
第五章 結論與建議 87
5.1 研究結論 87
5.2 研究建議 95
參考文獻 96
附錄 107

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